Wisconsin’s new logo and slogan

By Ryan J. Foley, Associated Press Writer

MADISON, Wis. – Wisconsin’s new state slogan is already inspiring something, but it’s not exactly unanimous praise.

Gov. Jim Doyle said Monday the state will use “Live like you mean it” to promote Wisconsin as a tourism and business destination, replacing the slogan “Life’s So Good.”

But motivational speakers, authors and even wine and spirit maker Bacardi have already used the phrase in marketing campaigns. Some critics who aren’t thrilled the state is adopting their slogan may oppose its attempt to get federal trademark protections on it or even take legal action.

“They are not going to get a federal trademark. I just wanted to let them know that,” said Ellyn Luros-Elson, a Napa, Calif., dietitian who is co-author of a 2006 book by that name. “It doesn’t make sense the state is going to use something they know has already been put out there.”

The state’s brand manager, Sarah Klavas, said the Department of Tourism thoroughly vetted the phrase before introducing it and is confident there will be no trademark infringement.

She said the state applied for a trademark with the U.S. Trademark and Patent Office and is awaiting approval. A legal review, which included hiring an outside firm, turned up no problems and she noted that multiple entities can use the same phrase as long as they are promoting different items.

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Tags: state logos, wisconsin logo, wisconsin new logo, wisconsin slogan

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Tags: 2008 logos, barack obama campaign logo, obama's logo, political logos

The Redesign of Pepsi Logo

The New Pepsi Logo

NEW YORK – How long does it take to remake an icon? Try five months.

That’s the amount of time Pepsi took to revamp its famous logo, after top executives Indra Nooyi and Massimo d’Amore called for a “quantum leap” forward in transforming the soft-drink category and defining Pepsi as a cultural leader, said Frank Cooper, Pepsi’s VP-portfolio brands.

“We felt like, as we move out of this traditional mass marketing and mass distribution era into today’s culture, there’s an opportunity to bring humanity back, both in terms of the design but also in the way we engage consumers,” he said. “By making the logo more dynamic and more alive … [it is] absolutely a huge step in the right direction.”

And a costly one. Pepsi would not discuss what it’s paying for the revamp, but experts estimate the cost for a top firm to work five months at north of $1 million. But that’s just the beginning. The real cost, said an expert, is in removing the old logo everywhere it appears and putting new material up. For Coke or Pepsi, when you add up all the trucks, vending machines, stadium signage, point-of-sale materials and more around the world, it could easily tally several hundred million dollars, the expert said.

The new logo is a white band in the middle of Pepsi’s circle that loosely forms a series of smiles: A smile will characterize brand Pepsi, while a grin is used for Diet Pepsi and a laugh is used for Pepsi Max. The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.

Less than subtle
Omnicom’s Arnell Group was tapped to work on the redesigns, which also include Mountain Dew — soon to be known as Mtn Dew — and Sierra Mist. The agency already had experience working with Pepsi, having spearheaded more than 35 packaging designs for the company.

Consumers won’t see a new campaign for a while. Mr. Cooper said the launch isn’t expected until 2009. But “when we turn the lights on, hate it or love it, you will absolutely know that Pepsi is out in the marketplace,” he said.

So far, branding experts are in both camps. “It’s tilting the whole brand presentation from a classic expression of uniqueness and quality into something that is much more humorous, almost flippant,” said Tony Spaeth, an identity consultant. “It worries me that it is less durable, less permanent and classic. It comes across as more of a campaign idea than an enduring brand expression.”

“This seems to be a really good solution. It feels like the same Pepsi we know and love, but it’s more adventurous, more youthful, with a bit more personality to it,” said Chris Campbell, executive creative director at Interbrand. “In theory, what they’re doing sounds like a really clever solution to link together a family of brands.”

Tags: logo design, new logo, pepsi logo