November 2, 2008 135 Comments

More About the New Pepsi Logo

New Pepsi Logo Can Design They had to do it. That’s what I’ve decided after driving around today with my family to buy a birthday gift. I went by the local Jiffy Lube store and noticed that they had updated their logo:

Jiffy Lube

There’s a context, a design, a sense of style that needs constant updating, and it’s a lot like paying dues. As companies stay current and intend to work with contemporary customers, their typography and colors and the like have to stay recent and fashionable (in most cases). We want to feel that a brand fits our time, lives in our moment, is something related to us.

Even “timeless” brands evolve their logos.

We can argue that looks don’t make the can. We can say that it’s the experience that matters, that what’s inside is what counts, but when we see logos or styles that seem old fashioned, they do stick out in our head.

Lower-case seems to be hot these days:

at&t

But that’s okay, too. Again, it’s like being sure to wear the current clothes. Several companies keep their designs current. We don’t ding them for it.

I think they had to do it. Was the fanfare necessary? I don’t know, but if you’re going to spend a lot of money tidying up your brand, how much more is it to get the word out there.

Some thoughts from the couch as I look at the side of a shiny new Pepsi can.

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  • http://nickyjameson.com Nicky

    Pepsi has a Design your Can on their rather super interactive website. So I’m willing to bet that they had some input from their considerable customer base as well as their agency.

    Even if they didn’t, I see no problem with a multi-billion $$ company a)changing their brand and b) talking as loudly as they can about it.

    It cost enough, so why not? Most companies do. Shell comes to mind. I’m not and never have been a Pepsi fan, I don’t like the taste. So I really don’t care either way. I’m not their demographic yet their brand is still recognizable and that’s what counts.

    And as for them sending cans to bloggers to create buzz – with all the complaints that businesses aren’t using social media avenues enough and not willing to risk negative comment – I think they should be given some credit for at least trying.

  • http://nickyjameson.com Nicky

    Pepsi has a Design your Can on their rather super interactive website. So I’m willing to bet that they had some input from their considerable customer base as well as their agency.

    Even if they didn’t, I see no problem with a multi-billion $$ company a)changing their brand and b) talking as loudly as they can about it.

    It cost enough, so why not? Most companies do. Shell comes to mind. I’m not and never have been a Pepsi fan, I don’t like the taste. So I really don’t care either way. I’m not their demographic yet their brand is still recognizable and that’s what counts.

    And as for them sending cans to bloggers to create buzz – with all the complaints that businesses aren’t using social media avenues enough and not willing to risk negative comment – I think they should be given some credit for at least trying.

  • http://www.doesyourbusiness.com Dave Klonke

    “What if they did it stealth? What if they did it completely the OTHER way? Just put the cans on the shelf, whistled, and walked away. What do you think would happen then?”

    I guess the question is, what is their strategy? Is it short-term buzz that they’re getting right now by doing this great social media-based PR push, or is it a piece of a long-term effort to chip away at Coke’s market share?

  • http://www.doesyourbusiness.com Dave Klonke

    “What if they did it stealth? What if they did it completely the OTHER way? Just put the cans on the shelf, whistled, and walked away. What do you think would happen then?”

    I guess the question is, what is their strategy? Is it short-term buzz that they’re getting right now by doing this great social media-based PR push, or is it a piece of a long-term effort to chip away at Coke’s market share?

  • http://cocoassociates.com Colleen Connery

    Usually a company rebrands or repositions because they are trying to distance themselves from something negative. Why did Pepsi do this? Because they can, really. It has nothing to do with negativity. It won’t make anyone buy the product more. But they are trying to look more “hip” perhaps, to a younger generation…to say, “hey look at us…we can stay current and hip.”

    I personally think it was a waste of money. As most folks have pointed out, ‘if it aint broke, don’t fix it’ applies here. There was nothing wrong with Pepsi’s former brand, but it is “fun” to see a new one. And they probably had marketing dollars marked that had to be spent, and someone talked them into the rebrand.

    A little silly, but it happens. In my professional (and humble opinion), it was wasted money and time when the corporation could have been working on other things with that money.

  • http://cocoassociates.com Colleen Connery

    Usually a company rebrands or repositions because they are trying to distance themselves from something negative. Why did Pepsi do this? Because they can, really. It has nothing to do with negativity. It won’t make anyone buy the product more. But they are trying to look more “hip” perhaps, to a younger generation…to say, “hey look at us…we can stay current and hip.”

    I personally think it was a waste of money. As most folks have pointed out, ‘if it aint broke, don’t fix it’ applies here. There was nothing wrong with Pepsi’s former brand, but it is “fun” to see a new one. And they probably had marketing dollars marked that had to be spent, and someone talked them into the rebrand.

    A little silly, but it happens. In my professional (and humble opinion), it was wasted money and time when the corporation could have been working on other things with that money.

  • http://www.GaryMcElwain.com Gary McElwain

    I really dont pay much attention to the can or bottle, probably because I been drinking it so long. I personally chose it for the taste over coke.

    With all the new drinks coming out all the time I dont think it will help establish new customers. Ad now in the grocery store I buy Faygo same product half the price.

    Gary McElwain

  • http://www.GaryMcElwain.com Gary McElwain

    I really dont pay much attention to the can or bottle, probably because I been drinking it so long. I personally chose it for the taste over coke.

    With all the new drinks coming out all the time I dont think it will help establish new customers. Ad now in the grocery store I buy Faygo same product half the price.

    Gary McElwain

  • Becky

    I work for sport&health (gym chain in md,va,dc). I always wondered why they went lower-case.

  • Becky

    I work for sport&health (gym chain in md,va,dc). I always wondered why they went lower-case.

  • http://www.frankthinking.com Frank Reed

    Since I am a Coke only person I wouldn’t have noticed the difference. Put a different way the new logo for Pepsi has no effect on me at all. Other than seeing it here I wouldn’t have even noticed. In fact, Pepsi has done very little advertising in recent months / years while Coke still runs its ridiculous variety of ads that confuse whatever message they try to get across anyway. Well, really, what does it matter anyway because we are just talking about drinks here. How about someone rebrand “politics”. Now that would be a real achievement!

  • http://www.frankthinking.com Frank Reed

    Since I am a Coke only person I wouldn’t have noticed the difference. Put a different way the new logo for Pepsi has no effect on me at all. Other than seeing it here I wouldn’t have even noticed. In fact, Pepsi has done very little advertising in recent months / years while Coke still runs its ridiculous variety of ads that confuse whatever message they try to get across anyway. Well, really, what does it matter anyway because we are just talking about drinks here. How about someone rebrand “politics”. Now that would be a real achievement!

  • kat brogan

    i think a lot of folks think the design change is aimed at them
    i don’t think it is
    it’s aimed at those who haven’t chosen yet
    the kids who can’t read
    but get drawn to shiny bright swirls
    think they want to know what a bunch of old people care about?
    they already have you
    they want the new crew

  • http://biesnecker.com John Biesnecker

    I like the new logo (though it hasn’t rolled out in Shanghai yet). It says “eh, it’s cool, you know who I am, let’s not be all pretentious, hey?” I don’t like my soda with pretension. ;)

  • kat brogan

    i think a lot of folks think the design change is aimed at them
    i don’t think it is
    it’s aimed at those who haven’t chosen yet
    the kids who can’t read
    but get drawn to shiny bright swirls
    think they want to know what a bunch of old people care about?
    they already have you
    they want the new crew

  • http://yuehan.org/ John B

    I like the new logo (though it hasn’t rolled out in Shanghai yet). It says “eh, it’s cool, you know who I am, let’s not be all pretentious, hey?” I don’t like my soda with pretension. ;)

  • http://www.nextgennewmedia.com Dan

    thanks chris… the link to the logos past/present was crazy! After viewing the progression of logos throughout the years, you are dead on… It is about being current and that the brand fits the time. As for the Pepsi logo, I dont think much of it, I think they could have achieved what they were looking for without changing the shape of the original logo stripes/interior…

  • http://www.nextgennewmedia.com Dan

    thanks chris… the link to the logos past/present was crazy! After viewing the progression of logos throughout the years, you are dead on… It is about being current and that the brand fits the time. As for the Pepsi logo, I dont think much of it, I think they could have achieved what they were looking for without changing the shape of the original logo stripes/interior…

  • http://www.nextgennewmedia.com Dan

    thanks chris… the link to the logos past/present was crazy! After viewing the progression of logos throughout the years, you are dead on… It is about being current and that the brand fits the time. As for the Pepsi logo, I dont think much of it, I think they could have achieved what they were looking for without changing the shape of the original logo stripes/interior…

  • http://aprotegesapproach.wordpress.com Scott Lansing

    In response to Frank Reed, I’m also prefer Coke to Pepsi (am actually a snob when it comes to this) but I find it hard not to notice a huge brand changing its logo. And as far as rebranding politics, I think — despite my political views — Obama is a great example of a new form of politics, simply by how he’s refused to accept money from lobbyists and has a huge youth following; basically like a company terminating unfair trade agreements and refocusing target markets.

    I do find it difficult to remember Pepsi’s last string of commercials, though.

  • http://aprotegesapproach.wordpress.com Scott Lansing

    In response to Frank Reed, I’m also prefer Coke to Pepsi (am actually a snob when it comes to this) but I find it hard not to notice a huge brand changing its logo. And as far as rebranding politics, I think — despite my political views — Obama is a great example of a new form of politics, simply by how he’s refused to accept money from lobbyists and has a huge youth following; basically like a company terminating unfair trade agreements and refocusing target markets.

    I do find it difficult to remember Pepsi’s last string of commercials, though.

  • http://aprotegesapproach.wordpress.com Scott Lansing

    In response to Frank Reed, I’m also prefer Coke to Pepsi (am actually a snob when it comes to this) but I find it hard not to notice a huge brand changing its logo. And as far as rebranding politics, I think — despite my political views — Obama is a great example of a new form of politics, simply by how he’s refused to accept money from lobbyists and has a huge youth following; basically like a company terminating unfair trade agreements and refocusing target markets.

    I do find it difficult to remember Pepsi’s last string of commercials, though.

  • http://aprotegesapproach.wordpress.com Scott Lansing

    In response to Frank Reed, I’m also prefer Coke to Pepsi (am actually a snob when it comes to this) but I find it hard not to notice a huge brand changing its logo. And as far as rebranding politics, I think — despite my political views — Obama is a great example of a new form of politics, simply by how he’s refused to accept money from lobbyists and has a huge youth following; basically like a company terminating unfair trade agreements and refocusing target markets.

    I do find it difficult to remember Pepsi’s last string of commercials, though.

  • Pingback: Silly Wabbit, Brands Aren’t Just For Customers | altitudebranding.com

  • http://www.dot-design.co.uk Gareth Coxon – Dot Design

    I bet because of the ‘fanfare’ Pepsi have shifted an increased amount of cans off shops shelves recently.

    Is the new rebrand because Coka Cola have just rebranded though? Pepsi always seem to be one step behind.

  • http://www.dot-design.co.uk Gareth Coxon – Dot Design

    I bet because of the ‘fanfare’ Pepsi have shifted an increased amount of cans off shops shelves recently.

    Is the new rebrand because Coka Cola have just rebranded though? Pepsi always seem to be one step behind.

  • http://www.dot-design.co.uk Gareth Coxon – Dot Design

    I bet because of the ‘fanfare’ Pepsi have shifted an increased amount of cans off shops shelves recently.

    Is the new rebrand because Coka Cola have just rebranded though? Pepsi always seem to be one step behind.

  • http://www.dot-design.co.uk Gareth Coxon – Dot Design

    I bet because of the ‘fanfare’ Pepsi have shifted an increased amount of cans off shops shelves recently.

    Is the new rebrand because Coka Cola have just rebranded though? Pepsi always seem to be one step behind.

  • http://www.mayraruiz.com Mayra Ruiz-McPherson

    Chris, thank you for the post. As I read the comments here, I find it fascinating that brand with the biggest impact in opinion, it seems, out of the three brands you mentioned (Jiffy Lube, Pepsi and AT&T) seems to be the Pepsi one. The Pepsi brand change has caused *such* a response ?!! I just blogged about the Pepsi brand change a few days ago myself because the comments about it on another blog were *extremely* negative and far, far less politically correct than the good, constructive comments shared here. Not sure what it is about the Pepsi brand that has folks so fired up ?!?

  • http://www.mayraruiz.com Mayra Ruiz-McPherson

    Chris, thank you for the post. As I read the comments here, I find it fascinating that brand with the biggest impact in opinion, it seems, out of the three brands you mentioned (Jiffy Lube, Pepsi and AT&T) seems to be the Pepsi one. The Pepsi brand change has caused *such* a response ?!! I just blogged about the Pepsi brand change a few days ago myself because the comments about it on another blog were *extremely* negative and far, far less politically correct than the good, constructive comments shared here. Not sure what it is about the Pepsi brand that has folks so fired up ?!?

  • http://www.mayraruiz.com Mayra Ruiz-McPherson

    Chris, thank you for the post. As I read the comments here, I find it fascinating that brand with the biggest impact in opinion, it seems, out of the three brands you mentioned (Jiffy Lube, Pepsi and AT&T) seems to be the Pepsi one. The Pepsi brand change has caused *such* a response ?!! I just blogged about the Pepsi brand change a few days ago myself because the comments about it on another blog were *extremely* negative and far, far less politically correct than the good, constructive comments shared here. Not sure what it is about the Pepsi brand that has folks so fired up ?!?

  • http://www.mayraruiz.com Mayra Ruiz-McPherson

    Chris, thank you for the post. As I read the comments here, I find it fascinating that brand with the biggest impact in opinion, it seems, out of the three brands you mentioned (Jiffy Lube, Pepsi and AT&T) seems to be the Pepsi one. The Pepsi brand change has caused *such* a response ?!! I just blogged about the Pepsi brand change a few days ago myself because the comments about it on another blog were *extremely* negative and far, far less politically correct than the good, constructive comments shared here. Not sure what it is about the Pepsi brand that has folks so fired up ?!?

  • http://www.voxmarketing.com Peter O’Connell

    You did exactly what they wanted you to do.

  • http://www.voxmarketing.com Peter O’Connell

    You did exactly what they wanted you to do.

  • http://www.voxmarketing.com Peter O’Connell

    You did exactly what they wanted you to do.

  • http://www.morningstarcomm.com Matt

    super 8 motels also recently(?) updated their logo.

    it is fun to look at brands that need logo tweaks. i was at a college football game over the weekend and i couldn’t help but notice how the school (northwest missouri state) had modernized everything about its brand but the logo.

    of course, the cost for a school to change colors or change a logo is pretty high, and fairly prohibitive for Div. II schools like northwest.

  • http://www.morningstarcomm.com Matt

    super 8 motels also recently(?) updated their logo.

    it is fun to look at brands that need logo tweaks. i was at a college football game over the weekend and i couldn’t help but notice how the school (northwest missouri state) had modernized everything about its brand but the logo.

    of course, the cost for a school to change colors or change a logo is pretty high, and fairly prohibitive for Div. II schools like northwest.

  • http://www.theharteofmarketing.com Beth Harte

    Chris, great point. Companies like Pepsi are always re-designing packaging, there’s nothing new or exciting there. The “Madonna” effect (@David Armano’s example).

    For the same effect, Pepsi could have plopped the cans on the shelf and sent a direct mail piece with a coupon to customers and given them a website to provide feedback on the design (albeit one that allows for comments back, thus making it a two-way conversation). They would have been much more successful getting their loyal customers to respond and provide feedback.

  • http://www.theharteofmarketing.com Beth Harte

    Chris, great point. Companies like Pepsi are always re-designing packaging, there’s nothing new or exciting there. The “Madonna” effect (@David Armano’s example).

    For the same effect, Pepsi could have plopped the cans on the shelf and sent a direct mail piece with a coupon to customers and given them a website to provide feedback on the design (albeit one that allows for comments back, thus making it a two-way conversation). They would have been much more successful getting their loyal customers to respond and provide feedback.

  • http://www.theharteofmarketing.com Beth Harte

    Chris, great point. Companies like Pepsi are always re-designing packaging, there’s nothing new or exciting there. The “Madonna” effect (@David Armano’s example).

    For the same effect, Pepsi could have plopped the cans on the shelf and sent a direct mail piece with a coupon to customers and given them a website to provide feedback on the design (albeit one that allows for comments back, thus making it a two-way conversation). They would have been much more successful getting their loyal customers to respond and provide feedback.

  • http://www.theharteofmarketing.com Beth Harte

    Chris, great point. Companies like Pepsi are always re-designing packaging, there’s nothing new or exciting there. The “Madonna” effect (@David Armano’s example).

    For the same effect, Pepsi could have plopped the cans on the shelf and sent a direct mail piece with a coupon to customers and given them a website to provide feedback on the design (albeit one that allows for comments back, thus making it a two-way conversation). They would have been much more successful getting their loyal customers to respond and provide feedback.

  • http://www.momcentral.com Kara

    I agree in the evolution of the logo to keep up to date, but am sometimes amazed at how much a company spends in order to change something that may not be broken. Cokes logo has never changed, and although dated, is synonymous with the brand. I even bought a t-shirt while abroad that said Coca Cola in a different language because the image was so translatable.

    Two trends I don’t understand in current branding, lower case letters and merging two words together. These seem like fade choices that are not going to last.

  • http://www.momcentral.com Kara

    I agree in the evolution of the logo to keep up to date, but am sometimes amazed at how much a company spends in order to change something that may not be broken. Cokes logo has never changed, and although dated, is synonymous with the brand. I even bought a t-shirt while abroad that said Coca Cola in a different language because the image was so translatable.

    Two trends I don’t understand in current branding, lower case letters and merging two words together. These seem like fade choices that are not going to last.

  • http://www.momcentral.com Kara

    I agree in the evolution of the logo to keep up to date, but am sometimes amazed at how much a company spends in order to change something that may not be broken. Cokes logo has never changed, and although dated, is synonymous with the brand. I even bought a t-shirt while abroad that said Coca Cola in a different language because the image was so translatable.

    Two trends I don’t understand in current branding, lower case letters and merging two words together. These seem like fade choices that are not going to last.

  • http://www.momcentral.com Kara

    I agree in the evolution of the logo to keep up to date, but am sometimes amazed at how much a company spends in order to change something that may not be broken. Cokes logo has never changed, and although dated, is synonymous with the brand. I even bought a t-shirt while abroad that said Coca Cola in a different language because the image was so translatable.

    Two trends I don’t understand in current branding, lower case letters and merging two words together. These seem like fade choices that are not going to last.

  • http://www.capturetheconversation.com James Clark

    Looks very similar to Obama’s campaign logo. Just saying…

  • http://www.capturetheconversation.com James Clark

    Looks very similar to Obama’s campaign logo. Just saying…

  • http://www.capturetheconversation.com James Clark

    Looks very similar to Obama’s campaign logo. Just saying…

  • http://www.geekmommy.net Lucretia Pruitt

    Why is it disturbing to me that you write all of these amazing posts about social media, and you get 8 zillion comments on the one post about the Pepsi can?

    Seriously… does the logo change the taste? No? Okay. Cool. Still buying Coca-cola then. :)

  • http://www.geekmommy.net Lucretia Pruitt

    Why is it disturbing to me that you write all of these amazing posts about social media, and you get 8 zillion comments on the one post about the Pepsi can?

    Seriously… does the logo change the taste? No? Okay. Cool. Still buying Coca-cola then. :)

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