New Pepsi logo costs several hundred million dollars
Pepsi plans to launch another push to catch up with industry leader Coca-Cola next year and has therefore given its logo a subtle makeover. The American industry publication Adage has now calculated that the new logo will cost the company several hundred million dollars.
Pepsi wants to catch up with industry leader Coca Cola again next year and has therefore given its logo a gentle overhaul. This means that the American soft drink manufacturer now has eleven different logos in its 110-year history.
The American industry newspaper Adage has now calculated that the new logo will cost the Group several hundred million dollars. The pure design costs - five months for a top agency - were estimated at over one million dollars. However, according to Adage, the real costs will only arise when the logo is changed worldwide. Replacing the old logo with the new one on trucks, drinks vending machines, perimeter advertising in stadiums and on POS materials could well cost several hundred million dollars.
In the new logo, the white center stripe between the red and blue halves of the circle forms a smiling mouth. A smile stands for the original Pepsi, a grin for Diet Pepsi and a laugh for Pepsi Max. The logo was received positively overall. It was described as youthful and humorous, and also had more personality. However, one brand expert told Adage that he thought the new logo was less consistent and classic than the old one. It gives the impression of a campaign idea rather than a brand personality.
The American industry newspaper Adage has now calculated that the new logo will cost the Group several hundred million dollars. The pure design costs - five months for a top agency - were estimated at over one million dollars. However, according to Adage, the real costs will only arise when the logo is changed worldwide. Replacing the old logo with the new one on trucks, drinks vending machines, perimeter advertising in stadiums and on POS materials could well cost several hundred million dollars.
In the new logo, the white center stripe between the red and blue halves of the circle forms a smiling mouth. A smile stands for the original Pepsi, a grin for Diet Pepsi and a laugh for Pepsi Max. The logo was received positively overall. It was described as youthful and humorous, and also had more personality. However, one brand expert told Adage that he thought the new logo was less consistent and classic than the old one. It gives the impression of a campaign idea rather than a brand personality.
