As one of the top three paint brands in South Africa, Duram wanted to position themselves as a confident market leader. Their previous logo was introduced back in 2003 and felt it was dated and crowded by other brands. It was time for an upgrade to something more contemporary, while retaining the brands heritage. Changing or evolving a logo that has built trust over the years always seems daunting and risky, which is why they approached Red Crown for the revamp – All work below was carried out with & for their agency, Red Crown. As I left Red Crown at the end of the project, some final minor tweaks were done without my direction.
For years Duram and Dulux’s logos were being confused by the consumer. This was a serious problem for Duram’s brand. Red Crown were tasked with solving this problem by launching a new logo that would still retain Duram’s equity but completely separate them from Dulux.
The need for a revamp was obvious because of the similarity with the holding “swish”, the colour gradient, the similar corporate blues, and the fact that both names start with “Du” and are made up of five letters.