Putting this first blog on the page is like facing a white canvas and having a hard time putting the first brush stoke on it for fear of screwing it all up.
I’ve decided to go with the biggest brand change in the last year, the new Pepsi logo.
Some Gestalt principles that are in play in the logo are the proximity to the two shapes near one another, thus creating a single image. There is also the use of closure, where the circle is completed even though the circle is incomplete. Your brain puts eyes on the logo when there are none, this is also closure. As you can see this was the intent of those who created the new logo. Here is a slide from the presentation titled “Breathtaking” accompanying the redesign of the Pepsi logo by Arnell Group.
But the most important principle working for the logo is isomorphic correspondence. Putting your own history to pictures or images you see.
When looking at this logo is the updated brand readily apparent? Maybe. When I see that smiling logo it brings me back to my childhood. There is some nostalgia when I see a can of Pepsi with the new logo, because that logo reminds me of a modernized “have a nice day” smiley face. Popular in the 70’s and used by Wal-Mart more recently. Is this their intent or is it just a coincidence? If you think about it smiles are a constant in marketing because when something is smiling at you, you smile back. It also says you are interested and it strengthens the bond between you and the customer. Think about the smiley face at Wal-Mart. “Have a Coke and a Smile.” the Amazon.com logo.
Remember, “Smile and the World Smiles with You” … advertisers know this better than anyone.
Maybe it’s just me that sees the have a nice day smiley face in the new Pepsi logo. My wife, who is somewhat graphically challenged, sees a beach ball… That’s what isomorphic correspondence is all about, bring your own personal history to what you see every day.
I’ve decided to go with the biggest brand change in the last year, the new Pepsi logo.
Some Gestalt principles that are in play in the logo are the proximity to the two shapes near one another, thus creating a single image. There is also the use of closure, where the circle is completed even though the circle is incomplete. Your brain puts eyes on the logo when there are none, this is also closure. As you can see this was the intent of those who created the new logo. Here is a slide from the presentation titled “Breathtaking” accompanying the redesign of the Pepsi logo by Arnell Group.But the most important principle working for the logo is isomorphic correspondence. Putting your own history to pictures or images you see.
When looking at this logo is the updated brand readily apparent? Maybe. When I see that smiling logo it brings me back to my childhood. There is some nostalgia when I see a can of Pepsi with the new logo, because that logo reminds me of a modernized “have a nice day” smiley face. Popular in the 70’s and used by Wal-Mart more recently. Is this their intent or is it just a coincidence? If you think about it smiles are a constant in marketing because when something is smiling at you, you smile back. It also says you are interested and it strengthens the bond between you and the customer. Think about the smiley face at Wal-Mart. “Have a Coke and a Smile.” the Amazon.com logo.
PepsiCo Chairman-CEO Indra Nooyi knows this as well, characterizing the revamp of the brand as “how they connect with consumers.”
Remember, “Smile and the World Smiles with You” … advertisers know this better than anyone.
Maybe it’s just me that sees the have a nice day smiley face in the new Pepsi logo. My wife, who is somewhat graphically challenged, sees a beach ball… That’s what isomorphic correspondence is all about, bring your own personal history to what you see every day.
