Beverages

New Logo, Visual Identity for Pepsi

Design part of brand’s 125th anniversary, reflects commitment to Pepsi Zero Sugar
New Pepsi cans
Photograph courtesy of PepsiCo

Pepsi will roll out a new look in North America this fall in time for the brand's 125th anniversary.

This will be the first update of Pepsi’s globe logo in 14 years, the Purchase, New York-based company said, marking the brand’s next era with an eye toward the future. The new look will go global in 2024.

“The new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities, and will span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining,” the company said. “Pepsi plays a critical role in achieving the PepsiCo Positive sustainable packaging targets, and in the U.S., as of 2022, Pepsi has begun to convert all 20-ounce bottles of Pepsi, including Pepsi Zero Sugar, to 100% recycled PET. The new logo and visual identity pays homage to the brand’s rich heritage while taking a big leap toward the future.”

Pepsi said the logo and visual identity borrows equity from its 125-year history and incorporates modern elements to create a look that is current and undeniably Pepsi. Key design elements include:

  • The Pepsi globe and wordmark unite to fit into a variety of settings and emphasize the distinctive Pepsi branding.
  • An updated color palette; with continued focus on Pepsi Zero Sugar, the design brings in the color black.
  • A new visually distinct can silhouette.
  • A modern, custom typeface.

The signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola with movement, the company said. It also brings the rhythm and energy of music, an important and continuing part of the Pepsi legacy.

Mauro Porcini, senior vice president and chief design officer of PepsiCo, said, “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. 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.”

Todd Kaplan, Pepsi’s chief marketing officer, added that Pepsi is an iconic brand constantly evolving with the times. “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,” he said.

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