Looking Good: The Koozie® Logo Explained
We all know the Koozie® can cooler was born under the hot Texas sun, but over the last 40 years the brand has grown to include more than just that simple ( and GENIUS) invention that changed how the world has fun. Looking at everything Koozie® has become, we knew it was about time our “classic” logo got a bit of a facelift.
The previous version of the Koozie® logo was all upper case, with the letters overlapping like graffiti from the 1990’s. We can certainly appreciate a bit of nostalgia, but the logo just wasn’t the best representation of what we are; friendly, genuine, dependable and easy-going. So, what’s a brand to do? Well in our case it was easy. We turned to our awesome in-house creative team and asked them to show us what they’ve got!
The Process
Initially, we gathered a team with all different skill sets along with our designers to brainstorm and articulate everything we wanted out of the new logo. We posted examples of the brand persona, vision and mission up on a board for inspiration, and initially focused on specific topics to guide the redesign.
The semi-finalists were presented to other members of the Koozie® team for their feedback on mocked-up ads and products, so everyone could really get a feel for the new designs. Adjustments and revisions were made until we arrived at the final clean, modern, and most importantly FUN design.
The New Koozie® Logo
The type in the logo is stylized text that is easy to read, friendly and original. One leg of the “K” is a bit longer to create balance with the Splash on the right and adds a touch of whimsy. Our design team used Fibonacci’s Golden Ratio when creating the Splash icon to ensure it was visually appealing, and it can be used as a stand-alone icon to represent the Koozie® brand in different ways.
The Splash colors truly represent an outdoor lifestyle, highlighting the places people like to have fun no matter the season. Each are named accordingly:
Orange = fun in the sun
Green = where mountains meet the sky
Sand = surf’s up!
Blue = ’79 blue – making waves (a nod to when the Koozie® brand began)
One more fun element of note: If you look closely, the negative space inside the Splash creates a “K” for Koozie®. Only true Koozie® fans will notice that one!
Our new logo shows off everything the Koozie® brand has come to embody over the last 40 years. We feel the design stays true to our roots and will honor our history into the future. The ultimate goal was to have a logo that reflects how we feel about the Koozie® brand, and we hope you love our new look as much as we do!
