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Taste the Rainbow

I don’t know if ya’ll have eaten skittles lately, but I noticed that they changed their logo this year. Miles Newlyn worked with Dragon Rouge to change the logo to a multi-colored tongue which is literally translating the skittles slogan, “Taste the rainbow.”  I think it is pretty clever and I am surprised that it took them this long to think of a colorful tongue to go with their slogan.  People always say, the simpler the better when it comes to designing logos.  The logo doesn’t look completely like a tongue, more like a wave, but I really like the concept.  I guess if someone was looking at this logo before knowing it was skittles, they might not get that this is a tongue right away.  I think if they add a mouth with the tongue it would look too much like the rolling stones logo.  I think the logo works because it is not suppose to be just a tongue, it is also a rainbow, so it can’t look too much like a tongue. skittles new logo


  1. mphillips wrote:

    I like! I think it’s a nice modern change. I’m interested to see what it looks like with the other design elements on the packaging.

    Sunday, April 25, 2010 at 7:33 pm | Permalink
  2. miles newlyn wrote:

    I need to point out that the concept is not mine but that of Dragon Rouge, the agency working with Skittles and for whom I merely did a little redrawing and fine tuning on this logo. Credit need go to Dragon.

    Monday, April 26, 2010 at 12:16 am | Permalink
  3. doolmin wrote:

    new logo works good i like the changes, somewhat it’s more catch

    Monday, May 3, 2010 at 5:10 pm | Permalink