The first row tapers towards the end, while the second, on the contrary, expands. This time the designers made all the inscriptions diagonal, whereas before, the bevel had only the first word (and only at the bottom). In 1991 the developers stretched the letters vertically even more, and with them the rectangle, essentially turning it into a square. Neither the lettering nor the style and shape have changed – they have remained the same. The saturated tones became muted and lighter. The only exceptions are lowercase “i,” “a,” and “e.” 1980 – 1991 At the same time, the characters are curved, elongated, and differently shaped, adapted in height to neighboring signs. To make the lettering clearer, the designers used different colors: one part is colored green, the other – in red.
The phrase “Mountain Dew” is placed in two rows, where the capital “M” occupies both lines simultaneously. Therefore, on the edges, the letters look like cropped letters. The basis is a rectangle, filled from edge to edge with the brand’s name. The result of this redesign was a more serious logo aimed at young people. And the uppercase “D” and the lowercase “w” are reminiscent of the characters in the Disney logo. The green letters are elongated but not straight – each one looks like it was drawn with a pencil (marker or felt-tip pen), so their edges are disproportionate. In the first years, the cartoon lettering prevailed, corresponding to the image, since it was based on Willie the Hillbilly – a kind of country simpleton. One of the most significant adjustments was in 2008, as it was rebranded, and the word combination “Mountain Dew” was replaced by “Mtn Dew” on the logo. The changes also involved the appearance of other flavors. And since 1996, the company applied its usual strategy and started regularly redesigning, just like its flagship brand Coca Cola. The new owner focused on young people who love drive, movement, and the outdoors. But after PepsiCo bought the brand, it undertook a redesign, dramatically changing the accents of the visual identity mark in 1969. It was used as a joke, so the label artwork was humorous. The original meaning of Mountain Dew was an Irish (Scottish) slang word for moonshine in the 19th century. Retzke of Owens-Illinois Inc suggested the name for the soft drink. The first sketches of the logos were created by John Brichetto in 1948, immediately after the trademark received official registration.Ĭarl E. At first, the bottles were decorated with a label with a simple country boy (Willie the Hillbilly) stylized as a cartoon image. They turned it into a brand and developed the original brand identity. The Hartman brothers were the inventors of the new drink. In the 1930s, soda (sparkling water) was usually mixed with alcohol, such as whiskey.
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