Dorcel Unveils New Logo, Revamped Brand Identity

Dorcel Unveils New Logo, Revamped Brand Identity

PARIS — Dorcel has unveiled a new logo described as "modern, refined, elegant and sensual" and a revamped brand identity as the "House of Pleasure."

"The new logo of the benchmark brand for chic pleasure since 1979 celebrates its evolution, in tune with the times and its premium standing," noted a rep.

"Since its creation four decades ago, Dorcel has always known how to evolve with society to remain a major player of pleasure and fantasy. After more than 40 years of making millions of adults fantasize, the French brand, present in more than 75 countries, is more than ever the 'house of pleasure' for all," the rep continued. "Dorcel is increasingly dedicated to helping all adults experience a relaxed, happy, refined and responsible sexuality through its range of pleasure accessories, lingerie, films and fantasies."

Ten years after replacing its famous toucan — the brand's first logo until 2011 — with its familiar pink seal, the rep said, Dorcel again called upon Dragon Rouge agency to "support its move upmarket" with a rebranding that symbolized the company's evolution.

"With the Dorcel team, we were able to shed light on new uses and new expectations regarding sexual pleasures. The new graphic and verbal identity reflects a sincere shift in an iconic brand for many French people," Dragon Rouge Managing Director Mathieu Sakkas explained.

The rep noted how the "crest" — brackets forming the 'O' — underlines "all the sensuality of the brand in an evocative form."

Dorcel commissioned a study in Nov. and Dec. 2020 and again in Feb. and April this year involving more than 15,000 people to examine the new logo.

"Whether [they] saw a heart, a mischievous eye or a vulva, those interviewed saw it as an expression of chic sexual pleasure," the rep said.

A 2021 Pleasure Calendar, showcasing 24 premium products "carefully selected to fulfill everyone's fantasies" is the first merch to bear the new logo.

Dorcel's web properties and social media channels switched over to the new imaging today; product packaging and signage will be updated throughout 2022.

Visit and follow the company on Twitter and Instagram.


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