Fanta changes logo with launch of first-ever global identity

Fanta has become the latest soft drink brand to unveil a new look, following PepsiCo’s Pepsi and 7Up’s launch of new logos in the last six weeks.

– Key points to note

The new design is Fanta’s first attempt to create a consistent design system across all of its markets around the world.

The Coca-Cola Global Design team led the redesign in collaboration with Jones Knowles Ritchie (JKR), which recently launched a new look for Stella Artois.

The new Fanta wordmark is written in white uppercase letters with an exaggerated blue shadow and shown on a bright orange background. The new logotype is a subtle evolution of the previous iteration launched in 2017.

The letterforms are slightly more even now, but they’re still extruded and staggered as they were before, and blue continues to play an important role, though the shade has been newly tweaked.

– Learn more

Until now, Fanta maintained different logos and packaging designs in the U.S. compared to other markets like Nigeria.

While the U.S. market stuck with the rounded logo introduced in 2010, the UK market rebranded in 2017 and adopted a logo with a more angular font and a green leaf motif surrounded by a coloured circle to match the flavour. Most of Fanta’s other markets, including Nigeria, use the same logo as the UK, with slight variations in some regions.

In the new logo, a new custom typeface has also been developed with type foundry Colophon, which has just the right amount of wonky angles and proportions. The most noticeable change to the wordmark is the loss of the orange motif and leaf, presumably so that people don’t just associate the brand with its well-known orange flavour.

The expanded colour palette was chosen to drive home the different options in the Fanta line-up, reinforced by a series of fruity graphics indicating the various flavours that appear on the cans.

The suite of fruit symbols seen throughout the visual identity are complemented by Lucas Wakamatsu’s joyful illustrations, which work particularly well when animated.

“We were really inspired by the idea of bringing playfulness to consumers of all ages when we started to ideate around how to bring the brand’s purpose to the masses,” said JKR’s global ECD, Lisa Smith.

“By thinking what this meant for the brand’s expression, attitude, and actions, we were able to build a distinctive brand identity that signaled Fanta’s commitment to fun at every level – from real life to digital.”