Have you ever wondered how an organization designs a logo or rebrands itself? Over the many years of our lives, we have seen some of the biggest names in the industry rebrand themselves and change their logos, but why? Sometimes the changes of logos are so slight that the common consumer doesn’t even recognize the change or difference in the logo. However, these changes require a long and cost intensive procedure that entails a much longer process than you would think. According to Natalie Zmuda, an author for AdAge, Pepsi is a prime example of a company that has changed their logo five times in the past 21 years.
In this video you can see the evolution of Pepsi in their rebranding efforts, taking into consideration the changes in packaging, public perception, and culture. So what goes into the rebranding process? According to Carolyn Brown, an author for Inc., there are a couple crucial steps involved when rebranding your organization. The first step is that brands must be ready for the rapid change of the market and consumers within the market. A brands logo and mission statement may have been sound and secure for a certain number of years, but times are changing. So brands must be willing to adapt. Another step is to research competition and customers, or to seek allies. Look at what competitors are doing and determine what makes your brand unique and different from theirs. Focus groups and distributing surveys are also great ways to figure out what consumers like and dislike about the brand. This information will help you make decisions down the road about logo change and rebranding. Finally, a brand must clearly communicate to the market why they are changing. The video above perfectly communicates the evolution of Pepsi’s logo and was done through a video format rather than a traditional press release or news conference. This gives Pepsi a unique way of describing their rebranding process.
Pepsi’s success has been completely dependent upon its consumers who note Pepsi as their beverage of choice. According to Griffin (2011), the meaning of things and symbols arise out of social interaction from person to person, and we act a certain way toward symbols and things, based on the meaning we give those symbols. These ideas make up the theory of symbolic interactionism, which was generated by George Herbert Mead. For thousands, Pepsi is a symbol that represents much more than just a refreshing beverage and it is these customers that create the successful culture of Pepsi. For this reason, altering a logo is a step of faith, and can deter consumers that cherish the unique and classic brand look.
Over the past few years did you notice that Pepsi was adjusting their logo? What does the Pepsi brand logo mean to you, when you see it?
– Colby Cummings,Connor Gold, Chase Seymour