My thoughts on the matter.  First a critique:  

The Good:  I like the fact that they did in fact pull the text treatment from past logos, it lends some weight and history to their story.  The sans-serif, rounded font is in fact very appropriate for the design climate right now.  Simple, clean, appleish.  

The Hmmm:  There is not really an integration of the text and the logo.  In fact, it could be two separate elements.  If their intention is to use them separately then that is okay, but pepsi is planning on redoing everything with this logo and it feels disjointed.

The Ewwww:  This pepsi logo must be on people’s mind because I saw a cartoon where someone did a little sketch (see below)

Since seeing this I haven’t been able to look at it the same.  But the biggest question I have with pepsi is that, if you are going to throw $1,000,000 behind a rebranding, new logo process, shouldn’t they be shaking up the design world, introducing something new, something ground-breaking. Being trend-setters?  Instead of just responding to a trend, as Jim Edwards says, is already kind of aged and may lack durability?  

I would love to see the market testing on this logo. 

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