Surge Logo

Today, Surge is celebrated not only for its nostalgic value but also for its unique place in soda history as a product brought back by popular demand. It continues to enjoy a loyal following, symbolizing both the bold energy of its era and the power of fan-driven movements in shaping consumer trends.

Meaning and History

Originally launched by The Coca-Cola Company in 1996, Surge was introduced as a direct competitor to Pepsi’s Mountain Dew. The drink quickly garnered a cult following for its vibrant green color, intense citrus flavor, and edgy marketing that targeted teens and young adults with the slogan “Feed the Rush.”

What set Surge apart was its high caffeine content and its unique flavor profile, which blended citrus and malt undertones for a distinctive, refreshing taste. The drink’s launch was accompanied by aggressive marketing campaigns that highlighted its energy-boosting properties and connection to the high-octane world of skateboarding, BMX, and other adrenaline-pumping activities.

Despite its initial success, Surge struggled to maintain market share against its competitors and was discontinued in 2003. However, in the years that followed, Surge developed a dedicated fan base, with online communities rallying to bring the drink back. Their persistence paid off when, in 2014, Coca-Cola reintroduced Surge in limited quantities through Amazon, making it one of the first major soda brands to return due to consumer demand. This revival sparked renewed interest, and Surge began appearing in stores and vending machines across the U.S.

What is Surge?
Surge is the name of a citrus-flavored soft drink that gained a cult following after its initial release by The Coca-Cola Company in 1996. Introduced as a competitor to Pepsi’s Mountain Dew, Surge was marketed as a bold, high-energy drink targeting teens and young adults, particularly those interested in extreme sports and an adventurous lifestyle.

With its bright green color and intense carbonation, Surge quickly became synonymous with the edgy, rebellious youth culture of the late 1990s. And its logo, which was only changed once, became a brilliant depiction of the brand’s phenomenon.

1996 – 1999, 2014 – Today

When Surge was first introduced in 1996, its logo featured a dynamic, graffiti-style design that captured the high-energy spirit of the drink. The word “Surge” was written in bright red, jagged letters with green and yellow accents, bursting out of a splatter-like background. This chaotic, vibrant design symbolized the drink’s intense, citrus flavor and appealed to its target audience of teens and adrenaline-seekers.

When Surge was discontinued in 2003 and later reintroduced in 2014, the logo retained much of its original design, preserving its nostalgic value for long-time fans.

1999 – 2003

The redesign of 1999 has made the iconic Surge logo more readable and suitable for digital use. The lettering was rewritten in a distinctive slanted typeface with thin solid black lines and straight cuts of the ends. As for the background, it was still executed in a super intense green and red color palette.

Font and Color

The lettering from the cult Surge logo is executed in a custom designer hand-written font, which symbolizes rebellion and fun. The bold lines and uneven contours represent the expressive mood and the extreme sports subculture.

The same is true with the color palette of the logo, composed of acid shades of green and red, and balanced by the strict black inscription. The scheme is all about energy and motion.