Pretty much everything that could possibly be said, thought, or imagined about the Pepsi rebranding from late last year has been said, thought, imagined and then blogged about, so this has no need to be an in depth discussion.

Here’s my constructive addition to the conversation, though:

The lowercase “e” has a wavy distortion applied to the horizontal stroke that makes it resemble (presumably) the classic pepsi mark. To me, because it doesn’t curl up on the left-hand side, it looks like a sneering face or, worse: the shape that a Simpsons character’s mouth makes when belching.

It’s subtle, but everytime I see a Pepsi label (which is frequent), it’s like the “e” is printed in fluorescent pink ink. It’s all I can look at.