Authentic new 7up logo

The lemon-lime soda brand 7up is in the unfortunate position where it is owned by different companies in different countries. In its home market, the United States, it is owned by the Dr Pepper Snapple Group, while the "international" rights belong to PepsiCo. In the US, PepsiCo tries to market Sierra Mist in its place. That spells trouble for global brand development with different looks depending on where you are. This month, PepsiCo unveiled a new visual identity and label design for 7up which is due to be rolled out around the world (except the US) over time.

The previous look launched in late 2010 with a straight forward geometric motif that was a brake with previous designs. The new logo traces back to 7up's heritage with a slightly retro design featuring more irregular curves.

According the SVP Kristin Patrick, "7up believes that everyone is naturally unique and original", and a press release says the campaign and design "builds on brand's authentic equity and history, while staying true to its witty, naturally confident character".

Ubet – a new betting masterbrand for Australia

Australian lottery and betting company Tatts Group unveiled a new brand for its betting services today. Currently known as TattsBet, they are about to be rebranded under the new name "Ubet". The brand identtiy was developed by Sydney-based design agency Hulsbosch, who also created a new corporate identity for Tatts Group a few months ago.

The rebrand was preceded by months of research both internationally and internally to determine that the company needed a new identity. The name "Ubet" is described as both a colloquial Australian term as well as active and affirmative. The logo features a "flash" device that makes it distinctive and captures the essence of the brand.

Logo round-up: October 2014

Here's the much-awaited logo round-up for October 2014, a month that brought about several interesting logo changes around the world. These included the Nasdaq, cartoon channel Boomerang, Portuguese web portal Sapo, Queensland in Australia, the Russia 2018 World Cup and Hong Kong airline Cathay Pacific.

Kemistry brands Romanian catch-up service

Digi is Romania's leading satellite TV platform. Like many other in the industry, it has expanded over the years to offer new services. Last month, it launched a new catch-up service called Digi Play. London-based agency Kemistry has been Digi's design partner for several years and also developed the logo and interface for Digi Play.

Dynamic identity for analytics company Newton Media

Newton Media is a Czech company that offers media monitoring, press digests and analysis, describing itself as the leader in that field in Central Europe. Last month, the company launched a dynamic visual identity, created by Dynamo Branding & design.

The company has traditionally covered print media, but is expanding its coverage. This was the impetus for the redesign. The new logo features a dynamic symbol made up of four overlayed coloured shapes, representing the company four main products - monitoring, analysis, recommendation and implementation. It comes in different formations that represent the complexity of the products.

Rawnet goes nameless

Rawnet is a digital agency based in the small town of Ascot, Berkshire, England. Yesterday, November 17, it launched a new visual identity along with a redesigned website. The new identity was developed with strategic brand and communications specialist Brilliant Path.

Based on the "belief that clients are more important than an agency's name", the new logo is only made up of two symbols as a distillation of the agency. The zig-zag stands for "technology, conversion rates and user engagement" while the heart signfies the agency's investment in people.

Mariestads taps into its heritage

Mariestads is one of Sweden's oldest beer brands, dating back to a brewery founded in 1848. Earlier this year, it adopted new packaging and an updated identity, designed by Swedish agency Neumeister with custom logo typography by Rob Clarke.

All aspects of the brand were designed to highlight the heritage and history of this premium beer brand.

Viaplay makes everyone happy

Viaplay is a subscription video on-demand service in the Nordic countries. Operating on a model similar to Netflix, it offers a library of movies and series from several well-known providers. Last week, it introduced a new visual identity along with a new ad concept.

The new identity is launched with the tagline "Everyone Happy". It is friendlier than its predecessor, reflecting Viaplay's extended family offerings and the fact that streaming video has become increasingly mainstream. The basic icon is kept to mark the origin of the service, while colours and typography are updated to "reflect a new era of digital entertainment with availability, playfulness and warmth".

Eyeball breathes real life into Oxygen

Back in July, we learned that US women's channel Oxygen was about to introduce a new logo. It launched a month ago along with a new graphics package. Both were designed by New York design agency Eyeball in collaboration with Oxygen.

Oxygen targets a somewhat younger multicultural female audience with programming featuring authentic characters. The idea behind the rebrand was to communicate this authenticity, which is summed up in the tagline "very real". Eyeball created an entire brand identity system which included on-air graphics and print and digital applications.

The underscore from the logo serves as a recurring graphic element used with a bright colour palette and straight-forward typography. All graphics are two-dimensional and dynamically animated to set a conversational tone.

Verifone pays it forward

Verifone is an American company that provides electronic payment systems. Last week, it introduced a new visual identity, developed by New York ad agency DeSantis Breindel.

The new identity reflects Verifone's role in a world where the nature of electronic payments is changing. According to DeSantis Breindel, the brand "embodies a forward momentum, while projecting a confident, yet approachable tone" which is reflected in the logo.

Way more fun with truTV

TruTV is an American cable TV channnel, originally known as Court TV and dedicated to court proceedings. Over time, the channel has switched over to a format based on reality shows. Back in July, the channel revealed a slightly altered logo when it announced that it was about to tweak its format by introducing new programmes. The logo, and the new programmes, launched last month, on October 27. The visual identity was developed by New York-based brand design agency Loyalkaspar.

Unlike other reality programming, which is conflict-driven, "the new truTV" is "devoted to fun". This was summed up in the new slogan, "Way more fun". In the slightly altered logo, the word TV has been elevated because "TV is an amazing place to be". More importantly, the 'TV' part can also be removed to instead include different icons in imaginative ways.

Out of this universo

Mun2 is an American cable TV channel with English language programming for a younger Hispanic audience. It is sort of a sister network of Spanish language network Telemundo, and both are ultimately owned by Comcast/NBCUniversal. This week, NBCUniversal announced that the channel would be renamed NBC Universo on February 1, 2015.

Programming-wise, a press release suggests NBC Universo will carry much of the same programming as Mun2, but with more premium sports. NBCUniversal wants to leverage the rebranded channel with the NBC name and iconic peacock symbol. The logo above, which is described as "bold", came with the announcement. While you can perhaps understand the desire to use the NBC brand, the design execution is a bit dodgy.

Douwe Egberts reclaims its heritage

Douwe Egberts the leading coffee brand in the Netherlands, owned by DE Master Blenders 1753 which was spun off from the Sara Lee Corporation a few years ago. DE's design partner is Design Bridge who recently created new packaging to relaunch the brand in the Netherlands.

Design Bridge were tasked with bringing back lost brand equity. The redesign reverses significant changes that were made to the packaging some years ago, bringing back prominent features including the typography used in the wordmark. The "Frisian Lady" that has long been used as a seal for Douwe Egberts is given a more prominent placement at the centre of the package.

Haeco checks out new logo

The Hong Kong Aircraft Engineering Company, or HAECO, is one of the world's leading aircraft maintenance companies. Last month, on October 22, it unveiled a new visual identity.

The new symbol is a combination of a tick mark and a tailfin, reflecting both diligent maintenance and the spirit of aviation. The new identity replaces various sub-brands to create a unified name.

Chartered Institute of Marketing launches new identity

The Chartered Institute of Marketing is a UK professional organisation for people who work in marketing. Last week they unveiled a new visual identity. A detailed blog post suggests it was developed in-house over a period spanning one year.

Staying true to the institute's professional values, the redesign was preceded by months of in-depth research. Still, the problems identified with the old logo were largely functional. It was hard to make out the initials, the crest had an odd placement and the application was inconsistent.

CIM set out create a new identity that was up-to-date and with its values and worked in a digital environment. The crest was simplified and a new colour palette of royal blue, aqua and silver was adopted. The new logo uses in-line typography as a metaphor for collaboration. The crest, the logo and a wordmark with the full name can be combined as needed.

New star shines for Arizona Lottery

The Arizona state lottery introduced a new logo last week. It was designed by local ad agency LaneTerralever and will be rolled out over the coming year. Arizona Lottery says their new logo is "aimed to excite players now and in the future" and that it conveys the "fun, unexpected, and entertaining nature" of its games.

It replaces a previous designed based on the Arizona state flag. The outsiders, the new logo may appear a bit generic when compared to its slightly more awesome "wild west" predecessor. But given that much of that awesomeness was borrowed the state flag, the impact was perhaps a bit diluted in Arizona.