Right! The new Doctor Who logo for 2010 was revealed today on the BBC website. They made a bit of a 'thing' of it, announcing the time and date that it would be revealed in advance, giving everyone a chance to salivate over the possibilities. Would it be on one line or two? Would there be a dot between the two words? Would it be an animated logo made out of the bodies of the production team, with a moonwalking Steven Moffat forming the bridge of the 'H'?
Unusually, I was in the house at 8 this morning so I got to see it as it arrived.
OH MY GOD IT'S A NEW WAY OF WRITING 'DOCTOR WHO'!
I'm sure the people at Nike, Orange or Google will tell you how important branding is. But even a new Google logo couldn't have been met with as big a reception as the NEW DOCTOR WHO LOGO. It set knees jerking up and down the country in a kind of vitriolic 21st Century National Morris Dance.
GalifreyBase and Roobarbs, those two thermometers up the backside of Doctor Who fandom, gave positive early results. People seem to like the words 'Doctor' and 'Who' and even the initials, 'D' and 'W'. They are pleased that Steven Moffat has come up with a new logo and not that evil philistine purveyor of farting aliens, RT 'The Devil' D. It's better than the old logo. It's not what they were expecting.
So there are some people who were 'expecting' it to look a certain way. I don't know quite what they were expecting, but the only certainty was that it wouldn't look the way that anybody expected it to. Nobody made the comment 'Yes, that is precisely what I expected it to look like.'
Of course, I'm over-reacting to the fan reaction here. It's always worth stopping to consider the reaction to the reaction, as Einstein probably realised.
I want this to be the first blog that examines the fan reaction to the fan reaction of the logo. So here are some opinions:
Forbidden Planet BlogForbidden Planet seem to have a blog that no-one ever guessed at the existence of before, clearly typed inbetween hand-rubbings as another fan orders a £25 Jon Pertwee Model. Foolishly, they allowed comments. Silly!
GreywulfGreywulf had another go at remaking the insignia to be an actual Police Box - which looks good, but misses the point of having an insignia which looks like a Police Box but isn't, because the image of the Police Box already existed, but the image of 'D' and 'W' forming a Police Box is a 2009 invention. (probably).
Blogspot bloggerThis blog reveals that the logo didn't appear until 8.03am, a full three minutes later than advertised. Or perhaps his F5 key was a bit wonky. Or maybe the BBC site had heavy traffic for three minutes.
National Fanzine The GuardianThose saddos at Doctor Who Fanzine 'The Guardian' (so obviously based on the old Doctor Who Magazine column 'Galifrey Guardian') have produced a complex and engaging poll to intrigue, delight and mystify readers, while at the same time giving us a peep into the inner depths of the soul of the nation.
"Do you like the new Doctor Who logo?
X Yes
X No"
Anyway, as for the logo itself. And the age old fan-hobby of extrapolating beyond the point of sanity. It's silver, which suggests that the Cybermen will be back. There's lens flare, which indicates that the logo cost a lot of money. There are some funny 'hooks' on the 'W' and the 'H', but that's probably so that they can form the ridges at the edge of the TARDIS 'insignia' of the logo. For this is the first Doctor Who logo to come complete with an insignia. I can imagine them laughing as they came up with the idea 'We can make the D and the W look like a Police Box sort of!'
So later this year I'm expecting them to carry this forward with the other mainstays of the series. You can make a Dalek out of the letters 'D' and 'K' without too much difficulty. A Cybermen could be two 'C's in mirror image, either side of an 'M'. But an Ice Warrior from 'I' and 'W'? A Sontaran Soldier from two 'S's? Where will it END?
Fans on You Tube have already made new title sequences with the new logo. Slightly less technically advanced fans have filmed themselves talking about it. I watched one and it made me go 'Awwwww'. I am so glad that You Tube did not exist when I was eleven. All my childish home video taping is hopefully lost forever.
So, to summarise here are the scores out of ten. I would have gone with 11 because there will be 11 Doctors Who next year, but then giving anything nine out of eleven might have been offensive. It's only a number.
The New Logo - 8/10
The initial fan reaction - 9/10
The more considered fan reaction - 7/10
The letter 'D' - 4/10
The letter 'W' - 6/10
The speed at which the BBC got the logo online - 3/10 (3 minutes late!)
This blog - 2/10
Now LOOK AT THE LOGO! And imagine...