The new Twix logo

Twix has just launched a new logo as part of a $70M brand refresh.

It’s bold, nostalgic, and undeniably recognisable… but for a brand built around “two bars,” does this new curvy typeface really get that message across?

For me, it raises one of the biggest questions in logo design:

Do you prioritise meaning, or do you lean into aesthetic appeal?

I’ve shared my thoughts in a quick video – looking at where the logo’s been, what’s changed, and how even small tweaks can shift brand perception.

👉 Curious? Take 30 seconds and let me know what you think.

Does the new Twix logo do the job? Or is it all wrapper, no substance?