Pepsi has a new logo
If someone were to ask you to draw the Pepsi logo from memory, what would you draw? A circle, perhaps, with the red, white and blue stripes that are emblematic of the brand. The word “Pepsi,” probably, in that globe. When PepsiCo walks people through this exercise, as it sometimes does, that’s what most do: They put the word “Pepsi” in the circle. But that’s not how the current logo actually looks. The brand name is off to the side, a bit meek next to the iconic globe.
It’s not unusual for companies to tweak their look to stay relevant, noted Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management. But they have to be careful not to rock the boat too much: Major changes risk confusing or upsetting customers. He pointed to the Tropicana logo debacle as an example. In 2009, Tropicana changed its carton design so drastically that consumers were outraged.
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