Below you will find a link to take you to an article that contains a PDF I find absolutely hilarious. In our marketing class, Carol Phillips, my professor, was discussing the personalities behind a brand image. We went throughout our class discussing iconic brands like Coca-Cola, GAP, YMCA and Blackberry and identifying the strengths and weaknesses behind changing their logo and identity. All of this resulted in some hilarious looks at what companies will do, and the amount of money they spend, to identify their new logo.
Here are my two favorite...
The first, like I said above, is a link that contains a PDF that you can download by clicking on the "illustrating the copious..." It details the effort Pepsi went through to change its logo. Some say that it is a farce and that competitors put it out to the public, but I am not sure who would take this much effort. I personally love the smiley face section near the end and also the Mona Lisa comparison.
Pepsi Logo
The second hyperlink below is Peter Arnell explaining how and why the Tropicana box was changed. He never admits failure, but instead ends up making a mockery of himself. Wait for the part regarding "squeezing" the bottle and how he compares it to life.
Peter Arnell Discussing Tropicana Redesign...AdAge.com
I had no idea you had a blog but I found the article about Pepsi's logo to be fascinating and believable. People are always looking for ways to 'prove' that something is better and using geometry and the golden ratio is hard to argue with. The question then becomes: Is this the best they can expect to ever get? Can you get more perfect than perfect?
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