In response, Coca-Cola tied to change their recipe, and introduced a new version to keep up with the times. The popular stunt certainly gave Pepsi what it wanted with a bigger share of the market. According to Pepsi, most people preferred Pepsi over Coca-Cola. Small booths were set up throughout malls all over America, where young hires wearing a bright Pepsi Challenge t-shirt would ask anyone passing by to do a blind taste test. In 1975, Pepsi started the Pepsi Challenge, to really push its growth by taking a share of Coca-Cola’s audience. The logotype changed colors from the harsh black to match the blue energy of the lower wave.Īnd, rather than stay confined to a bottle cap, the logo took on the circle emblem that we’re still familiar with to this day. It went from a straightforward sans serif to a more futuristic font with rounded edges. Keeping the font fairly simple, the brand did start to shift its style. The flat design of the ‘60’s was here to stay.
The words on the slight upward swoop gave the feeling of motion and energy. Notice that with all of these logotypes, the Pepsi-Cola name is already written on a wave-an element that continues throughout the lifetime of the Pepsi brand. And, the lines from the ‘C’ took on flourishes that highlight the rest of the word, without the awkward connection it had previously tried to share with the ‘P.’ The letters were clean cut and more thinned out from the version in 1906, where the font gave off a little bit of a carnival vibe. Over time, the logo words started to become softer and less wild, in that the letters started to show a much more even spacing.īy 1940, the logo was paired down to a succinct banner with smooth words. The drink was being marketed as a health aid for digestion, and the tagline was “Exhilarating, Invigorating, Aids Digestion” accordingly. The thin letters with uneven kerning (spacing between letters) was the first attempt to create the overall feel of the brand. The initial Pepsi-Cola logo came with a very strange font that was more common way back when.
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