After decades of refining, they hit the Pepsi globe with the ugly stick, trashed the familiar bold typography and gave us this:
Even today we are still in this stage as brands like Gap, Tropicana and more seek new life through more generic looking designs, often with results so hated by consumers that the companies immediately revert to their old brand image.īy now we’re all familiar with Pepsi’s foray into this trend. Every brand that made their logos look shinier in the late 90s suddenly hit command-z and started stripping their personalities through thin, sans-serif fonts and simple, solid colors. The design community’s eventual response was a full-throttle rebirth of minimalism. As with every good design trend, this was firmly rejected by the designers of the next decade. In the evolution image above we saw Pepsi roll along with popular design trends as they introduced Photoshop-centric gradients, shadows and highlights. Who could forget the lovable little girl telling the bartender, “I asked for a Pepsi Pal” in the voice of the Godfather? 2008: Pepsi Changes Everything
When Pepsi wasn’t using musical celebrities, humor was their weapon of choice, again utilizing young kids in the ads. It looks a bit like something Tim Burton would come up with: Looking back, the very first iteration of the Pepsi logo was a little strange. The Pepsi soft drink was invented way back in 1898, a little over a decade after Coca-Cola came on the scene. Before we see which it is, let’s take a look at each brand individually, starting with Pepsi. Unlike with taste, in this game I always see a clear winner. However, ever since I took an interest in design, I’ve observed this rivalry from a new point of view: I constantly compare the design styles of Coca-Cola’s marketing to that of Pepsi. The beauty of being a consumer is that I can enjoy both major brands and don’t really have to conform to the theoretical ideas of brand loyalty discussed in marketing boardrooms. In fact, I like Fentimans Curiosity Cola better than either Coke or Pepsi, but I digress. The truth is that I like both colas and often go through periods of drinking one exclusively while imagining that I like it better only to try the other and realize that I’ve been missing out. As a customer, I’ve never been quite able to decide which side I’m on.
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