The new Twix logo
- Apr 7, 2025
- 1 min read
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?
The way you explained the reasoning and design choices behind the new Twix logo was very clear and helpful. Your analysis really made the design principles easy to understand. I recently came across a similar discussion on https://www.rosedalewellness.com/, which offered an interesting perspective on visual branding and how design elements influence perception and well-being. Well done on such a thorough breakdown!
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