We’ve already talked about the swoosh and its overuse and abuse in today’s logos. Are you with me? Good.
So I was surprised to see Budweiser’s new logo for Bud Light with Lime. There seem to be a few versions, but this big BL with a swoosh and a lime just confuses me. Is the swoosh piercing that lime? Is it showing how fast that lime traveled around the BL? Is it an indication of where that lime is going next?
In case you couldn’t tell, I believe in having a concept behind a design, so I can easily make myself crazy pondering design that seems to have no meaning. In this case though, I think I found the reason for the swoosh! (she said with a little sarcasm)
Since I’m not a beer drinker, it’s easy to understand how I missed the concept for this swoosh. But upon further investigation, I learned that the Bud Light logo is a big blue oval with a kind of swoosh-slash-drop-shadow that hangs off the left side of the oval.
So I guess this new swoosh is just an iteration of part of the existing logo, although I think the connection might get lost in translation, especially since I can’t seem to find the meaning of the swoosh in the first place.
So I kept searching. And while I wasn’t able to find a history of either the Bud Light or Budweiser logos or bottles, I was able to learn about the latest marketing and visual overhaul for Bud Light. Apparently they love the swoosh so much, it’s become the main focus of the logo and brand visuals. It is apparently so successful and has so much consumer mindshare, that it can carry the brand on its swooshy-ness alone!
The swoosh has morphed a bit over time. It’s gotten less oval, more boomerang. Its got some shape to it, and is divided into two swooshes that converge into one. On the blue it’s very silvery and metallic-looking. It’s no doubt a snazzy-looking package. It’s eye-catching and stands out. It gives the impression that it’s cold and refreshing. But can someone please explain the swoosh? I really do need to know.