One of the tenets of business and marketing schools of thought is brand consistency. Which usually means a thick book of visuals guidelines for logos and communications. But what use is that when you're a consumer good with universal awareness? An embedded aspect of life that is so ubiquitous it garners little thought.
Though early reviews in the design community are not positive I'm a fan of the Pepsi rebrand. But not for any intrinsic design values for the primary logo in the news. What's exciting is that Pepsi has embraced logo dissonance. The new logo is really a framework for seemingly infinite possible iterations of the iconic circle. Allowing variance and interestingness to invade traditionally repetitive and eventually monotonous aspect of brand building. The variations are subtle but when paired with more dynamic package design makes for a slightly more engaging and interesting purchase consideration for brown fizzy sugar water with a touch of caffeine that tastes more or less the same as substitutes.
Coincidentally, shortly after saving this post received a notice about a talk titled “Why it’s More Important to be Surprising than Consistent” by Terry O'Reilly who happens to be one of the warmest and nicest people you'll meet in advertising, not to mention one of the most talented and awarded. The talk is this Thursday and will no doubt be fantastic.