A smile, a grin, a Pepsi?

October 28, 2008


Pepsi has decided to completely rebrand its entire line of products due to a slump in sales. Yet I wonder, Is this really the direction they should be going in? I’ve been quite disappointed about the brand change from most companies recently. (Most recently Xerox and Wegman’s) It’s not that I’m afraid change, I’m actually completely for change! However, these new logos seem to forget the value behind a brand identity. Wegmans had beautiful bold unique organic letter form. Now they opted for a less versatile scripted logo. It’s visually weaker than the old logo.

Pepsi, in my opinion, is now following along this recent trend. As seen here, Pepsi has developed a series of logos that each contain a different expression. the original Pepsi shows a wide smile in its white space. The Diet Pepsi shows a grin, so on and so forth for the rest of the products. Yet my question is, why a grinning diet coke? How does this relate to a smiling Pepsi? Personally the grinning coke actually keeps me away from it. There are so many questions I have for the folks at Pepsi. I think the once worldwide strong recognizable iconic logo, has been tarnished. (As a designer I must say the typography and letter spacing is not so great as well!)

Want to find out more about the rebranding project, then read this AdAge article.
Here’s another interesting article from The DieLine.