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This is a very old entry — images are small, formatting is off.


PUR Filtrates its Serifs

Reviewed Jan. 19, 2011 by Armin

Industry / Consumer products Tags /

PUR Logo, Before and After

Developed by Recovery Engineering, Inc. and first sold for the household market in 1994, PUR (pronounced like “pure”) is a range of water filtration products — faucet-mounts, pitchers, refrigerator filters, etc. — that are now a part of P&G. While I like to turn on the faucet, stick my head underneath and gulp, I realize that some water is better taken filtrated, especially in Mexico, where our house brand in my teens was the competing Brita. The new PUR logo has been around since October, appearing on new packaging and coupons, and it wasn’t until last week that it made its way unto the website.





I don’t have any allegiance to this brand but there was something nice and elegant about the old logo. It certainly communicated the idea of filtration more clearly. If not filtration, at least the sense of slowly cleansing, dripping water. The new logo, now in infamous all-lowercase feels very generic and there is a lack of weight balance between the “p” and the “ur” with the latter feeling too heavy. I have to admit that the logo looks very good on the products, but that’s probably because the products are relatively nice.


The same can’t be said about the almost depressing packaging above. The idea of making a water drop out of the bowl of the “p” is fine and it helps to have it as a secondary element but it’s so blandly applied. (Yes, it does look like the Bahamas identity). I can see the need for making the logo more contemporary but it’s too bad it, and the shelf presence, weren’t executed better.

Thanks to John Mindiola III for first tip.



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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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