London-based Bloom has redesigned Lucozade’s brand marque as part of a full relaunch which aims to reinstate Lucozade’s category-defining status.

The refreshed Lucozade’s logo

Bloom, appointed following a 3 way pitch in August 2010, was briefed to give the brand a marque that would act as shorthand for its energetic worldview, looking to the future, while respecting its past. The marque will be rolled out across all touchpoints over the next 18 months.

Jill Marshall, Bloom MD, said, ‘the marque is a metaphor for everything Lucozade stands for. It exudes momentum and attitude; a bold statement of intent that can be recognised whenever and wherever people engage with the brand.’

The new design is supporting the £32m Lucozade YES campaign created by Grey London which launched in April with the Tinnie Tempah, Travis Barker, Katie Taylor ad for Lucozade Sport. The ‘Louder’ ad for Lucozade Sport Lite launched last week and Lucozade Energy will follow this summer.

The marque has also been given national exposure as a sponsor of the Barclays Premier League, the Virgin London Marathon and the Lucozade Powerleague.