It's the biggest logo change in years, and possibly the biggest re-concepting since the days of "New Coke". Aptly, it's the really new look of Pepsi, and it's bearing down on us all.
Recently, 25 media and taste "influencers" (yea, I wasn't on that list. I was surprised too) recieved a package containing matierials showcasing Pepsi new graphic look. The old one, of course, needs no introduction, so here it is:
Out with the old, and in with the new:
The white wave is narrowed on one end and opened up on the other, resulting in a sort of a cocked-smile effect. The type is completely revamped, with a hint of the old wavy strip still left in the "e" (at least that's the way it looks to me).
The buzz seems to be muddled. Pepsi has not hit it out of the park with this, and it's not like Coke's attempt at "New Coke" as the recpie has not changed, but when you consider that, at its heart, soda is really nothing more than colored and flavored fizzy sugar water, the identity ... and the lifestyle that identity is seen to signify ... is "The Real Thing", and that identity, if it were exchanged for it's weight in gold, would be $0. But that lifestyle identity does make more money in a year than most small nations, so it's important to nurture and evolve it.
The aim is to capture the same youthful vibe that Pepsi has always gone for. From Michael Jackson through Britney Spears, Pepsi aims for the young and energetic. Obviously someone at PepsiCo felt that the classic look was also the dated look.
Dated is in the eye of the beholder, though. Coke's look seems modern, in my opinion, and still strongly classic. Some things never get old; Coke still appeals to the sugar-water-addicted kiddies just as it always has.
The logo gets slightly different treatments on the various Pepsi brands. In the Diet Pepsi brands the smile is very skinny: in the Pepsi MAX brand, the smile opens even wider and the blue becomes black, in concert with the overall color scheme of Pepsi MAX (illustration ripped off from Brand New):
We agree with a commenter over at Brand New that thought that they'd be much better off with simply updating the type. That type really works well (with the possible exception of the big 0 over the "caf carb sug" notation on the MAX and Diet varieties: the 0 overwhelms the three abbreviations, looking more like a graphic element balancing on three cryptic concatenations).
We are lukewarm on the logo redesign and find the individual variations on the logos between the brands clever but wonder if it's really going to register in the minds of consumers (with the change in the blue on the MAX can we wonder if people will think that it's a completely different company's cola altogether.
Then again, we've always been Peppers (if you know what that means).
Ploosa zhange, as the Frenchies say.
More about it at much more reputable outlets:
- The UK blog Bitter Wallet opines sarcastically, but they have a POV including this redesign of the Norfolk Constabulary logo which billed GBP 35,000 for removing color and simplifying the type. Nice work if you can get it.
- Jim Edwards at BNet thinks the new logo looks like the old Diet Pepsi logo (ca. 1970-something), and raises cogent points about the "iPodization" of design and the loss of an instantly-recognizable logo.
- Jason Cochran at Blogging Stocks has a trenchant view that also takes in the "New Coke" fiasco.
- The percieved Obama logo-Pepsi logo graphic equivalency is visited by Jossip.com here.
- Brand New takes it to a whole nuvva leval with mockups of the new brand packaging.
- Adrants takes a brief look at the buzz with an accent on how the "influencers" got thier packages.
- AdGabber shows us a little ol' movie that goes over the history of the Pepsi logo incuding the new design. Slick.
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