Twix’s New Logo: “Two is More Than One”

Twix has undergone a rebranding in collaboration with design studio JKR. The new logo preserves elements of the original design while adding a modern twist. The rounded ‘T’, which was used from 1979 to 2010, brings a nostalgic touch. Some fans expressed disappointment over the removal of the ‘pause’ icon that used to be in the dot of the ‘i’ in the previous logo.

Alongside its new brand identity, Twix has launched a global campaign titled “Two is more than one.” Moving away from its previous approach of encouraging consumers to pick a side between the left and right bars, the brand now promotes the idea of enjoying both.

The campaign stems from the understanding that younger generations are tired of polarization. Rankin Carroll, Chief Brand Officer at Mars Snacking, stated, “Our fans are embracing a life of abundance, and we have reimagined the Twix platform from the concept of choosing one to having it all.”

The lead commercial is a 60-second ad that pays homage to vintage car chase scenes. It features two identical cars racing down a desert highway, eventually stacking on top of each other and driving as one—visually representing the brand’s new message.

More Info

• https://www.twix.com/