Change the image of A legendary brand It is a meticulous and risky process: it is played with the possible rejection of the public, accustomed to logos, typefaces and styles with which it already identifies. That is why he rebranding From Pepsi in 2008, absolutely radical and unexpected, it was not devoid of controversy. And the most notorious part of that controversy was carried by the 28 -page document in which the agency contracted explained the reason for the change.
The logo of the past. Pepsi’s logo is one of those who more changes have experienced in history: even before being called Pepsi, when the company was Brad’s Drink between 1893 and 1898. From there, All types of variants: Until 1962, the original Pepsi-Cola logo went through seven versions, all with a calligraphic style and Vintage. In 1951 the bottle sheet appeared that would no longer abandon, in one way or another, to the logo, with the patriotic colors of the American flag (they were the times after World War II). From the 60s, the logo was modernized, the brand became Pepsi and relief details were introduced into the logo.
The logo of the future. In 2008, Pepsi was in his moment of popularity: ads such as Britney Spears, Pink and Beyoncé versioning Queenand had an impact on undisputed youth aesthetics. However, the logo rebranding generated A remarkable controversy For the radical change in the design of the iconic circle with the red, white and blue stripes, which ceased to be parallel. In addition, it cost a million dollars, which The Arnell Group agency was pocketed.
The idea that the logo remembered an overweight person, a lethal association for a highly sugary drink like Pepsi came to circulate. But what ended up rounding the controversy was the filtration in Reddit, in 2009, of An internal use document in which Arnell explained inspiration after change. And delirium began.
The Aúrea proportion. The document starts more or less reasonably, although some reflections on the relationship between the Pepsi logo and The golden proportion (It is said that the long history of the logo converges in this new symbol). Then, compare different ideas for that new logo with smiling faces, gestures that suggest different positions of the lines and why the finally chosen (which, let’s not forget, left aside the classic parallel lines of the soda sheet that remembered a flag waving) is the best option. Everything honors the fantastic document title: “Breathtaking Design Strategy”, or “Impressive design strategy” (capital letters are them, of course).
The thing gets hard. It is then that concepts such as “emotional forces shape the Gestalt of brand identity”, relating notions of optimism and joy, connecting the brand to youth and energy. We are told (completely seriously) of the Pepsi planet and the Pepsi galaxy, all encompassed in the Pepsi universe. And we arrive at The authentic inspiration of the new logo: The geodinamo of the earth, A natural electric generator in fluid motion that generates and sustains the earth’s magnetic field. Well, that and the Mona Lisa, of course, with which parallels related to the golden proportions are drawn (also the man of Vutruvio is taken for a walk).
But was it true? The astonishment of the design industry (and that of refreshing drinks) before the sales document came to the table The idea that it was actually falseand was part of the Pepsi Publicitaia campaign to talk about change, something that was never denied (or confirmed). In any case, in 2023 the company would return to a logo more classic and less risky. Interestingly, in a nostalgic turn of these times, with their electric colors and their aggressive and analog lines, he remembers not the two thousands who really were, but to those who believe they were.
Header | Pepsi
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