Pepsi gets a makeover

It's way too easy for all of us to be critical of new ideas and design. I have always feared turning into a critic, because they are the one's who judge from the sidelines. But if you've seen the news and comments on the new Pepsi brand identity, you'll know it has a lot of critics. And unfortunately I'm one of them. 

If you're a global icon like Pepsi, how do you let your brand be diluted to smiley face? Is this the result of endless strategy, research and consumer insight? Probably. And I don't want to speculate on the time and money that was invested. I'm a fan of refreshing a brand, and have taken on many 'evolution not revolution' briefs. But the primary purpose of a refresh is to maintain (and build) your brand integrity. The confident badge of the Pepsi Challenge and big celebrity endorsements has evolved with it's own meaning. Consumers have formed a unique perception of the Pepsi brand and what it means to them. So although the logo design has undergone a small design change, it seems to have taken on a different character, with a whole new personality. This was obviously the intention, and I applaud them for having a go. A smile is probably right on brief, and the perfect expression of their 'happiness' positioning. Too me, it just seems a little generic, and unintentionally gives me a whole new perspective on the previous logo. 

I do, however, admire their confidence in attempting different logo executions for each product. Especially because Diet Pepsi, knowing it is obviously the worst in the product range, can barely force a smile...