Have you heard? Pepsi is re-branding itself.
"The brand’s blue and red globe trademark will become a series of “smiles,” with the central white band arcing at different angles depending on the product. Pepsi, Diet Pepsi and Pepsi Max will use all lower-case fonts for name brands."
Long one of my favourite logos, Pepsi has lived under its famous motif for many decades.
Thoughts?
Source: adgoodness.com
Update: In from PSFK.
Jason
the logo is not the brand
(but you know that)
so shifting the graphic elements around -
doesn't register on the miro-brand-o-meter
would like to understand how their other brand value chain elements are changing and what new direction they are heading
viz the graphic impact, I would have to say that the 'smiles' convey a more dynamic and 'friendly' personality giving them more opportunity to have fun
cheers
Miro
Posted by: miro | October 22, 2008 at 08:06 AM
yeah, the logo is not the bramd. But does changing the logo represent any chance in the brand, or in the product or the atittude of the company? Does this actually have an explanation or is it just mkt mumbo jumbo?
I guess we'll have to wait and see, but... I don't know...:)
My take on this one: http://willitbrand.blogspot.com/2008/10/pepsi-smile.html
Posted by: Pedro Rocha | October 22, 2008 at 09:07 AM
Angus
sorry to have called you Jason
you need to change the email feedburner naming convention
Pedro
to your point, too early to tell. Given who and what's at stake - not likely to be "mumbo jumbo".
market has moved away from carbonated beverages for now, given enough time it will swing back.
cheers
Miro
Posted by: miro | October 22, 2008 at 11:00 AM
As part of a UK project independent of parent company Pepsi, the fruit drink Tropicana could be in for a rebrand, Pepsi UK said earlier this week. The other Pepsi brand earmarked for a corporate overhaul includes Gatorade. The San Francisco-based brand consulting firm Landor Associates has worked on the branding for Tropicana and Gatorade.
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Alice
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Posted by: Alice | November 06, 2008 at 11:43 PM
I do agree that the brand is not the logo, but it should have the taste of your brand, so it becomes the identity forever and any one can easily recognize your business.
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Branding a Logo is the most important in Business, this will help us notice or identify us easily even without a name. Older PEPSI logo looks great compare to that modified one.
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