Literally, Taste the Rainbow! Skittles Logo Revamp

All time favorite candies, Skittles just got a revamp in their branding this week from the creative efforts of Miles Newlyn and firm Dragon Rouge.  The concept is created around their well-known slogan "taste the rainbow" and making the phrase visually come to life.

The concept is actually supposed to be portraying a multicolored tongue, filled by the multicolor layers. Easy to comprehend? Maybe not... Besides myself, reactions by viewers have been mixed and not many have been able to interpret the vector shape as a tongue. Is this great visually for children or candy packaging, sure! But I'm not convinced it achieves the literal interpretation of the infamous tagline.

Later versions of the logo:

Photo courtesy of

http://logodesignerblog.com/skittles-new-logo/

Redesign for Skittles

Taste the Rainbow

Posted February 24, 2010 | Read all posts by Kelly Pageau