Even though I’m frequently chagrined by reminders that I was born and bred and still live in the most right-wing state in the union, I’ve realized in recent years that I do, in fact, have some conservative tendencies. Definitely not in political or cultural terms, but at least in the sense of not liking change for the sake of change, and of valuing things and aesthetics that many folks would happily scrap in the name of “progress.” In that spirit, here’s a flavor of conservatism that I can actually bring myself to support:
Full disclosure: I’m a lifelong Coke drinker. But regardless of brand loyalties, I really think there’s something to be said for sticking with a timeless logo instead of constantly tinkering in search of some incremental improvement. For what it’s worth coming from someone who doesn’t even drink the product, I prefer the Pepsi logo I grew up with, identified on this chart as the 1973 version. Clean and simple, cheerful, eye-catching but not too aggressive, instantly identifiable… in short, everything the Coke logo got right in 1885.
For those interested in attribution, I found this chart on The Daily Dish; Sullivan in turn ganked it from The Consumerist. But as near as I can tell, it originated in this insider-y but very accessible essay called “What Makes a Good Logo?” If you’re remotely interested in these all the symbols that surround us in our daily lives, I recommend it.
Love it!
Besides, Pepsi tastes like crap!
However, I did hear today that aspartame, the ingredient that makes Diet Coke (and everything else) so delicious, can lower serotonin levels. Speaking of depression . . .
I don’t like the typeface of the logos upto 1973. That is what I think they should have stuck with.
Robert, I hadn’t heard about the aspartame thing, but it doesn’t surprise me. Better living through modern chemistry? Feh. Stick with good old fashioned sugar, I say. More of my own unique brand of conservatism… 🙂
I’m thinking Pepsi would have stuck with its original logo long ago if it weren’t for the fact that its competitor – Coke – had such a successful logo up against it.
That’s an awesome chart…
Brian, I was striving for humorous effect by publishing this chart, obviously, but it really is a good illustration of how hard it is to get right something that seems so simple.
In truth, the Coke logo has undergone some changes over the years (see here: http://cocacolaloft.blogspot.com/2006/04/coca-cola-script-trademarklogo.html) but the basic look of it was established long, long ago. Pepsi has had a much tougher time finding an enduring signature logo for some reason. It’d be interesting to know why… can corporations feel insecurity like individuals, perhaps? I.e., is the Coke company more confident of its brand? Maybe…
I’m not sure it’s an issue of confidence, I think it’s more about market research.
The Coke logo likely tested better than the Pepsi logo consistently over the years, making Pepsi feel the need to try new things, in hopes of finding something as enduring as Coke.
As consumers, we tend to underestimate the value of these brands, because they’re so ubiquitous in our lives, given the current level of advertising…
A wild-ass guess . . . but maybe the three hard consonants in Coca-Cola contribute to the image of strength, boldness, stability. Pepsi is shorter and has softer consonants. It’s hedgy, not to be trusted.
I think the colors matter, too. Coke’s red is darker and closer to the color of blood. Pepsi’s is brighter and harder to stare at.
I still think Coke just tastes better. Diet Coke tastes better than Diet Pepsi, that is. I find sugary cola of any kind revolting.
Coke is orange-based, Pepsi is lemon-based.
People who prefer oranges to lemons tend to prefer Coke to Pepsi and vice-versa.
Brian–Seriously? I never knew they were fruit-based at all.
Does that explain why Dr. Pepper tastes so different? What fruit is it based on?
Brian, I’ve never heard that before. That’s interesting, and helps explain much…
Robert, I find diet soft drinks revolting, myself. 🙂 Just out of curiosity, have you had any colas made with real sugar or are you basing your reaction on the loathsome high-fructose corn syrup formulations that pass as Coke and Pepsi these days? I’ve been drinking Mexican Coke (made with sugar instead of HFCS, bottled in Mexico, sold at Costco) for about a year now. Anyone who says there’s no difference is either lying or has no taste buds…
As for the Dr. Pepper issue, I’ve often heard that DP is based on prune juice, but Snopes says it ain’t so: http://www.snopes.com/business/secret/drpepper.asp
Dr. Pepper is Cherry Cola with fancy marketing (up to and including that Barry Manilow song…). Give Cherry Coke or Cherry Pepsi a try & see how similar it tastes…
As for real sugar vs. corn syrup, I’m not sure how much you find this out in Utah, but back here in the east, there are two relevant options:
1) Pepsi recently released a brand that is made with real sugar (Retro Pepsi, or something like that?) I suspect it’s test marketing, but if it’s successful, maybe you’ll see more of it.
2) During the Jewish holiday of Passover, Coke puts out “Kosher for Passover” soda which, by definition, has no corn syrup in it (corn syrup is not kosher for passover). People who are big on the sugar vs. corn syrup thing try to hoarde Coke during the weeks leading up to Passover for this reason…
Brian, I’m aware of Passover Coke, but I’ve never seen it around here. Salt Lake does have a Jewish community, believe it or not, but it’s small, and I’d guess there’s not be enough incentive for most Utah grocery stores to carry kosher goods.
I have, however, seen (and sampled) both Pepsi Throwback and Mountain Dew Throwback, and even though I don’t normally drink Pepsi products, they’re pretty good. Using sugar instead of HFCS really does a make a difference, at least to my palate. I bought a couple of cartons of each, just to try and encourage the test results… 🙂
(I’ve been saying for years that if Coke was smart, it’d reintroduce the original sugar formula, charge an extra 10 cents or whatever to cover the cost difference — supposedly real sugar costs more the corn syrup — and call it Coke Premium or something. I’m sure it’d sell, especially now I’ve seen how well the Mexican Coke does…)