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Pepsi Globe: https://en.wikipedia.org/wiki/Pepsi_Globe

Lead Section
The Pepsi Globe originated in the 1940’s as a logo and icon for Pepsi. The colors of the Pepsi Globe are red, white and blue. This is one of the most recognizable logos not only in the United States, but also around the world. The Pepsi Globe has undergone several changes throughout it’s inception in the 1940s with the most recent pivot taking place in 2009. This change was the most intense in terms of the amount of money and time that went into the branding, marketing, and visual culture involved in the underlying message for the logo. The packaging has also changed a number of times throughout the years in order to better represent the current Pepsi Globe logo at the time. The geometry involved with the shape of the logo and the shape of the packaging for the bottle are crucial for the marketing aspect of the Pepsi Globe. The subliminal advertising involved with the Pepsi Globe logo is also extensive. The different logos and packaging designs have been intended to represent the human body, rediscovery of the Vitruvian principles and their publication, Chinese art of placement and spatial arrangement and many other representations that may not seem clear or obvious from just a glance at a Pepsi Bottle. The most famous visual representation is the Pepsi Globe logo’s representation of The Earth. The swirling horizontal stripe running through the center of the globe provides a visual representation of the earth’s constant movement around it’s own axis and around the sun. The stripe also represents a naturally occurring electric generator in fluid motion generating and sustaining the magnetic field of the Earth. This marketing has resulted in an extremely recognizable logo and an aid to a profitable venture. Parmetaa (talk) 18:15, 28 March 2016 (UTC)

History
The production and manufacturing process of Pepsi Cola began June 16th 1903. Around this time is when Caleb Bradham, the founder of the company scribbled the design which went on to become extremely famous and is one of the most recognizable logos still today. It has since gone under many innovations. These innovations may seem minor to everyday consumers, however there has been a great deal of time, effort and money contributed to the branding of the Pepsi logo since it’s inception.

The first noticeable changes didn’t come until the 1940s and 1950s when red and blue colors replaced the original scribbled design, and the shape was also slightly altered. This is when the branding process really began. In 1962, the word “Cola” was removed from the logo leaving just “Pepsi”. The Pepsi logo underwent an extreme branding treatment in 2008 and 2009 when the New York company, Arnell Group was compensated about $1,00,000 to work on the “New Pepsi Globe”.

The "New" Pepsi Globe
The New Pepsi Globe design most notably was intended to represent a “smile” with new lowercase type. The aim of this type was to seem less formal and more inviting for anyone from any background, or age to enjoy. The globe was shifted slightly counter clockwise to signify its movement and growth in looking forward to the future. This shift in design was also used to represent motion, to signify the earth’s constant motion and Pepsi’s philosophy of always moving forward into the future. The old design was upright which didn’t signify this forward thinking, and futuristic idea.

The "Golden Ratio"
Pepsi used the idea of the “golden ratio” when designing the New Pepsi Globe. The golden ratio takes place when the ratio of two quantities, equals their sum to the two of the larger quantities. To put this more simply, a+b is to a as a is to b. This golden ratio has been observed many times throughout famous pieces of artwork and architecture throughout history. Some pieces observed include the Parthenon and the Mona Lisa painting. The golden ratio can create an extremely aesthetically pleasing image. The golden ratio creates an image that is universally, and subconsciously accepted as balance and harmony. The Arnell Group applied these geometric rules to Pepsi’s circular globe shape to create “The Pepsi Ratio”. The Pepsi Ratio is aesthetic geometry done by the brilliant marketing of the Arnell Group and is just one great subliminal advertising feature that makes Pepsi such a memorable, inviting, and successful brand. The Pepsi Ratio has a set of two circles that have a set relation to one another.

Color Palette
The color palette used by the Arnell group was also strategically used for each type of Pepsi. Each color used is associated with a psychic and emotional value that every Pepsi consumer should theoretically feel when purchasing the specific type of Pepsi product. The original Pepsi is primarily a dark royal blue color which represent the idea of “cool” in today’s society. Pepsi Max is a lighter blue used to represent a “cool and fresh” look. The Caffeine Free Pepsi is a yellowish gold color which represent balance and energy. The Diet Pepsi is a grey silver color and represents “cool, rich, and fresh”. The Caffeine Free Diet Pepsi is a white color and, similar to Diet Pepsi represents “cool, light, and fresh”.

Cost
The true cost of the New Pepsi Globe logo is difficult to quantify. The initial cost of $1,000,000 to the Arnell group for their marketing services is common knowledge and well known. What is difficult to quantify is the even greater substantial cost of replacing the old logo on trucks, vending machines, stadium signs, billboards, point-of-sale materials and other places that displayed the old Pepsi Globe Logo. One expert estimated that this cost could easily reach several hundred million dollars. The estimated time to remake this icon took about 5 months. The CEO of Pepsi, Indra Nooyi called for a “quantam leap” forward in reconstructing the soft-drink business and Pepsi being recognized as a cultural leader. As a result of the rebranding, Pepsi needed to find ways to cut cost in the next few years. Pepsi laid off many workers primarily in the Frito-Lay division and significantly spent less on Commercial Television advertising in 2010 and 2011. In these years Coca-Cola spent roughly 8% of sales on Commercial Television advertising while Pepsi spent just 3%. In 2012 Pepsi spent between an estimated $400 million to $500 million on advertising spending to compensate for their recovery years from their rebranding process of the Globe.

Criticism
Critics from other advertising agencies outside of The Arnell Group spoke up about the efforts put forth by Pepsi and The Arnell Group. Charles Rosen, founding partner of New York advertising agency said “It goes way beyond reasonable. … It’s preposterous and extreme, and layered with nonsense. But I understand the reason they went as far as they did with it”. Others like Rosen criticized the mass amount of subliminal advertising involved with the Pepsi Globe and questioned the effectiveness of the vast amount of research and development that was required for the logo.