J = Julio Ferro/ Hey!
R = Russell Volckmann

J: Pepsi has a new product branding created by Arnell-Group. I've posted my opinion at Hey! and Russell's comments gave a different approach to the problem (the new brand ID is surprisingly bland).

Compared to the more "stable" Coca-Cola brand ID, Pepsi seems to react like a teenager brand: changing without any apparently strategic drive. This seems to impact on their brand integrity regarding its changing symbol: it changes over and over on every line extension.

I've been thinking in the meanwhile if this rebranding is because the cola wars is not between Coca-Cola vs. Pepsi anymore. RedBull has just launched its own soda. RedBull Cola has the original and natural ingredients and look at its branding. Taking into account the "energetic" attribute, the battle would be between Pepsi and RedBull Cola.

Back to the original topic, while Coca-Cola went back to simplicity, Pepsi did more or less the same. What happened with differentiation? What happened with the brand history? What about shelf impact?

Russell?

R: Well, to paraphrase myself (if that is possible) from our previous discussion on the topic.... The new Pepsi graphical identity marks are strange and defy accepted rationale for branding: to be brief, the marks are inconsistent with the Pepsi history, and worse, inconsistent across product lines. The message in the graphical ID is therefore inconsistent, wavering, and lacks the necessary integrity that distinguishes the brand mark. Look at the Pepsi logo across the line of products in the photo below. The variation in the logo includes variances in color, variances in swish size between the product line. PLUS the prominent "0" (I assume, "zero", for zero calories) on Pepsi Light & Max is a distraction from the brand mark. The variances are the very antithesis of a strong brand mark, and can cause confusion. Is it a company logo or a product logo? Both? There is so everything wrong with this Pepsi logo picture, I am almost surprised it is legal.

What happened to brand history indeed. From all appearances, this says "forget the last new generation", forget any associated brand loyalty, forget any visual integrity.

The new Pepsi product façade also resembles the advent of a plethora of new sports drinks and vitamin waters flooding the market. Do they want to fake people into believing this is something sporty or healthy? The minimalist lowercase thin wordmark certainly implies this. Redbull and other similar energy drinks may be one reason for taking Pepsi on the new wrong turn down anti-brand highway. However, it is not enough to be simply different in brand—the change also needs to be an improvement. Before breaking away from the pack, make sure others can follow.