November 13, 2013 2:41pm PT by Graeme McMillan
Kevin Feige Talks Marvel Studios' Updated Logo
If the Marvel logo at the start of Agents of SHIELD looked a little different last night, it's because it was, as Marvel Studios updated its logo for the first time in over a decade to celebrate its independence from other studios.
"You look back at the other films, and they've also featured our studio partners or distribution partners' logos," Marvel Studios president Kevin Feige explained. "But now that we are our own entity within the Walt Disney Company, it is only the Marvel logo in front of the movies. So that felt like the time to update it and have something that is more substantial as a standalone logo in front of our features."
The updated logo is more elaborate than its predecessor, including an original music cue -- created by Brian Tyler, who scored Thor: The Dark World and Iron Man 3 -- but remains faithful enough to the original flip-book incarnation.
"We didn't want to reinvent the wheel, but we wanted it to feel bigger," Feige said. "It starts with the flip, but suddenly it's more dimensional as we go through the lettering. And it reveals itself with the metallic sheen before settling into the white-on-red well-known Marvel logo, with the added flourish of the arrival and the announcement of 'Studios' at the bottom of the word 'Marvel.' "
The new logo can also be seen at the start of Thor: The Dark World.