Manual de uso marca pepsi

Introducing the new look of Pepsi

PEPSI Style guide 2008

Introduction
The Pepsi Smile is a powerful new idea created from the soul and heart of Pepsi creating attention, appeal and communicating the core essence of our brand. The iconic form of the smile is derived from our brand heritage and established design principles that have defined the Pepsi spirit for over a century. Theseprinciples have been used to establish a new identity with harmonious proportions and iconic messaging representing our brand’s philosophy as an invitational experience and a stage for popular culture. The Pepsi Smile Style Guide outlines the uses of the Pepsi Smile, and documents the transition from the “wave” to the “smile” as a genuine reflection of the core essence of Pepsi. The Pepsi Smile is avirtual mirror held up to our customers providing the same optimism, joy and emotion they feel when they enjoy a Pepsi. Smile.

PEPSI Style guide 2008

Table of Contents 01 Pepsi Globe Guidelines / 01.00 02 Logos / 02.00 03 Packaging / 03.00 04 Merchandising Tools / 04.00 05 Contacts / 05.00 06 Legal Guidelines / 06.00

PEPSI Style guide 2008

01 Pepsi Globe Guidelines
The Pepsi Smile /01.00

PEPSI Style guide 2008

/ 01.00

The Pepsi Smile

01 Pepsi Globe Guidelines
Derived from a series of geometric studies from our brand’s heritage, the Pepsi Smile is a systematically derived for optimal harmonious proportionality. The shape of the logo carries three clear messages: Humanity: Providing one voice from which the brand can speak to and connect with consumers.Simplicity: Clearing the clutter and providing singularity of vision. Energy: Capturing the Power and Soul of Pepsi.

PEPSI Style guide 2008

/ 01.00
These messages define the core of the brand and serve to connect people with the essence and emotion of Pepsi. As a stylized mouth the Pepsi Smile is capable of reflecting the most expressive part of the face. The mouth talks, tastes, and displays aunique range of emotions. These iconic representations of emotions are evoked by our unique Pepsi Palette experience, and in doing so the Smile becomes, The Face of a New Generation.

02 Logos
The New Logo / 02.01 Color Variations / 02.02 Primary Horizontal Formats / 02.03 Additional Horizontal Formats / 02.05 Vertical Formats / 02.06 Square Formats / 02.08 Stacked Formats / 02.10 Reduced Sizes /02.11 Logo Dont’s / 02.15

PEPSI Style guide 2008

/ 02.00

The New Logo

02 Logos
The new logo is born from historical Pepsi geometries and design principles., reflections of our past are echoed throughout the Pepsi Smile. The “Pepsi Wave” is evident in the design of a new iconic e and the Pepsi Globe is now understood as both a globe and face with an symbolic smile, the face of a newgeneration. A new messaging system of smiles transforms a transactional paradigm into an invitational gesture, connecting people with popular culture, excitement and emotion, encouraging customers to embrace us and join the Pepsi culture. Please Note: The font used for the Pepsi logo is exclusive to the brandmark. Do not use it or replicate it for any other purpose, such as taglines, additionalwords/copy, headlines, etc.

PEPSI Style guide 2008

/ 02.01

The New Logo

02 Logos

PEPSI Style guide 2008

Color Variations
The primary Pepsi brand identity is reproduced in PMS colors indicated below. If PMS is not available you may use 4 color process equivalents specified beneath each PMS swatch.

/ 02.02

4-Color Process Primary Colors PMS 540 C100 M55 K55 C100 Y45 K14 PMS2495 M91 Y76 PMS 185 K100 BLACK

3-Color PMS

2-Color PMS

1-Color PMS

1-Color B&W

PEPSI_H1_PMS540_NB

PEPSI_H5_2C_NB
PMS 540

PEPSI_H1_1C_NB

BLACK

Primary Horizontal Formats with Backgrounds
Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved configurations shown here have been provided for custom needs. DO NOT alter the electronic...