A refreshing and famously neon soda is getting a brand refresh. On Oct. 9, Mountain Dew announced it’s “reclaiming the mountain” with a new logo and visual identity.
The new-but-vintage look will be the first logo update since 2009 and will be used for packaging, equipment, advertisements and more. Customers will start seeing it roll out in stores as early as next summer. The brand is calling its new look “a fresh take on the Mountain Dew legacy,” which it hopes will connect fans with the yellow-green soda’s long and storied history.
The brand’s new identity was created by the PepsiCo design and innovation team, which also , in 2023. Mountain Dew has gone through six logos over the last 76 years, with the first reflecting its . Over time, the curvy nature of the original logo gave way to a more electric and sharp look on subsequent updates — at least until now.
The newest iteration has returned to the more relaxed angles of its past. But the Citrus-inspired yellow hues and a mountain backdrop that calls to mind of the last century. It will also include the year the drink was established, 1948, nestled in the points of the “W” and will once again spell out the word “Mountain.
” Designers also dotted the “i” with a citrus leaf icon. The brand notes its refreshed color palette and redesigned outdoor landscape graphics illustrate its “celebration of the great outdoors.” Umi Patel, VP of consumer insights and analytics at PepsiCo Beverages North Amer.
