Leer Comics

MANY YEARS AGO, when I earned my living in the publishing industry, there was a line of thought that you didn't mess with a magazine's logo - except for once a year when you were allowed, if you were lucky, to add snow. British comics have long had a tradition of adding snow to the masthead for seasonal issues. In fact, it's something of a cliche. The Dandy is dated 1938, but is by no means the earliest example I've ever seem. The Smash is 1967, when British comics were still in their heyday. The TV Comic is from 1970, but looks much more old-fashioned than the Smash , don't you think? (Click on the images to enlarge.) From a marketing point of view, I suppose, this makes sense. A product's branding is its unique identifier in the marketplace and so should always be immediately recognisable, right? But the problem with this marketing philosophy is that it assumes the customers are stupid, and it probably shouldn't be applied to magazine logos, anyway. I ...

SO IT WAS MID-1965,  I was just coming up to my eleventh birthday and I was leaving the kids-stuff comics of DC behind and discovering the wonderful new world of Marvel Comics, masterminded by a cheery bloke called Stan Lee. I had found a character called Captain America that I thought was really cool, with his lack of superpowers, his natty spinning shield and his eye-catching Stars-and-Stripes costume. But it didn't take me long to figure out that this Marvel outfit had other titles and pretty soon, I'd found Fantastic Four and Spider-Man comics as well, and they were just good as the Captain America and The Avengers stories I'd read. Back in the 1960s, comics companies had no advertising budgets, and there were no comic stores or fanzines or internet to keep customers informed of what other books the company was publishing. If you picked up a Fantastic Four comic and you liked it, the chances were you might be interested in X-Men as well. So the publishers would hea...