level 2
Perhaps a more applicable lesson is to just ignore the gut reaction people have when you change your logo. Everyone hates it when a company changes their visual identity and everyone's a critic. If you have a well reasoned design you can safely discard the backlash.
This is definitely an improvement over the previous iteration of their logo. My favorite is still the one from the 90s, but this one ain't bad.
level 2
So they did show it in use then... Since these mock ups come from the designers... What exactly are you criticizing here?
level 1
1998-2007 logo looks the best and you cannot change my mind
level 2
Not to mention PEPSI-MAN peaked during that era. No redesign can ever beat that.
level 1
I'm not dyslexic but everytime it appeared in my scroll feed today I read DEDSI.
level 1
I don't understand. A whole studio of designers worked on this, along with a ton of corporate input. Why can't you just do something that fucking WORKS? If you have to go back to the old formula, so be it. But you guys chose to mangle the old formula instead.
What fucking typography is that? Doesn't resonate with anything. Isn't iconic in any way, shape or form. The previous design actually grew on me over time, after it got slightly altered and adjusted. I never really disliked it to be honest, I just hated the ludicrously pretentious "theory" behind it. The 90s/2000s "PEPSI" logotype, with the iconic slanted font, that was energetic, that was a strong brand, it screamed freshness to me. The 2008 one was lightweight and minimal enough to retain a lot of that freshness too.
This here is just heavy, clunky, awkward. With problematic kerning, they've created problems for themselves with this kind of type, previously kerning was straightforward, now you need gymnastics. Unrecognizable, requires a double take to tell what brand it represents, requires you to actually read what it says. Sure, as brand perception grows we'll all somewhat get used to it, but there's just none of that energy and that sense of freshness. I struggle to come up with what it reminds me of, some people say "gas station", well maybe, but then again it's has black lettering, unfitting for a gas station. Even Chevron has blue type. What the fuck is it? It's so emotionless, the only emotion is a sense of discomfort.
Doesn't work without the red and blue circle. And even within the circle it has god-awful proportions. Should've kept it a separate mark. At least the whole rest of the identity sort of works, but it's again a bit pretentious and unnecessarily complex. It's still a big circle on a can, which is good, that does work, but keep it simple, stupid.
Please Ctrl+Z this.