Now, this may not be something most people would comment about, but a recently leaked document on the design process, attributed to the Arnell Group, shows the process behind the remaking of this iconic brand identity.
If you’re into design or branding, I recommend you take a look at this pdf.
Here’s a small excerpt from this document:
The Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomena in the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity.
Once you go into the document, it’s clear that a lot of time and effort has been put into the concept of the new logo and branding.
They examined everything, from the history of the logo, the bottles, even into classical art and concepts of the early masters.
So, I have to wonder… was all of this research prior to the launch of the new logo… or did they come up with it afterwards? However, if you’re spending millions of dollars on a new logo, you probably want more than a napkin sketch.
Great job to the people over at Arnell Group. It’s a brilliant piece of work.