Thursday, 17 October 2013
The Evolution of Brands Over time.
Brand: Pepsi
From 1898 to the 1940s, Pepsi’s logo closely resembled that of Coca-Cola’s swirly red script. This may not have been an overt attempt to copy Coke’s already successful branding. Script was the go-to logo type at that time, and was used by both International Business Machines (IBM) and General Electric (GE).
In 1941, the Pepsi bottle crown changed its colours to red, white and blue to support America’s war effort and the logo lost some of its curlicues. This was a way of saying that they care for those who are fighting everyday to make our lives better. Another feat for the pepsi team was just what they needed for the companies continuation.
In 1962, another big change was made. The new design featured an image of a serrated bottle cap, which accompanied the brand’s “Pepsi Generation” campaign.
They have also made the font a nice black Bold. This allowed people to read the brand far more easier than the muddled script
Pepsi in the 1960s was the first logo of its kind to be given the red blue and white that we take for granted today. the bold black writing instead of the red made it more individual from the coke brand.
In 1973, the more minimalist design we’re familiar with today was implemented. it made things more easier to recognize among the businesses.
In 1991, the word “Pepsi” became italicized in the logo, paying homage to the original script bringing some modern inspiration into the design. the other logo that followed after incorporated a slight bit of shading into the text, changing the brands initial design was thought to increase business by an extra 15%.
A 3D design was on its way and the shaded Effects on the Title clearly made pepsi that extra bit more popular. The brand obviously still kept its original colours of Red, white and blue so that the brand could be recognized in an instant.
In 2005, a more refreshing-looking, three-dimensional design was used. It was mainly
this logo that allowed this brand to rocket up the cola covered charts in the drink industry in the 21st century.
As for today, the logo combines the patriotic palette of the 40s with the minimalist approach of the 60s and 70s and the script-like curves of the brands original look. this brought many memories as well as business profit.
The Outcome.
By using this to their advantage they have succeeded through to today as one of the best cold beverages you can buy, the evolution of a brand involves following the trends of tomorrow with absolute determination to become number one. it is products like these that demonstrate how brands operate and evolve like living beings, for example.
If something around a species/brand changes like the environment, then changes must be made so that they may stay in existence/business. It is this simple principal that allows companies to make their own choices for the future of their brands.
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