~2.5 Hour Sprite Logo Redesign

This week our blog assignment was to select our favorite beverage from our everyday life, and after researching on the origins of the company and their stated brand ethics, to develop a new logo concept with at least 5 iterations.

These days I make most of my beverages at home (coffee, tea, water, repeat) but when I do go to the store and I want to get myself something bubbly and sweet, I always go for Sprite.

I was a little unsure if I wanted to work on a logo redesign for such a big and recognizable brand, but thought it’d be interesting to follow through and see what results it turned out, for experiments sake!

Apparently, Sprite was developed in West Germany in 1959 under the Coca-Cola Company. It started as an extension of the Fanta line with the name “Clear Lemon Fanta.” Only two years later, it would be rebranded and introduced as Sprite to the U.S. market.

I found a decent amount of information on their stated brand ethics and ideals. Their purpose is to “refresh the world and make a difference,” and their vision– “loved brands, done sustainably, for a better shared future that makes a difference in people’s lives, communities, and our planet.” They place a lot of emphasis on wanting to uplift with their product, even if it’s just one moment of happiness at a time.

After some mind mapping, I was feeling really inspired to place more emphasis on the flavor of the drink (lemon/lime) and to try evoking words like: fresh, happiness, light, bubbles, refresh, and fun in my designs. I also took a look at the logo’s history and past iterations to help get me in the right mindset. And at this point, I started sketching!

I didn’t start out with the intent to add type to the logo, but things didn’t feel complete without including the full word.

I really liked the option lowest on the page, and decided to take it a step further and refine it in Procreate. I also started to play with a new potential color palette in my final iteration.

Overall, I’m happy with the result! I tried to restrict myself on time and think I was still able to achieve pretty solid results treating it as a design sprint. I think if I had chosen a smaller brand, I could have really dug in more to their origin story and brand ethics as inspiration for a meaningful logo, but ultimately I feel that the ideas and emotions I wanted to convey in this design (happiness, whimsy, lightness) do come through, while also visually conveying what the product tastes like!