Pepsi underwent yet another rebranding a couple of months back, something that I for one had been oblivious to until I saw my roommate drinking a bottle of Pepsi several hours ago (yes, I know Pepsi is everywhere on this campus). Pepsi decided to change both its red, blue, and white circle and its typography.
For one thing, the Pepsi circle has changed, becoming more diagonal. Some people have discussed whether this was done in order to make it more similar to the Obama symbol. What has sparked even more conversation, though, is the fact that it now looks like a smile—perhaps this is Pepsi’s attempt at some sort of subliminal message that ties Pepsi and smiles together in the consumer’s mind?
Also, they made the white swirl on the Diet Pepsi thinner than that on the Regular Pepsi, which one could interpret to be due to the different effects each type of Pepsi could have on your body. However, the Pepsi can with the thickest white swirl is that of the Pepsi Max, which throws things off, because it, too, is a diet drink.
“In the early 1990s, as digital design tools began supporting the seamless reproduction and integration of media, many designers grew dissatisfied with clean, unsullied, surfaces… (Lupton 29)” Over the last couple of changes, however, Pepsi has brought this back to its logotype.
The old font, which used to be all in uppercase letters, is now all in lowercase. The sans serif typeface was also slimmed down. Furthermore, the letters were distributed more loosely, giving them space to make them look more relaxed. All of these changes might be said to add more simplicity—something people often look for in today’s rushed and complicated world—to the Pepsi logo.
Will Pepsi’s decision to change at the same time America changes bring it prosperity?
For one thing, the Pepsi circle has changed, becoming more diagonal. Some people have discussed whether this was done in order to make it more similar to the Obama symbol. What has sparked even more conversation, though, is the fact that it now looks like a smile—perhaps this is Pepsi’s attempt at some sort of subliminal message that ties Pepsi and smiles together in the consumer’s mind?
Also, they made the white swirl on the Diet Pepsi thinner than that on the Regular Pepsi, which one could interpret to be due to the different effects each type of Pepsi could have on your body. However, the Pepsi can with the thickest white swirl is that of the Pepsi Max, which throws things off, because it, too, is a diet drink.
“In the early 1990s, as digital design tools began supporting the seamless reproduction and integration of media, many designers grew dissatisfied with clean, unsullied, surfaces… (Lupton 29)” Over the last couple of changes, however, Pepsi has brought this back to its logotype.
The old font, which used to be all in uppercase letters, is now all in lowercase. The sans serif typeface was also slimmed down. Furthermore, the letters were distributed more loosely, giving them space to make them look more relaxed. All of these changes might be said to add more simplicity—something people often look for in today’s rushed and complicated world—to the Pepsi logo.
Will Pepsi’s decision to change at the same time America changes bring it prosperity?
2 comments:
Honestly, I wish Pepsi hadn't rebranded. Pepsi is something classic that has engrained itself into our culture and I feel that with the rebranding people will lose their personal connection to this soft drink. Coke tried something similar about fifteen years ago and it really did not work out well for them.
Yeah, I agree. I don't really like pepsi's new logo. It seems distorted and like something is missing. I definitaly think people are so stuck on the old logo that this new one is throwing them off and there isn't as much of a connection to the brand.
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