Fans likely noticed that the Marvel Studios logo at the top of both Thor: The Dark World and this week's episode of Marvel's Agents of S.H.I.E.L.D. was a bit different than it had been in the past--and today, Marvel Studios President Kevin Feige gave an interview with the official Marvel website, where he explained the move.
"We designed the very first Marvel logo for the first Spider-Man film,” Feige tells Marvel.com. “We’ve used that logo for eleven years, and with Thor: The Dark World, it felt like a good time to update it because this is the very first film that only has the Marvel logo in front of it. You look back at the other films, and they’ve also featured our studio partners’ or distribution partners’ logos. 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."
To illustrate that point, they released a 3o-second video of their new logo reveal, which you can see embedded below:
Fans will likely notice that this logo certainly calls back to the original, even while being a bit different (and longer). Feige addressed that, too, saying that they liked what they'd been using for the last decade and didn't particularly want to change it too much.
"“The key was, we really loved that old flip logo," Feige said. "We didn’t want to reinvent the wheel, but we wanted it to feel bigger, to feel more substantial, which is why 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 the Studios at the bottom of the word Marvel."