Michael Haggerty
Michael Haggerty

About 2 minutes

The Evolution of Logo Designs

pepsi logo lol

photo credit: Scott Beale via photopin cc

The Pepsi logo is perhaps the perfect one to kick off our series The Evolution of Logo Designs. From the scribbles of the founder Caleb Bradham to the modern day, sleek, minimal and often criticised logo design of today, there has been an obvious development at play.

1893 - Brad's Drink

Plaque Dedicated to Caleb Bradham, Inventor of Pepsi

photo credit: jimmywayne via photopin cc

Created and developed in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on August 28, 1898, then to Pepsi in 1961.

pepsi cola logo on a bottle

photo credit: Just Another Wretch via photopin cc

The Sixties - A Change in Logo, A Change in Direction

Pepsi Logo Old Style Sign

photo credit: chrisjbarker via photopin cc

This development was particularly evident in 1962, when Pepsi sought to distance itself from its rival Coca-Cola (ever heard of it?) by resorting to sans-serif typography. Coupled with the red, white and blue adopted earlier, it created a striking look for the company, in keeping with the 1960s design trends.

2008 - A Million Dollar Idea

Current Pepsi Logo on a White Background

photo credit: sitemarca via photopin cc

The same shape and colour was fairly omnipresent in Pepsi’s branding until 2008 when the company parted with $1 million to employ the New York-based Arnell Group to devise a new, modern identity for the brand. The distorted wave was supposed to resemble a smile, alongside a low-key minimal type face. Many commentators felt that, rather than a smile, all they could see was a fat man in ill-fitting clothes.Lawrence Yang's Take on the Pepsi Logo

photo credit: Lawrence Yang via Blow At Life photo credit: Rusty Bottlecap via photopin (license)


Start your next project

Come in for a chat and a damn good cup of coffee. We’d be delighted to hear what you’ve got planned and how we can help you with your project.