Aquafina is a natural water brand that was established in 1994 in the United States. Owned by the PepsiCo Group, Aquafina is known all over the world for its clean water and no-carbonated drinks. The Aquafina logo is one of the most recognisable brand symbols in the bottled water industry. As a leading brand, its visual identity in the form of a logo has undergone several major iterations since its inception. The Aquafina logo reflects the brand’s values and aesthetics at different points throughout its history. This article explores the history and evolution of the Aquafina logo over the years.
The Genesis of the Aquafina Logo (1994-1997)
Aquafina first burst into the bottled water industry landscape in 1994 as an offshoot of PepsiCo. At that time, the nascent brand needed a logo to represent its visual identity. The original logo of Aquafina featured an emblem and the brand name in a clean, bold, and blue sans-serif font in white. The letters were all capitalised with the first and last “A” enlarged to convey a straightforward and no-fuss feel. And above the letters were the silhouettes of light blue mountain peaks with an orange sun to reflect purity and nature.
Below the emblem showing the mountain peaks and the brand name appeared the tagline “Purity Guaranteed” in white and italics. So, with no special design frills, the original logo showed Aquafina as a refreshing and minimalist brand in the bottled water category. This established Aquafina as a competitive force and laid the groundwork for future marketing efforts.
(1997–2004)
In 1997, Aquafina refined the original logo with subtle changes. For instance, a straight orange line was placed between the brand name and the tagline to separate the two. Also, the font and colour palette of the tagline were changed. The stylish letters of the tagline in the original logo gave way to a modern sans-serif font, while the colour white was subdued.
(2004–2013)
In 2006, PepsiCo undertook a major rebranding exercise to update Aquafina’s visual identity. The logo was simplified to better convey the brand’s promise of purity. The emblem comprising the silhouettes of a mountain range and a rising sun had the jagged mountain peaks appear firmly in blue with white accents. Interestingly, the tagline was removed, and the straight orange line below the brand name was made into the shape of an arc in gradient orange.
The logo appeared in two colours. The first one had a square blue background featuring white lettering, while the second appeared with a white background featuring blue lettering. In the second iteration, the arc at the bottom in gradient orange showed a smaller shadow in blue.
Market research showed that consumers saw the new logo as modern, graceful, and approachable. Besides, the typography was in line with the wider trend of being causal and handwritten. Keeping the logo clean and fuss-free allowed Aquafina to emphasise the quality of the product, given that perceptions towards bottled water shifted in light of certain controversies.
(2013–2016)
In 2013, the silhouettes of the gradient light blue mountain range were narrowed down, while the contours of the orange sun appeared by the topmost crest. Also, the letters of the wordmark in white were made thinner and placed just above the orange curve that served to underline the text. The whole emblem was set against a solid blue background.
(2016-2019)
In 2016, the logo design was made more contemporary and stylish. The brand name in white was rendered in a rounded sans-serif font where the letter “Q” had an elongated and curved tail. The emblem was redrawn with the mountain peaks shown in a white and silver colour scheme and a red sun set at a distance. The blue background looks like the interplay of various shades of blue.
(2016–2019) (2016-Present) (United States)
In 2016, Aquafina refined the previous logo in order to modernise its visual identity. The emblem and the brand name were rendered against a white background. The use of dark blue helped the logo to connect to the history of the brand. By adapting to present-day styles, Aquafina managed to remain relevant. As the importance of sustainable branding grew, Aquafina adopted more minimalist labelling to reflect eco-conscious values. The logo’s utility and flexibility have enabled Aquafina to respond to a changing market landscape.
(2019-Present)
The current logo iteration was conceived in 2019 and showed the brand name in bolder letters. Moreover, the emblem consisting of the mountain peaks and the sun was removed to achieve minimalism.
Branding Success and Recognition
The evolution of the Aquafina logo has helped the brand achieve great success. It has remained the top-selling purified bottled water since Dasani in 2003. The sales volume of Aquafina currently accounts for nearly one fifth of the entire U.S. bottled water market. Also, the iconic logo is recognized as a symbol of refreshment and purity across the globe.
Interestingly, in 2008, the logo redesign of Aquafina won the Global Bottled Water Congress logo of the year award. Besides, the bold blue wave logo won the best packaging award from the Bottled Water Web in 1999. These awards proved the popularity of the Aquafina logo iterations and helped the brand establish leadership through creative and memorable visual branding.
The Elements of the Aquafina Logo
Font
The Aquafina logo artfully balances simplicity and vibrancy. The focal point is the bold, blue wordmark set in a clean sans-serif typeface. While the font appears similar to classic rounded designs like Moldr Regular, Aquafina’s customised “Q” with its elongated tail makes the logo distinctly recognisable.
Colour
The icy blue colour of the logo shows the brand as a refreshing water source. The icy blue colour appears stark against a white background. This thoughtful colour palette depicts Aquafina’s core values. These include blue for quality and trust, red for passion and strength, and white for purity and freshness. The minimalist elegance of the logo truly captures the essence of the Aquafina brand.
The History of Aquafina
Aquafina is a brand that supplies natural water through a triple filtration process without the use of chemicals. Owned by the PepsiCo group, it came into existence in 1994 in Winchita, Kansas, USA. At present, it is sold in several countries, including the USA, Europe, the Middle East, and Asia. The brand has four types of drinks in its portfolio. These include natural water in bottles and cans and non-carbonated drinks with wild berry, grape, and raspberry flavours. With its headquarters in New York, Aquafina also sponsors sports teams in motorsports, basketball, football, baseball, and golf.
Interesting Facts About Aquafina
- Aquafina was introduced in 1994 in Wichita, Kansas, which marked its entry into the bottled water market during a period of significant global change. These include the end of the Cold War and the release of Nelson Mandela from prison.
- The water used in Aquafina comes from municipal sources and undergoes an extensive seven-step purification process known as the HydRO-7 Purification System. This system includes filtration, ozonation, and exposure to ultraviolet light, resulting in a Total Dissolved solids (TDS) content of only 4 parts per million (ppm)—well below the FDA’s maximum standard.
- As of 2009, Aquafina held a 13.4% share of the bottled water market in the United States, making it the number one bottled water brand by retail sales, thereby outpacing competitors like Dasani and Deja Blue.
- In addition to its pure water, Aquafina offers flavour options under the Aquafina FlavorSplash line, which is calorie-free and sweetened with sucralose. The brand has experimented with various products over the years. These include Aquafina Alive (a vitamin-enhanced water) and Aquafina Sparkling. However, some of these have been discontinued due to their cold market performance.
- The brand has faced criticism regarding its environmental impact due to plastic packaging. In response, Aquafina redesigned its bottles in 2009 to reduce weight by approximately 50%, which helped decrease plastic usage significantly during production.
- Beyond the United States, Aquafina is available in several countries, including Canada, Spain, Peru (as “San Carlos”), Lebanon, Turkey, and various nations in Africa and Asia. This expansion reflects the global demand for clean drinking water.
- The Aquafina brand name is also licensed for use on various personal care products, such as lip balm and wrinkle cream.
Finally
The Aquafina logo has undergone an interesting evolution over the years. With several iconic iterations, it has remained distinctive yet flexible. Aquafina’s logo has adapted to reflect consumer preferences and shaped perceptions about the brand. The logo distils Aquafina’s core values of refreshment, purity, and simplicity. Moving forward, Aquafina is set to improve its branding while choosing to uphold its strengths in terms of visual heritage.