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Working in the creative industry has shown me that great design is more than just how something looks — it’s about connection and communication. Over the years, I’ve had the chance to work with brilliant professionals, mentor rising designers, and contribute to the identity of well-known brands. Whether I was guiding others or leading panel discussions on design and innovation, I’ve always believed that real impact happens where creative ideas meet real-world needs.

That’s exactly why the 2008 Pepsi logo redesign has always caught my attention — not because of how it looked, but because of how far it moved away from that belief.

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When the Story Becomes the Strategy

In 2008, Pepsi didn’t just change its logo — it tried to connect its brand to the universe. Literally. The design brief behind the rebrand, created by the Arnell Group, included references to gravitational pull, the golden ratio, and even the Mona Lisa.

It was dramatic, bold, and… surprisingly distant from the real world.

Instead of focusing on people’s memories or emotional ties to Pepsi — like enjoying a cold can on a summer day or sharing a soda with friends — the redesign leaned on cosmic metaphors and scientific diagrams. It felt more like a physics paper than a branding project.

There was no user research. No feedback. Just a theory-driven approach that tried to tell people what to feel — instead of asking what they already felt.

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Geometry vs. Memory

Let’s be honest: most people don’t pick a soda based on design theory. They choose it because of how it makes them feel. That feeling might come from a favorite ad, a sound, a memory, or just the look of the can. Branding is not about explaining these emotions — it’s about understanding and supporting them.

The 2008 redesign, while polished and modern, missed that connection. It replaced something bold and familiar with a version that was soft, balanced, and maybe too perfect. It looked clean, but felt distant.

It’s a reminder of something I’ve discussed often in panels and team sessions: beautiful design isn’t enough. It must speak to real people in the real world.

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Back to Simplicity

Pepsi’s 2023 update seems to have learned from the past. The latest logo returned to a more confident and classic style — stronger lines, bolder letters, and a vibe that feels both nostalgic and fresh.

It didn’t need to explain itself with long documents or scientific concepts. It simply worked — because it trusted how people felt about the brand. This is the kind of design leadership I believe in: thoughtful, human, and grounded in reality.

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Lessons from a Logo

In my own work, I’ve seen how powerful it can be to lead with empathy. Whether I’m mentoring new designers or presenting to a panel, I’ve learned to focus not only on visuals, but on what people feel and remember.

The 2008 Pepsi redesign wasn’t a failure — it was a lesson. A reminder that design can’t exist in a vacuum. That every logo, every shape, every detail should begin with a simple question: Who is this for?

If a design needs a 27-page brief to make sense, it’s probably missing the point.

Great design speaks for itself. And more importantly, it listens.

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Aram Andreasyan
Industry Leader, Design Expert

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