Iconography is the most vital element of brand recognition. In terms of logo design, the visual stimulus of a fizzy drink’s market is constantly being bombarded with literally hundreds of other product logos that may be offering a similar scope of basic functionality. To combat this saturation of competing imagery, fizzy drink brands have adapted their symbolism from decade to decade in attempts to grab the attention of new markets and rejuvenate their identities. Let’s take a look at a few distinctive brand logo design changes:
To begin with granddaddy of carbonate cans, Coca Cola has gone through a heap of design tweaks since the brand was established in 1886. The primitive typography reminds us of a familiar design structure, notice the uncanny mimicry of a ribbon (1886). This historical piece of design was the beginning of the most visually recognised symbol in the entire world
Jump ahead just shy of 50 years and the design font appears to have been graced with a more refined and sharper feel. We begin to relate to the modernistic identity of the Coca-Cola brand.
The iconic logo has nowadays been inverted and accompanied by a boxy red square and a swift, elegant ribbon as a type holder. The bold, red aesthetics were integrated into the brand and we are now faced with the Coca-Cola we all engage with even if we don’t drink the beverage - the presence of this identity is so powerful one doesn’t go a day without seeing an advertisement with this logo on it.
Next we will take a look at the lemonade that many South Africans love and know, whether enjoyed on a long hot summer’s day or used as a mix for a Saturday night shenanigan, we all love 7up.
The original exhibition of 7up’s first branding execution came in the form of this ancient logo from 1929. The basic design still bears some similarity, but the wings were an archaic experiment, which suggests the brand wanted to “take off” in an upward direction. The popularity to come was amply justified.
Further don the line, we see the recreation of the design’s juxtaposition and visual identity. The idea of cartoon imagery was seen as obsolete and 90’s corporate culture had made a ferocious impact on the physical appeal of a brand logo. One can notice the consistency of the typeface is a lot more “serious” and represents a look and feel that is leaning more towards the company than the functionality and personality of a fun, tangy lemon-flavoured fizzy drink.
7-up’s current branding logo is seen to be as a more relaxed yet confident style of design. The weighting of the exterior borders have been infused with an emerald shadow and the red circle had become a lot more deeply saturated which promotes recognition. The slightly more engaging visual appeal renders an easily recognised brand, which now proudly holds a strong share in the lemonade market.
What other fizzy drinks have gone through radical branding changes? Have you seen the progressive difference of another brand since you were a kid? If so, give us a comment or send us some links or pictures. Fancy a fanta, anyone?
Contributed by Cameron Smith.