7 Up is a well-known American brand of lemon-lime flavored soft drink that was first introduced in 1929. Originally named “Bib-Label Lithiated Lemon-Lime Soda,” it contained lithium citrate, a mood-stabilizing compound, until its removal in 1948. The drink quickly gained popularity, especially during the Great Depression, and was marketed as a refreshing alternative to colas. Today, 7 Up is owned by Keurig Dr Pepper in the United States and distributed internationally by PepsiCo. The beverage is caffeine-free and has evolved to include various flavors, such as cherry and diet versions, while maintaining its signature crisp and refreshing taste.
History of the 7 up Logo
7UP, introduced in 1929, was one of the early 20th century’s “medicine” drinks. Its original name, “Bib-Label Lithiated Lemon-Lime Soda,” was shortened over time to “7UP Lithiated Lemon Soda” and finally to “7UP” by 1936.
The exact origin of the name remains a mystery. Some theories suggest it reflects the soda’s medicinal roots, with “UP” referring to the uplifting effects of lithium and “7” to its atomic mass. Another explanation, supported by current owner Britvic, is that the name simply refers to the soda’s original seven-ounce bottle. By the 1950s, 7UP had risen to become the third most popular drink in the United States.
In the 1970s, 7UP’s advertising embraced the era’s psychedelic trends, featuring work by artists like Pat Dypold, Nancy Martell, and Bob Taylor. While visually striking, these campaigns failed to reverse declining sales. By 1974, before its acquisition by Philip Morris in 1978, 7UP was losing market share and needed a fresh, modern image.
Morton Goldsholl Associates was brought in to create a new visual identity for 7UP, led by Morton Goldsholl and head designer Thomas Miller. They collaborated with Orville Roesch, 7UP’s Marketing Director, and Bob Taylor, Art Director at J. Walter Thompson. Together, they built on earlier campaigns like “The Uncola” and “See the Light!” which had established 7UP as an exotic and unique brand.
The “See the Light!” slogan inspired a redesign centered around a grid of bright lights, evoking the look of illuminated signboards. The new logo, set in Futura Dot, balanced legibility with a playful, bubbly style that reflected the soda’s effervescence.
The rebranding extended to packaging, signage, and marketing materials, all unified by the dot-grid concept. This approach even influenced a commercial directed by Goldsholl, where animated dots and light effects symbolized the soda’s fizz. Experiments with light, including photography of the name in motion, helped sell the concept to 7UP’s management, who approved the redesign after seeing the striking visuals.
A 30-second TV spot animated the grid of dots to a rhythmic music track, creating the illusion of a sign made from electric lights. This dynamic approach brought the new branding to life, showcasing Sugar-Free 7UP in an innovative way.
Although the redesign was well-received, it was short-lived. After Philip Morris acquired 7UP in 1978, the company shifted toward a globalized branding strategy, phasing out the work of Goldsholl and Miller by 1979. Despite this, their contributions left a lasting impression on the soda’s identity during that era.
Logos with similar colors: