Mountain Dew, a soft drink brand owned by PepsiCo, has a rich history dating back to its original formula in 1940. Over the past 76 years, Mountain Dew has undergone six logo changes, with the newest one most resembling the logos of Mountain Dew past. Diet Mountain Dew, a popular variant, has also seen its logo evolve over the years, reflecting changing design trends and marketing strategies. This article explores the history of the Diet Mountain Dew logo, tracing its development from its early iterations to its contemporary designs.
The Early Years: 1986-1996
Diet Mountain Dew made its debut in 1988, Pepsi broadened Mountain Dew popularity with the introduction of Diet Mountain Dew.Diet Mountain Dew's logo from 1986 until 1987.Diet Mountain Dew's 2-liter bottle design from 1986 until 1987.Diet Mountain Dew's contemporary can design. Photo by usasoda.comDiet Mountain Dew's logo from 1987 until 1996.Diet Mountain Dew's glass 10 oz. bottle design from 1987 until 1991.Diet Mountain Dew's glass 16 oz. slim bottle design from 1987 until 1991.Diet Mountain Dew's glass 16 oz. bottle design from 1987 until 1991.Diet Mountain Dew's contemporary 16 oz. can design. Photo by usasoda.comDiet Mountain Dew's contemporary 12 oz. can design. Photo by usasoda.comDiet Mountain Dew's contemporary 12 oz. can design (version with with 100% NutraSweet label).Diet Mountain Dew's contemporary 12 oz. can design (back; version with with 100% NutraSweet label).Diet Mountain Dew's contemporary 12 oz. can design with ribbed edges.Diet Mountain Dew's contemporary 12 oz. can design with ribbed edges (back).Diet Mountain Dew's contemporary 12 oz. can design with ribbed edges (version with with 100% NutraSweet label).Diet Mountain Dew's contemporary 12 oz. can design with ribbed edges (back; version with with 100% NutraSweet label).Diet Mountain Dew's contemporary cup design.Diet Mountain Dew's contemporary cup design (side).Diet Mountain Dew's 10 oz. bottle design from 1991 until 1996.Diet Mountain Dew's 16 oz. bottle design from 1991 until 1996.Diet Mountain Dew's 16 oz. bottle design from 1991 until 1996 (back).Diet Mountain Dew's 16 oz. longneck bottle design from 1991 until 1996.Diet Mountain Dew's 20 oz. bottle design from 1991 until 1996.Diet Mountain Dew's 2-liter bottle design from 1991 until 1996.Contemporary promotional Diet Mountain Dew 2-liter bottle featuring a smiling man with sunglasses (with each logo inside his sunglasses).Diet Mountain Dew's 12 oz. can design from 1991 until 1996.Diet Mountain Dew's contemporary 12 oz. can design with ribbed edges.Diet Mountain Dew's contemporary 12 oz. can design with ribbed edges (back).Contemporary promotional Diet Mountain Dew 12 oz. can featuring a skier (left).Contemporary promotional Diet Mountain Dew 12 oz. can featuring a skier (right).Contemporary promotional Diet Mountain Dew 12 oz. can featuring a skier (back).Contemporary promotional Diet Mountain Dew can featuring a snowboarder.Contemporary promotional Diet Mountain Dew can featuring a smiling man with sunglasses, with each logo inside his sunglass lens.Contemporary promotional Diet Mountain Dew can featuring a smiling man with sunglasses, with each logo inside his sunglass lens (left).Contemporary promotional Diet Mountain Dew can featuring a smiling man with sunglasses, with each logo inside his sunglass lens (right).Contemporary promotional Diet Mountain Dew can featuring a smiling man with sunglasses, with each logo inside his sunglass lens (back).1991 rollerblading-themed "Keep It Cool with Dew" promotional poster for regular Mountain Dew and Diet Mountain Dew, featuring both flavors' can designs.1991 cycling-themed "Do Diet Dew" promotional poster for Diet Mountain Dew, featuring its can design.1993 bungee jumping-themed promotional poster for Diet Mountain Dew, also featuring its can design.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
Mid-Era Evolution: 1996-2009
Diet Mountain Dew's logo from 1996 until 1999.Diet Mountain Dew's 16 oz. glass bottle design from 1996 until 1999.Diet Mountain Dew's 20 oz. bottle design from 1996 until 1999.Diet Mountain Dew's 2-liter bottle design from 1996 until 1999.Diet Mountain Dew's 2-liter cone top bottle design from 1996 until 1999.Diet Mountain Dew's 3-liter bottle design from 1996 until 1999.Diet Mountain Dew's contemporary 12 oz. can design.Diet Mountain Dew's contemporary 12 oz. can design (back).Diet Mountain Dew's Mega Mouth Slam can design from 1997.Diet Mountain Dew's 12-pack design promoting the movie Star Wars Trilogy Special Edition.Diet Mountain Dew's logo from 1999 until 2005.Diet Mountain Dew's 16 oz. bottle 6-pack design from 1999 until 2005.Diet Mountain Dew's 16.9 oz. bottle design from 1999 until 2005.Diet Mountain Dew's 20 oz. bottle design from 1999 until 2005.Diet Mountain Dew's 20 oz. bottle 6-pack design from 1999 until 2005.Contemporary 6-packs of 24 oz. bottles of Diet Mountain Dew and Code Red on a store shelf.Diet Mountain Dew's 2-liter bottle design from 1999 until 2005.Diet Mountain Dew's 2-liter bottle design during X Games' 2001 "Boarding School" promo.Diet Mountain Dew's 3-liter bottle design from 1999 until 2005.Diet Mountain Dew's contemporary 8 oz. can design.Diet Mountain Dew's 14 oz. can design from 1999 until 2005. Photograph courtesy of Mtndewkid.comDiet Mountain Dew's 12 oz. can design from 1999 until 2005.Diet Mountain Dew's 12 oz. can design from 1999 until 2005 (side).Diet Mountain Dew's 12 oz. can design from 1999 until 2005 (back).Diet Mountain Dew's 12-pack design from 1999 until 2005.Diet Mountain Dew's contemporary West Jefferson Dr. Pepper logo.Diet Mountain Dew's contemporary West Jefferson Dr. Pepper glass bottle design.Diet Mountain Dew's contemporary label art.Diet Mountain Dew's 20 oz. bottle design from 2005 until 2009.Diet Mountain Dew's 2006 "Tuned Up Taste" 20 oz. bottle design.Diet Mountain Dew's 20 oz. bottle design during the Transform Your Summer promotion for the movie Transformers.Diet Mountain Dew's 20 oz. bottle design during the Madden 08 promotion.Diet Mountain Dew's contemporary 6-pack 12 oz. bottle design.Diet Mountain Dew's contemporary 8-pack 12 oz. bottle design.Diet Mountain Dew's 12 oz. bottle 12-pack from 2005 until 2009.Diet Mountain Dew's contemporary 12 oz. glass bottle design.Diet Mountain Dew's 2006 "Tuned Up Taste" 16.9 oz. bottle design.Diet Mountain Dew's contemporary 2-liter bottle design.Diet Mountain Dew's contemporary 12 oz. can design.Diet Mountain Dew's 2006 "Tuned Up Taste" 12 oz. can design.Diet Mountain Dew's contemporary 12-pack design.Diet Mountain Dew's 8 oz. can from 2005-2009.Diet Mountain Dew's prototype logo.Straightened version of Diet Mountain Dew's prototype logo.Diet Mountain Dew's prototype bottle design.Photograph of a prototype Diet Mountain Dew bottle.Diet Mountain Dew's prototype can design. Photograph courtesy of MtnDewKid.com
Modern Era: 2009-Present
The official Diet Mountain Dew label art from 2009 until 2017.Diet Mountain Dew's logo from 2009 until 2017.Diet Mountain Dew's logo from 2009 until 2017 without tagline.Diet Mountain Dew's logo from 2009 until 2017 (version with mountain).Diet Mountain Dew's cup design from 2009 until 2017.Diet Mountain Dew's cup design from 2009 until 2017 (wet).Diet Mountain Dew's dome bottle design from 2009 until 2011.Alternate render of Diet Mountain Dew's dome bottle design from 2009 until 2011.Alternate render of Diet Mountain Dew's dome bottle design from 2009 until 2011 (wet).Diet Mountain Dew's dome bottle design from 2011 until 2017.Alternate render of Diet Mountain Dew's dome bottle design from 2011 until 2017.Diet Mountain Dew's dome bottle design from 2011 until 2017 (wet).Diet Mountain Dew's dome bottle design during the 2009 "1 in 8 Wins a Free 20 oz." promotion.Photograph of a "1 in 8 Wins a Free 20 oz." Diet Mountain Dew bottle.Photograph of a "1 in 8 Wins a Free 20 oz." Diet Mountain Dew bottle (side).Diet Mountain Dew's dome bottle design during the Honor the Code promotion for Halo Reach.Diet Mountain Dew's dome bottle design during the 2011 Double XP promotion for Call of Duty: Modern Warfare 3.Diet Mountain Dew's dome bottle design during the Fuel the Frenzy promotion.Diet Mountain Dew's dome bottle design during the 2012 DewGothamCity promotion for The Dark Knight Rises.Diet Mountain Dew's bottle design during the 2012 Dew XP promotion for Halo 4.Diet Mountain Dew's Sidekick Bottle design from until 2013 (wet).Diet Mountain Dew's Sidekick bottle design during the 2011 Double XP promotion for Call of Duty: Modern Warfare 3.Diet Mountain Dew's Sidekick bottle design during the Fuel the Frenzy promotion.Diet Mountain Dew's Sidekick bottle design during the 2012 DewGothamCity promotion for The Dark Knight Rises.Diet Mountain Dew's Sidekick bottle design during the 2012 Dew XP promotion for Halo 4.Diet Mountain Dew's Sidekick bottle design for the Every2Minutes promotion.Diet Mountain Dew's Sidekick Bottle design from 2013 until 2017. Notice that the logo has been enlarged.Alternate render of Diet Mountain Dew's Sidekick Bottle design from 2013 until 2017.Diet Mountain Dew's Sidekick Bottle design from 2013 until 2017 (wet).Diet Mountain Dew's Sidekick bottle design during the 2014 Fuel Up For Battle promotion for Call of Duty: Advanced Warfare.Diet Mountain Dew's Sidekick bottle design during the 2015 Fuel Up For Battle promotion for Call of Duty: Black Ops III.Diet Mountain Dew's Sidekick bottle design during the DEWcision 2016 promotion.Diet Mountain Dew's Sidekick bottle design during the 2016 2XP promotion for Titanfall 2.Diet Mountain Dew's 12 oz. bottle design from 2009 until 2013.Diet Mountain Dew's 12 oz. bottle design from 2013 until 2017. Notice that the logo has been enlarged.Diet Mountain Dew's 6-pack 12 oz. bottle design from 2009 until 2013.Diet Mountain Dew's 6-pack 12 oz. bottle design from 2013 until 2017.Diet Mountain Dew's 8-pack 12 oz. bottle design from 2009 until 2013.Diet Mountain Dew's 12-pack 12 oz. bottle design from 2009 until 2013.Diet Mountain Dew's 15-pack 12 oz. bottle design from 2009 until 2013.Diet Mountain Dew's 16 oz. dome bottle design.Diet Mountain Dew's 6-pack 16 oz. bottle design from 2009 until 2013.Diet Mountain Dew's 6-pack 16 oz. bottle design from 2013 until 2017.Diet Mountain Dew's contemporary 12-pack 16 oz. bottle design.Diet Mountain Dew's 15-pack 16 oz. bottle design from 2009 until 2013.Diet Mountain Dew's 15-pack 16 oz. bottle design from 2013 until 2017.Diet Mountain Dew's 16 oz. longneck bottle design, with a Dale Earnhardt Jr. promotion.Diet Mountain Dew's 16 oz. Sidekick bottle design.Mountain Dew's contemporary 16.9 oz. bottle design.Diet Mountain Dew's 16.9 oz. bottle design during the Iconic Summer promotion.Diet Mountain Dew's contemporary 16.9 oz. bottle 4-pack design.Diet Mountain Dew's contemporary 16.9 oz. bottle 6-pack design.Diet Mountain Dew's contemporary 16.9 oz. bottle 8-pack design from 2009 until 2011.Diet Mountain Dew's contemporary 16.9 oz. bottle 8-pack design from 2011 until 2017.Diet Mountain Dew's 16.9 oz. bottle 12-pack design from 2009 until 2013.Diet Mountain Dew's 16.9 oz. bottle 12-pack design from 2013 until 2017.Diet Mountain Dew's contemporary 24 oz. bottle design.Diet Mountain Dew's contemporary 4-pack 24 oz. bottle design.Diet Mountain Dew's 6-pack 24 oz. bottle design from 2009 until 2011.Diet Mountain Dew's 6-pack 24 oz. bottle design from 2011 until 2017.Diet Mountain Dew's contemporary 24-pack 24 oz. bottle design.Diet Mountain Dew's 1-liter bottle design.Diet Mountain Dew's 1-liter bottle design (wet).Diet Mountain Dew's alternate 1-liter bottle design.Diet Mountain Dew's 1-liter bottle design during the 2012 Dew XP promotion for Halo 4.Diet Mountain Dew's 1-liter bottle design for the Every2Minutes promotion.Diet Mountain Dew's 1-liter bottle design during the 2014 Fuel Up For Battle promotion for Call of Duty: Advanced Warfare.Diet Mountain Dew's 1-liter bottle design during the 2015 Fuel Up For Battle promotion for Call of Duty: Black Ops III.Diet Mountain Dew's 1-liter bottle design for the DEWcision 2016 promotion.Diet Mountain Dew's 1-liter bottle design during the 2016 2XP promotion for Titanfall 2.Diet Mountain Dew's contemporary 1.25-liter bottle design.Diet Mountain Dew's contemporary 1.25-liter Sidekick bottle design.Diet Mountain Dew's contemporary 1.5-liter bottle design.Diet Mountain Dew's 2-liter bottle design from 2009 until 2011.Diet Mountain Dew's 2-liter bottle design from 2011 until 2017.Diet Mountain Dew's 2-liter bottle design during the Fuel the Frenzy promotion.Diet Mountain Dew's 2-liter bottle design during the 2012 DewGothamCity promotion for The Dark Knight Rises.Diet Mountain Dew's 2-liter bottle design during the Every2Minutes promotion.Diet Mountain Dew's 2-liter bottle design during the 2014 Fuel Up For Battle promotion for Call of Duty: Advanced Warfare.Diet Mountain Dew's 2-liter bottle design during the 2014 Fuel Up For Battle promotion for Call of Duty: Advanced Warfare (back).Diet Mountain Dew's 2-liter bottle design during the 2015 Fuel Up For Battle promotion for Call of Duty: Black Ops III.Diet Mountain Dew's 2-liter bottle design for the DEWcision 2016 promotion.Diet Mountain Dew's 2-liter bottle design during the 2016 2XP promotion for Titanfall 2.Diet Mountain Dew's "Chill bottle" design (version with "NEW" label).Diet Mountain Dew's "Chill bottle" design.Diet Mountain Dew's "Chill bottle" design (side).Diet Mountain Dew's 24 oz. can design.Diet Mountain Dew's 24 oz. can design (wet).Diet Mountain Dew's contemporary 7.5 oz. can design.Diet Mountain Dew's contemporary 7.5 oz. can design (wet).Contemporary design for an 8-pack of 7.5 oz. Diet Mountain Dew cans.Contemporary design for a 24-pack of 7.5 oz. Diet Mountain Dew cans.Diet Mountain Dew's contemporary 8 oz. can design.Diet Mountain Dew's contemporary 16 oz. "Slam" can design.Diet Mountain Dew's 12 oz. can design from 2009 until 2011.Alternate render of Diet Mountain Dew's 12 oz. can design from 2009 until 2011.Diet Mountain Dew's 12 oz. can design from 2011 until 2017.Alternate render of Diet Mountain Dew's 12 oz. can design from 2011 until 2017.Diet Mountain Dew's can design during the 2012 DewGothamCity promotion for The Dark Knight Rises.Diet Mountain Dew's can design during the 2012 Dew XP promotion for Halo 4.Diet Mountain Dew's can design during the 2014 Fuel Up For Battle promotion for Call of Duty: Advanced Warfare.Diet Mountain Dew's can design during the 2014 Fuel Up For Battle promotion for Call of Duty: Advanced Warfare (version with ribbed edges).Diet Mountain Dew's can design during the 2015 Fuel Up For Battle promotion for Call of Duty: Black Ops III (version with ribbed edges).Diet Mountain Dew's can design during the 2016 2XP promotion for Titanfall 2.Diet Mountain Dew's can design during the 2016 2XP promotion for Titanfall 2 (version with ribbed edges).Diet Mountain Dew's 6-pack can design during the 2014 Fuel Up For Battle promotion for Call of Duty: Advanced Warfare.Diet Mountain Dew's contemporary 4-pack design.Diet Mountain Dew's 8-pack design from 2009 until 2011.Diet Mountain Dew's 8-pack design from 2011 until 2017.Diet Mountain Dew's contemporary 6x2 12-pack design (left).Diet Mountain Dew's contemporary 6x2 12-pack design (right).Diet Mountain Dew's contemporary 6x2 12-pack design in Georgia (notice "It's true! Georgia Loves DEW" label in the top left).
Recent Developments and Future Trends
In October 2024, PepsiCo announced a major rebrand. âMountain Dew is reclaiming the mountain with a new logo and visual identity that is synonymous with adventure, celebrating the great outdoors and embracing the âDO THE DEWâ spirit,â JP Bittencourt, vice president of marketing at Mountain Dew, said in a statement. 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,â Mauro Porcini, senior vice president and chief design officer at PepsiCo, said. The reinvention will allow fans to connect with the brandâs long history.
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At the end of 2024, a new design option for the famous drink brand was introduced, and it will be used starting in March 2025. The shades of green, yellow, and red got deeper and smoother, creating a professional and serious image, but keeping the strength and edginess, recognizable by all the Mountain Dew lovers. The inscription was rewritten with thicker lines and square cuts of the bars, accompanied by short and sharp triangular serifs on some of the characters.
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