Logo Design Returns To Product’s Roots
Going back to its roots, Mountain Dew has not only introduced a nostalgia-tinged rebrand, but also a return to its original name. Previously stylized as ‘Mtn,’ the full ‘mountain’ is back – as are the basics of a logo design from 1996. “With this new visual identity, Mountain Dew is reclaiming its legacy with a timeless look designed to elevate both the physical and digital spaces the brand adventures in,” says SVP and Chief Design Officer at PepsiCo, Mauro Porcini. “We’re excited for fans to see the new Mountain Dew, which includes an updated logo that embodies the brand’s origins, a sunny refreshed color palette, and graphic outdoor landscapes unique to the Mountain Dew flavors.”
The new logo and brand system — which will roll out in May 2025 — reinforces a significant shift in tone. While the catchphrase “Do the Dew” is back, the vibe is “more of a come-as-you-are vibe, than its X-tremified predecessor.” A mascot known as the Mountain Dude — a figure donning a green fur coat in commercials and IRL at tailgates — serves as the brand’s chiller alternative to X-games-style personalities.
In this new version, a thick black extrusion lifts the wordmark off the can – which is important for legibility since the logo’s backdrop is an illustrated landscape. Some of the vista’s colorways subliminally match standards established by Pepsi last year — its rays of sunshine are laced with black to connote Zero Sugar and silver to signal Diet. But the system purposely leaves plenty of room for Mountain Dew’s more shocking colors, like Code Red and blue Baja Blast, that will spill across the landscape.
“In the past, Dew was always perceived as being the sort of extreme, singular, rip-it-off-the-mountain type positioning,” explains JP Bittencourt, VP of Marketing for Mountain Dew, who notes that the brand launched in 1943 as a mixer for moonshine in the hills of Appalachia. “There was this sort of lost legacy that we’ve gone back to reclaim that’s about just having a damn good time outside with friends.”