new pepsi logo
That’s the amount of time Pepsi took to revamp its famous logo, after top executives Indra Nooyi and Massimo d’Amore called for a “quantum leap” forward in transforming the soft-drink category and defining Pepsi as a cultural leader, said Frank Cooper, Pepsi’s VP-portfolio brands. [1]
Pepsi have launched themselves into the social media arena in the US, choosing to announce and show the new can/brand ID online. [2]
This is why I love our readers: David, aka “Logo Fiend” has dug around United States Patent and Trademark Office’s Trademark Electronic Search System (TESS) and found the registered work for the new Pepsi, Mtn Dew and Gatorade work. [3]
I think this should give us some closure on this whole odyssey: Pepsi has sent to twenty-five lucky “digital and social media influencers” three separately-shipped packages unveiling the new identity and packaging, flaunting the old Pepsi logos as if this new work was honoring what came before it. [4]
New Pepsi logo, that is supposed to represent a ’smile’ (evil one if you ask me), looks like the first tryout of clipping tools in Illustrator (yeah let’s try the Pathfinder). [5]
The new Pepsi logotype looks more appropriate for a lipstick brand. [3]
Of course the new logo and colors are similar to the old ones and it’s variations on a theme but the new designs feel like someone’s idea of what packaging is going to look like 10 years from now, an approach that never seems to work out well (see Back to the Future II). [6]
The new Pepsi logo ball looks really good, quirky and fun. [4]
The evolution of the logo alone sparked a heated discussion in the design community. [7]
This is pretty big news as far as we’re concerned as the marketing beast Pepsi show their faith in digital as the medium of choice for the launch of their new brand, and social media as the channel. [2]
And the guys at Make The Logo Bigger just launched a Design Your Own Pepsi Logo contest on Flickr for all the naysayers and smart-asses who think they know better than Pepsi’s $1 million design team. [7]
The new logo is a white band in the middle of Pepsi’s circle that loosely forms a series of smiles: A smile will characterize brand Pepsi, while a grin is used for Diet Pepsi and a laugh is used for Pepsi Max. [1]
“We felt like, as we move out of this traditional mass marketing and mass distribution era into today’s culture, there’s an opportunity to bring humanity back, both in terms of the design but also in the way we engage consumers,” he said. [8]
That being said, if the typography was more aggressive (which I see happening down the line, copyright the last two decades of the brand), and if that whacked out smiley was consistent (or just back to the globe), it would look a little sexier. [4]
I gotta agree with dan’s comment that Gatorade’s Lightining Bolt was as recognizable as Nike’s Swoosh, and it does look like a first year design student’s work! [3]
Sources:
[1] Pepsi’s New Logo: What Went Into the Update - Advertising Age - News
[2] New Pepsi Can and logo ” Amnesia Blog
[3] Brand New: Pepsi, Revealed. Sort of.
[4] Brand New: In Brief: Pepsi gets Official
[5] Pepsi has a new logo - anybody cares? | fleka blog
[6] New Pepsi logo
[7] Pepsi: Can It? | Brain Pickings
[8] The Book of Threes - New Pepsi logo 2008 - smile