New 7up logo

[xxxxxCanManxxxxx]

Just heard about this through Twitter. On the 7up Germany website, they show new bottle and can box packaging with a simpler 7up logo. Well, here's a time when the Can Museum has something no one else seems to have yet. I was in Toronto, Canada last May 2010 and picked up a can of 7up with the new logo at Casa Loma's eatery in the basement of the castle.

Here it is:



More info @canmuseum.com: www.canmuseum.com/Detail.aspx?CanID=29081


====

7UP Redesigns: Simpler Is Better

7UP becomes simpler—not in terms of the recipe, but visually. The citrus flavoured soda brand decided to drop some elements of its previous logo and make it look bolder and fresher. The new identity was launched only in select markets, and is not announced to be introduced in all the countries where the soda of PepsiCo’s brand is available. The countries, which got the famous refreshing drink in ‘a new outfit’ are Germany and Canada (at least, promotional materials say so), but so far there’s no official information on the launch available.


The redesigned bottles are featured on the brand’s German website (alongside new tagline ‘Simpler Is Better’) and in its promotional materials within the 7UP Rire-O-Don campaign, launched in summer 2010 across the county (still, 7UP’s Canadian website features the old version of the logo). The new design features lettering with straight lines instead of curvy ones, preserves the iconic faux bubbles and Jupiter-sized slices of citrus, and is mirroring the nature of the drink—brisk and full of refreshing taste. The word ‘UP’ is now pushed into the red dot.







In June 2010, on its YouTube page the 7Up Canada released two commercials about the simpler ways of refreshment. The tongue-in-cheek spots, titled ‘Love Story’ and ‘Refreshing Machine,’ are dedicated to highlighting much less complicated methods to bring fresh tones into your life.




7up Germany: www.pepsico.de/content/brands/7up/
Source: popsop.com

[sasolaguna]

the same design is since last october used also in Poland, Slovenia, Slovakia and Hungary

[xxxxxCanManxxxxx]

New article found about the 7up redesign.

New 7up – now more fruity
Graphic Design
Posted by Patrick Burgoyne, 4 March 2011, 17:13



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 www.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 creativereview.co.uk/cr-blog/2009/may/coke-cans

And here creativereview.co.uk/cr-blog/2010/march/tom-gauld-cans we posted about a special Diet Coke can by illustrator Tom Gauld


source: creativereview.co.uk/cr-blog/2011/march/7up-redesign#feedback