Hey! It's a bilingual blog. Scroll down! » Nuevo branding para Pepsi? / New Pepsi branding?
14 Comments- Add comment | Back to Hey! Written on 28-Oct-2008 by julio.ferro__17__.jpg){kind=logo}
No parece oficial (Act: ahora es oficial y costará US$1.2 billones), pero se encontró en el buscador electrónico de la Oficina de Patentes y Marcas de EEUU que Pepsi presentó una nueva identidad de marca. El globo famoso ahora presenta un gesto medio raro: simulará una sonrisa? No se...
Pero por qué Pepsi cambia siempre su branding comparado con el de Coca-Cola que es estable? Simple. Coca-Cola es "El Clásico", por lo que no tiene la necesidad de mostrar tendencia. Debe ser "El Original" y esa es una de las razones por las que se mantiene casi intocable el logo en spencer y el rojo emblemático. Por otro lado, Pepsi se diferencia actualizando cada tres o cuatro años (creo) todo su programa de branding porque es la conducta de "la Nueva Generación". Cambio.
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Los resultados son medio extraños... La e del logo (ahora en minúsculas) con reminiscencias al símbolo luce como una anomalía intencional, pero es bastante molesta. El tono del logotipo fue de Bold a Light, lo que sería apropiado para la Pepsi Light o Pepsi Max y el branding de producto se fue hacia el minimalismo. Nótese las variaciones del símbolo según el producto. Raro, verdad?
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Fuente y más en BrandNew
Evolución de la marca Pepsi: video
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It seems this is not official (Update: now is official and it will cost US$1.2 billion), but it was found on the United States Patent and Trademark Office's Trademark Electronic Search System (TESS), that Pepsi has introduced a new brand ID. The famous globe now introduces a strange gimmick: does it pretend a smile? I don't know.
But why does Pepsi always change its brand ID compared to the more stable Coca-Cola's branding? Simple. Coca-Cola is the "Classic", so there's no need to be trendy, It must be "the original" and that's one of the reasons of the spencerian logo and red. In the other hand, Pepsi differentiates updating every two or three years (I guess) the overall branding program because it's the "next generation" behaviour. Change.
The results are pretty strange...That e (the logo is now in lowercase) with reminiscences of the symbol looks like an intentional anomaly, but is a little annoying. The tone of the logotype went from bold to light, what it could be proper for the Pepsi Light or Pepsi Max and the product branding is almost minimalist. Note the symbol variations along the line. Weird, isn't it?
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written on 28-Oct-2008
Lupa says:
mmm... no mi piache...
tras que parece jarabe, ahora con ese logo!!!
Aguante la Coca!!!__45__(@16x16C).jpg)
written on 28-Oct-2008
russell.volckmann [http://www.webjam.com/brandintegrity] says:
The Pepsi marks are strange for the reasons you mentioned, Julio: the faux future minimalist wordmark, and the huge departure in the Pepsi logo. Stranger still, is the variation in the logo: 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.
From all appearances, this says "forget the last new generation", forget any associated brand loyalty, forget any visual integrity. In a way, the new façade 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. Probably soft drink makers always wanted to do this, but feigning the somewhat unhealthy reality of their product.
Coca-Cola by contrast seems to be a rock in terms of brand, comparatively solid and unwavering, and honest in its offerings. It's been around for generations, it tastes great, and everyone loves it. Although, I must point out that even Coca-Cola has tried several departures from history in terms of its visual marks (the "swish" is relatively new) and even its drink formula. In fact 20 years ago or so, Coca-Cola even tried a "new taste" for the Coca-Cola drink that more resembled Pepsi, which was rising in popularity at that time. Major mistake. The company then scrambled to re-introduce the "old Coke" by calling it "Coca-Cola Classic".
This from Wikipedia:
On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with "New Coke." Follow-up taste tests revealed that most consumers preferred the taste of New Coke to both Coke and Pepsi. Coca-Cola management was unprepared, however, for the nostalgic sentiments the drink aroused in the American public. The new Coca-Cola formula caused a public backlash. Protests caused the company to return to the old formula under the name Coca-Cola Classic on July 10, 1985.
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written on 28-Oct-2008
cristian.saracco says:
Raro y difícil de decodificar... ¿Cómo se debe entender? ¿Si tomas pepsi Max la boca parece más grande porque tiene más burbujas y los erutos son más sonoros?... ¿Y con la Light, se te... mejor me callo!
Sí... es raro!written on 28-Oct-2008
russell.volckmann [http://www.webjam.com/brandintegrity] says:
By the way, Pepsi has always tried to be trendy in its brand marks and image... to what degree it has been successful for their brand I do not know, but I have always thought that Pepsi never really "got it" and were always a few years behind the trends they were attempting to emulate (badly).
written on 28-Oct-2008
cristian.saracco says:
Absolutelly... they are two trends delayed!
written on 28-Oct-2008
russell.volckmann says:
¡Sí... es raro y una idea mala hacer un logo contradictorio!
written on 28-Oct-2008
russell.volckmann says:
More Pepsi permutations from BNET:Pepsi’s New $1 Million Logo Looks Like Old Diet Pepsi Logo
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written on 28-Oct-2008
julio.ferro says:
It's a "classic" brand intergrity problem, isn't it? BTW, I don't understand if the reminissence to the Diet Pepsi old logo is intentional or a slip.
written on 28-Oct-2008
russell.volckmann says:
LOL - Truly it is classic :)
FYI, BNET failed to point out the "swish/ripple" in the Pepsi "e" that you picked up on. I think that attribute is not old.
And on a separate note... I think the new Pepsi bottle looks like a ribbed condom :)written on 28-Oct-2008
julio.ferro says:
A ribbed condom, being polite
written on 29-Oct-2008
russell.volckmann says:
... no doubt an attempt to appeal to the female consumer in a big throbbing way
written on 09-Nov-2008
carolina leal [http://www.flickr.com/photos/minumi/] says:
encima lo que me parece extrañísimo es que la "sonrisita" es mediana en la pepsi regular, y más finita en la diet. (hasta ahi vamos lógicos) pero en la max es más gruesa: o sea, la max tiene muchas calorías?
pepsi es amiga de nike?
van a lanzar una linea de telefonía?
la de mountain dew se la robaron de newman?
para que le pusieron el puntito a la i?
les pagaron por esa marca o es solo para desorientar y ahora van a salir con una marca buenísima?written on 17-Nov-2008
cristian.saracco says:
Último Momento / Special Edition
Lean esto / Read this!
Pepsi's Scheme Fails Taste Test
http://www.marketingprofs.com/news/marketing- ... mo121written on 28-Nov-2008
Lupa says:
horrible logo, pero vieron la última campaña publicitaria???
http://indemnizame.com/
fíjense los mejores reclamos... están buenísimos!!!
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