Mountain Dew is a citrus-flavored soda owned by PepsiCo, known for a visual identity that has shifted dramatically over its history. In October 2024, the brand unveiled a major rebrand, its first logo update since 2009, that reintroduced the full “Mountain” name and a softer, nostalgia-driven look.[1]
Design and History
The current Mountain Dew logo, designed by the in-house PepsiCo Design & Innovation team, marks a significant departure from the sharp, angular “Mtn Dew” wordmark used since 2009.[2][3] The new identity reintroduces the full “Mountain Dew” name, softens the wordmark’s angles, and adds a citrus leaf icon over the “i” to highlight the flavor.[2] The logo also includes the year 1948, when the brand was officially established, nestled in the points of the “W.”[1][4]
The rebrand was informed by previous designs used in the 1970s, 1980s, and 1990s, and the basics of the new logo draw on a design from 1996.[5][3] PepsiCo chief design officer Mauro Porcini described the new identity as “reclaiming its legacy with a timeless look.”[5] The rollout began in May 2025.[3]
Mountain Dew has gone through six logo changes over its history.[1] The “Mtn Dew” abbreviation was officially introduced in the U.S. market in 2009 as part of a larger PepsiCo rebrand.[4][6] The brand was created in the 1940s by Tennessee bottlers Barney and Ally Hartman, and Pepsi-Cola acquired it in 1964.[1]
Meaning and Symbolism
The new logo shifts away from the “sharp, extreme energy” of the previous mark, according to PepsiCo’s design team.[2] The packaging artwork is inspired by vintage WPA National Parks posters, embracing an outdoorsy feel with stylized landscapes and sunburst patterns.[2] PepsiCo’s design team replaced the abstract mountain shapes in the previous branding with cartoon-like green mountains topped with snow.[5]
The citrus leaf icon dotting the “i” serves as a hint to the flavor, while the inclusion of the founding year reinforces heritage.[2][5] The brand’s vice president of marketing, JP Bittencourt, said the new identity is “synonymous with adventure, celebrating the great outdoors.”[5]
Typography and Design
The new wordmark uses a retro, three-dimensional font that spells out the soft drink’s full name.[7] The typography is reminiscent of fonts used in the 1980s and 1990s, according to Porcini.[7] A thick black extrusion lifts the wordmark off the can, which aids legibility against the illustrated landscape backdrop.[3]
The new color system brings in sunlit yellows, energetic blues, and richer greens.[2] The palette includes citrus-inspired yellow hues that connect the soda’s color to sunshine, along with “energetic” greens and red.[7] Each flavor and limited-edition offering features its own outdoor landscape and palette.[7]
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