DC Comics' new logo was officially unveiled this morning, followed by the release of mockups showing how the "peel" design would appear on digital devices, collected editions and single issues. However, a closer look at the latter reveals a comics conundrum: a New 52 cover for Batman, with the current creative team of Scott Snyder and Greg Capullo, is labeled as Issue 708, while George Perez's Superman #1 cover is numbered somewhere between #700 and #709 (it's partially obscured, making it difficult to tell). Here's the thing -- despite the New 52 covers, both of those issues were published before the New 52 was announced in July 2011.
Batman #708 was printed in March 2011 during David Hine and Guillem March's run on the book. Any issue of Superman that begins with "#70_" would had to have been somewhere between June 2010 and March 2011, spanning J. Michael Straczynski and Chris Roberson's runs. Assuming these are the numberings from March 2011, that would mean the final two issues should be Green Lantern #64 and Wonder Woman #609. Could this be a sign of the New 52 numbering being a last-minute change for DC? Or maybe DC wasn't letting the outside firm in on its relaunch plans, which could indicate this logo has been in development since well before March.
Then again, it could just be a coincidence, but it is an odd oversight to present a new logo with numberings from issues that hit stores 10 months ago.
Whatever the case, it brings us to the question why the company didn't roll out its new brand identity in late August, when it relaunched its entire line, or even last month, when it published a mammoth hardcover collecting all 52 first issues -- one that now rests on shelves sporting the nearly seven-year-old "swoosh."
DC's "peel" logo will make its comics debut in March, when most of the covers presumably will bear the number 7.