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Master's thesis

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29. 7 UP

Status Competition
Year 2014

Through their works, Andreas Gursky and Liu Bolin, take some steps back from the society we are living in. Then they can look at it with fresh eyes. They try to understand our way of over consumption by transcribing it into art pieces. For instance, 99 Cent II Diptych by Andreas Gursky (1999) and The invisible man by Liu Bolin (2011) denounce the frenzy that is into this consumption society.

This frenzy has several dimensions: mass production, customization of products and identity of products and brands. That is precisely what we are interested in. Regarding to the massive utilization of shapes, colors, typefaces and slogans by the brands to sell their products, we swim in an ocean of symbols without a single one on which we can hang on to. It explains the fact that for some years, brands and symbols which are trendy, have a minimalistic aspect.

It seems obvious that today, the field of communication is taking a radical shift leaving behind him the pursuit of the overbidding and would rather go towards a praise of minimalism in which younger generation are really sensitive.

Then this logo seeks to seize the topics of simplicity and elegance, intrinsic to the notion of minimalism. It uses simple shapes straightly borrowed from the previous logos. The red dot, real symbol of the brand is reaffirmed. That is the basis of this new graphic identity. It is also used to design the lemon and the bubbles. In a similar way, the utilization of the outline’s circle provides strength and elegance to the logo. Finally, the colors are limited to the ones that already exist.

That logo really wants to emphasize with subtlety and minimalism the fundamentals which made of 7UP a worldwide brand known.

A.Gursky. 99 cent
A.Gursky. 99 cent
L.Bolin. The invisible man
L.Bolin. The invisible man
7 UP
7 UP
7 UP Diet
7 UP Diet