"We're surfing the rogue wave—backward, in sunglasses. Because we can."
We live in polarized days, broadly, though the surf world has been much insulated from the pitched partisanship haunting politics or sick-and-ball sport. Surfers, by and large, agree on basic fundamental principles. There are too many other surfers out there, for example, and the majority of them are kooks.
Well, the detente took a hard turn, yesterday, with surfers across the spectrum splitting into camps and digging right in. The explosion of sectarianism not at all related to a changing of the guard in the United States but rather IDW Comics’ controversial logo change.
The publisher, founded in 1999 and holder of the GI Joe, Teenage Mutant Ninja Turtles, Transformers and Star Trek titles amongst others, unveiled the artwork and received massive criticism from the general comic book reading public. VP of marketing, Aub Driver, became frustrated with the haters and released a scathing statement in defense, reading:
Hold on to your hot takes, because its official—we’re shaking things up! This isn’t your run-of-the-mill slapdash logo; we’re ushering in a whole new era with a logo so bold it practically leaps off the page and into your imagination.
We’re not just sprucing up a color scheme: we’re revamping, reinvigorating. and hitting the refresh button so hard it might just break. This isn’t a change of clothes—it’s our battle armor as we gear up for the next 25 years. Why? Because at IDW—short for “Idea and Design Works.” remember?—we’re all about big swings and even bigger ideas.
Our new logo isn’t just a fancy set of letters in a font type; it’s a unique symbol calling out to every reader to try something different. It declares that IDW isn’t only present in the comics industry; we’re leading the charge. We’re surfing the rogue wave—backward, in sunglasses. Because we can.
Surfers, worldwide, breaking hard.
One group insisting that “surfing the rogue wave — backward” a clear reference to backdooring a section.
The other demanding that it means surfing switch.
Which side do you find yourself upon?
Please make your case.