, Columnist
Pepsi’s Rebrand Takes the Gen-Z(ero) Challenge
The iconic soft-drink maker has introduced a bold new makeover… so why is it apologizing?
This article is for subscribers only.
Hot on the heels of the calamitous “I ♥︎ NY” rebrand comes another assault on the Great American Brandbook: a new logo for Pepsi.
Naturally, there are differences: Whereas “I ♥︎ NY” became a landmark — as evocative and beloved as the Chrysler Building — Pepsi’s logo remains a trademark and, as trade shifts, so marks evolve. Indeed, many consumers can age themselves by their childhood Pepsi logo, just as 007 fans identify with their first James Bond: