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Several well-known brands have recently introduced new logos, including Starbucks and, more recently, Pepsi-Cola. The company unveiled its new “smile” logo last month as part of a long-term effort to revamp brands like Pepsi and Mountain Dew.

“Pepsi's new brand identity program is the first step in a multiyear reinvestment in carbonated soft drinks,” Nicole Bradley, senior manager of PR at Pepsi-Cola North America Beverages, notes, via e-mail. She noted that Edelman is helping it ...