Powerade is an American brand of energetic beverage, produced by Coca-Cola since 1988. Known for sponsorship of numerous world’s sports events, Powerade is widely recognizable and loved across the globe.
The Powerade visual identity is strong, confident and eye-catching. Built on a color contrast it makes the brand look powerful and energetic.
The very first Powerade logo, designed in 1988, was pretty different from the emblems we can see today. First of all, because of its color palette, which consisted of red and green, with some yellow and blue details. The logo featured a diagonally placed red lettering in a strong bold sans-serif font, and a red emblem depicting a running man placed above the wordmark. Both elements were set on a green and blue background, representing grass and sky, and some red and yellow touched were added around the runner as a reflection of speed and dynamics.
The redesign of 1990 introduced a new color palette for the Powerade visual identity — monochrome and blue, with the black trapezoid and white lettering on it placed on a bright blue background. The inscription was executed in a slightly italicized geometric serif typeface, with the letter “A” written in the lowercase and having a horizontal line above it.
In 1994 the logo was changed again, gaining a sleek contemporary emblem. The new insignia was executed in black and placed on a white background, having its uppercase logotype written in an extended sans-serif typeface with an open contour of the “P”. The emblem, placed above the lettering, featuring a stylized letter “P” executed in one curved line with sharp ends.
The refinement of the Powerade logo, held in 2009, brought a minimalist approach to the brand’s visual identity. The emblem was removed, and now the insignia featured only a strict massive logotype written in black. The inscription was executed in a square and bold sans-serif typeface, with the letters “P” and “R” contours slightly open. It was a powerful and brutal wordmark, representing strength and determination.
The Powerade logo history can be divided it two periods 1988 — 1994 when the brand was trying to find its signature style and 1994 — Today when the design was only being refined and slightly modified.
The current Powerade logo is composed of a wordmark located on a black background, but there is also an older version in use, with the blue emblem.
The Powerade inscription in all capital letters is executed in a modern and bold sans-serif typeface with sharp angles, which make the wordmark look strong and masculine. It is a perfect reflection of the brand’s name, as it evokes an instant sense of power.
The monochrome palette of the Powerade logo is a great addition to the visual identity of a strong and dynamic brand. It shows the reliability and authority of the company, as well as making the logo look timeless and stylish.
The older versions of the Powerade logo featured two styles of emblems, both in a bright blue color. The arrow, placed beyond the second part of the wordmark, was a representation of moving into the future, while the stylized swirl, located above the lettering, celebrated balance and inner power.