DC's New Look

According to The New York Times, DC Comics is refurbishing its logo, replacing the "DC Bullet" that's been the mainstay of its comics covers for about thirty years.
The new design looks fine, but it doesn't seem instantly memorable, like something people will see and quickly remember. (Although I ultimately got used to it, I was never overly enamored of the old logo, either.
It was fine, but it didn't seem to offer any inspiration beyond its identification of DC's brand. It replaced the truly iconic DC logo from the Golden and Silver Ages.
I only say that because I'm of a certain age that remembers this logo in the first place. It provides nice memories, but it's old-fashioned looking and has nothing to do with the here and now. And when's the last time the company was known as National Comics, anyway?)

Although DC has been present in various media for quite some time, they're using this occasion as a coming-out party of sorts, reminding us that they're a multimedia company. The new logo will appear on the comics, of course, but it will also appear on graphic novels in bookstores; a whole line of toys--mostly action figures, but a few other things, as well; DVDs of old series such as Lois & Clark and Birds of Prey; the shows that are on now like Smallville and Teen Titans; upcoming movies such as Batman Begins and V for Vendetta; and, I'm sure, a whole host of other things. The Beat has a few suggestions for further extensions of the brand. Will the new logo become familiar to the world outside comics in a way that the bullet never did? It doesn't appear to bring anything beyond brand identification immediately to the table, but we'll have to wait and see about its long-term effect, if there's any at all--because there's always the chance that, if it turns out to be as uninspiring as it feels on first glance, we'll have another new one next year.