Opinions on corporate and brand identity work.

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


A Swirl of Orange

Reviewed Nov. 23, 2008 by Armin

Industry / Food Tags /

Sunkist Logo, Before and After

Sunkist, one of the many orange sodas looking to capitalize in parallel to the zesty orange success of Fanta, has recently updated its logo and line of packaging. Not much information to go on from the internet, but it doesn’t take a rocket scientist to figure out this one: More swirls equals more sales; it’s the kind of thing they teach you at Harvard Business School. Serious. Swirls. And swirls within swirls? It’s an implosion of success waiting to happen. In all fairness, the lettering isn’t half bad, it resolves the counterspaces rather successfully, but the orange party happening around it is just a little too much to handle. And in comparison to the recent Fanta rebrand, this is just way too undercooked.

Sunkist Logo, Detail

Sunkist Old Packaging

Old Sunkist packaging.

Sunkist New Graphics

Promo image from Facebook.

Thanks to Tim French for the tip.



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