From a design point of view, Pepsi seems to be following the arch-rival, once again. Coca-Cola revamped their look so cleverly people hardly noticed the change. They went back to basics, dropped the added frills and fancies, cleaned up the “ribbon” and dropped the drop-shadow under the logo. Instead of going with Photoshop filters and adding bevels and “effects” like most new-age designers would do, they went back to the original, a simple wave that you and I could draw with a pencil, and colour with just one red marker pen. Coca-Cola also brought in the original brand name in the new “Zero” Can. Cleaning up, and consolidating brand-power. Clever.
Pepsi followed suit. They changed the famous “globe” in to something that’s supposed to be a “smile” – but went overboard. It looks more like Pacman gone wrong, or a “kindi” (sarcastic) smile, in our lingo. This smile also reminds me of Barack Obama’s campaign logo for some odd reason. Then, they went and fiddled around with the logo-type. Instead of keeping the well-established font, Pepsi went back to their 1964 one-calorie “Diet Pepsi” Can and brought it back to 2009, with a touch of femininity. A girlie look for the new generation. Perhaps to match the cosmosexuals who would love a Pepsi at their favourite nail-bar.
As if the damage was not enough, they played with the shape of the bottle too. The new Pepsi bottle now features an uncanny phallic-resemblance, complete with foreskin. For better grip, someone commented...
Pepsi did exactly what Coca-cola did. Dropped the 3D effects and gradients from their logo and cleaned it up. Opted for simple typography, no depth or drop shadows anymore. Chose a flat blue colour background that you and I could colour with a marker pen. And consolidated on the visual identity: just look at the bottles below.
Well, that’s the new generation, growing under the shadows of the old.
The evolution of the Cans, the phallic-bottles and the new aluminum range from Coca-cola and a century of Pepsi: