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Pepsi's New Logo – The Real Cost

Excerpted from Ad Age “What Went Into the Updated Pepsi Logo ” by Natalie Zmuda, October 27, 2008

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How long does it take to remake an icon? Try five months.
That’s the amount of time Pepsi took to revamp its famous logo…Pepsi would not discuss what it’s paying for the revamp, but experts estimate the cost for a top firm to work five months at north of $1 million. But that’s just the beginning.
The real cost, said an expert, is in removing the old logo everywhere it appears and putting new material up. For Coke or Pepsi, when you add up all the trucks, vending machines, stadium signage, point-of-sale materials and more around the world, it could easily tally several hundred million dollars, the expert said.

The new logo is a white band in the middle of Pepsi’s circle that loosely forms a series of smiles: A smile will characterize brand Pepsi, while a grin is used for Diet Pepsi and a laugh is used for Pepsi Max. The new logo is Pepsi’s 11th…Five logos have been introduced in the past 21 years, with the last update in 2002…

Consumers won’t see a new campaign for a while…the launch isn’t expected until 2009… 

 

So far, branding experts are in both camps. “It’s tilting the brand presentation from a classic expression of uniqueness and quality into something more humorous, almost flippant,” said Tony Spaeth, an identity consultant. “…it is less durable, less permanent and classic. It comes across as more of a campaign idea than an enduring brand expression.”

“This seems to be a really good solution. It feels like the same Pepsi we know and love, but it’s more adventurous, more youthful, with a bit more personality to it,” said Chris Campbell, executive creative director at Interbrand. “In theory, what they’re doing sounds like a really clever solution to link together a family of brands.”

 Edit by SAC 

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Full article:
http://adage.com/article?article_id=132016

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This entry was posted on November 14, 2008 at 6:15 am and is filed under Mktg - Brands. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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