Dawn of X

  • Tom Muller

'Dawn of X' is Marvel Comics’ relaunch initiative of their X-Men comics franchise looking to redefine the brand. The relaunch ushered in a new creative direction that touches on every aspect of the franschise — and required a new visual direction to clearly mark the change. Starting from a new master ‘X’ brand mark, a comprehensive publication design programme, bespoke typography and graphic identity for the full product line was designed, creating an instantly recognizable look and feel for every comic, book, and collection Marvel publishes in the line. The resulting rebrand helped revive franchise awareness, fan engagement and increased sales through innovative stories packaged in a highly visible, and unified brand system built in the language of X. The rebrand was recognised with an Award of Excellence for Typography from Communication Arts, and received a Bronze award for Publishing at the 2020 Brand Impact Awards.