Vertigo Style & Promotion
Although the books did not have a consistent visual style, the cover designs of early Vertigo series featured a uniform trade dress with a vertical bar along the left side, which included the imprint logo, pricing, date, and issue numbers. The initial Vertigo 'look' "was created so people who see the books will automatically know it's ." The design layout continued with very little variation until issues cover-dated July 2002 (including Fables #1) which introduced an across-the-top layout ahead of 2003's "Vertigo X" 10th anniversary celebration. The "distinctive design" was designed to be used on "all Vertigo books except the hardcovers, trade paperbacks, and graphic novels." Berger noted that DC was "very" committed to line, having put a "lot of muscle behind" promoting it, including a promotional launch kit made available to "etailers who order at least 25 copies of the February issue of Sandman ," a "Platinum edition" variant cover for Death: The High Cost of Living #1 and a 75c Vertigo Preview comic featuring a specially written seven-page Sandman story by Gaiman and Kent Williams. In addition, a 16-page Vertigo Sampler was also produced and bundled with copies of Capital City Distribution's Advance Comics solicitation index.
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