Directl Directline90s Directline00-06 Direct-line-logo Direct Line 2005 Direct line 2020
1985–1996 1996–2000 2000–2006 2005-2014 2014–2020 2020–present





Although the Little Red Phone mascot was introduced in 1989, it wasn't featured in the logo until 1996.



In 2000, the 1996 logo received a modest update. Although a new logo was introduced in mid-2005, some adverts and its website still included this logo up until early-2006; some adverts with this logo were edited to include the new one.




The mouse was added, the text was changed to lowercase, the text colour became black and a red line has been added. A new slogan "A Good Deal Better" was also introduced in 2006 and was used until early 2011.


Direct Line 2005
Logopedia Info A better version of this logo is needed, due to the picture quality, inaccuracies or other issues with the uploaded logo. You can help Logopedia by uploading it here. The reason is listed here: the wordmark is usually smaller

In late-august 2014, the wordmark's typeface changed from Avenir to Museo Sans with the launch of a new TV ad campaign and a slogan, "Can your insurance do that?". However, the iconic symbol remained unchanged.


Direct line 2020

On March 6, 2020, Direct Line introduced a new logo after 15 years, ditching the mouse, changing the wordmark to an altered version of PX Grotesk and making the red line bolder. Along with it came a new TV ad campaign and a slogan, 'We're On It'.

The brand's typography was changed from Museo Sans to Graphik along with an altered version of Graphik Super Italic for the titles.

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