The new fresca logo is the primary asset for the brand. The logo type utilitzes Jan Fromm’s Rooney Sans Bold Italic typeface, which features the descender on the f character, which was very important in its selection. The bubbles represent carbonation and play to the idea that fresca is a light and refreshing drink. The logo should primarily feature the reverse text and fruit bowl or when refering to specific flavors: fresca Blue (Citrus), Pantone 199 U (Black Cherry) or Pantone 1495 U (Peach), but in cases where a more subtle image is needed, a fresca blue logo is acceptable. In cases where color isn’t available, use a 100% black version.
fresca will use Proxima Soft as its primary typeface. Proxima Soft Extrabold should be used for headlines and primary displays, while Proxima Soft Medium is used as subhead and supporting text. Proxima Soft Light is used for all body copy.
When Proxima Soft is unavailable, Arial may be used as a substitute. Arial can be used for internal and HR related messages.
All consumer executions should use Proxima Soft.
