ITC Serif Gothic is the typeface used in the original visual identity of Crystal Light. The American brand of powdered and sugar free (i.e., artificially sweetened) beverage mixes was introduced in 1982 to a test market and released to the public in April 1984.
The logo uses the Heavy weight with several of its alternate glyphs: spurred r, descending s, tailless t, and double-story a. (The digital version has these forms for r and s, but lacks the original default glyphs as well as any alternates.)
The sans with the tiny serifs also appeared in other weights, and alongside varying other typefaces, in the packaging designs. The advertising campaigns including TV commercials and print ads featured Linda Evans, Priscilla Presley, and Raquel Welch. According to Logopedia’s timeline, the wordmark in ITC Serif Gothic was phased out around 1997.
The quality seal uses Palatino.
Poster for the Crystal Light Body Workout with Linda Evans, accompanying a cassette tape from 1984
Window decal
T-shirt from the 1980s
Crystal Light jug holder
Glasses with the Crystal Light logo in a 1990 advert
2 Comments on “Crystal Light (1982–1997)”
any insight on the font used for “Sunglasses” on the last ad layout? thanks!
That would be a version of Central’s French Old Style No. 2 (see French Oldstyle), with extratight spacing. Photo-Lettering had a phototype adaptation that was shown as French Elzevir 2 in a 1950 specimen, as French Elzevir in 1965, and as Elzevir No.2 in 1971. Castcraft showed the same or a similar typeface as French Elzevir No. 1 in 1978. Added.