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. With Pepsi looks
Posted by Rob Walker on October 28, 2008
Posted Under: The Designed Life
Posted Under: The Designed Life
I’ve seen a few folks criticizing the redesign of the Pepsi logo, and I tend to agree: I don’t see the point, and I don’t care for the result. But PSFK has a nice image of a bunch of Pepsi cans showing the brand’s visual changes over the years, and it’s pretty cool:
The type-only versions are pretty cool, especially the very first one. But I really like the concept of putting an image of a bottle cap on the side of a can. Who thought of that? Kind of amusing. And I think the first of those two, with the elaborate and exciting type treatment, I think that’s my favorite.
See the PSFK post to view the rather bloodless new logo.
Bonus: Old Murketing post on “Be A Pepsi Punk” T-shirt in The Great Rock N Roll Swindle.
Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.
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Reader Comments
I love the typography of the earlier logos as well. They demonstrate a unique artistic quality that is missing from the boring Web 2.0 sans serif fonts that are so commonplace today. It’s hard to believe Pepsi spent $1.2bn on its latest reinvention. The money would have been better spent on an ad campaign that drew upon Laverne’s (of Laverne & Shirley) love of Pepsi and milk.
I also like the older versions of the logo. I didn’t realize they changed it that many times since its creation. I’ve always liked Pepsi over coke. Pepsi’s logo is definitely more eye catching. Its logo is made up of the colors of the USA flag, which in my opinion can be looked at as America’s soda of choice, without actually saying it. This leads me to the saying “If it ain’t broke, don’t try to fix it”. Pepsi could probably find better use of their money than changing a logo that is already highly effective.
I also enjoy the earlier logos. It’s interesting that the word “Cola” was removed about midway through the design changes. Could this mean that consumers don’t care about the word cola because it doesn’t invoke an “i-can-taste-that” response? or do you think it is a reminder of Coca Cola? I think part of Pepsi’s move to a more colorful design was impacted by their branching out to the field of sponsoring. As a sponsor, you are taking a back sea to whatever it is being sponsored so you might want your logo to pop.
The new logo is so bland. What were they thinking?
If you click the photo the newest logo is shown on the can. I dig the retro type. The logo is suppose to be a “smile”. (Didn’t get it). I guess when it’s animated that will become apparent. As a product on the shelf, I’d have Arnell take another swing.
So basically nobody seems to like the new Pepsi logo. I totally didn’t get the “smile” till you pointed it out, Allen. Anyway I just don’t get why they bothered. And from what people are saying here, seems like some retro design might have had more impact.
Or maybe the lesson is: While promoting your newest redesign, do NOT distribute images of your much cooler designs from the past!
I definitely like the older looks with the elaborate writing.. but this new design?! Looks like they tried to make it modern looking and made it look almost artistic. I don’t know about anyone else, but when i drink pepsi i don’t think about art. The all lower-case lettering and the ‘re-shaped’ and re-disigned pepsi ‘ball’ or cap (as it used to be) just looks plain funky. I think they’re trying to make us think we’re drinking a much higher quality beverage… but it’s the same old pepsi.
The older versions look very universal. The new looks are trying to appeal to younger “extreme” types of consumers. With the bold colors I feel like it turns some people off, its too loud and too modern. Pepsi hasnt changed since it started, and it is still a popular beverage. If they stick to one design I think they would seem like a more reliable beverage.