The reason brands like McDonald’s, Pepsi and Pringles change their logos

A recent thread by a font designer has been making some noise on X. The post by user Saskia Ketz has had thousands of impressions, and has described the reason why logos change “every seven years” as being to “control your mind”.

The thread names some of the most distinctive brands such as Pringles, Kia and Pepsi and compares their current logos to their previous ones. Lots of people also seem to have resonated with the marketing strategies they had not given lots of thought to in the comments, with some people noting they had previously assumed the best strategy was to keep a logo the same so it is recognisable, with others praising the post as an “informative read”.

The first point raised is related to how Gen Z is targeted, noting: “This year, Pepsi ditched its 14-year-old logo for something that looks… old. But don’t be fooled. This isn’t a step back. It’s a calculated leap forward. Their target is Gen Z. And their weapon is nostalgia for an era they never lived…”

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The post goes on to explain how this can be described as “fauxstalgia” marketing, and claims that people from Gen Z are “obsessed with the 90s aesthetic”, because despite never having lived through this time, they associate it with a more attractive time to live, when things were simpler.

Also referenced is the marketing strategy known as the “psychology game”. The post said: “Burberry, Balenciaga, and Prada all switched to more simple logos. Why? They’re not dumbing down. They’re smartening up. These logos are optimized for the smallest screens. Think smartwatches.”

Another point was to do with “brand positioning”. While some people might judge a book by its cover if a logo does not immediately show what a particular product is all about, it might be that it is actually a calculated decision to get you thinking, according to Saskia.

She added in the thread: “Take Kia. Their new logo is so abstract that people Google ‘KN car’. But this isn’t a failure. It’s a flex.” She continued: “Kia’s saying, ‘We’re not just cheap cars anymore.’ They’re repositioning as a tech-forward, electric vehicle innovator. The confusing logo? It makes you look twice. Talk about it. Remember it. It’s turning confusion into conversation.”

The thread concluded: “In branding, ‘boring’ can be brilliant. So when you see a rebrand, look closer. You might be witnessing a multi-billion dollar psychological strategy unfold. It’s not about how the logo looks. It’s about what the logo reminds you of—and how it makes you feel.”

Responding to the post, one X user seemed keen to know more, writing: “Interesting read, thanks. Can the logic be shared, in part, in a blog post?” Someone else noted: “I always thought the best logo strategy was to keep it the same over time.”

Another user added: “Well done. I had no idea about the psychology behind it.”

The subtleties that come with logo changes have also come to light recently, including the recent TikTok trend where people had to guess which logos brands were currently using. And because some of them only made minor changes, some users found this more difficult than expected.

Another expert in the field also revealed some of the key objectives when it comes to a brand changing their logo in 2024 in a LinkedIn post earlier this year. Brand and website designer Lucas Flach wrote: “it’s not just about changing a design for the sake of it. It’s about evolving your brand’s visual identity to better reflect its current state or future direction.

“Whether it’s due to an outdated logo or your brand’s story and personality have changed, a redesigned logo can significantly enhance brand recognition. By carefully selecting design elements, colour schemes, and even consulting logo maker tools or exploring logo templates, you can ensure your new logo reflects the essence of your brand.”

He referenced the transformation of McDonald’s golden arches as a key redesign, noting: “Originally introduced in the 1969 logo, the arches have undergone several refinements, maintaining their instantly recognizable shape while adapting to modern tastes. This evolution underscores the importance of balancing brand heritage with contemporary design trends.”