Many timeless brands maintain logos that resonate with consumers, fostering recognition and trust. Pepsi, however, is a notable exception. The history of the Pepsi logo, including that of Diet Pepsi, showcases a journey of continuous reimagination, marked by frequent redesigns encompassing logo types, fonts, and colors. This article explores the evolution of the Diet Pepsi logo, its historical context, and its significance within the broader Pepsi brand narrative.
From Brad's Drink to Pepsi-Cola: The Origins
Before Pepsi became the global brand it is today, it started as "Brad's Drink," concocted in 1893 by pharmacist Caleb Bradham in New Bern, North Carolina. This era saw pharmacists frequently creating popular sodas; Coca-Cola, for example, was invented in 1886 by a pharmacist seeking to ease his morphine addiction, and Dr. Pepper was created by pharmacist Charles Alderton later that decade. Brad's Drink initially featured a blue wordmark against a white backdrop.
In 1898, Brad's Drink was rebranded as Pepsi-Cola, a name derived from "dyspepsia," a synonym for indigestion. This marked the beginning of the Pepsi-Cola Company's rapid growth. Bradham trademarked the name in 1903, and by 1904, sales had reached 20,000 gallons of syrup. By 1910, there were 240 Pepsi-Cola bottling franchises across 24 states.
Early Logo Evolution (1898-1940)
Like Brad's Drink, the first Pepsi-Cola logo featured a wordmark with spiky embellishments. However, the primary color shifted to an eye-catching red. Despite the rebranding, Pepsi-Cola continued to market itself as a health aid.
In 1905, the logo underwent a slight softening, with the spikes retracting and the letters widening. The overall wavy, swoopy shape was retained, along with the distinctive tail curl on the final "A." A year later, another logo change occurred, maintaining the red color and wavy design, which bore a resemblance to a certain other cola brand's logo.
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The 1920s and 1930s presented challenges for Pepsi-Cola. Coca-Cola expanded into Europe and came under the leadership of Robert Woodruff, who would lead the company for the next 60 years. Meanwhile, Pepsi-Cola declared bankruptcy and was acquired by Craven Holdings Corp.
In 1933, Pepsi-Cola differentiated itself by offering 12-ounce bottles for five cents, while Coca-Cola's bottles contained only 6.5 ounces. This value proposition resonated with consumers.
The final red and white logo of this era, reminiscent of earlier Pepsi-Cola logos, was created through classic lettering. In the 1940 version, the serifs on the smaller letters diminished, becoming almost invisible, while the larger letters grew taller and wider. This logo would later reappear on throwback Pepsi cans.
The Introduction of Blue and the Bottle Cap (1950s)
Before 1950, Pepsi had no association with the color blue. However, the unveiling of the bottle cap logo marked a significant turning point. The wordmark remained the same, but it was now displayed on a tangible canvas.
Throughout the 1950s, Pepsi-Cola continued to emphasize its value proposition with the tagline "More bounce to the ounce," highlighting the greater volume of soda per bottle compared to Coca-Cola. Advertisements also portrayed Pepsi as the ideal beverage for leisure activities.
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Ditching "Cola" and Embracing Symmetry (1960s)
1964 was a pivotal year for the Pepsi brand. In addition to dropping the word "Cola," Pepsi abandoned the swoopy, swirly red font that had been in use for 64 years. A bold, sans-serif, stamp-like black wordmark was introduced across the bottle cap.
In the 1960s, the Pepsi logo adopted a more symmetrical appearance. The "Pepsi Generation" campaign conspicuously branded Pepsi as the soda choice for young, energetic, forward-thinking individuals.
Minimalism and the Globe Logo (1970s-1980s)
Pepsi embraced 1970s minimalism by switching to the globe logo in 1973. The cap ridges were removed, and for the first time, the logo featured a colored background, with red on the left and light blue on the right. White was reserved for the globe's outline and the stripe across its middle, which served as the background for the word "Pepsi." The font remained unchanged but was reduced in size to fit within the globe's perimeter.
In 1975, Pepsi launched the Pepsi Challenge, a campaign designed to demonstrate Pepsi's superior taste compared to Coca-Cola through blind taste tests.
By the early 1980s, Pepsi's popularity was on the rise, outselling Coca-Cola in supermarkets. However, Coca-Cola responded by introducing New Coke, a reformulated version of its classic soda, which was met with widespread consumer disapproval. Despite this, Pepsi did not become the number one soda brand.
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Pepsi, endorsed by celebrities like Michael Jackson and Michael J. Fox, contrasted with Coca-Cola, which was perceived as a classic, old-school brand endorsed by Santa Claus.
In 1987, the globe logo received a facelift. The basic, all-capital sans-serif font used since 1962 was replaced with a unique font, still bold and sans-serif, but with a futuristic, almost digital feel. The "P"s were stretched out, the "E"s had rounded left-side angles, and the "S" became longer and flatter, resembling the "S" in the Star Wars logo.
Separation and Depth (1990s)
In 1991, Pepsi underwent another dramatic logo change. The wordmark and the globe were separated for the first time. The globe was positioned at the bottom right of the logo, while the italicized word "Pepsi" stretched across the top in blue, conveying a sense of forward-thinking.
By the 1990s, the Cola Wars had reached a point where each brand's territory was well-defined. Pepsi and Coke had become American cultural icons, and their rivalry was a part of their identity.
In 1998, Pepsi inverted the color scheme of its logo. The red was removed from the background, and the globe was positioned above the wordmark. This version of the logo also incorporated depth, with a gradient background creating the illusion of light and shadows behind the text, giving it a 3D effect. For the first time since the introduction of the globe, it was not outlined in white.
In 1999, Pepsi launched a new slogan and brand campaign: "The Joy of Cola," accompanied by a new jingle and commercials.
Tweaks and Transformations (2000s)
In 2003, the Pepsi logo received a minor tweak. The text also underwent a small facelift. Pepsi solidified its position as the cool soda brand during the Cola Wars and maintained this image.
The 2006 Pepsi logo transformed the three-dimensional globe into a cold glass of soda with condensation droplets.
In 2008, Pepsi underwent a significant change. The 3D globe was flattened, and the beloved Pepsi font was replaced with Pepsi Light by Gerard Huerta. The new logo featured no serifs, no uppercase letters, and an uneven, asymmetrical band across the globe, evoking a smile. This new Pepsi was intended to be young, fun, friendly, down-to-earth, engaging, and unpretentious.
However, the redesign was met with criticism, with some calling it too simple, lazy, cheap, and soulless. The Arnell Group's discussion of the science behind the logo, including the use of the Golden Ratio, was also criticized as pretentious and ridiculous.
Throwback to the '60s and '70s (2024)
Following current trends, Pepsi is reverting to the '60s and '70s with its latest logo unveiling. This homage to heritage is evident in the tweaks to the logo's typography.
Diet Pepsi: A parallel logo evolution
Diet Pepsi, initially test-marketed as Patio Diet Cola in 1963, was rebranded in 1964, becoming the first nationally distributed diet cola in the United States. Its logo and packaging have undergone numerous changes since its inception.
In October 2008, PepsiCo announced a redesign of its logo and rebranding of many products, including Diet Pepsi. The blue and red Pepsi Globe logo was transformed into a series of "smiles," with the central white band arcing at different angles depending on the product.
The Classic Sweetener Blend variety was distinguished by its use of the 2003â2006 wordmark along with the "smile" logo and a light blue label background, in contrast to the modern formulation's silver label. By mid-2017, packages of Classic Sweetener Blend dropped the 2003 wordmark and began using the modernized wordmark instead.
Diet Pepsi Advertising and Endorsements
While initially advertised alongside Pepsi, Diet Pepsi began to be promoted independently in the late 1960s. The first television advertisement to feature Diet Pepsi as a standalone product was "Girlwatchers," which focused on the cosmetic aspects of the beverage. The musical jingle from this ad became a popular culture phenomenon and a Top 40 hit.
Since its inception, Diet Pepsi has featured musicians, athletes, and actors in its promotions. In the late 1980s, Michael J. Fox appeared in commercials for Diet Pepsi, including one featuring a robot clone of himself. In the early 1990s, R&B singer Ray Charles was featured in a series of Diet Pepsi ads with the tagline "You got the right one, baby!" Supermodel Cindy Crawford also became a recurring celebrity endorser.
Diet Pepsi: A Timeline of Innovation and Adaptation
- 1963: Diet Pepsi is test-marketed under the name "Patio Diet Cola."
- 1964: Diet Pepsi is launched nationally, becoming the first mass-distributed diet soda in the United States.
- 1982: Caffeine-Free Diet Pepsi is introduced, the first Diet Pepsi variant.
- 1983: Diet Pepsi shifts sweeteners from saccharin to aspartame.
- 1988: Diet Pepsi Wild Cherry is launched.
- 1994: Diet Pepsi becomes the first national beverage brand to print expiration dates on cans.
- 2008-2009: Diet Pepsi's visual branding is overhauled, transforming the logo into a minimalist, lower-case design.
- Various Years: Diet Pepsi introduces flavor-infused spinoff beverages like Wild Cherry, Vanilla, and Lime.
Diet Pepsi: Sweetener Controversies
When Diet Pepsi was first formulated, it used saccharin as its artificial sweetener. However, in the 1970s, concerns arose about saccharin's safety due to animal studies linking it to bladder cancer. Although later deemed safe for human consumption, the controversy led Diet Pepsi and other brands to switch to aspartame in 1983.
Aspartame also faced controversy due to allegations of brain tumor risks. In 2012, PepsiCo attempted to transition Diet Pepsi to sucralose to address health concerns, but the change was met with backlash from loyal consumers.
Diet Pepsi: Competition and Market Share
Diet Pepsi's primary competitor in its early years was The Coca-Cola Company's Tab. However, in 1982, Coca-Cola introduced Diet Coke, which quickly became the leading sugar-free fizzy drink.
In 2010, Diet Pepsi held a 5.3 percent share of the US carbonated beverage market, ranking as the seventh-best-selling soft drink overall.