GATORADE’S 60th ANNIVERSARY LOGO
CHALLENGE /
Develop a clean, modern typographic symbol that celebrates 60 years of Gatorade performance and legacy. The mark should feel iconic and rooted in the brand’s heritage while expressing forward momentum.
Develop a clean, modern typographic symbol that celebrates 60 years of Gatorade performance and legacy. The mark should feel iconic and rooted in the brand’s heritage while expressing forward momentum.
APPROACH /
We explored a range of marks centered around the key bolt asset, leveraging its energy and color.
We explored a range of marks centered around the key bolt asset, leveraging its energy and color.
COUNT IT
Riffing on the ticker, where numbers are in movement and turning to “60”. Pairing this with an athlete known for timely baskets seemed like the right energy. We also created a bolt like pattern that felt like a jolt/spark graphic that could play a part in story telling.
60 LAPS
AROUND THE SUN
Taking the eye on a circular path, bold jersey block lettering pulls you inward—locking into a bullseye centered on the 60 and the Gatorade Bolt.
GLOBAL HYPE
With an emphasis on the number 60, the mark commands respect—honoring six decades of sweat and dedication. This idea supplied a range of assets that reflect Gatorade’s global reach, and by integrating the iconic orange cap, the system feels grounded, real, and unmistakably Gatorade.
SYMBOLIC ‘60
A heritage-driven approach—crafting a mark that feels like it could’ve lived among the originals, reimagined through a modern lens. A clear nod to the past, with momentum built in.
Interested in working together? Reach out here.
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