Dorcel Revamps Image With New Logo by Dragon Rouge

PARIS—Premier European adult brand Dorcel kicks off the month of December with the unveiling of a brand new logo and company identity as the "house of pleasure." The new logo arrives 10 years after Dorcel replaced its original toucan emblem with the pink seal it has used since. Once again created by the Dragon Rouge agency, the fresh design is meant to symbolize the company's increased dedication to "helping all adults experience a relaxed, happy, refined and responsible sexuality through its range of pleasure accessories, lingerie, films and fantasies," according to a company announcement. “With the Dorcel team, we were able to shed light on new uses and new expectations regarding sexual pleasures," explains Mathieu Sakkas, managing director of Dragon Rouge. "More lifestyle, more inclusive and more responsible, the new graphic and verbal identity reflects a sincere shift in an iconic brand for many French people.” Dorcel goes on to explain in its announcement that "the 'crest' (brackets forming the 'O') underlines all the sensuality of the brand in an evocative form. Dorcel asked more than 15,000 people to test this new logo and symbol. Whether you see a heart, a mischievous eye or a vulva, those interviewed saw it as an expression of chic sexual pleasure." Dorcel's 2021 Pleasure Calendar, featuring 24 products carefully curated to fulfill a wide range of fantasies, is the very first item to bear the new logo. All of Dorcel's websites and social networks will display its new identity starting today, and all other media (product packaging, signs, etc.) will be updated during 2022.