Sweet New Sprite Logo

I’m not a big fan of the color green or soft drink logos or lemon lime soft drinks. But given the recent spate of rueful logo changes (i.e. Pepsi), my hat’s off to Sprite. Although I nostalgically prefer the original can most of all (bottom), the latest incarnation (top) is conceptually very smart. That coupling of the lemon and lime into an S is a pretty tart combination, and an improvement on the earlier clam-like iterations. It took me half a second to see the “reveal,” but once I did, it was pretty tasty.
 
If mass-market, sugar-laden soft drinks (the kind Mayor “sugar free” Bloomberg is attempting to ban from school vending machines) are to be judged on their health merits, Sprite is still too sweet (in the unhealthy sense) for my taste, but the logo itself is sweet in the good, teenage hipster sense of the word. The next Sprite challenge: Do something about the type.
 
 
 

 

 

 


About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes a weekly column for The Atlantic online and is the "Visuals" Columnist for the New York Times Book Review. He is also the author of over 160 books on design and visual culture. And he is the 2011 recipient of the Smithsonian National Design Award.

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3 COMMENTS

  1. How can you say you don’t like a basic color like green. It is one-third of the light spectrum. It is like saying you don’t like serifs or san serifs or scripts.

  2. How can you say you don’t like a basic color like green. It is one-third of the light spectrum. It is like saying you don’t like serifs or san serifs or scripts.

  3. How can you say you don’t like a basic color like green. It is one-third of the light spectrum. It is like saying you don’t like serifs or san serifs or scripts.