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7UP's New Logo Goes Old School

Creative Market March 31, 2021 · 2 min read

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.
new-7up-logo
new-7up-logo
new-7up-logo
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.
new-7up-logo
new-7up-logo
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.
new-7up-logo
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!
new-7up-logo

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?

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9 Comments
  • 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. 7 years ago
  • 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. 7 years ago
  • Just throwing this in - I don't mind the 2010 design... 7 years ago
  • Love this. 7 years ago
  • I wish they'd bring back this guy: http://mobi-wall.brothersoft.com/files/480800/f/12820115245482.jpg 7 years ago
  • I love this update. I'm a huge fan of vintage/retro packaging, and this is a great modern take on it. 7 years ago
  • Now let's relax...fido dido! 7 years ago
  • Love the classic look, awesome. 7 years ago
  • I'm also a fan of the "new" retro look. 7 years ago