Pepsi Regeneration

By Mark Kaufman

I am a little late to the party regarding the new Pepsi brand, opinions are flying every which way about the new logo and packaging. I was going to proffer an opinion of my own even though I have not seen it in the marketplace yet. I have not seen an actual can or bottle, nor have I seen any advertising, as with most people I have only seen digital shots of it. In researching the new logo online, I came across the Best Ad blog which has a very nice compendium of logo evolutions for many of the world’s best known brands. After seeing this laid out before me, I had to wonder just why designers get so worked up on this subject, myself included. Brand affiliation? An affront to design principles? Resistance to change? Professional jealousy? I know that in the past I have trashed or praised many brand updates, only to forget what the previous brand actually looked like after the passage of time. The post on logo/brand history definately made me take a step back. I think this time out I will let the brand hit the market before opening my big trap.