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Pepsi Evolution of Brand

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Submitted By johnsmith85
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John Smith 2/12/14
Professor Hanson BUS131
Pepsi Evolution of Brand

When we think of Pepsi, we envision a red, white and blue circle, waving like a flag. But a version of the iconic logo that we now attribute to the soda didn't exist until over 50 years after the company was made. Initially named “Brad’s Drink” Pepsi was created in 1893 by a pharmacist named Caleb Bradham. It was renamed Pepsi-Cola, a title that was trademarked in 1903. Although the brand's name hasn't changed since, its logo has undergone a number of tweaks and major revamps.
The first visible changes were made in 1940 and 1950, when red and blue colors replaced the original red logo along with a slight alteration to the shape. Another change to the logo was made in 1962 when the word “Cola” was dropped from the logo, making it just “Pepsi”. The reason for dropping the word “Cola” was to separate themselves from Coca Cola. The logo again embraced some minor changes in 1998, with Pepsi’s success reflected by a sphere which still is part of the world’s most popular logo today. The Pepsi logo was revamped by New York-based Arnell Group for $1 million, much to the criticism of both the press and the consumers. The new design featured a “smile”, with a less formal rounded lowercase typeface.

Many people believe the one million dollar logo that the Arnell Group came up with was the same logo as an old diet Pepsi logo that was only used for a short period of time as you can see in this picture of the tee shirt below. Compared to the new logo, it has very similar lettering.

Pepsi has changed their logo with the different generations, whereas Coca-Cola has stood strong battling the test of time. Many people believe Pepsi has failed in the marketing war with Coca-Cola solely on the fact that their logo although remembered is never the iconic logo that Coca-Cola has

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