Keep Your Eye on the Ball

I love it when significant brands undertake a significant branding change. We get to see the "best of the best" do what we try to guide clients through every day (and more often than not get to see them fall into the same traps that we try to help our clients avoid).

Take Pepsi for example. They recently went through a major identity overhaul that impacted everything they do - advertising, web, promotions, packaging, etc. If they indeed wanted to update their image to appear cleaner and cooler, I would say they succeeded. It's a savvy approach that addresses typography, graphics, and most importantly, their symbol. Or should I say symbols?


You see, someone (or someones) over at Pepsico and the Arnell Group thought they should have different symbols for each core product line. I think they're talking to themselves, and creating a whole new level of unnecessary identity management issues to boot.

First of all, the symbols really aren't different enough to communicate something unique about each product. Oh yes, I'm sure there is a design rationale. There's always a design rationale. But at the end of the day, if you are trying to say something is different, then come out and say it! You can't go into these things "half pregnant".

Secondly, I doubt many consumers will even notice that there are different symbols. So all the work that goes into creating them, managing them, and making sure they are used correctly is a great big waste of time and money. It's just another case of agencies stroking marketers and marketers stroking agencies, and everyone forgetting that our number one job is to move product.

My suggestion? One symbol, because it's one brand.

- Rob (see my page here)