You mentioned this in the other thread:
It seems that DC had finally caught on to the potential of the trade paperback “graphic novel.” Around this time, they were collecting Frank Miller’s “Dark Knight” miniseries and his “Year One” four-parter into their own single volume editions. They were also releasing the one-shot stories Son of the Demon and The Killing Joke when these issues were coming out. Starlin’s own prestige format miniseries, The Cult, was on its way, too. My guess is that they were already pre-marketing the trade edition of Ten Nights of the Beast with that logo.