New Logo and Packaging for PepsiCo’s 7up

In January of 2011 we wrote about a new logo for 7up — the global lemon-lime soda — that was only launching in Germany at the time. It then propagated to the rest of Europe and other international markets. In the U.S., the logo hasn’t changed in decades, give or take a few gradients and bevels. The reason for the discrepancy is that 7up in the U.S. is owned and managed by Dr Pepper Snapple Group while PepsiCo runs 7up in the rest of the world. To further confuse things, although I’m sure the goal is to clarify them, PepsiCo announced last week a global campaign and refreshed visual identity designed in-house by PepsiCo’s Design and Innovation Centre, as reported by DesignWeek. Update: The new logo and packaging were designed by New York, NY-based Sterling Bran