As some of you may have heard already, Pepsi is revamping the design and identities of their key brands. According to Chairman-CEO Indra Nooyi, from and article in Adage.com, they’re changing every aspect of their brand proposition for their key brands. How they look, how they’re packaged, how they will be merchandised on the shelves, and how they connect with consumers. They’re also changing the identity for the whole Gatorade line, Mountain Dew, and Sierra Mist. Actually Mountain Dew will now be called “Mtn Dew”.
When I first saw the new Pepsi logo, I wasn’t too sure what to think about it. I didn’t think it was necessary for a huge brand like Pepsi to do this. As time goes by, it’s starting to grow on me. One of the things that I like about it is the fact that the white line going across is a series of smiles depending on the product. A “smile” will be for the Brand Pepsi. A “grin” will be for Diet Pepsi, and a “laugh” will be for Pepsi Max. I like that because it gives the brand a little more personality across all products. Also, it gives it a friendlier and more adventuresome attitude. Even though I enjoy clean, simple type, I’m not sure the type for this new logo works too well. I don’t think it has enough character to represent the massiveness of Pepsi.
Pepsi has updated their look many times in the past, and they have been successful but I don’t think they were as successful this time around.