I don’t necessarily hate it for what it is, but for Pepsi yeah, it’s weak sauce. Looks like they’re trying too hard at the, “Hey look at me i’m ironic 80’s hipster style!”. But they’re a worldwide, established company so it makes them look dumb. Alot of what Coke does is “classic” and alot of what Pepsi does is gimmick.
But, how does it stand up in a blind taste test vs. the old branding? Exactly the same, so who gives a shit?
That Pepsi logo looks like someone did not yet master the pen tool in illustrator. It also looks like an old hotrod sticker (a little bit).
The Gatorade bottle doesn’t look at all practical for a sports drink.
The Pepsi type is nice but everything else is just second rate. Also the bottle, surely someone on the design team has noticed the inappropriate styling.
I always figured it was a jokester on the design team trying to get away with as much as he could.
The Gatorade bottle has always looked like that. I always associated those big Gatorade bottles with being hung-over in college. 
Nice to see a return to the more historical look.
Looks good on the electric blue, less so on the black.
The aligned elements in the wordmark are working.
Best comment I recall from a Pepsi market focus group circa 2012 on the old logo, “It looks like a woman wearing a white shoe, with a red pants leg.”
Ugh…Would have liked to have been on the meeting to hear the arguments in favor of the black circular border. Definitely a new era with all of the possibilities for animations and supportive digital background media. It has very little complimentary synergy with the can itself as a result.
As a design strategy, the physical experience of interacting with the product is increasingly fading into the background…
Couldn’t get any worse than the last one.
Anyone remember the 27 page nonsense PDF that Arnell (design agency responsible) presented? I have a copy of that PDF in my “don’t do this” file.
Here’s a taste.
That’s some awesome PDF foreplay! Untold millions of dollars to agencies were spent poring through the weeds of ‘authenticity’.
The guy who’s creative authority we labored under ca.2013 has since left, so Mauro et al probably have smoother sailing now.
It’s worth reading the entire 27 pages. Everyone involved in the pitch must have been high.
it’s titled “Gravitational Field”
The final page is a graphic relating the expansion rate of the universe as measured in light years with the Pepsi Orbits (?)and that Dimensionalize (!) Exponentionally.
Arnell then charged Pepsi $1M for it.
That’s some Grade AA, extra-large, USDA Prime bullsh*t right thar.
Yep, all foreplay but no orgasm.
It is kind of amazing they kept it so long really. Points for sticking to it but in my mind the 70/80s logo always stuck and the new one builds on that equity.
I wonder though for teens if the Arnell logo will be the one they associate with the brand. Kind of like how when younger millennials think of Star Wars they think of the prequels 
I had no idea Arnell was actually crazy. I honestly never knew there was a guy behind the name.
Too bad all those other links in the cbs article are dead. I’m going down the Arnell rabbit hole…
Ai could make a better photochop
