Tuesday, February 10, 2009

New logos that annoy me

I've designed plenty of logos that I flat out will not claim as my work. I've been practically sickened by the amount of changes some customers want and angered by how poorly thought out the changes they demanded were. On the other hand, I've done work that was just crap from the get go.

I have to wonder which bucket this newest pair of abominations from PepsiCo falls in to.

Since its launch, Sierra Mist has been straight up shit. For some reason, Pepsi thought they needed a clear, citrusy soda. Well, at least they got the clear part down but the citrus side of things is strangely missing. The first time I had a drink of Sierra Mist, soon after its debut, I thought someone had slipped me a glass of carbonated toilet water. In fact, carbonated toilet water would have been an improvement. This shit lacks any citrusy undertones, overtones, dulcet tones or dial tones.

Then came their new logo.

Apparently Sierra Mist causes blurred vision. A logo is supposed to convey an image of the brand but the only image of the Sierra Mist brand I see is that you'd only drink it if you couldn't see straight. Fail.

Next up is the flagship brand from PepsiCo, Pepsi.

They have this annoying habit of totally reinventing their branding every three years and each time they do so, it looks totally trendy and in tune with the times but the old logos look terribly dated. They each fail to stand the test of time. Not to mention that their brand of cola tastes overly molasses-y and downright sludgy. The newest logo will last about three years before being reinvented, for the princely price of a few million bucks, and traded for a new uber-trendy logo. The Pepsi brand seems almost afraid of becoming iconic and would rather be trendy for a few months every few years. That's what happens when you're playing second fiddle in the cola wars.

The last logo is Butterfinger.

I don't pay lot of attention to the logos of candy bars because I'm out of the candy bar demographic. I don't have the luxury of slipping a few dozen candy bars into mom's grocery cart while waiting in the checkout line at Hy-Vee. Hell, there aren't even any Hy-Vee stores around here. However, I did drop a whopping forty cents on a Butterfinger this past weekend and became flustered when I got back to the car and opened my crispety, crunchety treat.

That fucking candy bar had not one but two logos on it. See...

Why does Nestle, who seems to own about half of the food world, feel the need to plaster their corporate logo on everything they produce? I don't care if Bin Laden Confectionary Company makes Butterfingers. If something tastes good, I'll eat it. A corporate logo on the wrapper won't sway me. In fact, it's been known to make me consider an alternative. And before you think that Nestle is alone in this, Kraft seems to be an even greater offender in this arena. The plaster their logo on every damned thing in grocery stores. It's not a carefully integrated logo, it's exactly the opposite. It's blatantly front and center and it doesn't need to be. Nestle and Kraft, I'm watching you.

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10 comments:

Gladys said...

I hate when they take a perfectly good logo and put some new stupid logo on a prouct and call it New and Improved. Nothing is new except the Logo dipshit! Leave the logo alone and improve the product!

Gladys said...

I hate when they take a perfectly good logo and put some new stupid logo on a prouct and call it New and Improved. Nothing is new except the Logo dipshit! Leave the logo alone and improve the product!

Balou said...

I agree the mist is bad, bad, bad. But that logo for the London 2012 Olympics - craptacular!

Would be fun to be a fly on the wall when they give the sales pitch for these atrocities. It would be the first LOLfly ever.

i am playing outside said...

i also hate the new pepsi logo. but what you failed to do is discuss the fact that diet pepsi and pepsi max also have different logos, which respresent how happy you are when you drink each one, based on the size of the 'smile' aka 'white middle section' ... very stupid.

as for nestle, a company often boycotted for their human rights malpractices shouldnt be so forward in their self promotion.

Jacki said...

Instead of changing logos every few years, these companies should just lower their prices. Perhaps that would get people to buy them? I mean, they spend millions of dollars on changing logos, it's ridiculous.

MJ said...

Kraft and Nestle really are bad about that, but you may not be the typical. (Prepare for the marketing major in me to show...)

I actually am more likely to buy a product with these logos on it because it conveys a feeling to me that tells me these products can be trusted, won't be disappointing, etc. Plus, I connect Kraft with their awesomely awesome cream cheese that I may or may not eat by the spoonful like ice cream on a bad day...

I'm sure they've done the research that shows some brand awareness mess about the general, zombie-fied population...

Balou said...

You'll love this...

http://tinyurl.com/cvxdws

Beth said...

Sierra Mist is crap.

But Butterfingers? OMG! The crunchy goodness, melting in your mouth.

justacoolcat said...

My mom works for PepsiCo, I can't wait to show her this post. I totally agree, the logos suck. Of course, the rare times that I drink soda it's coke.

The Doozie said...

I enjoy products that claim "New Look!!". Who cares if the package changes, it's whats inside that matters. It makes no sense.