Walk this Whey

The previous logo is kind of painful to look at once it’s isolated from the bottle: the shining sun, the Evian-esque mountains, the crumpled ribbon, and the dowdy serif wordmark look more like an off-brand water than a leading soft drink. The new logo maintains the most recognizable aspect of the logo in the angled red band but cleans out all the peaks and valleys and introduces a bold condensed wordmark that is far more proprietary. The wordmark reminds me a little of The Sopranos’ logo so I subconsciously see it as more bad-ass. The chunky slab serifs and round corners of the “e” and “a” soften the look. The one thing I wish they hadn’t done was add the gradient as an official trait of the logo. I get that they were trying to convey the dimensionality of the label on the bottle but it takes away from the simplicity of the mark. On Rivella’s website (and other applications) it would be killer to have the back stripe of the logo be white on a rich brown background, to echo the new packaging (as you will see below). - Armin Vit