We love a brand makeover, especially when it’s cleverly timed. Here is our list for the top logo changes this year.
In juxtaposition to its rival Coca-Cola, which takes pride in the year-in, year-out Christmas ad and durability of its design, Pepsi has long seen itself as a brand for younger generations and as such, periodically revamps its look.
This year, the logo went bold behind electric blue and black colors, an aggressive Pepsi wordmark going back inside the globe, and pulses and ripple effects radiating out from the logo. Executives say it reinforces Pepsi’s association with music—while generating attention on store shelves.
This overhaul was Pepsi’s 12th logo revamp since its founding in 1898 and its first since 2008 when it introduced the smile globe and lower-case wordmark.
America’s jiggliest treat got a new look this year as Jell-O owner Kraft Heinz looked to contemporize the brand for a younger generation. The new look includes a bold-but-friendly all-caps logo with a 3-D appearance.
Jell-O’s new look is accompanied by modernized claims meant to highlight the food’s permissibility, such as replacing the phrase “sugar-free” with “zero sugar.” The new look from BrandOpus was rolled out across the entire Jell-O portfolio, including pudding, gelatin, cups and boxes.
Max (previously HBO)
In a branding move that left some observers scratching their heads, the merger of HBO Max and Discovery+ left the former without its first name. Rechristened simply as “Max,” Warner Bros. Discovery’s streaming TV service relegated “HBO” to a tab. The change acknowledged that the HBO name, despite being known for quality programming, also came with baggage in the form of a pricey reputation for some audiences. The new identity also signaled the availability of Warner Bros. Discovery’s content as part of the combined package, brand execs said.
When MullenLowe went to retire its “challenger octopus” logo, it didn’t replace it with a single static image, but rather, a potentially infinite number of them. Today, an ocean of abstract, free-flowing octopi—each one unique—represent the agency, and employees are welcome to make their own octopus via an app.
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