At my weekly Lost viewing party last Wednesday, the abhorrent advert for Pepsi came on to display its recently rebranded logo of Pepsi Max. My friend, Niki, was quick to associate it with the Obama logo, and rightfully so. There is something intrinsically 50/50 about a shift in the logo of a major company. In their case, a leaked presentation of the redesign (6.1MB, pdf) was released online. You have to read it to fully grasp the insanity of this proposal. It reads more like an intro to Scientology rather than a carbonated refreshment.
BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design.
It goes on to discuss the golden ratio of famous creations and the parallelism of the Pepsi ratio to that of paintings and Renaissance architecture. It’s also supposed to reflect, depending on the orientation of the stripes, a smiley face with different emotions. I really don’t buy it, and it doesn’t really sell me on drinking any Pepsi. It does kind of look like a fat person overdosing on soda, though.
Image via blow at life.
4 Comments
Great image (from blow at life), and thanks for mentioning my Logo Design Love post about the Obama logo. Much appreciated.
Personally, I’m reminded by the Girl Scouts of America logo: http://www.girlscoutsofcolorado.org/content/documents/GS%20vertical%20black.jpg
I’m definitely in the minority here, but i absolutely love Pepsi’s new art direction and their newest ad campaign.
It’s extremely “mitDR”, and Anderson would have been proud to work on a project like this given the chance. It’s lost upon most people i think because of the feel they were going for isn’t a popular one in pop culture, and never was, it’s more the art imitating underground culture, and that rarely ever works when promoting such a broad brand.
Kiya, you have to check out pepsi.com. It’s way over-the-top with a crazy hip-hop beat to compliment a pulsating Pepsi logo. I don’t get it.
I see what you’re talking about with Ian Anderson but man, I think they’re running with it way weird. It could just be because Pepsi is such a large brand and to have it plastered over everything and in different forms of media create an inconsistency with what I get from the actual logo itself (commercials, websites, etc.).