Over the past few weeks the new Pepsi brand has been gaining critical mass on the streets of New York.
The clean, minimalist design aesthetic gives the product a futuristic look that, I feel, successfully supports their youth-focused, Generation Next positioning.
If you’re wondering whether the mass market is ready for a design like this, just put it next to a picture of the ubiquitous iPod and I think you’ll find the answer is, “yes”.
For such a high profile brand, it’s not surprising that there’s been a lot of criticism. Some even believing there’s an intentional connection to the Obama campaign.
In the context of their last identity, I think this new move is a major leap for Pepsi in the right direction. I for one feel it’s refreshing — pun intended.
Update: 01.29.09
Pepsi executive Frank Cooper addresses the Obama allegations directly in this 3 Minute Ad Age video. While he denies the connection, he also makes it clear that Pepsi is looking to take advantage of the conversations that have arisen around this topic. Peter Arnell, who’s agency created the new logo also explains the clear differences in the concepts behind each logo.