Dasani Logo PNG
Crystal clearness and snowy peaks are visible in the elements of the emblem. The brand’s water is clear as glass, free from harmful impurities, and good for health. The Dasani logo invites you to freshen up, plunge into this blue, and feel a pleasant coolness.
By the late 1990s, bottled water was growing fast in the U.S. PepsiCo had launched Aquafina in 1994, while Evian and Perrier held the premium “natural source” segment. Coca-Cola aimed for the middle: an accessible water brand with a cleaner, higher-quality image than cheap private-label bottles.
After the name Pure Life proved unavailable, Coca-Cola created Dasani and launched it in the U.S. in 1999. The product used municipal water, purified it through reverse osmosis, then added magnesium sulfate, potassium chloride, and sodium chloride. The launch worked: by 2004, Dasani held 24% of the U.S. bottled water market. It entered Canada in 2000 and Brazil in 2003 under the Aquarius name.
The European push collapsed in the U.K. In February 2004, Coca-Cola introduced Dasani with a major campaign. Still, reports soon focused on its source: tap water from Sidcup, a London suburb. British media compared the story to Only Fools and Horses, where Del Boy sold bottled tap water from Peckham.
Then tests found bromate, a potentially carcinogenic substance formed during treatment with ozone. Levels exceeded the U.K. legal limit. On March 19, 2004, Coca-Cola recalled 500,000 bottles and removed Dasani from Britain. The Guardian reported direct losses of about £25 million, while launches in France and Germany were canceled. Coca-Cola later bought Abbey Well in 2008 for the U.K. market. Dasani expanded into parts of Latin America, and in the U.S., its sales passed $1 billion in 2018.
Meaning and History
The company focuses on producing environmentally friendly water that fits seamlessly into users’ daily lives. It perfectly refreshes and invigorates the body and mind. It is this idea of purity and freshness that the brand emblem embodies. The brand name was chosen as a sign of identity.
At the same time, its outline resembles waves. This is especially hinted at by the smooth lines of the letter S, the wavy tails of the letters A, and the asymmetry of the letter N. At the same time, the first and last letters are written in a strict style, balancing the design. They seem to limit the waves of freshness inside the bottle.
What is Dasani?
This product from The Coca-Cola Company offers a unique approach to purified water, featuring an enhanced mineral blend that gives it a crisp, refreshing taste. Along with a range of subtly flavored, calorie-free water options, the brand offers various packaging formats, from personal bottles for on-the-go hydration to larger sizes for home or office use. A specialized purification process maintains a consistent mineral balance in every bottle, delivering the same pure taste at home, during a workout, or at a restaurant.
The spacing between the letters increases, creating a sense of spaciousness and tranquility.
The Dasani logo has not changed for over 20 years. Since 1999, only minor adjustments have been made. There are currently two versions of the logo in use. The first is in white, and the second is in blue (on the company’s website).
Moniker SF created a visual identity for carbonated drinks. The Dasani brand name is in blue tones on a silver background, with fruit slices. It created a feeling of cold, cleanliness, water, and healthy berries. While remaining healthy, mineral water is more appealing to customers than regular soda, thanks to its fruity taste and low calorie content.
Font and Colors
The color scheme also hints at the water. The lettering of the inscription is white with light blue extra lines, a blue background, and a black stroke. The white color is a hint of coolness and purity. Water is not only thoroughly purified and safe for health. Coca-Cola purposefully fights for environmental cleanliness. Since 2009, Dasani has been available in bottles made from partially plant-based and recycled plastics. And since 2017, Dasani has been trying to transfer sales of Dasani to the option without containers using PureFill filling machines. This move helped the brand to stand out and increase sales.
Blue and blue in the logo are symbols of water. The completely blue letters of the emblem on the company’s website indicate the richness and fullness of the drink’s taste.
Black edging gives the whole composition clarity. This shows that the benefit is concentrated in the bottle. Water invigorates and helps to concentrate. Dasani is simplicity and conciseness.
The font of the inscription does not have an exact match. It is similar to the upgraded Maiandra GD.