Britvic is a British soft drinks company founded in England in the 1930s, now part of the Carlsberg Group, with a portfolio of brands including Robinsons, Tango, J2O and Pepsi MAX.[1] The company’s corporate identity has evolved over decades, with its most significant visual change occurring in 2006.
Design and History
The current Britvic corporate logo is a red and white circle with a blue “b” in the centre.[2] This mark was introduced in 2006 and is meant to represent the union of the two companies that formed Britvic.[2] The 2006 introduction followed the company’s initial public offering in December 2005, when its main shareholders realised their investments.[3]
Britvic’s name and brand trace back to 1938, when the word mark “BRITVIC” was filed as a UK trade mark on 5 December 1938.[4] The company changed its name to Britvic in 1971, with British Vitamin Products Company becoming a holding company for all of Allied’s soft drink businesses.[5]
In 2000, Britvic filed a series of two marks claiming blue, light blue, white and black as colour elements, indicating a prior corporate identity before the 2006 redesign.[6] A more recent registered mark from October 2020 covers non-alcoholic beverages and preparations, though the IPO record does not describe the visual appearance of that mark.[7]
Meaning and Symbolism
The 2006 logo’s circular design with a blue “b” was created to represent the union of the two companies that formed Britvic.[2] The red and white circle framing the blue letterform gives the mark a compact, badge-like appearance suitable for corporate applications.
Typography and Design
Britvic’s corporate identity has been supported by brand guidelines developed with external partners. Waracle, a digital agency, reports that it helped Britvic define their brand identity for “sensational drinks,” which included designing a new logo, establishing a tone of voice, and selecting a colour palette, along with a comprehensive set of brand guidelines.[8] Altadicta, a design and marketing agency, also describes a project to transform Britvic’s brand identity by creating a vibrant, contemporary visual style and launching updated brand guidelines, including a new logo, colour palette, typography and graphic elements.[9] Neither agency provides a date for this work in the available sources.
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