Aquarius is a drink for athletes and active people, developed in the Japanese division of the Coca-Cola company in 1983 and sold in Europe, Asia, and South America. It contains zinc, magnesium, vitamin E to restore strength and improve immunity. Water is available in various fruit flavors (grapefruit, lemon, orange, watermelon, peach, blueberry, pineapple, apple, cherry, pear, etc.). In total, there are several dozen flavor variations in different countries.
Meaning and History
The main message of the logo is to replenish electrolyte balance, quench thirst, cleanliness, and coolness.
1983 – 1991
The recipe for Aquarius was developed in 1978. Five years before its official introduction, which took place in Japan. The product entered the Asian market to maintain the leading position of Coca-Cola. Since in 1980, a similar drink was introduced from the Japanese company Otsuka Pharmaceutical, which was popular.
The first emblem of Aquarius was also somewhat similar to the competitor. Both have a blue background and clear white lettering. However, with color saturation, a beautiful gradient, neat lettering, and light italics, Coca-Cola’s visual product mark outperformed Pocari Sweat.
The logo reflected the essence of the product – pure (white) water (blue). They gave the buyer a feeling of refreshing coolness, harmony, and strength. They promised to get rid of dehydration on a hot day and after physical exertion. Interestingly, when you look at the deep blue color, the production of the hormone melatonin, which is responsible for sleep, decreases. Therefore, the emblem symbolized the return of strength and brought vivacity, helped to concentrate, and made breathing more even.
1991 – 2005
In 1991, the drink entered the European market and was sold in Spain and Portugal. There was no competition from Otsuka Pharmaceutical, and the logo was able to gain a lot of personalities. The saturated background disappeared, and the letters of the logo turned blue, symbolizing water. The central letter A has changed its style to a visual-graphic image, reminiscent of an athlete jumping from a springboard into the water, which evokes a feeling of complete immersion in coolness. In the outline of the letter, there are two shades – blue and light color of the sea wave. After all, it is in seawater that there are a lot of electrolytes. Another reading is a distant symbol of Aquarius pouring water from a jug. A white drop icon has been added to the image—a symbol of purity and another hint of water. The letter split the brand name in two, highlighting Aqua’s Latin word, which means water.
To promote the brand, campaigns were repeatedly held for the free distribution of this water at various sports competitions. This had its results – the brand was noticed. Aquarius has been the official drink of the Olympic Games several times (1992, 1994, 2008, 2016, 2020).
2005 – 2013
The logo of this period further enhanced the feeling of fluidity and moisture with an aquatic background with drops of water that seemed to have fallen on the glass after the brand name “dived.” Such an image causes a desire to quench your thirst immediately. With an unusual central A, the word Aquarius was given a white letter outline to highlight the name against a blue background. The white drop is gone.
2013 – 2017
The emblem has lost its background. The inscription of the name of the logo from the bottom up remained as a sign of the desire for victories. The letter A retained a special emphasis. But it became monophonic, the color of a sea wave, which made even more emphasis on electrolytes. Also, the color symbolizes good luck, overcoming difficulties, restoring the strength that drinking brings. The pointed outlines of “A” resemble a shark’s fin cutting through the depths or a star emerging from the water. They show how a brand stands out from its competitors.
2017 – today
The logo has been changed again. First of all, they touched the central letter A. It received a directly pointed spelling in the form of a peak of a mountain peak. The jumper of the letter resembles a wave. A gradient enhances this sensation from blue to white. Aquarius helps conquer the peaks and always be on the wave’s crest. The drink is clean and cool, like mountain streams. The inclination of the word has disappeared. The direct style brings stability, constancy, stability to the logo. In general, the emblem has acquired lighter colors and is aimed at sports youth.
Font and Colors of the Emblem
The main colors of the emblem are deep blue, aquamarine, light blue, and white. They symbolize peace, recuperation, purity, freshness, well-being.
The lettering is straight sans-serif and close to Arial Black and Bahnschrift SemiBold.