7UP's New Logo Goes Old School By Creative Market Creative Market on May 2, 2016 in Design Trends Tweet This Share This 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 History 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. Save Save Save When I was a kid, "Spot" (the mischievous red dot mascot), was a primary feature of 7UP advertising. Remember this ad? The 2014 7UP Logo The 2010 iteration of the 7UP logo was colorful, fun, and fruity, an obvious attempt to modernize the branding. For 2014, they're running in the complete opposite direction. Save Save Out with the bright colors and bubbly lettering, in with the retro vibe. As you can see below, the new logo heavily borrows from the roots of the brand history. 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. Save The ad below reinforces the vintage appeal with the glass bottle taking the hero spot. The "Feels Good to be you" slogan feels sort of random and pointless, which makes it fit right in with most soft drink slogans! Save What Do You Think? 7UP seems to constantly be in a state of 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 new logo better than the 2010 version. What do you think? Is the new branding a step in the right direction? Free lettering worksheets Download now! Download now! Getting started with hand lettering? Download these worksheets and start practicing with simple instructions and tracing exercises.
Creative Market Following Follow creativemarket.com Creative's Shop → Making beautiful design simple & accessible to all. 5 Tricks We’ve Learned About Great Product Shots • Jan 19, 2021 0 Comments Brutalist, Reverse Contrast Typefaces That Add a Touch of Weird • Jan 15, 2021 2 Comments All Posts by Creative →
Matt Borchert I actually really like this move - so many companies have pushed towards getting everything as sleek and modern as possible, this will help 7 up stand out a bit on the shelves. In any case a huge improvement over the 2010 variation - uck. Dec 4, 2014
Jon Farmer Brilliant redesign. Subtle nods to the 60s logo is a great way to show that you can stick to your roots and still have a place in current design. Dec 4, 2014
Mike Mai I wish they'd bring back this guy: http://mobi-wall.brothersoft.com/files/480800/f/12820115245482.jpg Dec 4, 2014
FilterGrade I love this update. I'm a huge fan of vintage/retro packaging, and this is a great modern take on it. Dec 5, 2014