Having given Lipton the idea of adding the sun as a sign of vitality (over 12 years ago), David is delighted to see his thinking still very much alive in the latest manifestation of this global brand identity. In many ways this design is simply following Coke and Pepsi away from the now outdated language of exaggerated dynamism. Gone are the jaunty angles and heavy keylines, and in comes a logo that would look perfectly at home on the screen of your iPhone 5. And instead of crudely printed swirling fizzes and splashes we have a more abstract, arty composition for a background.
Abstract and arty but also complex and busy, so there the iOS7 metaphor ends. Not quite ready to do a Pepsi or Coke yet then.