DC Comics Axes Vertigo Imprint, Unites Content Under One Brand

DC Comics has revealed in a press release the unification of all its content under one brand. The publishing company mentioned that all of its publishing content will be organized and marketed under the DC brand.

In addition to this, DC would create three age-specific labels—DC Kids, DC and DC Black Label. Due to this new strategy, Vertigo publishing imprint will be discontinued by the end of this year. The statement released by the publishing company reads, “Beginning in 2020, all content will be organized under three age-specific labels: DC Kids, DC, and DC Black Label. Vertigo Publishing Imprint to be sunset at the end of the year.”

This means all of DC’s existing imprints will be absorbed and owned solely by the DC Brand. Also, more focus will be on DC’s publishing content and center around mature characters and stories, evolving with the awareness and sensibilities of DC’s readers.

DC Comics: DC Kids, DC and DC Black Label

DC Publisher Dan DiDio had this to say: “We’re returning to a singular presentation of the DC brand that was present throughout most of our history until 1993 when we launched Vertigo to provide an outlet for edgier material.”

“That kind of material is now mainstream across all genres, so we thought it was the right time to bring greater clarity to the DC brand and reinforce our commitment to storytelling for all of our fans in every age group. This new system will replace the age ratings we currently use on our material,” DiDio added.

In response to the news, former Vertigo executive editor Karen Berger who left DC Comics in 2013 shared her reaction by tweeting, “Corporate thinking & creative risk-taking don’t mix. DC nixing Vertigo was a longtime coming. But hey, we changed the game & we had a blast doing it! Honored to have worked with so many incredibly talented creators & editors & thx to all our fab readers! #VivaVertigo #Bergerbooks.”

DC Comics

The DC Kids label will focus on fans and readers from ages 8-12. The content offered will be made specifically for kids in middle-grade. This will give parents the freedom to purchase a comic book or material for their kids without having to supervise them. Kids also can also use this as a medium to learn how to read better. Suffice to say, Batman: A Death in the Family will not feature in the list of the content being offered.

The DC label follows up from the middle-graders and gives reader content appropriate for teenagers aged 13 to 16. The characters will primarily be the current DC universe of characters. This will help the younger audience/fans get more acquainted with their favorite superheroes and villains in DC Comics.

Finally, DC Black Label will focus on content for readers 17 and older. So if you’re 17 and above, comic books like Batman: A Death in the Family, The Injustice Series, Crisis on Infinite Earths, and more will be offered.

DC Comics

In line with the announcement of the labels, DC Publisher and Chief Creative Officer Jim Lee said the goal was to create stages and ages of organizing philosophy to strengthen the goals DC hoped to accomplish. He further emphasized that the DC Brand will continue publishing creator-owned projects. This will allow creators the freedom to make stories they want, after which DC itself will evaluate the stories and assign them to the appropriate labels (DC Kids, DC, DC Black Label).

Lee added, “These new labels not only bring greater consistency and focus to our characters, but they also open up a wealth of new opportunities for the talent working on our books.”