Everyone who has been following us for a long time knows this
The June 6th Club will collect a wave of Durex posters from time to time
After all, he is a genius in the marketing world
Its copywriting and design can often provide us with a lot of inspiration
But this Valentine’s Day
Dude didn’t do anything on the poster
Instead, the current situation has been transferred to the brand logo
Valentine’s Day, February 14th
Durex announces rebranding
And launched a new logo, packaging, brand image and positioning
The picture on the left is the old one and the picture on the right is the new logo
The global creative design agencies HavasLondon and DesignBridge were responsible for this brand upgrade.
The new logo retains two elements of the old logo, the logo and the rhombus, and removes the blue gradient and highlights of the background. The design is more simple and flat, giving it a youthful atmosphere.
Lorenzo Fruzza, the design director of Havas London, also expressed the reason for the design in the interview: "We want to show a clear and honest brand to talk about some of the most sensitive issues in people's lives."
Durex ins
The reason why Durex rebranded was due to a global survey in 2017. The survey shows that even though people's sexual concepts have changed in the Internet environment, many people still have "potential sexual anxiety", which is caused by the general culture of society.
Durex's move this time aims to break the traditional sexual concept that regards sex as a taboo and stigmatizes sex, so that more people can tolerate and accept correct sexual concepts.
Screenshot of Durex official website
Currently, Durex has not yet replaced the flat new LOGO on its official WeChat account. However, Durex’s overseas official website has.
In order to make the brand image more profound, the integrated new LOGO and graphic "rounded rectangle" elements are used in the design of promotional images in various channels.
Packaging poster
Outdoor advertising
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