7UP, your favorite “uncola,” has renewed its branding with new logo and packaging designs. We’ll take a quick look at the new design and turn the conversation back to you to see what you think.
7UP Logo: A History of Confident Visual Identity System
7UP is by no means a newcomer in the soft drink game. The 7UP brand launched way back in 1936! In fact, it’s even older than that.
The same drink existed under another name, Bib-Label Lithiated Lemon-Lime Soda, from 1929 to 1936 (good call on the name change).
Since 1936, 7UP has gone through countless bottle/can/logo redesigns and advertising campaigns. As opposed to Coca-Cola, which has retained a remarkable degree of consistency over the years, 7UP seems to be constantly reinventing its image.
When I was a kid, “Spot” (the mischievous red dot mascot), was a primary feature of 7UP advertising. Remember this ad?
The First 7UP Logo: A Red Affair
The only common thing between the original 7UP logo and the current version is probably the words “7UP.” Though the company is now known for its signature green color, the first brand’s creation was actually a red logo.
The logo in question appeared in the 1940s, which is rather obvious by the looks of it.
The “7UP” is written in white sans serif font with a black 3D effect for added depth. The striking red background was decorated with a few white circles – obviously representing the bubbles in the soda – while the top and bottom sported a thick black line, à la the 1930s movie frames.
The 1987 7UP Logo: The Green Makes an Appearance
Over seven years after the last red design, 7UP decided to create its first green logo. The new 7UP logo featured the product name in green, a red circle paying homage to Spot, and a return to the 3D effect with a blue outline.
But what prompted 7UP to choose green? What instigated this new branding?
It’s simple, really. The green color represents one of the primary ingredients in the drink – the lime. However, this vibrant color served another function – emphasizing the natural side of the 7UP soda.
The 2010 7UP Logo: A Homage to the Old Logos
The 2010 7UP logo prioritized fun above all. The logo’s tilt had never been as intensive, the emerald green outline was popping out, and the red circle was as prominent as ever.
The 2023 7UP Logo: A New Brand Identity
The 2010 iteration of the 7UP logo was colorful, fun, and fruity, an obvious attempt to modernize the branding.
For 2023, the company seems to be running in a different direction and seeking a new visual identity. Out with the bright colors and bubbly lettering, in with the retro vibe!
As you can see below, the 7UP new logo heavily borrows from the roots of the brand history, making this so-called new brand identity a nostalgic nod to its origins. Notice the shape of the “7,” the shadow/stroke treatment, and the fact that “up” is written in lowercase for the first time in decades.
The new 7up logo seems to be on par with the company’s new brand identity, which has been labeled as “UPlifting.” This new identity is all about bringing moments of positivity and surprise, with the company aiming to “offer light relief from the mundanities of daily life.”
Though this relief might be light, 7UP’s rebranding campaign certainly isn’t. In fact, it reaches farther than ever, encapsulating all international programs.
So, the new branding campaign will be accompanied by a comedy-centered marketing campaign, as laughter is the “universal language” among people, the company’s first consumer engagement platform across all international activations, and some healthy changes to the formulation of a balanced diet.
Of course, for us, it’s all about the logo.
After over seven years of consistency, this refreshing change brings a renewed sense of upward energy and excitement to the brand essence, in keeping with its international platform. As Mauro Porcini, SVP and chief design officer of PepsiCo, puts it, “[The] new visual identity for 7UP was inspired first and foremost by the brand’s creation of moments of UPliftment throughout its history. The PepsiCo Design and Innovation Team created a bright and confident visual identity system that will echo across cultures, regions, and languages.”
If the mention of PepsiCo Design surprises you, remember that 7UP is a trademark of a PepsiCo affiliate for all international markets, excluding the United States.
The first markets to experience the new 7UP logo on 7UP and 7UP Zero Sugar bottles were Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, the U.K., and all European markets. The company also promised to inform all its “international programs moving forward” about these exciting changes.
What Do You Think?
7UP seems to constantly be in a state of brand identity crisis, so I think it makes sense for the latest design attempt to take a step back and explore the roots of the brand. Personally, I miss Spot, but all that proves is the power of marketing to 90s kids with cartoon characters. Overall, I like the 7UP new logo better than the 2010 version.
What do you think? Is the 7UP new logo and branding a step in the right direction?
And also, has the new campaign that “adds moments of UPliftment to the every day” worked for you so far? Something tells me that few people will give a positive answer!
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