Despite the lessons of the song (that “smiling faces, sometimes they don’t tell the truth”) plenty of brands seem convinced that consumers will trust a smiling logo.
A lot of this trend is clearly the Amazon.com effect. Their logo with the smiling swash (that also serves as an arrow pointing “from A to Z”) has spawned a number of new and redesigned logos, underscored with a curved smiling line.
Crayola’s spectral smile logo (below), appears to have evolved from the 1988 die cut “smile window” of their crayon packaging…
Even the much-maligned Arnell Group redesign of the Pepsi logo in 2008 was seen as a way of making the old logo “smile.” (among other intentions)
(Other emotions, after the fold…)
Advancing the idea that the Pepsi logo, rather than being just a single static design, could change dynamically, the Arnell Group created this graphic suggesting an analogy to human emotions: “One Identity, Multiple Emotions.”
And yet (with one or two possible exceptions) all of the emotions offered above appear to involve smiling.
Pepsi’s presumptive brand message for consumers? Smile though your heart is aching.