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Discussing, and looking for, what is relevant in, and the relevance of, graphic design.
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Displaying opinions, and focusing solely, on corporate and brand identity work.
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Coralling the most relevant and creative on- and off-line bits that pertain to the design community – and said community is openly invited and encouraged to add their hard-earned links.
Mountain Dew
Regarding the identity
The new logo features sharper points and seems to be in motion. Designed with young men in mind, and developed by Tribal.
Previous logos
Official Story
[Source: mountaindew.com]Mountain Dew was born way back in the hills of Tennessee in the 1940s. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville. The Hartman’s Mountain Dew, however, was a lemon-lime drink used as a mixer with whiskey.
The first sketches of Willy the Hillbilly that adorned the Mountain Dew bottle were created in 1948 by John Brichetto. Tri-City Beverage in Johnson City became the first Mountain Dew franchise in 1954. Bill Bridgforth, who joined Tri-City Beverage in 1958 as plant manager, is credited with perfecting the flavor of Mountain Dew as we know it today.
The old red-and-white labels feature a hillbilly shooting at a revenuer fleeing an outhouse with a pig sitting in the corner. Under the Mountain Dew lettering on the bottle, there are names of individual bottlers, sellers, and towns. The names on the bottles are intended to make the product feel like the illegally made liquor cooked up in mountain stills.In fact, the name Mountain Dew is slang for “moonshine.”
Dew’s appeal went national when Pepsi-Cola bought the franchise in 1964.
Global advertising agency BBDO is awarded the Mountain Dew account in 1973. Gone are the days of hillbillies and outhouses, replaced with ads aimed at Dew’s true market: Young, active outdoor types.
Diet Dew slammed onto the scene in 1988, providing a great-tasting , low-sugar compliment to original Dew.
The “Do the Dew” tagline appeared in 1993 - along with the Dew Dudes - in the award-winning commercial “Been There, Done That.”
The Big Slam and Quick Slam was introduced in 1994.
Singer Mel Torme fulfills a lifelong dream by appearing in a Mountain Dew TV spot in 1995.
Mountain Dew sponsored the first-ever X-Games in 1995. The rest is extreme sports history.
Mountain Dew Code Red and Amp Energy Drink burst onto the scene in 2001.
Feeding off the success of Code Red, Diet Mountain Dew Code Red is introduced in 2002.
Today, Mountain Dew’s popularity has spread from the hills of Tennessee to become a global phenomenon.
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