Logo Critique: Evian vs. Aquafina

 I'll be comparing two water company logos, more specifically Evian and Aquafina. Water has a particularly large target audience since it is a life necessity for everybody, however these two companies have a slight difference in their targets.

By looking at both companies' websites, Evian opens up to a country selection where as Aquafina only has the option to change the language between English and Spanish. Thus, Evian has a much larger target audience because the water is globally available.

Almost every water company logo includes the color blue. Evian, however, stands out with majority of the logo being the red text. In the past, the logo was enveloped by a light pink ring, but it has been taken out for a more modernized look. The Evian website has kept an entirely pink and white color scheme. In this sense, Evian succeeds to differentiate from other water companies with their simplistic, geometric mountain top graphic and significantly different color scheme.

Aquafina has almost the exact same features as Evian; the company name is large and written below a graphic of mountain tops with a sun peaking through. Aquafina just recently changed their logo in 2016. To the left is the older version of Aquafina's logo. The company modernized their logo by reducing the amount of details, and refining both text and symbol to be simplistic. I think the new design works a lot better, making the the company name look new and fresh, but it does not compete with Evian's iconic, global icon.


Overall, Evian wins the logo match. The rugged mountain graphics in Evian's logo provides a feeling of mountain crispness, making the company seem more luxurious than Aquafina. However, Aquafina's subdued mountains with the sun shining through provides a more family friendly look. Both succeed to target their audiences, but in the end Evian's pop of red stands out more in the see of blue water bottles on the shelves.

By no means, am I an Evian or Aquafina drinker. I use a Brita Filter, just to clarify.