What Makes a Successful Brand - Pepsi vs Coca-Cola
Consumerist posted this chart and, like them, I find it fascinating regarding the notion of
branding and trademarks.
The evolution of the Pepsi logo over time doesn't strike me as coming from a place of strength - whereas the Coca-Cola logo appears to be timeless.
The red scripted colors cause an obvious problem with the Coca-Cola logo and the bottle cap visual dates the logo to a particular technology that has been long discarded.
Beyond the simple curiosity factor - this is a great example of spending time choosing a name, logo, colors etc. that don't tie your brand to a particular technology, place in time, etc.
Getting from the "mess to yes" is a complicated task - but when it is executed correctly - the outcome should be timeless.
I must admit that the 1973 Pepsi logo made me recall spending summer evenings at the lake with my family...
So the question is -- Does a "good" brand evolve over time or is it something that has “it” at the moment of conception. Just a little something fun for the dog days of summer.
Comments
Thanks a lot for this post. I really had no idea pepsi has changed their logo this many times :) I'm a web designer myself and I have noticed how much of an impact a good logo has on a website or a product they're trying to sell.
[...] Meanwhile Pepsi is “the one that’s not Coke.” That’s why Pepsi has to periodically refresh their look to boost shelf [...]
I like the analysis. People don't often think about their marks evolving over time. However, this comparison demonstrates how marks can stay the same or change.
I prefer Coke over Pepsi, too, but that's a little oversimplified. Coke has tweaked its logo, and had its missteps. Where's New Coke? A better analysis is at http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_r...
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