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I just read the Dave Fleet’s post on Branding… which came from Seth Godin’s post on branding… which came from Freshfuel and Dieline’s post on some new logos!
(at least I believe that’s the bunny trail that led you to here)

The BIG IDEA is:

Re-branding will not fix your company’s problems!

»»» I agree! «««

MY EXAMPLE: I saw this evident in Time Warner Cable who became Bright House in Tampa and Orlando, Florida. While they have a fresh look and better commercials… it’s still Time Warner in control and the same sluggish support and service.

Now back to the story: Pepsi’s Chief Marketing Officer Dave Burwick said

“If we don’t change quickly, we run the risk of being a footnote to history,”

First… I doubt your logo has brought you to the point of being a footnote.
Second… You do realize the expense of re-branding (stationery, signage, product bottles/cans/etc, invoices, toilet paper in CEO’s bathroom). It’s a grand-brand-task.

The reality?

You can take a bad logo and still provide great service or product and be powerful.
I know… I know… “why did you just say that, man-who-creates-logos?”

Because the logo or icon is not the brand. It’s the identifier.

It’s like this: My face might be my logo (what you see initially and identify with)… but what I DO and SAY is my brand (why you believe in me or trust in me or follow me). Nothing takes the place of consistent branding that communicates your organizations’ values and personality.

So why a logo in first place? Because everyone needs a face! Some have a good one… and others need a facelift

So here are the new identities you’ll be faced with…

Actually… when you turn it just right… the new pepsi logo looks similar to something I’ve seen lately… 

Go brand yourself!