Archive for the ‘brand’ Category

Pepsi – the rationale behind the new logo

old-new-pepsi

It has been some times since Pepsi launched its new logo and identity. In the old design, the blue-red sphere sits above the can with various (blue-toned) graphic designs behind it that were launched every 3-4 weeks, in an attempt to reflect the fickle-mindedness and lack-of-attention of today’s generation. Apparently that didn’t work out well enough – they’ve now come up with a much more toned down can design, removing all the distractions (ala Coke) to leave a flatter, much more graphical and in-focus Pepsi globe, adorned with a new twist in the white partition.

Most of the reaction I see on the web expressed disapproval over the makeover, feeling that much heritage was destroyed in an uninspired stroke. I stumbled across a brand identity file that was supposed to support this new brand direction and was surprised by the amount of “inspiration” for this new identity – of how this new Pepsi Globe is basically going to be the center of the universe after the rebranding:

pepsi-magnetic-field

pepsi-gravity

Personally I thought – hey, it’s great that you have an inspiration. But to me it seemed in this case the inspiration went really hyperbolic – contrived scaffolding (weakly) attempting to persuade and hold up the new identity. It is trying to make linkages between the visual identity and the ‘cool concept’, but often where there is none. You can check out the PDF of the brand identity document and judge for yourself.

And at least for Lawrence Yang, it seemed the notions of the Pepsi Globe supposedly bending the space-time continuum doesn’t quite carry through:

pepsi-logo-fat-guy

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Brand Tags

Noah Brier has released a very interesting web-application called Brand Tags. The premise is this: a brand is really what the consumer has in mind, the sum-of-all-thoughts regarding that particular brand-name or logo. Using the commonly-used representation of a tag cloud (in which the most popular entry gets the greatest font-size), we can see exactly what each brand (-word) means to the masses.

From the dominant word association, you can get a good feel of what it means as a whole, as various nuances and reactions play themselves out in the word-cloud. It is also quite intriguing to note (as the examples below show), how each brand can embed itself differently in the minds of consumers.

Product/Function
For Bic, for instance, it is very strongly tied to its single most successful product – the pen. Its iconic and classic status mirrors the consumer’s impression of “Bic = Pen”. In this case, the brand is the product, much like how Xerox came to be a substitution for photocopying.

Marketing Tagline
It could also be a reflection of the success of a brand-marketing campaign. For Intel, the most dominant word wasn’t chips, computers or anything like that. It was ‘Inside’. It just shows how strong the ad campaign was to imprint this message into consumer’s heads (even as you read this, perhaps the signature Intel jingle rang through your brain).

Associated Emotion
I must admit I was rather surprised with Harley-Davidson though. In many business textbooks, Harley was a frequent example used to illustrate how the ‘freedom’ and ‘rebellious’ spirit was core to Harley-Davidson’s business. But it does seem like the crowd has a rather different take (although it is still a feeling for a brand):

Perhaps it’s time to rework the campaigns a little?

Anyway, there are quite many more brands on the website – head over and play around!

[via swissmiss]