DC to unite all publishing under one banner by 2020 using three aged-specific labels to better organize their titles. DC Kids, DC and DC Black Label will absorb all existing titles and that way it will not only help the readers understand what sort of titles they are reading but also will help the characters mature with the readers. As a result, DC sunsets its imprint Vertigo which operates since 1993 by the end of the year.
“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,” said DC Publisher Dan DiDio. “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.”
DC Kids will focus on young readers of the age 8-12 and it will offer stories created specifically for middle grade.
DC will focus on 13+ and will portray the current DC stories and characters.
DC Black Label will focus on stories for the age of 17+.
“What we’ve done here is apply an ages and stages organizing philosophy that will strengthen what we’re already doing well, whether that is our move into the young adult and middle grade audience or our long track record of success with creator-driven pop-up lines,” said DC Publisher and Chief Creative Officer Jim Lee. “We will also continue to publish creator-owned projects, and will evaluate and assign to the appropriate label to help our fans find the best books for their interests. 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.”