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The Serenity Logo: Otherness and Inauthenticity
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The Serenity Logo: Otherness and Inauthenticity
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Magazine Article
The Serenity Logo: Otherness and Inauthenticity
2022
Overview
Introduction This paper explores and critiques the typographic and design decisions made in the creation of the logo and brand for the 2oo5 film Serenity by Joss Whedon and how the choice of the Papyrus-inspired typeface used in the logo perpetuates the potential for orientalist, racialized stereotypes, and material dishonesty previously seen in the film's casting, props, and story critiqued prior in Serenity scholarly literature. [...]the Serenity logo takes on six different forms (Fig. i): 1. The American Marketing Association describes a brand as a \"name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition\" (American Marketing Association). The Serenity logo has succeeded in creating strong brand equity as 20 years later many Browncoats still adore the TV show, film, comics, books, and merchandise as much as ever.
