Following the rebranding of the North American market, PepsiCo will launch a comprehensive brand renewal in 120 countries around the world, and the brand proposition will be updated to "thirsty for more".
Let's take a look at the old and new comparisons of the PepsiCo brand identity.
The most intuitive feeling is that the old standard is weak and not highly recognizable; The new logo is thick and vibrant, and the key is to put the "PEPSI" brand name in the visual center, highlighting the brand name and showing the brand's confidence.
As Todd Kaplan, chief marketing officer of Pepsi, points out: the pepsi in the logo now in use is decoupled from the earth, the italic font in lowercase and the blue color is a bit soft, and it doesn't exude the confidence and energy that the brand really stands for.
Pepsi is a bold and confident brand, and the logo lowercase pepsi shyly stands outside that laid-back globe, and it doesn't appear bold and confident.
Pepsi's current logo has the characteristics of a super symbol, it has not completely departed from the original logo image, the blue and red colors precipitated by more than 120 years of history, and the shape of the earth have been inherited.
With this short article, I would like to highlight four points:
First, brands must create their own super symbols. Looking back on the development history of Pepsi Cola is the process of exploring and continuously optimizing the super symbols, but because of the differences in different eras, designer concepts and leaders' aesthetics, it has taken a lot of detours. The cost of this to a world-class brand is huge and immeasurable.
Second, when designing and optimizing the super symbol, try not to start anew, and must inherit valuable assets, such as Pepsi's original earth, ripples, blue and red colors, etc.;
The third is when designing the logo, strengthening the brand name should be put in the first priority, a few days ago I wrote "brand communication starts from naming", everything starts from the brand name, and finally falls on the brand name, so that people can remember it before they may buy;
Fourth, small and medium-sized brands must not learn some of the values of international brands, Pepsi Cola's slogan is "thirsty for more", it can be said this, but you can't say this, you say this, the cost of communication will be wasted. You still say the name directly, what are the benefits of your product, it is more down-to-earth, and it can also generate purchase behavior.
Zhao Chongfu, a brand strategy expert, is one of the practitioners who best understand positioning theory and super symbols in China, and uses positioning ideas and super symbol methods to empower brands to grow healthily.