The release of Pepsi’s new logo, the latest since 1987, sees the soft drink product hit shelves a little flat. Consumers are now presented with a patchwork of visual merchandise featuring logos with warped variations.
When Markritique heard that the reason for Pepsico’s rebranding was to create something a little more “playful” we presumed this meant that their designer was let loose on a Magna Doodle.
However Pepsi's VP Frank Cooper explains "We felt like, as we move out of this traditional mass marketing and mass distribution era into today's culture, there's an opportunity to bring humanity back, both in terms of the design but also in the way we engage consumers."
We’re not so sure they’re succeeding at bringing humanity back, but “in terms of design” they certainly appear to be bringing human error back.
The warped shapes within the logo variations have since been rationalised as “smile” in the middle of the Pepsi cola circle, a “grin” in the middle of the Diet Pepsi circle, and a “laugh” within Pepsi Max’s logo.
