【來源：creativereview】 New 7up－－now more fruity
繼去年星巴克大膽創新，把原來商標上的文字拿掉，爭取更大的商機後，最新一期3月14日出版的Times雜誌，特別把幾家品牌的Logo演進史拿出來比一比。而在台灣已經越來越少見的七喜汽水，最近也換了商標，這篇文章也把1952到2011年的七喜商標演進列出來，一起來看看他換商標的原因是什麼？
P.S. 以下請原諒我用google翻譯大神,所以翻譯的有點奇怪~我盡量把它修順一點,如果有錯...請別介意!
新七喜 - 現在更加圓潤
New 7up－－now more fruity
七喜現在有一個新設計。
現在有了更多的水果、氣泡，當然，一個大數字 7，我們擔心的最糟糕的，但它不是一半壞 ...
現在有了更多的水果、氣泡，當然，一個大數字 7，我們擔心的最糟糕的，但它不是一半壞 ...
新的外觀是來自 TracyLocke 紐約，並會陸續推出（如他們所說）在幾個國家和地區的世界，而不是美國。 令人困惑的是，七喜公司在美國是由Dr Pepper的Snapple集團代理，但在全球所擁有的品牌是百事公司：後者，將帶給它新的面貌。
7up has had a redesign. Now with more fruit, bubbles and, of course, a big ol' number 7, we were fearing the worst but it's not half bad...
The new look was created by TracyLocke New York and will be rolled out (as they say) in several countries around the world, but not the US. Confusingly, 7up is owned by Dr Pepper Snapple Group in the US but the global brand is owned by PepsiCo: it is the latter that will carry the new look.
在設計中，我們被告知在所附按Blurb的“蝸居的核心元素定義七喜：檸檬，酸橙，氣泡和點心”。
The design, we are told in accompanying press blurb "goes back to the core elements that define 7up: lemons, limes, bubbles and refreshment".
這一切都明顯比以前更清潔的化身，它看起來像這樣（雖然這些東西往往看起來更完備的實物模型比實際瓶，罐）。
It's all notably cleaner than the previous incarnation, which looked like this (although these things tend to look better on the mock-ups than the actual bottles and cans).
It's all notably cleaner than the previous incarnation, which looked like this (although these things tend to look better on the mock-ups than the actual bottles and cans).
七喜有各種不同的視覺歷史至少可以這樣說。
發起於 1929年，它的第一個標誌是這個奇怪的翼裝置。
發起於 1929年，它的第一個標誌是這個奇怪的翼裝置。
There seems to be, post-Turner Duckworth's work for Coke, a distinct move away from the drop shadows, 3D effects and graduated fills that has cluttered up so much mainstream packaging and towards a far simpler, flatter aesthetic. Which is all to the good as far as we are concerned.
7up has a varied visual history to say the least. Launched in 1929, its first logo was this strange winged device.
到1952年，有氣泡的By 1952, we had bubbles
which were still in evidence in 1961
but by 1964 everything had taken a 90 degree turn
這個版本可以從1967年開始，金屬綠顏色的特徵，沿用了許多年
the characteristic metallic green colour that featured for many years can be seen on this 1967 can
1972年已成為明顯的時髦事
while by 1972 things had become distinctly funky
while by 1972 things had become distinctly funky
And here's 1977's version
1992 version (all US). All images from the fantastic usasoda.com
2010 US can
團隊
集團創意總監：大衛摩爾
創意總監：米爾頓梅倫德斯
設計團隊：丹Pulito，蒂娜佩馬斯特，尼廷Budhiraja
客戶主管：娜塔莉史密斯
Credits
Group Creative Director: David Moore
Creative Director: Milton Melendez
Design Team: Dan Pulito, Tina Paymaster, Nitin Budhiraja
Account Supervisor: Natalie Smith
集團創意總監：大衛摩爾
創意總監：米爾頓梅倫德斯
設計團隊：丹Pulito，蒂娜佩馬斯特，尼廷Budhiraja
客戶主管：娜塔莉史密斯
Credits
Group Creative Director: David Moore
Creative Director: Milton Melendez
Design Team: Dan Pulito, Tina Paymaster, Nitin Budhiraja
Account Supervisor: Natalie Smith
P.S. 我相信...很多中文的地方看起來十分奇怪，不過要怪罪於有些英文我實在是翻不出來...
我個人還滿喜歡這個新設logo的設計，新潮容易符合大家的口味，
但又不失去原本的一些風格，比如說：氣泡！
從色系來看～黃+綠再搭上一點紅，感覺就是美食！
也容易讓人印象深刻～
一個老品牌商標只要有做改變，通常就是賭很大...
不過我想，這次他算是賭成功了^ ^
是一個不錯的logo設計。
祝它好賣！
我個人還滿喜歡這個新設logo的設計，新潮容易符合大家的口味，
但又不失去原本的一些風格，比如說：氣泡！
從色系來看～黃+綠再搭上一點紅，感覺就是美食！
也容易讓人印象深刻～
一個老品牌商標只要有做改變，通常就是賭很大...
不過我想，這次他算是賭成功了^ ^
是一個不錯的logo設計。
祝它好賣！
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