Rare Pepsi Cola
Rare Pepsi Cola
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(Re)Designing The Taste Of A Generation: Pepsi Versus Coke
The best business logos could endure beyond time imaginable. Branding has only really existed for just over a century in the sense we know today, and only really since the 1950s have companies really understood the design aesthetics of what makes a logo work. But this isn't to say that great designs have been custom logo design persisting for a good century. Coca Cola is surely one of the world's most enduring brands, and its timelessness has perhaps everything to do with the fact that it's logo has been pretty much unchanged since the pressing of early twentieth century bottles. It's easy to imagine that design persisting for centuries, perhaps even millennia to come.
But if the aesthetics of lasting logo designs are so widely known, why on earth do companies redesign their identities so often? Coca Cola is an all-too rare example of a successful design that has simply been repositioned and tweaked, but then, most products don't enjoy the status of being both the market leader and the market original. Two brands in competition will regularly establish themselves in a stable dichotomy: one will often enjoy greater market share as 'the original' whilst the other (or 'the rest') must prove themselves by being the innovator. Pepsi has been constantly flitting around Coca Cola's static design for its entire lifetime. In fact, before the 1950s, the Pepsi Cola logo was very similar in design to the Coca Cola one, a quasi-signature style design with a looping 'C' forming an underline.
Supposedly adopted during World War II, the red white and blue of the modern Pepsi logo is circular because it originally appeared on bottle caps. Whilst this circular design has persisted since then (as such a iconic symbol usually does), the typography of Pepsi has kept morphing, and the name has long since moved out of the white band and elsewhere on the logo. In the last 20 years there have been four redesigns of the Pepsi logo. Coca Cola changes logo with a similar regularity, but its typography is seemingly set in stone.
Vintage 1930s Pepsi Cola DOUBLE DOT COOLER....For Sale!
