Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


The New Pepsi Challenge: Guess the Smile

Reviewed Oct. 20, 2008 by Armin

Industry / Consumer products Tags /

Pepsi Logo, Before and Coming Soon

(Apologies for the delay on this one, I have been sitting on it since Wednesday, because there was, still is, a possibility for a bigger scoop. So if it happens I’ll just post it separately). This is possibly one of the biggest rebrandings that will take place over the next months/years as was announced this week that Pepsi will be revamping the design and identities of their key brands, in light of the decrease in sales with drops between 2% and 5% in different beverage categories. No visuals, other than the logo above, have been released so this is definitely a preemptive review of the work done by New York-based Arnell Group. There is plenty of quotables from the only two sources that have reported on the imminent change, so let’s get to those.

From AdAdge.com:

PepsiCo today said it will pour some $1.2 billion over three years into a push that will include sweeping changes to its brands, including what Chairman-CEO Indra Nooyi characterized as a revamp of “every aspect of the brand proposition for our key [carbonated soft drink] brands. How they look, how they’re packaged, how they will be merchandised on the shelves, and how they connect with consumers.”
“Tropicana will also be differentiated, enabling us to re-engage consumers with this iconic brand.”
“We’re initiating similar upgrades for the entire Gatorade line, which will have an entirely new contemporary identity, and there will be exciting innovations for both G2 and Tiger and a renewed Propel platform.”
The white band in the middle of the logo will now loosely form a series of smiles. A “smile” will characterize brand Pepsi, while a “grin” is used for Diet Pepsi and a “laugh” is used for Pepsi Max. Also, Mountain Dew will be rebranded as Mtn Dew. The news was first reported in Beverage Digest.

And from BevNET.com:

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. Gatorade will also receive a redesign, focusing the brand on the letter G.
Changes will include a graphical redesign of core Pepsi CSDs Pepsi, Mountain Dew and Sierra Mist and a rebranding of some products. Mountain Dew will be renamed as “Mtn Dew” on packages, and Diet Pepsi Max will be known as simply Pepsi Max.

Maybe some extended quoting going on, but since there is little information and no visuals I figured this was the best way to share the news.

I feel this has the potential to be quite good and groundbreaking — specially when you consider the masiveness of Pepsi — but just as well it can easily be trite, corny and lame. I know, great insight right? I do like the idea of the smiling logo as it clearly retains the equity of the old logo and it signals a move towards a friendlier and more adventuresome attitude. However, they are setting themselves up for endless parodies of the logo, and I’m sure we will see some naughty things come up. Should be interesting to see this story develop.



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