Durex rebrand hits the spot with a sexy new logo

Durex logo
(Image credit: Durex)

Durex, one of the world's biggest condom manufacturers, has revealed a new brand identity designed by Havas London, in a bid to position itself as an activist championing the "positive reality" of sex. 

Another new addition to the flat design movement, Durex's new logo does away with the original's convex, reflective style while maintaining the lozenge shape. It's got rid of the light flare so that the 'x' of its name is more prominent, which feels appropriate, given that this only emphasises the X-rated nature of its products. This more modern, simplified mark is another trend we're seeing more and more of (and something you can read all about in our logo design guide).

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.