DC’s Go-Go Checks: A Swinging Experiment of the Silver Age
If you’ve caught a few of our recent Instagram Live shows, you’ve probably heard us bring up those curious little black-and-white squares that appeared across DC covers in the 1960s. Known as “Go-Go Checks,” they were DC’s bold attempt to stand out on crowded newsstands during the height of the Silver Age. Though short-lived, they remain one of the most distinctive (and sometimes divisive) branding experiments in comic book history.
The Birth of the Go-Go Checks
By the mid-1960s, DC Comics found itself in an increasingly competitive marketplace. Marvel, once a scrappy underdog, was capturing readers with its colorful, energetic storytelling and its interconnected universe of superheroes. On the other side, Archie dominated the humor and teen market with instantly recognizable branding.
DC’s solution? A visual identifier that would make their comics instantly pop from across the room. Borrowing inspiration from the swinging “mod” fashion of the era — Carnaby Street, mini-skirts, and the rising popularity of go-go clubs — DC rolled out its checkerboard pattern in February 1966.
Placed directly above the title logo, the Go-Go Checks were designed so that even if a comic was partially hidden on a spinner rack or newsstand shelf, kids could spot the distinct black-and-white pattern at a glance. In theory, it was a stroke of marketing genius.
The Short Life of the Checks
In practice, however, the Go-Go Checks didn’t quite have the effect DC hoped for. While certainly eye-catching, the design was quickly seen as dated — more of a fad than a lasting brand identity. Within months, the mod style that inspired them was already fading.
The checks lasted only about 18 months, from February 1966 until August 1967. After that, DC quietly abandoned the experiment, shifting focus back to cover art and storytelling rather than uniform branding. For collectors today, that brief span gives the checkerboard books a fascinating place in DC’s publishing history.
Key Issues from the Era
Although the Go-Go Checks themselves didn’t endure, they adorned the covers of some truly important comics. A few of the standouts include:
Detective Comics #359 (January 1967): First appearance of Barbara Gordon as Batgirl, a key addition to Batman’s world.
Aquaman #29 (october 1966) 1st Appearance of the ocean master
Batman #181 (June 1966) : first appearance of posion Ivy
Batman #189 (Feb 1967) first appearance of scarecrow
JLA #43 (march 1966) 1st Team appearance of the royal flush gang
Legacy of a Failed Gimmick
Though the Go-Go Checks are often remembered as one of DC’s less successful marketing ideas, their legacy endures. For collectors, they’re a time capsule of mid-1960s DC!
Ironically, what may have been a misstep in branding has become a source of nostalgia. Today, the checkerboard headers make those comics instantly recognizable — not as failed sales experiments, but as quirky, charming artifacts of their time.
In hindsight, the Go-Go Checks represent DC’s willingness to experiment during an era of rapid cultural change. They may not have lasted long, but like the checkerboard pattern itself, they remain sharply etched in the history of American comics.
