I researched into the origins of the Gatorade logo and branding and they have a very
retro and energised feel to the mark in the past which they have obviously tried to get away from in recent years. With the way they have tried to push for a more modern approach I think they have lost a lot of what made it iconic and familiar.
retro and energised feel to the mark in the past which they have obviously tried to get away from in recent years. With the way they have tried to push for a more modern approach I think they have lost a lot of what made it iconic and familiar.
I wanted to push the modern approach further whilst taking aspect from what made it successful in the past. The 'gator green' needed to feature in some respect again which you can see in some versions of the mark. I think it now looks sophisticated and is a mark that will now stand the test of time without looking cheap and generic. As you can see it translates onto the existing packaging very seamlessly, it is a very flexible mark in term of colour profiles too.
I could have taken it in a completely new direction and made it almost recognisable but
that would have just been doing it for the sake of rebranding and that wasn't needed in this
case.
