You may not have heard this, but now two different companies own the soda brand 7up —while it is supervised by Dr. Pepper Snapple Group, PepsiCo runs it for the remaining world.
After releasing a new logo for the brand in 2011, PepsiCo has just proclaimed an updated visual identity for 7up. The new logo design and packaging were designed by the “PepsiCo Design and Innovation Center”, accompanied by Sterling Brands, the New York based design studio.
As you can see above, the new logo design greatly borrows from the roots of brand history. Notice the 7’s shape, the shadow/stroke treatment, & the fact that “up” is now found in lowercase for the very first time in decades.
7UP seems to constantly be going through identity crisis, so I think that it’s a smart move for the latest design totake a step back for exploring the roots of the brand. On the whole, it is a great attempt (at least far better than the 2010 version). The new “7” is a quite nicely done. It’s not perfect and maybe it could use little bit more flair and hyperbole in its curves, but it’s certainly the best version of the brand seen in years. The “up” typography looks just fine, a little distant in style to “7”, but that has usually been the case in each incarnation. It is really appreciating that it’s a serif when employed big, but it turns out to be a sans serif when used in small, maintaining readability.