1948

  2012

2012

typography,colors,simplicity,abstractly,overall tone

The  early Pepsi cans from 1948 had a distinctive feature of bottle cap and can choices, the company market the product by designing an odd triangle top portion of the bottle and the picture display of the brand’s cap on the can. Simplicity is reflected by only using repeating color choices of white, blue and red. The 3 colors are displayed in the cap picture, in the bottles boarder and background choices and in the typefaces. Besides the designed logo name, the design also applied Helvetica typeface in regular and italic form.

Contemporary Pepsi designs are shifting toward a more simple design, the logo names are shorten from Pepsi-Cola to simply Pepsi to different itself from its competitor coca cola. The logo are now separated from its logo name, although remaining its 3 symbolic colors, the colors changes its dimension throughout the decades. In addition , the contrast of color in typefaces are eliminated while contrast of direction is applied. The product is as well designed to a more lifestyle concept, by marketing its brand relating to soccer sport and music singers. It’s also targeting consumer populations that concern about health by stating information such as 375 mL and 0 calorie carb sugars.