Starting with the release of Spider-Man in 2002, Marvel Studios introduced its "flipbook" logo, created by Imaginary Forces. This logo was accompanied with music from the film's score, sound effects or a song, to lead into the beginning of the film. This was the logo seen in front of all films until 2013, when the logo was updated with the release of Thor: The Dark World, again created by Imaginary Forces. Kevin Feige stated that since Marvel was now their own entity within The Walt Disney Company, it "felt like the time to update it and have something that is more substantial as a standalone logo in front of our features" instead of having it be accompanied by Marvel's studio or distribution partners' logos. Feige added that “We didn’t want to re-invent the wheel [with the new logo], 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.” Imaginary Forces used the same animation technique on the updated logo, as they did when they created the first version in 2002. They were given a few hundred comic books to select images from, ultimately choosing 120 that were "universal and not specific to one character" and created a narrative "where each image spoke to the one before it and after."
The new logo appears on all subsequent studio productions set within the Marvel Cinematic Universe. With the addition of the new logo, Marvel Studios also added a fanfare to accompany the logo, composed by Brian Tyler, who wrote the scores to Iron Man 3, Thor: The Dark World, and Avengers: Age of Ultron.
The logo is an iconic signifier of Marvel Studios and represents everything that they do. By incorporating the Marvel comics logo into the design, it harkens back to the origins of their films and film studio. The use of the smaller, spaced out "studio" the word Marvel seems more grand and our eyes are drawn to that. This represents that Marvel is the most important part of the image. The use of red connotes to ideas of passion such as the passion that these people have to their adaptations and films. It also links to the idea of superheroes as red is a very strong colour.
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