Ta B
Perspective
ON THE ORIGINS OF BRANDS AND THE PEOPLE WHO BUILD THEMTHE NAME
Urban myth holds
Tab stood for
“totally artificial
beverage,” but
it’s reportedly
a reference to
keeping tabs on
one’s diet.THE
TYPEFACE
The modish
lettering
originally hand
drawn by designer
Sid Dickens was
later simplified to
this curvaceous
typeface.THE CAN
Tab originally
appeared in a
patented clear
bottle with a
speckled finish,
but these days,
it comes only in
12-ounce cans.SIX DECADES AFTER
STARTING THE DIET
SOFT DRINK REVOLUTION,
THIS SACCHARIN-SWEET
COLA STILL HAS ITS FIZZ.
BY ROBERT KLARA«