7up is a famous lemon and lime soda in America and abroad. In 2019, the brand celebrated its 90th anniversary. Keurig Dr. Pepper in the US currently owns it. Main flavors: lemon-lime and cherry.
Meaning and history
The drink appeared in the American city of St. Louis in 1929. It was marketed by Charles Grigg’s The Howdy Corporation as a hangover cure and mood regulator. The product contained lithium compounds, which stabilize HC and relieve migraines. The original name was Lithated Lemon-Lime Soda. The creator himself joked that his soda helps with seven types of hangovers. In addition, it consisted of 7 ingredients and was bottled in 7-ounce bottles. The atomic mass of lithium is also seven. Therefore, when it became necessary to shorten the name, the number seven was used and the signature up, indicating the rise. The idea of the seven and the ability of soda to invigorate normalize the state and mood became the key to creating the logo.
1929 – 1930
On the first logo, the number 7 is depicted with wings in the form of a bird rushing forward, taking off. She carries the word “up” on a stand. This symbolized the drink’s ability to sober up, quickly put on its feet, and give energy and strength. Interestingly, the image was made in black and white. Soda appeared during the Great Depression when many business people suffered losses, and color printing was an expensive luxury.
1930 – 1931
In this version of the emblem, the seven is depicted as a beating geyser that fills, invigorates, heals, and cools the person standing below. The up addition also floats in the air above the seven bases, on a thin line, visually demonstrating its verbal meaning. Against the background of the composition, the peaks of the mountain peaks are visible below. The geyser rises above the mountains. The peaks also symbolize purity and coolness. The whole logo seems to rush upwards, rise, prosperity and cheerfulness.
Anty-acid inscription appeared on the emblem. She said that the composition eliminates uric acid salts (urates), which at that time was considered the cause of many diseases. This mark added popularity to the soda.
1931 – 1939
The logo becomes more concise, keeping only the name. However, the idea of uplift, sobriety, and good humor is still key. This time, the inscription itself indicates it, which rises up from the bottom along with air bubbles surrounding it. The idea of ”floating” is also demonstrated by the word “up,” which has broken away from its stand and is floating upwards. The entire inscription is tilted obliquely upwards, complementing the movement’s message. At the same time, the user observes the rise of the composition slightly from below. The emblem calls him to grab onto the drink and float to the surface with it. The idea of getting rid of depression during the global decline was very welcome. And sales of soda following the logo rapidly went up.
1939 – 1971
By the end of the global crisis, the drink acquired brighter tones in the logo. It was the heyday of pop art in a design, with bold colors and smooth contours. In 1935, the era of color cinema also began, and the logo was vaguely similar to a frame.
The red and black classic combination of colors created a contrast, a feeling of transition from a breakdown to cheerfulness. The red background showed the leader and personified the people’s love. By the 1940s, soda was the third most sold soft drink globally. The black stripes that bounded the emblem at the top and bottom showed the golden mean that the drink gives without being overly emotional, hysterical, but not depressed either. The black shadow of the letters was associated with clarity, clarity of thought.
In 1948, due to the ban, lithium citrate was removed from the formula, and the remedy was no longer considered medicinal. Sales of the drink began to decline because, by that time, there were simply a lot of tonics.
1971 – 1980
To stand out and hold customers’ attention, especially the younger audience, the 7up brand resorted to active and bold advertising, which Walter Thompson handled. The advertising agency suggested associating the name Uncola (not cola) with the drink to keep the spirit of opposition that prevailed among young people. This period was the heyday of the hippie culture and the struggle against the war. In honor of America’s famous summer of love (1967), initiated by hippies, the logo was given a clean red “love” background. The white letters of the name have become a symbol of peace. The idea played its part, and sales of the drink skyrocketed again.
1980 – 1987
In 1978, the brand changed its owner. During this period, between the number 7 and the inscription, a dividing sign appears, similar to an air bubble or a balloon, with which the inscription flew up.
1987 – 1995
1986 was marked by another sale of the brand and its division into two brands – in the USA and Europe. In America, the owner was Hicks & Haas, which merged with Dr. Pepper.
The bright red background was removed, leaving only the red circle. It symbolized cherry – a new taste of that time. The letters also acquired color for the first time in history. Green with a white outline, which indicated the main flavor of the drink was lime, the rind of which was green. In general, the logo has become bright and life-affirming.
1995 – 2000
In 1995, the drink manufacturer was bought by Cadbury Schweppes, which served as a promise to create a new emblem. The design is made in the Art Nouveau style, characterized by asymmetry. This is seen in the unusual shape of the number 7 with a very extended base. The red circle has also changed a lot. It stretched out and was now shaped like a lime.
To increase the popularity and recognition of soda, the new owners decided to turn to history. They added the inscription the uncola (not cola) to the label, under which the brand was successfully advertised in the 70s.
2000 – 2010
The brand continues to develop, and the name on the logo is again returned to the oblique style, showing the rise. The movement this time is towards naturalness. To fully meet the definition, the owners change the recipe. But in the end, the wording “natural” was challenged, and the inscription appeared on the label: 100% natural flavors. It is displayed on a bright yellow ribbon under the brand’s name. The name itself has become very light, also symbolizing renewal and naturalness.
The red circle received the volume since, starting from the 93rd year, it was animated and turned into a game character – a red ball.
2010 – 2015
In 2008, the Dr. Pepper Snapple Group split from Cadbury and continued to work on the drink’s composition, expanding the range.
The emerald green outline returned to the logo. The change was meant to bring the customer back in time as the 7 Up Retro series began testing. This variation used sugar instead of the criticized HFC (glucose-fructose syrup). The new “old” beginning was marked by a stronger oblique slope of the inscription.
2015 – today
The logo has acquired a more noble dark green outline, symbolizing the brand’s strong position and impressive history.
Font and Colors of the Emblem
The primary colors are red, green, and white. These are the colors of health, love, cheerfulness, and naturalness. All this is combined with 7 Up drinks. Helvetica Neue logo font.