brandXpress blog

 
I mentioned here the much discussed Pepsi Rebranding.
Fast Company revealed a leaked pdf that outlines the thinking behind the controversial new Pepsi logo.
If with this the designer team is trying to get excuses for their results and 5 months of working or the million dollar invoice, then they should listen to what everybody comment on [...]

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It’s not the firs nor the last of big brands that seems to think that their slumping sales will recover by slight changes in their branding. I’m not sure that this is the right answer or just an effort in the wrong direction at not the right time. The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.

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The word “trend” seems to raise the little hairs on the back of some designers’ necks. Everybody wants to be a you-know-what-setter; no one wants to acknowledge the aftermath.

Trends are not an accusation of some widespread lack of original thinking. Instead, they are a sign of design evolution in our ever-shrinking world.

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