7 Up is a lemon-lime soft drink introduced in 1929 by Charles Leiper Grigg in St. Louis, Missouri. The brand is owned by Keurig Dr Pepper in the United States and by PepsiCo in international markets excluding the US. [1] [2] Because the two owners operate independently, the brand currently uses two distinct visual identities: a vertical logo system introduced in the US in 2026, and an angled wordmark rolled out internationally in 2023.
Design and History
The original 1929 logo was a winged trademark, which soon gave way to a red squared logo that lasted until the late 1960s, coinciding with the brand’s “Uncola” rebranding campaign. [3]
In the mid-1970s, Chicago design firm Goldsholl Design Associates, headed by Morton and Millie Goldsholl, produced a rebranding campaign for 7 Up that included bottles, packaging and advertising materials. The firm’s work for 7 Up was part of a broader portfolio that included Motorola, Revlon and the National Football League. [4] The campaign included a television ad composed of a grid of dots, inspired by the electric billboards of the day. [4]
In 2023, PepsiCo’s Design & Innovation Team introduced a new international visual identity for 7 UP, described as the first major overhaul in over seven years. The redesign maintained the brand’s signature green color while adding citrus hues and angling the logo upward for a sense of movement. The “UP” in 7UP was made translatable across cultures and languages for a unified yet localized look. [2] [5]
In August 2026, Keurig Dr Pepper introduced a new formula and brand identity for 7UP in the United States, described as the brand’s most significant evolution in more than 15 years. The packaging design was created by Deutsch with oversight from James Sommerville, Keurig Dr Pepper’s chief design officer. Ten packaging concepts were designed by the KDP team and Deutsch LA, with the final version selected from modernized takes on classic 7UP designs. [6] [7]
The new US logo is sleeker, losing the letterforms’ waviness but retaining the signature red dot. The logo is placed vertically on packaging, and backgrounds are now solid colors without bubbly graphics or citrus wedges. [6] The vertical placement of the logo dramatically increased consumers’ ability to find it, and the red dot was found to be a powerful identifier. [7]
Meaning and Symbolism
The red dot has been a part of the 7UP logo since the 1960s. [1] In the 2026 US redesign, the red dot peeks out from behind the “U” and comes out over the “7.” [7]
The 2024 US packaging refresh, which preceded the 2026 redesign, spotlighted signature elements including bubbles, the red dot and the red, white and green color palette, which the company said represent 7UP’s crisp, clean lemon-lime taste and fun personality. [1]
The 2023 international identity was built around the concept of “UPliftment,” inspired by the brand’s history of creating moments of joy. The design maintained the iconic green color as the keystone of a bright visual identity system. [2] [8]
Typography and Design
The 2026 US redesign simplified the wordmark, with letters losing their wavy shapes while retaining the red circle. The new logo is set vertically on packaging, with flavor names placed above the logo and “Zero Sugar” designations below it. [6] [9]
The 2023 international identity featured distinct high-contrast lines that portray a feeling of upward energy, with the logo angled upward. [5]
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