Jason Liebig’s composite scan of the 1979 Twix wrapper with Adell Crump’s “wonderfully stylized logo”
For Day 6 of “Robert Sidney Dickens Week” we’re turning to the firm’s 1979 Twix logo and packaging. This logo embodies the drop-shadow swash styling of the time. But it’s not the work of Robert Sidney Dickens.
The Twix logo above was originally hand-drawn by Adell Crump, using a (non-digital) felt-tip pen.
According to his 1971 profile in Ebony Magazine, Crump started with Dickens Design Group as a designer and art director around 1968.
By 1985, the firm had promoted him to senior VP and creative director of the entire studio.
Comparing Crump’s Twix logo to the prior and subsequent versions, I reckon his design remains a high-water mark for the brand.
Some Twix Brand History
Some sources cite Crump’s version as the launch of the brand in the U.S. In the U.K., Mars had been selling Twix (with a different logo) since 1967.
I have seen evidence, however, of another Twix logo existing in the U.S. as early as 1977…