I opened our beverage fridge at work yesterday and noticed a couple of cans of Sunkist in there. I didn’t remember ever seeing Sunkist in our drink case, but what stood out more to me was the new design. Apparently the logo and can were redesigned back in November 2008. With all the talk of the bad redesigns recently (Pepsi is terrible; Tropicana is criminal), it was refreshing to see something that actually works.
The original logo (photo is from 1981, but it didn’t change since its debut in 1978) was pretty contemporary for its time. This new update brings the previous incarnation into the 21st century, but at the same time gives it a little retro feel. The typography reminds me of the Coca-Cola logo or the original Pepsi-Cola logo. I will concede to Armin at Brand New that the blue ocean swirls surrounding the type are a little much, but on the packaging, and really standing on the strength of the typography, it works. This mark has the perfect combo of contemporary and classic. Mmm… I think I’m going to have to make some Sunkist popsicles this weekend.
See the train wreck that can happen when you design a logo by committee? According to AdAge
, the logo was the result of a “‘co-creation process’ with consumers, employees, ad agency Nitro, London and another shop, Promise.”
Honestly I can’t believe that Kraft is proud of it! Maybe one sign is that this logo will not appear on their packaged goods. Instead it will appear only in corporate communications materials.
Still, why unveil a stunningly ugly mark like that? Looks like logo salad to me with a burst here, a swoosh there. Throw in a little pseudo hand-written font like Tekton and voila!
Please leave the design to professionals, people! Reminds me of Homer Simpson’s ultimate car of the future design, “The Homer.”
I have a lot of respect for great logo design. Some of the best ones are when the designer combines two pictorial representations to create something clever and memorable. Wes Wilson at Fuel Your Creativityshowcases 30 of them.
Yesterday the design and advertising community was abuzz over the leaked presentation deck for the new Pepsi logo by the Arnell Group. Yes it is absolutely a work of pure horseshit. But, I was reminded of the decks that my colleagues and I create every day and how somebody’s horseshit may be someone else’s chocolate cake.
We all have to sell our work. Ideally the concepts and ideas come from a well-formed strategy, but that doesn’t always happen. Many times the strategy must back into the creative. In other words sometimes you might have a great idea that you’ll need to justify after the fact.
This is even more true if you’re dealing with a purely formal exercise such as redesigning an iconic logo like Pepsi’s. A good design strategy would be to do the due diligence and look at the different historical variations of the logo and then just have at it, coming up with dozens if not hundreds of iterations. But afterwards when you find the new design you subjectively like, you’re going to need to explain in an intelligent, tangible, evidence-based manner detailing how you arrived at that solution—especially if you’re getting paid $1 million for the effort. So that’s when you break out the horses and shovels.
Update:Validation that the Arnell strategy deck is all BS from a freelancer:
“(the logo design) nothing to do with any of that bullshit on the PDF, that was (I believe) just a way to keep the client entertained (like we, viewers of this PDF were) and make them feel like their money (1.2B) was worth something.”
Although he has been designing since the seventh grade, Roger Wong officially began his design career in 1995. He is currently a creative director at PJA Advertising + Marketing in San Francisco.
This site is an outlet for his musings on design, advertising and culture.
