Mountain Dew, often called "Mtn Dew", is a popular soft drink brand owned by PepsiCo. Originally created in 1940 by Tennessee beverage bottlers Barney and Ally Hartman, the formula was later revised in 1958 by Bill Bridgforth. The Tip Corporation of Marion, Virginia, then acquired the rights to this revised formula. While the original Mountain Dew was citrus-flavored and caffeinated, the brand has expanded to include various flavors and formulations, including Diet Mountain Dew.
The Early Years: A Hillbilly Brew
The name "Mountain Dew" itself has an interesting origin. It was Southern and/or Scots-Irish slang for moonshine. The name was first trademarked by Ally and Barney Hartman in the 1940s. Early bottles and signage featured a cartoon-stylized hillbilly, reinforcing the moonshine association.
The very first Mountain Dew logo was created in 1948 and stayed with the brand for more than twenty years. It was a simple white wordmark on a green background. The lettering was executed in a smooth handwritten sans-serif typeface, which was slightly narrowed.
PepsiCo Era: Transition and Growth
PepsiCo acquired the Mountain Dew brand in 1964 and sought to shift its focus to a "younger, outdoorsy" generation. In the beginning of 1969, the Mountain Dew logo was redrawn in a black-and-white color palette, with the same style of the lettering, but bolder bars, which created a more confident and professional image of the brand. The logo only stayed active for several months and was replaced by somewhat closer to the badge we all know today already in May 1969. In 1969 red color appears on the Mountain Dew logo. The typeface is modernized and now looks artsy and contemporary. The logo remained relatively consistent through the 1970s and 1980s.
The Introduction of Diet Mountain Dew
Diet Mountain Dew was introduced in 1988, expanding the brand's appeal to health-conscious consumers. This marked a significant step in the brand's evolution, leading to a distinct visual identity for the diet version.
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1986-1987: Early Diet Logo
Diet Mountain Dew's logo from 1986 until 1987 featured a unique design, setting it apart from the regular Mountain Dew.
1987-1991: A New Look
From 1987 to 1991, Diet Mountain Dew sported a different logo, maintaining a distinct identity from the original Mountain Dew.
1991-1996: "Vintage" Design
Diet Mountain Dew's logo from 1991 until 1996.Diet Mountain Dew's 1991 "Vintage" logo.Diet Mountain Dew's 1991 "Vintage" logo without the "The Original" banner.Diet Mountain Dew's 1991 "Vintage" 16 oz. bottle design.Diet Mountain Dew's 1991 "Vintage" 16 oz. bottle design (back).Diet Mountain Dew's 1991 "Vintage" can design. Photo by usasoda.com
1996-1999: Bridging the Gap
Found on packaging from as early as 1996 to as late as 1999, this logo served as somewhat of a bridge between the previous and the next. This logo only ran for about 4 years, making it the shortest running logo (that wasn't a test logo or limited run).
1999-2005: Sharper Edges
Diet Mountain Dew's logo from 1999 until 2005.
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In 1999, there was a West Jefferson Dr. Pepper version of the 1999 - 2005 logo. Compared to the original, this version's logo shows sharper edges and uses a slightly different font. This West Jefferson Dr. Pepper logo was only found in metal bottle caps in glass bottles.
2005-2009: "Same Dew, New View"
In 2005, this logo began appearing on packaging, with the words: "Same Dew, New View." All pre-existing flavor variants used their own version of this logo, and all new flavors used it until 2009.
2009-2017: Modernization
The official Diet Mountain Dew label art from 2009 until 2017.Diet Mountain Dew's logo from 2009 until 2017. Starting in early 2017, the logo was slightly modified on various sizes of bottles, cans, and the background of various Mountain Dew flavors. The slightly modified logo was first seen on the Cold Fusion Freeze back in 2013 as a prototype version of the early 2017 logo for the United States.
Logo Evolution: A Detailed Timeline
In 1996, PepsiCo began changing Mountain Dew's logo every few years.
- 1948 - 1969: The initial logo featured a simple white wordmark on a green background, using a smooth, handwritten sans-serif typeface.
- 1969 (February - May): A black-and-white version of the logo was introduced, featuring bolder lettering.
- 1969 - 1980: Red color was incorporated into the Mountain Dew logo, and the typeface was modernized.
- 1980: The color palette was made more vivid, with lighter and fresher shades of red and green.
- 1991: The lettering was narrowed, and the inscription became more elegant.
- 2005: A thin lime outline replaced the bold green outline, and the lettering was arched, creating a playful and modern feeling.
- 2009: A new logo was created with a bold two-colored frame and enlarged red "Dew" lettering. The brand also started shortening its name to "MNT Dew."
- 2016 - Today: The current logo features a sharp black and green framing of a white background and a green and red nameplate.
- 2025 (tentative): A new design option was introduced in 2024, to be implemented in March 2025, featuring deeper and smoother shades of green, yellow, and red.
International Variations
Mountain Dew's logo has also seen variations in different international markets. For example, the Canadian Mountain Dew Energy logo, as well as logos in Korea, Thailand and China.
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Special Editions and Promotions
Mountain Dew has a history of using its packaging and logos to promote various campaigns and partnerships.
DEWmocracy
Beginning in 2007, Mountain Dew launched "DEWmocracy," a promotion that allowed the public to vote on new flavors, colors, names, packaging graphics, and advertisements.
Game Fuel
In 2007, Mountain Dew introduced a new flavor variant called "Game Fuel," marketed towards the video-gaming subculture. These drinks often featured promotional artwork from popular video games like Halo and Call of Duty.
Green Label
Mountain Dew's Green Label promotion, which began in 2007, featured limited edition aluminum bottles with artwork from tattoo artists and other artists.
FanDEWmonium
In October 2010, Mountain Dew started the "FanDEWmonium" promotion, a competition in which new diet flavors competed to become permanent.
Controversies
Despite its popularity, Mountain Dew has faced some controversies related to its promotions. In August 2012, a promotion called "Dub the Dew" was hijacked by internet users who submitted offensive name ideas.
The 2025 Rebrand
In October 2024, PepsiCo announced a major rebrand for Mountain Dew, set to launch in May 2025. This redesign aims to reclaim the brand's legacy with a timeless look that celebrates the outdoors and the "DO THE DEW" spirit. The new logo is designed to elevate both the physical and digital spaces the brand occupies.