Pepsi is stepping into a new era with a bolder look.
On Tuesday, March 28th, 2023, Pepsi unveiled a new logo and visual identity that will officially debut in North America this fall, in time for the brand’s 125th anniversary, and globally in 2024.
What does the new logo of Pepsi look like?
Pepsi’s new logo thoughtfully borrows equity from the brand’s 125-year history and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi. The updated logo looks very similar to its 1990s version but with a different font and font color and a new border.
When PepsiCo asks people to draw the Pepsi logo from memory, a lot of them put the word “Pepsi” inside the iconic Pepsi globe logo. But the brand’s current logo doesn’t look like that. Spelled in lowercase, the brand name is actually off to the side, standing timidly next to the yin-yang-like globe.
“We couldn’t ignore that kind of insight,” Mauro Porcini, PepsiCo’s chief design officer, said in an interview with CNN. “Instead of rejecting it, we decided to embrace it.”
The new logo boasts a punchy, uppercase “PEPSI” positioned right in the middle of the globe and emblazoned across the white stripe undulating between the red and blue waves.
In addition to the Pepsi globe and wordmark being back together, the new logo also features an updated color palette that introduces electric blue and black to bring contrast, vibrancy, and a contemporary edge to the classic Pepsi color scheme.
The color black weaves its way through the red, white, and blue tones, uniting the entire brand together. It begins with the wordmark, then outlines the globe, and even continues outward in the signature Pepsi pulse, which is a digital pattern that ripples out from the logo and animates to any background beat.
Why did Pepsi change its logo?
Pepsi changed its logo to better represent the confidence and unapologetic enjoyment it promotes. Aside from that, the logo change also allows Pepsi to have a more uniform look in both physical and digital realms.
“In an increasingly digital world, the revitalized and distinct design introduces movement and animation into the visual system, unlocking more flexibility for Pepsi to move between physical and digital spaces, from retail shelves to the metaverse,” the soda brand said in a press release. “It also allows for more seamless and creative collaboration with partners and retailers and more versatility to engage fans in the places they shop, dine, work, and play.”
In a LinkedIn post, Porsini said the Pepsi pulse connects the digital and physical dimensions of Pepsi, noting that “you can’t design a brand today without thinking of how it will come to life in the virtual world made of bits and bytes.”
Another reason for the change of logo is the brand’s continued focus on Pepsi Zero Sugar. The new logo deliberately uses black font and a black border to highlight the Pepsi Zero Sugar line, which “is going to be the center of the strategy for the Pepsi brand” in the United States, according to PepsiCo CEO Ramon Laguarta said during an analyst call in February 2023. In fact, a recipe change to Pepsi Zero Sugar was announced earlier this year, with the product getting a huge advertising placement during the last Super Bowl Halftime Show.
When was the last time Pepsi changed its logo?
Pepsi has undergone a number of rebranding over the past 125 years. But the last time it changed its logo was in 2008. The logo that was introduced at the time is the current visual identity of the iconic global brand. And since it has been around for nearly 15 years, it’s gone a bit stale.
Good thing the new logo is rolling out very soon and will span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion, and dining.
“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, in a press release. “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.”