BrandArena: Why Pepsi is Changing Its Logo and Visual Identity

Monday 17 April 2023

Why Pepsi is Changing Its Logo and Visual Identity

The iconic global brand Pepsi is introducing a new logo and visual identity system, the first change to the iconic Pepsi globe logo in 14 years. Pepsi will unveil its refreshed look in North America this autumn, in time for the brand's 125th anniversary, and globally in 2024, ushering in the brand's next age with a forward-thinking approach.

The new design evolves the Pepsi brand to express its bold and enjoyable features, and it will be extended to all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion, and restaurants. Pepsi is important to meeting the PepsiCo Positive sustainable packaging targets, and as of 2022, Pepsi has begun to transition all 20oz bottles of Pepsi, including Pepsi Zero Sugar, to 100% recycled PET in the United States. The new logo and graphic identity pay homage to the brand's rich history while also looking to the future.

Pepsi has retained a bold challenger spirit and a strong affinity to pop culture throughout its historic history. Pepsi has always pushed the culture forward to deliver one-of-a-kind fan experiences in a timely manner while remaining iconic and timeless. From the Pepsi Challenge and reimagining the Super Bowl Halftime Show, to creating some of the most iconic ads of all time with the world's most renowned musicians and actors. Pepsi is also constantly reinventing itself through daring marketing and product innovation, such as creating its own television shows, exploring Web3, and introducing compelling new varieties over the years, such as the recent Nitro Pepsi, Pepsi x Peeps, Pepsi for SodaStream, and an improved Pepsi Zero Sugar taste in the United States, to give fans the best tasting cola in the zero-sugar category.

"At PepsiCo, we design our brands to tell a compelling and holistic story. Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people's lives," said Mauro Porcini, SVP & Chief Design Officer of PepsiCo, while commenting on the brand's decision to rebrand at this time. "We designed the new brand identity to connect future generations with our brand's heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what's to come."

"Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and disrupted the category for the past 125 years," said Todd Kaplan, Chief Marketing Officer - Pepsi. "We couldn't be more excited to begin a new era for Pepsi, as this exciting new and modern look will drive brand distinction to show up bigger and bolder and help people find new ways to unapologetically enjoy the things they love. This new visual system brings out the best of the Pepsi brand's rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world."

The logo and visual design intelligently takes equity from Pepsi's 125-year history while incorporating modern components to create an unapologetically current and authentically Pepsi image.

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