great taste?

The red/white Pepsi can (left/middle) i bought in 1999 whilst working at a large ad agency (in fact Pepsi Co. was a client), shortly afterwards the Pepsi brand changed to blue. Somehow at that point i began following any brand changes they (and rival Coca Cola) made. I have zero interest or affiliation with either – just to be clear but… from a design/branding viewpoint i very much do have interest and affiliation with this case.

Shown here is a short summary (I’ve quite a few more) of the actual and subjective evolution of both brands from 1999 to 2024 (left to right)

top row = Coca Cola
mid & lower row = Pepsi (in same timeframe)

Besides general branding, one extra metric/issue that meantime, affected both was the war on sugar and how they tried to capitalise it. For 25 years Coke wisely retained the same logo, but rotated it 90º then ditched white for black (Zero) both negatively affecting brand visibility/recognition. Luckily for them however Pepsi gradually revamped earlier bad choices in a series of uglier, more illegible and erratic designs. Both products are of course, sugary garbage but where Coca Cola (despite poor choices) is still largely recognisable, Pepsi has changed every single element possible yet still not made one single coherent choice that I can see. For me this lot (often shown to visiting clients) serves as a great example of why design for the sake of design is never a good choice… change can be expensive so spend wisely and work with good people they cost more for a reason… i am also running out of space in the studio. (for Pepsi there are dozens more cans not shown, yes… all bad)

#graphicdesign #typography #identity #visualidentity #logo #branding #mestudio #anniversary #communication #inspiration #creativity #logo #logodesigner #tempusfugit

m / 01-04-2024 12:45 - tags: , ,  

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