Doctor, My Eyes!
Pepsi would not discuss what it’s paying for the revamp, but experts estimate the cost for a top firm to work five months at north of $1 million. But that’s just the beginning. The real cost, said an expert, 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, the expert said.
The new logo is a white band in the middle of Pepsi’s circle that loosely forms 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. The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.[...]
“It’s tilting the whole brand presentation from a classic expression of uniqueness and quality into something that is much more humorous, almost flippant,” said Tony Spaeth, an identity consultant. “It worries me that it is less durable, less permanent and classic. It comes across as more of a campaign idea than an enduring brand expression.”
“This seems to be a really good solution. It feels like the same Pepsi we know and love, but it’s more adventurous, more youthful, with a bit more personality to it,” said Chris Campbell, executive creative director at Interbrand. “In theory, what they’re doing sounds like a really clever solution to link together a family of brands.”
Brand Consultants are so full of shit. I’m surprised the great Bailout of 08 didn’t have a logo. Plenty of evidence that the (M)Ad Men that were helping to pitch that idea.
We just talked about Pepsi in class today, discussing its “brand archaeology.” It was really fascinating, and the gist of the analysis is that Pepsi is a young brand, and like youth, it lives hard, taking lots of risks, and perhaps dying young (needing to rejuvenate itself regularly). In this sense, they’re about due for a new logo — and some new young spokespeople, too. It’s their periodic rebirth.
October 29th 2008 - 9:46pmRob, I know you haven’t read “Generation P” (I think it’s called “Homo Zapiens” in the copy I gave you) yet. This is your chance to pick it up and understand the bizarre branding of post-soviet Russia by corporations, politicians, and the mafia. The idea of the book is framed using Pepsi’s branding of youth culture. I guarantee you’ll like it.
October 30th 2008 - 10:00am