In October 2008, it was announced that Pepsi would be redesigning their logo and re-branding many of their products. Pepsi, Diet Pepsi and Pepsi Max will use all lower-case type face for name brands, Mountain Dew will be renamed "Mtn Dew," and Diet Pepsi Max will be re-branded as Pepsi Max. The brand's blue and red globe trademark will become a series of "smiles," with the central white band arcing at different angles depending on the product.
It's going to spend $1.2 billion over three years to change everything about its brand. – “How they look, how they’re packaged, how they will be merchandised on the shelves, and how they connect with consumers” - which will be done by the Arnell Group.
I think its a good idea of making Pepsi symbol modular. THy are going to keep colors same so identity is still going to be there. The basic shape of it is also going to be there. Thy are only going to change white stripe for the different sub-brands. Variations on a theme is always a suitable approach, but calling it a smile, grin, laugh etc. is of course absurd.
To watch this is going to be of great interest but what I feel here is either its going to be super hit or super flop. Depending on how smartly thy will put it up.
Link: http://www.creativereview.co.uk/crblog/pepsi-to-leave-em-laughing/
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