PUR Filtrates its Serifs

Developed by Recovery Engineering, Inc. and first sold for the household market in 1994, PUR (pronounced like “pure”) is a range of water filtration products — faucet-mounts, pitchers, refrigerator filters, etc. — that are now a part of P&G. While I like to turn on the faucet, stick my head underneath and gulp, I realize that some water is better taken filtrated, especially in Mexico, where our house brand in my teens was the competing Brita. The new PUR logo has been around since October, appearing on new packaging and coupons, and it wasn’t until last week that it made its way unto the website. I don’t have any allegiance to this brand but there was something nice and elegant about the old logo. It certainly communicated the idea of filtration more