So I’m walking through Meijer yesterday to pick up some cat food for Ally when something caught my eye. Take a look:
New logo/package design for Pepsi.
This is interesting, the Pepsi brand has always seemed pretty solid to me. Pepsi’s packaging has always evolved, changing slightly from year to year, but here we see them re-branding with a new logo.
They’ve kept with the same red and blue colors, adjusting only the curvatures of each shape. Many might not ever notice the difference, so for these people the re-vamped logo will have absolutely no bearing on their perception of the brands image.
Pepsi’s VP of portfolio brands, Frank Cooper said of the new logo:
“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. “By making the logo more dynamic and more alive … [it is] absolutely a huge step in the right direction.”
By more alive, I think what Frank means is that this logo was created to move. The new logo can dance, it can sing, and it will talk to new consumers simply by standing still.
Is the new logo smiling at me?
At first I was skeptical, but after some thought, the logo does seem pretty powerful and this will probably work out great for them. Pepsi is reshaping their brand starting with the white space, by opening it up for Pepsi Max, and slimming it down for Diet Pepsi.
PEPSI vs. pepsi
This new typeface was long overdue. It looks like it could be a throwback to the old Diet Pepsi design (from the 80’s), but what’s striking is the change from all capitals to all lowercase. The brand suddenly stopped screaming.
Is the font telling us that Pepsi wants to be taken more serious? Not likely, this is a brand that has always been about fun and this typeface still says that but it reads in a more modern way. As for the decision to go with all lowercase, I think that’s just a hot trend in design right now. So to wrap things all up Do I think Pepsi still has a bright future in beach balls? Absolutely.
