Crystal Light (1982–1997)
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ITC Serif Gothic is the typeface used in the original visual identity of Crystal Light. The American brand of powdered and sugar free (i.e., artificially sweetened) beverage mixes was introduced in 1982 to a test market and released to the public in April 1984.
The logo uses the Heavy weight with several of its alternate glyphs: spurred r, descending s, tailless t, and double-story a. (The digital version has these forms for r and s, but lacks the original default glyphs as well as any alternates.)
The sans with the tiny serifs also appeared in other weights, and alongside varying other typefaces, in the packaging designs. The advertising campaigns including TV commercials and print ads featured Linda Evans, Priscilla Presley, and Raquel Welch. According to Logopedia’s timeline, the wordmark in ITC Serif Gothic was phased out around 1997.
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Poster for the Crystal Light Body Workout with Linda Evans, accompanying a cassette tape from 1984
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Window decal
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T-shirt from the 1980s
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Crystal Light jug holder
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Glasses with the Crystal Light logo in a 1990 advert
This post was originally published at Fonts In Use