Lucozade rolls out new logo across campaigns

Lucozade, the GlaxoSmithKline-owned sports drink, has redesigned its range to support its new brand activity, which launched earlier this year.

Lucozade: new logo features in sports drink brand's latest campaigns
Lucozade: new logo features in sports drink brand's latest campaigns

The marque, designed by branding agency Bloom, features the brand name in yellow lettering against a black background. It will roll out across all Lucozade packaging and advertising over the next 18 months.

The new marque is used in the current £32m brand activity for Lucozade under its new ‘Yes’ strapline created by Grey London. The new design debuted in the initial campaign launch for Lucozade Sport last month, featuring Tinie Tempah, Travis Barker and Katie Taylor.

The new design is also used in the campaign for Lucozade Sport Lite, which launched last week, and will be prominent in this summer's 'Energy' campaign.

Jill Marshall, managing director, Bloom, said: "The marque is a metaphor for everything Lucozade stands for.

"It exudes momentum and attitude – a bold statement of intent that can be recognised whenever and wherever people engage with the brand."

The new design features across all brand activity for Lucozade's sponsorship of the Barclays Premier League, the Virgin London Marathon, and the Lucozade Powerleague.

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