The Pepsi logo is perhaps the perfect one to kick off our series The Evolution of Logo Designs. From the scribbles of the founder Caleb Bradham to the modern day, sleek, minimal and often criticised logo design of today, there has been an obvious development at play.
1893 – Brad’s Drink
Created and developed in 1893 and introduced as Brad’s Drink, it was renamed as Pepsi-Cola on August 28, 1898, then to Pepsi in 1961.
The Sixties – A Change in Logo, A Change in Direction
This development was particularly evident in 1962, when Pepsi sought to distance itself from its rival Coca-Cola (ever heard of it?) by resorting to sans-serif typography. Coupled with the red, white and blue adopted earlier, it created a striking look for the company, in keeping with the 1960s design trends.
2008 – A Million Dollar Idea
The same shape and colour was fairly omnipresent in Pepsi’s branding until 2008 when the company parted with $1 million to employ the New York-based Arnell Group to devise a new, modern identity for the brand. The distorted wave was supposed to resemble a smile, alongside a low-key minimal type face.
Many commentators felt that, rather than a smile, all they could see was a fat man in ill-fitting clothes.