So yeah, you know that pepsi rebranded, they spent a lot of money doing it so i’m sure this isn’t news to you.
I’ve heard a lot of talk about how terrible this re-design is, and i’m indifferent either way, i don’t see justifying the amount of money they spend on re-branding everything around the world…. but hey, as long as people keep drinking the sugary-goodness who cares what it comes in. My personal favorite is an unmarked frozen mug from Ron’s Hamburgers in Bixby, Oklahoma, what good are your billions in rebranding now pepsi? Yeah, that’s what i thought.
My Point is though there is one aspect of this redesign that i haven’t heard anybody talking about. One aspect that i really was impressed with.
The E in the new Pepsi font is their old logo. (Yes i realize it’s reversed… you’re point?) What’s that pepsi? Screw you design naysayers we didn’t change the logo, we just made it small and threw it in the middle of the type. is that what i heard you say? yeah, i thought so.
So did i miss the boat on this? Have people been talking about this already and i just don’t read the right blogs?
*Update: so the guy i stole the first image from has thoughts on the e in the pepsi logo too.
The lowercase “e” has a wavy distortion applied to the horizontal stroke that makes it resemble (presumably) the classic pepsi mark. To me, because it doesn’t curl up on the left-hand side, it looks like a sneering face or, worse: the shape that a Simpsons character’s mouth makes when belching.
It’s subtle, but everytime I see a Pepsi label (which is frequent), it’s like the “e” is printed in fluorescent pink ink. It’s all I can look at.
well said tim, you and me both.