Pepsi has unveiled a slick new logo – the first update in 14 years.
The logo and visual identity “borrows equity” from the brand’s 125-year history, the company says. The design is a throwback to its iconic look between the 1970s and 1990s, which also featured the Pepsi brand name in a bold typeface cradled within its iconic red and blue ‘yin and yang’ circle.
Pepsi will roll out the new look in North America later this year in time for the brand’s 125th anniversary, then globally in 2024, marking the brand’s next era with an eye toward the future. It will span across all the brand’s physical and digital touchpoints, from packaging to fountain and cooler equipment, as well as 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, Pepsi’s Chief Marketing Officer.
He added: “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.”
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 colour palette introduces electric blue and black to bring contrast, vibrancy, and a contemporary edge to the classic Pepsi colour scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the colour black, further showing the brand’s commitment to Pepsi Zero Sugar in the future.
- A new visually distinct can silhouette, which heroes the iconic Pepsi can as an accessible brand for all.
- A modern, custom typeface reflects the brand’s confidence and unapologetic mindset.
- The signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola with movement. It also brings the rhythm and energy of music, an important and continuing part of the Pepsi legacy.
Mauro Porcini, SVP & Chief Design Officer of PepsiCo, said: “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.”