Southern Comfort logo
Although on the sweet, syrupy side and popular in cocktails, Southern Comfort packs an alcohol punch that can be deceiving. Earlier this year, Southern Comfort introduced a new Caramel version to complement its other mixes like Lime and Black Cherry and introduced a new logo and packaging designed by Austin, TX-based Helms Workshop.
Both the original and the redesigned Southern Comfort logos are geometric in their shapes because of the letters and the outer edges of the logo, as well as being representational because of the clear message of alcohol in the product. The new designers and the old designers of the logos most likely made these choices because they wanted to send a clear message to their consumers that they were purchasing alcohol using a simple red logo that hasn’t changed much over many years. The original Southern Comfort logo is mediated because it came out in 1874 and hasn’t changed until recently.
Kristin Becker's DTC Classes at WSU 