Pepsi and Coca-Cola have been two brands at war since their inception, both fighting for the title of top dog in the soda and snack industry. Declaring the winner in this battle is a tough call because, if you ask a Pepsi fan which is better, they will display brand loyalty to the core, as will a Coca-Cola fan.

Pepsi and Coca-Cola

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Regardless of who has taken the lead in the brand war, it’s interesting to look back upon the logo history of these companies, especially Pepsi’s brand identity. In doing so, one will notice that the Pepsi logo has changed dramatically throughout the brand’s history while Coca Cola’s logo has remained very similar. Another interesting thing to note is how similar the logos of the two brands appeared in their earlier days. You can view examples of the logo development of these companies here and here.

Why the Pepsi logo looked so similar to Coke’s logo in the early brand days is anyone’s guess. Perhaps the Pepsi logo designers were hoping to trick customers who glanced at the logo and thought they were buying a Coke. Maybe they didn’t have enough money to develop an original logo. Perhaps Coca-Cola executives were the ones doing the copying by stealing the logo idea from Pepsi.

Pepsi Evolution

Regardless of the origination of the first logo, props should be given to Pepsi for revamping their brand identity through the years and fostering it to the unique brand it is today. As you can see on their website, the Pepsi logo is now modernized with crisp text. It has also maintained the American flag colors, which has become a trademark of the brand’s logos during its development.

Apart from the logo’s development, Pepsi has also revamped its slogan several times to match generational changes. In the beginning, Pepsi’s slogan was, “Delicious and Healthful.” Of course, as consumers became more health conscientious, they discovered that Pepsi wasn’t exactly healthful. As such, a slogan change was in order and the tag line eventually arrived at its current point “Pepsi, the choice of a new generation.”

One interesting thing to note is that, during Pepsi’s struggle to find a fitting logo and slogan, their corporate changes have actually become defining aspects of the company. Consumers have come to expect that the Pepsi logo will change and some even look forward to learning what the next change will be. This puts Pepsi in a very unique situation, since corporate identity changes are typically very difficult to initiate and often result in the loss of customer loyalty.

While Pepsi’s logo and slogan may have taken many turns from the brand’s infancy until present day, the number of years the company has been in operation is a testament to the strength of its product. Pepsi’s logo development is a wonderful example of the struggles that companies must go through to find an appropriate corporate identity and set themselves apart from stiff competitors. It will be interesting to monitor if the Pepsi logo continues to develop or if they have finally found an identity that matches the company’s overall mission.

This is a guest post by Aimee Sway, blogging for PrintExpress.co.uk, providing high-quality business cards printing services. Follow her on Twitter @PrintExpressUK and like on Facebook!