CR Blog
New 7up – now more fruity
Posted by Patrick Burgoyne, 4 March 2011, 17:13 Permalink Comments (74)
7up has had a redesign. Now with more fruit, bubbles and, of course, a big ol' number 7, we were fearing the worst but it's not half bad...
The new look was created by TracyLocke New York and will be rolled out (as they say) in several countries around the world, but not the US. Confusingly, 7up is owned by Dr Pepper Snapple Group in the US but the global brand is owned by PepsiCo: it is the latter that will carry the new look.
The design, we are told in accompanying press blurb "goes back to the core elements that define 7up: lemons, limes, bubbles and refreshment".
It's all notably cleaner than the previous incarnation, which looked like this (although these things tend to look better on the mock-ups than the actual bottles and cans).
There seems to be, post-Turner Duckworth's work for Coke, a distinct move away from the drop shadows, 3D effects and graduated fills that has cluttered up so much mainstream packaging and towards a far simpler, flatter aesthetic. Which is all to the good as far as we are concerned.
7up has a varied visual history to say the least. Launched in 1929, its first logo was this strange winged device.
By 1952, we had bubbles
which were still in evidence in 1961
but by 1964 everything had taken a 90 degree turn
the characteristic metallic green colour that featured for many years can be seen on this 1967 can
while by 1972 things had become distinctly funky
And here's 1977's version
1992 version (all US). All images from the fantastic usasoda.com
2010 US can
Credits
Group Creative Director: David Moore
Creative Director: Milton Melendez
Design Team: Dan Pulito, Tina Paymaster, Nitin Budhiraja
Account Supervisor: Natalie Smith
RELATED CONTENT
In August 2009 we talked to Coke's Pio Schunker about the work Turner Duckworth had done for the brand
TD's work included these Summer Cans
And here we posted about a special Diet Coke can by illustrator Tom Gauld
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74 Comments
it looks like a bottle of detergent in the kitchen....
2011-03-04 17:26:05
I like this version http://farm4.static.flickr.com/3595/3359798390_2a1e17ab20.jpg
2011-03-04 18:20:14
the 1964 and 1967 cans wipe the floor with the new scheme.
i thought design was about making things better....
2011-03-04 18:48:38
Have to say I'm not struck with the new graphics at all, I agree with littleoslo above. The 1977 version however, that I can get on board with!
2011-03-04 20:14:51
I always remembered 7Up's logo for the bold white text with the red circle … all the rest has always been added fuss that added no value to the image and never made it into my memory.
At first glance I wasn't sure about the word 'up' being INSIDE the red circle. I'll wait and see if it grows on me!
2011-03-05 20:36:49
I like how it says -The Uncola- on the 1964 and 1972 cans.
2011-03-06 08:53:30
Off subject, but these are worth a look for those who haven't seen them.
http://furthertheless.com/2011/02/live-the-language-films/
2011-03-06 15:15:31
Good design, terrific colours, and genial spirit all help the new 7up go down smoothly.
2011-03-06 17:25:39
When I was younger I always thought it was called Zup because of where the red dot was. No chance of that happening now.
2011-03-06 18:53:06
I think it also looks like something out of the kitchen and earlier iterations are far better. Not impressed.
2011-03-07 03:05:08
Like they said, I think it's not half bad & it's still true to the integrity of the brand. That really bites though that it won't be in the U.S. anytime soon because the shape of the 600ml bottle is SO awesome, I want to buy one just for the redesign.
2011-03-07 04:05:43
You're telling me the brand has the 7 numeral and the best they can do is a silly Futura logo. There are so many possibilities with the 7...the 1977 one looks SWEET! They can't be serious.
2011-03-07 05:04:41
Love the logo. Hate the feminie looking bottles. Hate the fact that its not coming to the US. Totally lame to split the brand. 7up is my favorite beverage, and I am a graphic designer.
2011-03-07 06:56:10
slow motion NOOOOOOOOOOOOOOO!
it looks like a cheap energy drink : (
I have such fond memories of getting the glass bottle 7Ups when I'd go see fam in Mid.E with the classic design, this is pretty whack...
2011-03-07 07:41:07
I quite like the design. It is more appealing than its predecessors.
2011-03-07 09:19:17
It doesn't beat the 1977 can, but I think this a definite improvement on the most recent packaging for 7 up, it looks cool and clean, I just wish the background graphics weren't so busy.
2011-03-07 09:49:58
it does look like a toilet bleach
2011-03-07 10:09:52
Great, interesting post about retro branding here.
7up have definitely taken a step back here going retro but making it a clean fresh brand too. It's always great seeing brand time lines just to see how much logos change within time.
Will look forward to seeing this refreshed brand on the cans and bottles!
2011-03-07 10:35:31
I quite like it when applied to the packaging
2011-03-07 10:47:31
I think it works really well. Bubble and bright.
2011-03-07 10:54:39
What about Fido Dido!?
2011-03-07 11:13:11
The cans in the UK over the last 30 years has looked considerably different to the samples shown. I'm only guessing here, but I think the brand represents different values in the US, hence the reason for this version not being rolled out state side. I like it, definitely ready for a refresh.
2011-03-07 11:14:57
Think the new logo design works really well on the plastic bottles especially – and on the new tactile organic / sporty shape. Still wouldn't drink the stuff though lol, I value my insides too much. However, I might buy it just to look at.
2011-03-07 11:22:53
My girlfriend is a doctor and they use 7up to clear the tubes going into people's stomachs for feeding. It's the fizziest of all the canned drinks so it's perfect for blowing out blockages, so the bubbles are truly appropriate. true story!
2011-03-07 11:44:57
The designs that illustrate fruit are far more thirst quenching, despite the current trend toward minimalism. In my opinion, brands should not pander to fashion. As a child, the metallic green of the early 70s packaging used to really amaze me.
2011-03-07 12:37:40
i am seeing a lemon/lime Venn Diagram.
2011-03-07 14:46:13
Looks like 7p.
2011-03-07 14:54:36
I like them. The idea behind it is good and it stands out. It would catch my eye amongst other fizzy drinks on a shelf and this surely is a good start.
2011-03-07 14:55:44
I bought a can at the weekend and felt as though I'd gone back in time to my old youth club in the early 90's - this explains why...
2011-03-07 14:56:48
How awesome are the '67 & '77 versions?!
2011-03-07 14:57:22
It's a great new direction, the trend away from cheesy Photoshop spritz is really encouraging and the new look has both a modern and nostalgic feel to it. A nice balance and hopefully a sign of things to come.
A case of design beating decoration for once...
®
2011-03-07 14:59:59
I think this is a clean and simple brand evolution, and the iD looks fresh and bright and will stand out on the shelves. Not overly keen on the packaging design, but none of this would stop be buying the product.
I'm trying to understand though why most of the negative comments above seem to expect / want the logo to hark back to it's past? If the purpose of the execution was 'nostalgia' then there'd be Fido Dido's and dots everywhere. But it wasn't.
And so what if the '7' is simple? Surely that's the purpose of all branding?
2011-03-07 15:02:41
I like it. Wasn't sure when I first saw it on it's own. Felt a bit top heavy but it looks great on the packaging, especially the bottle.
Love the 61 & 67 versions.
2011-03-07 15:13:51
I like it! All the previous incarnations are typical of their time, and I believe this is too.
Cleaner, simpler, with no gradients or fussy unnecessary details. It features the lemon, lime and the bubbles, and has kept the 7, the 'up' and the red dot, yet it still looks more iconic than before.
The bottles look a little like male torsos though...
2011-03-07 15:15:50
What does the 7 stand for?
2011-03-07 15:16:45
I think the new yellow / green focus makes it too similar to sprite....anyone agree? The red is what made 7up stand out!
2011-03-07 15:18:29
not keen on the logo as a stand alone mark, but it looks fantastic on the packaging! And i guess that's where it matters right?
2011-03-07 15:53:01
i like the 1992 can – which was probably the last time i had a one
2011-03-07 16:25:21
I had no idea they'd gone through so many rebrands. Crazy.
2011-03-07 16:48:23
WoW ! Fresh logo design and nice branding ! 7up rocks :)
2011-03-07 17:17:37
I didn't realize that 7-up went through so many logo changes. I remember the one with the "7-up" done all in circles and of course the recent version. I don't ever remember seeing the '72 version with the wooshes, not even in collector's shops. The latest version is "OK" but I'm not overly crazy about it.
2011-03-07 17:25:12
Some of the critics need to get over themselves. You're coming off as snobs. The new looks works. Period.
2011-03-07 17:35:17
Everything has to evolve.
Nice work, well done 7UP!!
2011-03-07 18:30:44
Very retro, tend to agree with the dishwashing detergent looking bottle though. Not sure about that.
2011-03-07 18:31:17
Very nice seeing all the designs through time :) i was very fond of 7up commercials when i was little!
2011-03-07 18:32:28
I like the clean look of the lettering/number 7, the minimal bubbles and the reminder of lemon/lime. Looks great on the packaging. It's a winner!
2011-03-07 18:33:52
Miss the bold red. 7 is too generic now, exudes zero personality. Seems to be the trend lately, simplifying busy logos, which is a good thing.
2011-03-07 18:50:22
Here are some redesigns.
http://furthertheless.com/2010/10/the-power-of-simply-effective-design/
2011-03-07 19:29:13
I must admit, i do like the new 7UP design, straight to the point.
KOJO BONTI -AMOAKO
2011-03-07 23:24:12
quite frankly i'm not too pleased with the new design...sure its a take on contemporary design with the lack of 3D etc, but it just lacks the umph. I don't think it works well in the packaging. Even though it looks retro - its not necessarily doing the retro look any justice unfortunately! The logos in the 70s are more fitting for today than this one!
2011-03-08 06:38:38
I actually quite like the new design. Not totally sure about the '7' - it looks a bit blocky but the bubbles and the lemon and lime give it a refreshing look.
2011-03-08 09:37:39
It looks NOTHING like detergent. It's pretty good.
2011-03-08 11:24:08
I'd be interested to hear what all the naysayers would think if the '77 iD were to have been launched as the 'new' iD... I reckon you'd still be complaining that it wasn't new enough.
2011-03-08 12:50:37
it's poor.
2011-03-08 13:01:42
The 1977 design is much much better. Why didn't the designers go back to this? More relevance. More fizz. More trendy. The new logo is very plain. Perhaps the fun has gone out of fizzy drinks? 7-Up has lost its bottle. Bring back Cresta!
2011-03-08 13:02:37
I like it. I much prefer the one on Crispin Finn's link though - but best of all the 1977 version as many have pointed out. It just looks cool. Unfortunately I don't think kids have any idea what cool is anymore and I don't think that's just because of a generational gap, more that the way they are sold things is highly commercialised.
2011-03-08 13:06:17
I think the '64 - 72 were the best versions of the logo... the new one shows a good will to make logo cleaner. however it looks a bit unbalanced with those two bubbles in the background... conclusion: it's poor...
2011-03-08 13:12:58
The previous logos were all of their time and now, to me, look pretty horrendous. This logo is fresh, clean and bright and actually looks like a drink (which is more than can be said for some of the earlier designs). It may be a little too flat for some tastes (no pun intended) but I would rather this than the grossly over-done 3D effects and drop shadows of many other brands - I think it's a job well done!
2011-03-08 13:18:00
I think that 7-Up might be cautious in saying anything in particular. Pepsi's recent revamp was plain too. Perhaps the designers are not in the position to do anything too daring so things end up looking rather flat. Which is ironic for a carbonated drinks company. I'm not sure what the new logo is saying other than here is a drink called 7-Up and you can buy it in your supermarket with lots of other products that look similar. Where's the fantasy? What would Warhol have done? Designers can be more daring than this surely?!
2011-03-08 13:30:10
Weak, it doesn't look crafted. I hate it when you see something and you realise how quickly it's been created with software, it's doesn't look at though it's been near pencil and paper.
2011-03-08 13:35:52
Does that mean Fido Dido (the face of 7up) has been dumped?
http://www.bandt.com.au/news/fido-dido-returns-as-face-of-7up
http://www.youtube.com/watch?v=_pRtjF1FQ_E
2011-03-08 13:50:15
[deleted by moderator] they get better the further back you go. I's just thinkin the other day how sick the current one is, especially the cherry one, is rude and cheap and cool, reminds me of being a kid in the early 90's. The new one is WACK. I don't normally give a flying toss about branding.
2011-03-08 14:06:00
Agree with Martin - '64-'72 were definitely the best versions.
But are we looking at them through a nostalgic cloud?
2011-03-08 14:08:08
I didn't like it as a stand alone piece.... makes me think of golfing bizarrely. On product it looks pretty sweet.
I wonder if Redbull took their inspiration from that first logo.
2011-03-08 14:20:23
more lemony but also more harsh and austere...strange feeling
2011-03-08 14:29:22
1961 and 1964 look like cans of Ajax or Vim scouring powder. The 1977 version is lovably ludicrous.
2011-03-08 21:15:18
67 was a great year for bubbles
2011-03-08 22:59:55
On first glance, it looks pretty tasty I think. I like it's simplicity. You can imagine how flexible it will be when they apply it to the rest of the range.
2011-03-09 09:07:08
I like it as a logo on it's own, but don't really like the packaging...maybe the 7 is too prominent!?
2011-03-09 11:54:24
I'm not sure about this, it does look a lot better when applied to the bottles but I agree that they could have chosen a much better font for the 7. It looks like they tried to modernise the 'up' by turning it into circular iPhone app. I think the branding shown in this article does a better job of what 7up were trying to achieve... http://www.facebook.com/topic.php?uid=158311747544991&topic=266
2011-03-09 14:07:00
It is what it is, and what it is is OK.
2011-03-10 12:32:47
From my opinion, it looks like very simple.... I liked it.... Number Seven is too serious....
2011-03-10 21:12:42
Oh man.
I am Brazilian and the football team that I'm fan, Botafogo, used to have a 7up sponsorship on its Tshirt:
http://www.blablagol.com.br/wp-content/uploads/2008/09/tulio-maravilha.jpg
http://4.bp.blogspot.com/_yfwfOqYMo3Q/S9buVU52OlI/AAAAAAAAKao/AtlEomgy8Jw/s1600/304_516-botafogo.jpg
2011-03-15 00:24:41
Well I would rather go for something like 1967 version but updated, minimal and clean. However, I'm not totally disappointed. I only find it too 'simple' to made, doesn't look crafted at all... and the colours... always remind me Brazil, for obvious reasons.
I would give it a 7 in a scale of 10.
2011-07-04 11:35:37
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