This week, the British condom brand Durex launched a new visual identity in which it presented a personalized typeface, the One Night Sans, and a small redesign of its logo, work that was done by the creative agencies Havas London and Design. Bridge.
He new Durex logo It does not present a great change but it does come close to being more minimalist by removing the shadows, gradients, volume and brightness from its previous version. In addition, it acquired a new, more intense and brighter blue color.
Possible design flaw in the new Durex logo?
Before the launch of the new Durex logo, the Twitter user Helder CervantesWho is a digital creative and designer (as can be read on his profile), discovered a possible misalignment in the design of the new condom brand logo.
The designer mentions that the initial letter ‘d’ is not fully centered and demonstrates this with a diagram. Claim that caused confrontation with other users who joined the conversation, commenting that the logo is optically perfectly aligned.
Helder Cervantes measured the distance between the top and bottom of the ‘d’, and what those red lines show did not seem aligned. In your diagram, the ‘d’ appears to be positioned lower than it should be. This detail is probably not something that most would notice at first glance and isn’t considered a flaw as such in design, but it could be a headache for typography fans. What do you think?
Here is the controversial publication by the designer:
Not today hun, I have a migraine https://t.co/vRqcb17F4e pic.twitter.com/DsF0CKaaIa
– Helder Cervantes 🤟 (@heldercervantes) February 19, 2020
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The One Night Sans from Durex
As part of the launch of Durex’s new visual image, the condom brand has just created a new typeface, the One Night Sans created by Colophon Foundry.
The nine font has nine different widths and the oval shape found in the logo also appears in this new typeface. The new typeface can be found on all Durex products, as well as in its digital and print advertising.
Making logos and variable fonts is a trend in the creation of brand identity, since it has to be presented on multiple platforms that dominate the market, so it must be adaptable and recognized anywhere.
Sources: creativebloq, Thedieline, FastCompany