Sure has been hard to get back to the ol'blog. With a new baby in the house and a workload that just wont quit.When I saw the new Pepsi brand I knew it was time to speak up.
Please keep in mind it is still so new to me, that I am having a hard time deciding if this is brand suicide or if I am just experiencing the side effects of true innovation...
Simply put, I've tried to understand it, I've looked at it, and thought about it, I looked at it upside down, but I just don't get it.
Do You?
Here is what Pepsi has to say about their new brand http://www.pepsigallery.com/
Hi James -
ReplyDeleteFound you on LinkedIn and took a look at your site and blog. Interesting work! I was especially interested in your take on the new Pepsi logo. Like you, I am a bit at a loss as to why they did the change-up. I can only guess, looking at the intervals between their previous logos, that somewhere in their business model there's a mandate to "refresh" the brand on average every 8-12 years, or when senior management either gets bored with the current version, or is paranoid about market share. I don't mind the new one (actually kind of like it), but I fail see that it is anything but a lateral move quality-wise. I don't think there's much there to understand - it just looks like a new take on the brand they've had for several decades, modernized. I've been creating brands for a long time, and when a client wants to redo their logo, I ask them to have a really clear reason, thoroughly articulated, beyond change for change's sake. Pepsi may have such a reason - I just don't know what it is.
Congratulations on your new baby!
Regards,
Laurel
they just adapted the look to the bad taste ;)
ReplyDeletei don't think that it was necessary to modify a logo that they've had since the 60ies ...
and the reduction from mountain (dew) to mtn is also crappy ... MTN is a cellphone provider in south africa, the abreviation for Mauretania, the internal security office in aserbaidschan and many other things that come up to my mind first ...
I like simplicity but I don't like this, to me it lacks strength, seems corny even, the changes in width of the white strip.
ReplyDeleteI think the circle and wave concept would've been good to revamp but not like this...
Hey James. I don't get it either. I tried. I stared. I examined it objectively from a copywriter's perspective, and I don't get it.
ReplyDeleteCongrats on the new baby!
Ever had somebody try to sell you "top-of-the-line" stereo equipment from the trunk of a car? And the first time it happens you get all tingly at the prospect of purchasing such a wondrous gadget for a pittance? And boy, it's good to be in the right place at the right time? And only after the guy has driven away with your $50 did you realize that the name of the brand on the stereo is spelled differently than you remember and what you just bought is actually a knock-off piece of crap that probably won't function too long after installation -- if at all?
ReplyDeleteThis feels a lot like that -- like they're Blaupunk-ing me. Well, I'm not buying it, see? Take your Pepsl and go poison some other poor sap waiting in line to buy toilet paper, comrade. Not in MY America.
maybe cuz i am a puggle from the south side of chicago and lived in hyde park but i see it screamin' obama?
ReplyDeletemr. puggle
www.mrpuggle.blogspot.com