Mountain Dew was created in the early 1940s by brothers Moses (nicknamed "Barney") and Ally Hartman, two Tennessee beverage bottlers, based on an earlier citrus beverage known as Natural Setup, which was commonly mixed with bourbon. The polished formula, created by flavor mixer William Henry "Billy" Jones, debuted to the public as a drink mixer at a trade show in 1946; its original flavor more akin to that of 7up. Its name was trademarked on November 12, 1948.
The drink's formula would be modified to its current iteration in 1960, after Billy Jones, now working for the Tri-City Beverage Company in Johnson City, Tennessee, merged his firm's "Tri-City Lemonade" recipe into Mountain Dew bottles. This new formulation was received far better as a regular soft drink than the original, and sales began to skyrocket. Mountain Dew was acquired by The Pepsi-Cola Company in August 1964, shortly before it would merge into PepsiCo.
By 1980, the logo's text was altered with slightly less space around the letters.
This logo was used as the first Mountain Dew Throwback logo in 2009. It was also used on Mountain Dew Johnson City Gold from 2012 to 2013, Mountain Dew Freeze from A&W in 2015, and Mountain Dew Real Sugar from 2020 to 2023.
1991–1996, 1994–2005 (Japan)[]
By 1991, the 1980 logo was slightly stretched vertically.
On January 1, 2005, Mountain Dew unveiled a new logo.
2009–2025 (North America), 2016-present (Europe and Asia)[]
2009–2017 (United States)[]
Designer:
Unknown
Typography:
Serpentine (modified)
Launched:
January 2009
In January 2009, Mountain Dew was relaunched with the abbreviated name Mtn Dew in the United States.
2012–2017 (Canada)[]
Designer:
Unknown
Typography:
Serpentine (modified)
Launched:
2012
In Canada, the full name continued to be used in the logo, in a similar style.
2016–present (Europe and Asia), 2017–present (Australia, New Zealand, Malaysia, Russia, Germany, Poland, Finland, South Korea, Middle East), 2018–present (Japan), 2024–present (China)[]
Designer:
Unknown
Typography:
Serpentine (modified)
Launched:
2016
In 2016, the logo was slightly modified in Europe and Asia. The only visible change is that it used a black outline instead of a dark green shadow.
2017–2025 (North America)[]
Designer:
Unknown
Typography:
Serpentine (modified)
Launched:
2017
A modified version of the 2016 Eurasian logo was introduced to North America a year later.
2025–present (North America)[]
Designer:
Mauro Porcini Froyo Tam [1] PepsiCo Design & Innovation
Typography:
Custom
Launched:
October 9, 2024 (unveiling) March 2025 (soft-launch) May 5, 2025 (official)
On October 9, 2024, PepsiCo unveiled a new logo and branding for Mountain Dew, slated for introduction in May 2025. The new logo bears a striking resemblance to the 1996–1999 logo. Drinks with this packaging began appearing on shelves in March 2025.
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