Pepsi Globe
Encyclopedia
Logo
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition...
for Pepsi
Pepsi
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
, called as such because of the swirling "red, white, & blue" design in a sphere
Sphere
A sphere is a perfectly round geometrical object in three-dimensional space, such as the shape of a round ball. Like a circle in two dimensions, a perfect sphere is completely symmetrical around its center, with all points on the surface lying the same distance r from the center point...
-like shape. It is considered one of the world's most recognizable corporate trademarks. Until the 2008 redesign, the Pepsi Globe resembled the Taegeuk symbol widely used in South Korea
South Korea
The Republic of Korea , , is a sovereign state in East Asia, located on the southern portion of the Korean Peninsula. It is neighbored by the People's Republic of China to the west, Japan to the east, North Korea to the north, and the East China Sea and Republic of China to the south...
.
History
The Pepsi Globe has its origins in the 1940s, when the United StatesUnited States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
was in World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
. To show support of the war, Pepsi unveiled a new bottle cap that featured the Pepsi script surrounded by swirling red and blue colors on a white background. Since Pepsi was recognizable with its script logo in the same manner as its main rival Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
at the time, the cap logo was simply meant as a show of U.S. patriotism
Patriotism
Patriotism is a devotion to one's country, excluding differences caused by the dependencies of the term's meaning upon context, geography and philosophy...
as opposed to a marketing scheme.
The cap logo, however, quickly caught on, and by the end of the war in 1945 became Pepsi's primary logo. With Pepsi gaining ground on Coke in the 1950s, the logo became so recognizable that by the time the Pepsi logo was redesigned in 1962, the swirling "red, white, & blue" bottle cap that would eventually evolve into the Pepsi Globe would remain while the script was retired in favor of a more-modern "Pepsi" typeface.
The logo was updated again in 1973, when the typeface was made smaller as to fit in the white section of the Pepsi Globe. Meanwhile, the bottle cap itself was dropped and the Pepsi Globe was "boxed in", with a red bar coming in from the left and a light-blue bar coming in from the right. A vertical
Vertical direction
In astronomy, geography, geometry and related sciences and contexts, a direction passing by a given point is said to be vertical if it is locally aligned with the gradient of the gravity field, i.e., with the direction of the gravitational force at that point...
variation of this would also have the red bar coming in from the bottom and the light-blue bar either coming in from the top or would be omitted altogether.
In 1991, the logo was updated again, and for the first time in the half-century existence of the Pepsi Globe, no typeface of any kind would be in the white section of the Pepsi Globe on a regular Pepsi product. Instead, the red bar would be lengthened slightly (the light-blue bar was dropped altogether) and the Pepsi script was moved on top of the Pepsi Globe and red bar.
In 1997, the red bar was dropped altogether as Pepsi adopted blue packaging (replacing white), while enlarging the Pepsi Globe and making it three-dimensional
Three-dimensional space
Three-dimensional space is a geometric 3-parameters model of the physical universe in which we live. These three dimensions are commonly called length, width, and depth , although any three directions can be chosen, provided that they do not lie in the same plane.In physics and mathematics, a...
. This was the first official use of the logo as the "Pepsi Globe". The design was refined in late-2002/early-2003 when the typeface was updated and the Pepsi Globe became more realistic-looking. This version of the logo essentially remained the same in 2007 when Pepsi redesigned the packaging once more to show different backgrounds on each can, though the color remained blue.
In 2008, cans started to have a background color (font color for Diet version) based on the type of version. Caffeine Free Pepsi reverted back to its gold background, cherry consists of red on top while blue on bottom, and the light blue Diet Pepsi returned to silver. But the regular Pepsi introduced in 1898 continues to acquire the blue background.
"New" Pepsi Globe
In October 2008, Pepsi announced it would be redesigning its logo and re-branding many of its products. PepsiPepsi
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
, Diet Pepsi
Diet Pepsi
Diet Pepsi is a no-calorie carbonated cola soft drink produced by PepsiCo, introduced in 1964 as a variant of Pepsi-Cola with no sugar. First test marketed in 1963 under the name Patio Diet Cola, it was re-branded as Diet Pepsi the following year, becoming the first diet cola to be distributed on a...
and Pepsi Max
Diet Pepsi Max
-Product information:Pepsi Max contains 69 milligrams of caffeine per 355ml . Diet Pepsi contains 24 milligrams of caffeine per 237ml.-History:...
use all lower-case fonts for name brands, Mountain Dew
Mountain Dew
Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was...
has been renamed "Mtn Dew," and Diet Pepsi Max has been re-branded as Pepsi Max, because the original 1993 version is no longer available in the United States. The new imagery has started to be used. The new lower-case font used on Pepsi's products are reminiscent of the font used in Diet Pepsi's logo from the 1960s to the mid-1980s.
With the new packaging saw the Pepsi Globe get its biggest redesign since 1991 when the "Pepsi" wording was removed from the white area of the logo. The white area became a series of "smiles", with the central white band arcing at different angles depending on the product until mid-2010. Regular Pepsi has a medium-sized "smile", while Diet Pepsi had a small "smile". Pepsi Max's variant was the most different, using a large "smile" and also used black in the bottom half of the globe as opposed to the more standard royal blue
Royal blue
Royal blue describes both a bright shade and a dark shade of azure blue. It is said to have been invented by millers in Rode, Somerset, a consortium of which won a competition to make a dress for the British queen, Charlotte of Mecklenburg-Strelitz....
. In July 2010, Pepsi Max began using the medium smile as it was redesigned to match the global branding. Pepsi Wild Cherry
Pepsi Wild Cherry
Pepsi Wild Cherry is a cherry-flavored cola first introduced in 1988 by Pepsi. A sugar-free version is also available, with zero calories, named Diet Pepsi Wild Cherry.-Availability:The drink is officially available only in the US...
continued to use 2003 Pepsi design until late March 2010.
The new Pepsi design was unveiled in Canada in 2009. It was then released in other countries outside the US in 2010 such as France and the UK, meaning the 2003 design was phased out completely. In the UK, the current "smiling" logo features the globe in the center, and the "Pepsi" text below it, as opposed to the tilted text in the US.
As of March 2011
March 2011
March 2011 was the third month of the current year. It began on a Tuesday and ended after 31 days on a Thursday.- Portal:Current events :This is an archived version of Wikipedia's Current events Portal from March 2011....
, the only two Pepsi products not using the redesigned Pepsi Globe are Pepsi ONE
Pepsi ONE
Pepsi ONE is a sugar-free cola, marketed by PepsiCo in the United States as an alternative to regular Pepsi and Diet Pepsi....
and Pepsi Throwback
Throwback (drink)
The Throwback line is a brand of soft drink sold by PepsiCo in the United States and Canada for its flagship Pepsi and Mountain Dew brands. The drinks, called Pepsi Throwback and Mountain Dew Throwback, are named as such because they are flavored with natural sugar instead of high fructose corn...
. The former's case is rarely marketed but has enough demand to be produced (similar to what Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
does with TaB
Tab (soft drink)
Tab, stylized as TaB, is a diet cola soft drink produced by the Coca-Cola Company, first introduced in 1963. The soda was created by Coca Cola after the successful sales and marketing of Diet Rite cola, owned by The Royal Crown Company; previously, Diet Rite had been the only sugarless soda on the...
) while the latter deliberately uses retro packaging due to the drink using an older formula of Pepsi containing sugarcane
Sugarcane
Sugarcane refers to any of six to 37 species of tall perennial grasses of the genus Saccharum . Native to the warm temperate to tropical regions of South Asia, they have stout, jointed, fibrous stalks that are rich in sugar, and measure two to six metres tall...
instead of high-fructose corn syrup that is more commonly found in soft drinks today.
Diet Pepsi
Diet PepsiDiet Pepsi
Diet Pepsi is a no-calorie carbonated cola soft drink produced by PepsiCo, introduced in 1964 as a variant of Pepsi-Cola with no sugar. First test marketed in 1963 under the name Patio Diet Cola, it was re-branded as Diet Pepsi the following year, becoming the first diet cola to be distributed on a...
was using 1960s-style script with light-blue waves below the script on a white background from the 1970s to 1980s.
When the product was reformulated with NutraSweet
NutraSweet
The NutraSweet Company makes and sells NutraSweet, their trademarked brand name for the artificial sweetener aspartame, and Neotame.Aspartame was accidentally discovered in 1965 by James M. Schlatter, a chemist with a master's degree working under Dr. Kurt Rorig, PhD, in charge of new drug research...
in 1984, Diet Pepsi received a jagged, multi-layered version of the Pepsi Globe. With the "Diet Pepsi" typeface positioned above the globe, it marked the first time no text was in the white section of the Pepsi Globe on any Pepsi product. The text being absent from the Pepsi Globe would carry over with regular Pepsi in 1991.
Diet Pepsi has used the Pepsi Globe since, though it became more standardized in 1991, along with Pepsi's other products.