Consumerist posted this chart and, like them, I find it fascinating regarding the notion of
branding and trademarks.
The evolution of the Pepsi logo over time doesn’t strike me as coming from a place of strength – whereas the Coca-Cola logo appears to be timeless.
The red scripted colors cause an obvious problem with the Coca-Cola logo and the bottle cap visual dates the logo to a particular technology that has been long discarded.
Beyond the simple curiosity factor – this is a great example of spending time choosing a name, logo, colors etc. that don’t tie your brand to a particular technology, place in time, etc.
Getting from the “mess to yes” is a complicated task – but when it is executed correctly – the outcome should be timeless.
I must admit that the 1973 Pepsi logo made me recall spending summer evenings at the lake with my family…
So the question is — Does a “good” brand evolve over time or is it something that has “it” at the moment of conception. Just a little something fun for the dog days of summer.
You may be interested in reading the following related posts: Kokie Cola Anyone?hershey’s joins the war on drugs; uses trademarks to fight munchiesashcroft on DOJ IP taskforceTest your trademark knowledgescanning books & plagiarism
Posted by Douglas Sorocco, August 3, 2009 at 4:08 pm
Permalink: What Makes a Successful Brand – Pepsi vs Coca-Cola
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