Pepsi’s New Look

Pepsi’s New Look
5 posted on January 5, 2009
POSTED IN: Blog Posts, Creativity, Culture

Over the holidays I was in the grocery store doing some shopping when something caught my eye. In the pop (or “soda” for you West Coasters) aisle I spotted what I thought was a new drink by Pepsi. Upon looking closer I realized this wasn’t a new drink but an entirely new logo and bottle design. I wasn’t impressed.

Gone was the classic s-shaped swirl inside the red and blue circle that has been the consistent element of Pepsi’s logo since 1962. The circle-swirl element of the logo was completely replaced by an abstract swirl design and an ultra-modern slim font. Unlike Coca-Cola, who returned to the Coke Classic logo with much success, Pepsi is steering in an entirely new direction with a design that is supposed to be symbolic of several smiles (although for the life of me I can’t see it).

The Cost of A Redesign

Being the design-geek that I am I immediately got on the computer when I got back home to read more about the logo redesign. It took Omnicom’s Arnell Group over 5 months to come up with the new logo at a cost rumored to be over $1 million dollars.

The real cost, however, is in removing the old logo everywhere it appears and putting new material up. For Coke or Pepsi, when you add up all the trucks, vending machines, stadium signage, point-of-sale materials and more around the world, it could easily tally several hundred million dollars according to ad experts.

Love It Or Hate It

What do you think? Was this new logo and bottle design worth the hundereds of millions of dollars it is going to cost Pepsi?

TWEET THIS

This entry was posted on Monday, January 5th, 2009 at 7:35 am and is filed under Blog Posts, Creativity, Culture. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

40 Comments

Share yours!



  1. Visit My Website

    January 5, 2009

    Permalink

    1 Reverb said:

    I like the new logo…it’s sleek and clean. I don’t however like the ridiculous amount of cash it takes to change a stinking logo for a stinking drink.

    Plus coke products are better.

    Except Mountain Dew.

    Mountain Dew is good.

    Reverb’s last blog post..Out with the old…



  2. Visit My Website

    January 5, 2009

    Permalink

    2 Curtis said:

    I don’t dislike it…Mountain Dew also redesigned its logo…same family. I like how clean the design is.

    I’ll be interested to see how long it takes for Pepsi to junk up the can with lots of stuff going on in the background.

    Curtis’s last blog post..Joshua 1



  3. Visit My Website

    January 5, 2009

    Permalink

    3 Brad Ruggles said:

    Interesting, you both like it. I guess what I didn’t like was them trying to go all ultra-modern. What I like about Coke’s logo is that it still has the look and flair of a beverage that is over 100 years old. Pepsi has a pretty long heritage of its own and I just think it would have been nice to at least incorporate that into the design a little more.



  4. Visit My Website

    January 5, 2009

    Permalink

    4 Rob Edwards said:

    I think it looks like the Obama campaign logo! Pepsi saw a powerful image that worked and decided to get in on the success!

    Rob Edwards’s last blog post..Sunday Summary 01.04.09



  5. Visit My Website

    January 5, 2009

    Permalink

    5 Mud Puppy said:

    Surprised this is your first notice! You really need to subscribe to this great logo redesign blog…

    http://www.underconsideration.com/brandnew/

    As for the logo itself, I have to say it’s been growing on me. I’m more disappointed in the Mountain Dew switch than I am with the Pepsi. Seems like a glaring step backwards.

    Mud Puppy’s last blog post..2008 Movie Review



  6. Visit My Website

    January 5, 2009

    Permalink

    6 Brad Ruggles said:

    @MudPuppy – Yeah, Guess I need to get with the times. Gotta be more “culturally relevant” or something. :-)

    I actually did come across that blog when I was looking up the Pepsi logo redesign and loved it. Definitely something I need to subscribe to. Thanks for the tip.



  7. Visit My Website

    January 5, 2009

    Permalink

    7 Aaron Jackson said:

    I’m with Rob on this one, I saw a variation on the Obama logo when I first saw it too! I can’t believe they are totally re-branding. To me, it’s a ginormous waste of resources. Plus, I’m with you, Brad, the Coke logo is awesome, classic looks never go out of style. People never have to wonder what it is.



  8. Visit My Website

    January 5, 2009

    Permalink

    8 Adam said:

    I think its cool.. but I think the would have had the same effect if the kept the same circle-swirl. Just up date it a little bit. They even could have used the same font and i think it would have looked the same.

    but like Curtis.. i don’t dislike it to the point of complete hatred like yourself. :)



  9. Visit My Website

    January 5, 2009

    Permalink

    9 Matt said:

    Brad,

    I like the new logo. I have a friend who works for Pepsi and he said they are having people who are bringing stuff back thinking they have bought the wrong thing. That’s a big problem! He said most of the middle management and executives don’t like it and say it is causing a lot of problems.



  10. Visit My Website

    January 5, 2009

    Permalink

    10 April said:

    Yeah, it’s hard to believe how much money is spent on new logos, branding, etc. I know FWCS did it and got a less-than-stellar logo for a hefty price. We figured they could’ve made it a contest for high school students and gotten a better logo. And Taylor FW had in some “experts” when I was there to rebrand the campus…. it only stuck for a couple years before they changed back many of the elements to what they produced themself… I’m not too sure about these “experts”



  11. Visit My Website

    January 5, 2009

    Permalink

    11 Starwoodgal said:

    I’m just wondering about the lower case font. I’m just sayin’………

    Starwoodgal’s last blog post..Just a warning……



  12. Visit My Website

    January 5, 2009

    Permalink

    12 Brad Ruggles said:

    @April – I agree with you on the “experts” (even though that’s what I make my living doing right now). I guess some “experts” are better than others. :-)

    @Starwoodgal – Yeah, the thin, modern font is probably the least attractive part of the new new cans and bottles.



  13. Visit My Website

    January 5, 2009

    Permalink

    13 Jason Ruggles said:

    Pepsi has always had inferiority complex when it comes to Coke.
    So it makes sense to distance themselves by going in a completely different direction.

    Also, how ’bout Walmart’s new logo? That’ll little asterisk will prolly add up to quite a bit!



  14. Visit My Website

    January 5, 2009

    Permalink

    14 themisfit said:

    I don’t think that the redesign will accomplish what they are hoping. It’s still Pepsi and that is a hard fact to cover up. (I drink Coke)
    That being said the new logo is a more modern design. But worth the millions, probably not.

    themisfit’s last blog post..Read Through The Bible In 1 Year



  15. Visit My Website

    January 5, 2009

    Permalink

    15 Paul J. said:

    First time I saw the commercial come on, I thought it was an Obama commercial too.

    Paul J.’s last blog post..2008 – The Year In Review



  16. Visit My Website

    January 5, 2009

    Permalink

    16 Cherith said:

    I thought it was for a new drink. Didn’t realize it was just a new look. I feel like they go through these “new looks” a lot. The one time where they had people designing the cans. It was cool but it was short lived. I have to admit, I am a pepsi fan.. Re-designing the can will not stray me away from pepsi… and i can see the smile.. it’s like a half smerk smile… :)

    Cherith’s last blog post..It’s been to long and… WE’RE GOING ORGANIC!



  17. Visit My Website

    January 5, 2009

    Permalink

    17 Abbey said:

    I like the new look. Granted, the old look was better, but this isn’t bad. Plus I’m an avid Pepsi drinker. It’s all in the taste.



  18. Visit My Website

    January 5, 2009

    Permalink

    18 mandy said:

    Love it. We actually dug through the holiday designs to GET this design.

    Hubs doesn’t care for it, because it looks like someone’s political campaign insignia from 2008.

    mandy’s last blog post..Menu planning pays off BIG



  19. Visit My Website

    January 5, 2009

    Permalink

    19 sTim said:

    I’m not really a fan. I think the “1971″ version is still the best, although the “1987″ was the right way to update it. Of course, like all redesigns, we’ll all soon get used to it and forget that it even used to be the other way.



  20. Visit My Website

    January 5, 2009

    Permalink

    20 Nick said:

    It does nothing for me. I don’t like Pepsi or prefer their products over Coke anyway, in the few Diet or “zero” drinks I consume as it is.

    I personally think they would have been ok to stick with their 1987 logo.

    Nick’s last blog post..Transitions



  21. Visit My Website

    January 5, 2009

    Permalink

    21 Amanda said:

    I’ve been telling my husband for days that its a knock off of the Obama campaign logo… I am so with Rob on this one!

    Amanda’s last blog post..What a 28 year old looks like.. :-)



  22. Visit My Website

    January 5, 2009

    Permalink

    22 CoffeeWithChris said:

    I had about the same reaction as you when I saw this new design when the cases of pepsi rolled into our youth room snack bar.
    I’ll tell you this though, the teens have had a very positive reaction to this new look. The big question is will it be able to last a decade or more like the other looks of pepsi? I doubt it.



  23. Visit My Website

    January 5, 2009

    Permalink

    23 karen said:

    I don’t care what the logo looks like, really – I just buy what’s on sale.

    I do care, though, that they spent so much money on it. Why not keep the old logo and promote yourself saying “Instead of redesigning our logo, we gave millions of dollars to dig wells, or feed and clothe the poor.” That would make be buy their product – not what the logo looks like. But that’s just me.

    karen’s last blog post..Back to Normal



  24. Visit My Website

    January 5, 2009

    Permalink

    24 bryan a said:

    not a huge fan of the new logo.

    definitely don’t like the thin lowercase font either. seems to be the opposite of where a lot of companies are heading with thicker letters and all caps. (like the new gatorade)

    bryan a’s last blog post..So Long Oh-Eight, We Hardly Knew Thee



  25. Visit My Website

    January 5, 2009

    Permalink

    25 Seth Ayers said:

    I love Pepsi, that’s my comment and this logo is pretty cool

    Seth Ayers’s last blog post..Wow



  26. Visit My Website

    January 5, 2009

    Permalink

    26 stephen lechner said:

    i saw this on the Brand New blog and i hated it. i especially hate the 3 separate logos for pepsi, pepsi max, and diet pepsi. what’s up with that?

    pepsi is confused.

    coke has had the same logo forever and they are still number one. :)



  27. Visit My Website

    January 5, 2009

    Permalink

    27 Mud Puppy said:

    Ironically ran across this image just now…

    http://www.psfk.com/wp-content/uploads/2008/10/pepsi-1.png

    PS. You’re more than culturally relevant, and Coke Classic is the only way to go!

    Mud Puppy’s last blog post..2008 Movie Review



  28. Visit My Website

    January 5, 2009

    Permalink

    28 Curtis said:

    Everyone knows Dr. Pepper is the best anyway.

    Curtis’s last blog post..Joshua 1



  29. Visit My Website

    January 5, 2009

    Permalink

    29 Juli Jarvis said:

    I don’t know; it seems pretty strange to me too. But then I’m not a big fan of any soft drinks.

    Juli Jarvis’s last blog post..How to Enjoy Daily Bible Devotions



  30. Visit My Website

    January 5, 2009

    Permalink

    30 alece said:

    i am not a fan. of either the drink or the logo.

    the design seems like a step backwards to me.

    alece’s last blog post..contest: make me laugh!



  31. Visit My Website

    January 5, 2009

    Permalink

    31 BJ said:

    I don’t dislike it even though I really don’t care for Pepsi, I am a Coke man myself. I just have a difficult time especially now with the economy the way it is spending hundreds of millions of dollars on a logo. That money could be used to invest in more jobs pepsi could create, etc…..

    BJ’s last blog post..It’s been to long and… WE’RE GOING ORGANIC!



  32. Visit My Website

    January 5, 2009

    Permalink

    32 CJ Mills said:

    I dunno man…I was kinda hoping they would utilize the Papyrus font…

    CJ Mills’s last blog post..Everyone is doing it…



  33. Visit My Website

    January 6, 2009

    Permalink

    33 Kiel said:

    I like the 1971 logo… not really for design purposes, but I remember my GrandDad used to have Pepsi bottles with that logo on it… so it’s more nostalgic for me. :-)

    Kiel’s last blog post..(Almost) Daily How-To #33



  34. Visit My Website

    January 6, 2009

    Permalink

    34 joseph said:

    Love it just like New Coke. Maybe they changed the formula too!

    Reality though, I am kind of a fan of the retro styling and there is nothing better than a real soda in a glass bottle

    joseph’s last blog post..New Years Resolutions



  35. Visit My Website

    January 6, 2009

    Permalink

    35 Pete Wilson said:

    1951 is my favorite.

    Pete Wilson’s last blog post..Paralyzed



  36. Visit My Website

    January 6, 2009

    Permalink

    36 tam said:

    does it still taste like pepsi???

    tam’s last blog post..a kind word…



  37. Visit My Website

    January 7, 2009

    Permalink

    37 JudiFree said:

    Hate it! My favorite is the 1971 look.

    JudiFree’s last blog post..The Desire of My Heart



  38. Visit My Website

    January 8, 2009

    Permalink

    38 nancy said:

    My daughter and I were talking about the new logo and how it just didn’t seem to be a wise decision. My son says that it is following the Obama logo which it seems from these comments a lot of people agree.

    nancy’s last blog post..Blessings



  39. Visit My Website

    January 13, 2009

    Permalink

    39 Jesse said:

    I really don’t care for the new design… Sorry, I didn’t read all the other posts on this page yet–but I find the font to be cold and unfriendly, the new logomark to be lacking in any kind of dimensionality or relatability (what *is* it?), and the whole story about the amount of money and time it took to do this is just absolutely ridiculous. A monkey with the pen tool could have “stumbled upon” this modification to the original logo by complete accident, and said accident might have looked better! :^)



  40. Visit My Website

    February 10, 2009

    Permalink

    40 jonathan said:

    http://www.suckatlife.com/pepsiLogoBlowatlife.html



Leave a Comment

Here's your chance to speak.

  1. Name (required)

    Mail (required)

    Website

    Message

Ad Ad Ad Ad
Ad