In the world of snacks, logos play a major role. They not only help customers distinguish one brand from another, but also convey a certain image and influence buying patterns. Successful logos can even skew customer perception and create and nurture brand loyalty over time.
Take Coca-Cola, for instance. The iconic red script logo of the brand, which has remained almost unchanged since the late 19th century, represents the balance between retrospection and anticipation, authenticity and evolution. The brand has successfully aligned itself with changing trends while maintaining its historical charm.
On the other hand, Pepsi has taken a different approach to branding. The company has periodically updated its ‘globe’ logo, first used in the early 20th century. After a few transformations, the logo was updated again in 1991 to a simplistic and modern look. This new design was tweaked over time and in 2008, Pepsi made a major overhaul, introducing the ‘smile’ or ‘grin’ against the familiar blue backdrop.
Strategic role of logos in brand loyalty
This logo, despite a few minor changes, has effectively represented the Pepsi brand since then.
And then there’s Oreo. With more than twelve logo redesigns since its inception in 1912, Oreo has followed a complex branding journey. The current three-dimensional logo, introduced in 2001, captures the layers and depth of an Oreo cookie, much like the brand itself.
These examples highlight the strategic role logos play in marketing, customer relationship building, and brand evolution. They adapt to changing customer preferences, societal norms, and industry trends, keeping the branding image fresh and relevant. Brands like Coca-Cola have maintained their logos while introducing minor alterations to keep the interest going. Pepsi, with its relatively frequent logo revamps, showcases the brand’s spirit of rejuvenation. Oreo, on the other hand, has held on to its classic design, representing its solid position in the market.
The modifications these logos have undergone stand as a testament to their identity and evolution. They respond to shifting customer preferences and market trends. They are essentially visual narratives that document the brands’ journey, speaking volumes of their legacy and their ability to reinvent and adapt.
