IDW Publishing was formed 25 years ago as the publishing arm of Idea and Design Works. Today, it is the fifth-largest comic publisher in the U.S. and includes in its stables Sonic the Hedgehog and Teenage Mutant Ninja Turtles.
IDW recently introduced a new logo that is causing some confusion. The new logo cuts the conjoined letters “I” and “D” in half, which causes the letter “W” to form below. It’s supposed to read “IDW,” but it sort of doesn’t. The fact that it’s a drastic departure from the company’s original light-bulb monogram causes further loss of connection to heritage.
Nathan Widick, IDW’s director of design, explains the new design. “This rebrand was an opportunity for us to redefine the entire identity of IDW from the ground up. During the process, we went through hundreds of different designs, concepts, and ideas including a big push to retool our classic light bulb logo. Ultimately, we decided that rather than looking back, it was time for us to look forward and show the world the new and bold direction of IDW with a dynamic and innovative identity.”
