We’ve been seeing the changes to Pepsi, Mountain Dew, etc. PepsiCo also revamped its Tropicana brand recently, and its shown above. Similar logo, but entirely different logo usage and packaging. As the title of this post indicates, we like this work a lot. Here’s why:

  1. It is bold. It will stand out on the shelf – and that’s ultimately what we want. The job is to sell orange juice in a sea of orange juice providers. The bright orange and big, clear fonts help it stand out.
  2. We like the colored tops to indicate different types of juices. This may turn out to be less effective though – its a new lexicon for the customer to learn. Time will tell.
  3. They went right after the packaging from Fresh & Easy and the other well-designed, less expensive store brands. Well done.

Like I’ve said, I like the new look/logo/type of the Pepsi products. The Pepsi logos are new, fresh, but completely in line with the logo in the customer’s mind.

Mountain Dew is a little more of a departure, which to me is riskier. But aesthetically I think its really nice. The question, of course, is whether customers will care, or whether there will be a detrimental disconnect at the convenience store. My guess is that it will not negatively impact Mountain Dew.

The bottles are also nice. I worked on a Pepsi bottle design back in the day, and the important thing to remember on this is that Pepsi, unlike Coca-Cola, doesn’t have an iconic bottle design. To that end, I think changing the bottle is of little consequence to the customer. In other words, its a nice bottle, nice to update things, but I don’t think its a big deal – the Pepsi bottle is not part of the Pepsi brand.

Thanks Brand New

New Pepsi Logos

October 30, 2008

Pepsi’s going through a rebranding of its flagship brands – Pepsi, Mountain Dew, Tropicana. More to come (assuming you haven’t heard it all already). This is obviously the Pepsi logo and type. We like them both, truthfully. It is always a scary thing to mess with iconic brands, but to us this stays true to the Pepsi brand, especially the symbol itself.

Thanks to psfk for the pic

Where to start…

The Supersonics logo was nothing to brag about. But wow does the team’s new logo suck.

The “Thunder” is in a nice, plain, bold font, I’ll give it that. But I won’t go so far as to say I think it communicates “thunder.” In fact, there is nothing about the logo that communicate the strength, power or excitement the term “thunder” infers.

The colors don’t fit with the either the idea of “thunder” or the feel of OK City.

And what are the blue and red darting lines in the back all about?

Image from Brand New

Is this the new HP logo?

August 28, 2008

Hard to tell officially yet, but Brand New has seen it popping up pubicly.

More metallic, modern look. No more rectangle around it. And a rearrangement of the colors.

What do you think?