is a blog about design, technology and culture written by Khoi Vinh, and has been more or less continuously published since December 2000 in New York City. Khoi is currently Principal Designer at Adobe. Previously, Khoi was co-founder and CEO of Mixel (acquired in 2013), Design Director of The New York Times Online, and co-founder of the design studio Behavior, LLC. He is the author of “How They Got There: Interviews with Digital Designers About Their Careers”and “Ordering Disorder: Grid Principles for Web Design,” and was named one of Fast Company’s “fifty most influential designers in America.” Khoi lives in Crown Heights, Brooklyn with his wife and three children.
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While an impressive graphic comparison, I can’t say that it means a whole lot. Who cares if Coke’s logo (surely Coke has evolved graphically elsewhere) has stayed the same while Pepsi has evolved?
I still drink Pepsi, as do many people. There’s no real evidence as to which “strategy” is more valuable.
I believe this chart is an oversimplification. For instance, this post on cocacolaloft shows that Coke’s logo has in fact evolved: http://cocacolaloft.blogspot.com/2006/04/coca-cola-script-trademarklogo.html
As to your point, Khoi, about change for change’s sake… While change for change’s sake is often bad, not all change is change for change’s sake. Change can be made as design improvements. I would argue that the Pepsi logo has improved since the first iteration on that chart.
In the end, I’ve got to agree with Ben Carlson… this chart doesn’t say much of anything.
Armin Vit over at Brand New is presenting a much fuller story in his article, Coca-Cola vs. Pepsi, Revised Edition.
Yes, their is a point to be made about consistency, but Coca-Cola is not exactly the golden child having performed their on brand experiments late in the century on top of the experimentation of their early years. Better than most, perhaps.
Purely consistent, certainly not.