Mountain Dew’s new logo returns to its Appalachian roots

A rolling river. A burst of sunshine. Mountains. Evergreens. One stray citrus leaf. In some ways, the new Mountain Dew logo and brand system looks more like an advertisement for the National Parks than a soft drink, and it marks a massive departure from the razor-sharp logo the brand has used since 2009.  The new wordmark spells out the brand’s full name again, with curves that flare the M in “Mountain” like a classic boot-cut jean. A new shock of yellow outlines the words—I’m told that...