The new logo and visual identity come from the beverage company’s 125-year history with a few modern elements to create the “current and undeniably Pepsi” look. The new design also features a bold typeface, signature pulse, and an updated color palette, which is highlighting the brand’s commitment to Pepsi Zero Sugar.
According to Pepsi, the new logo showcases the brand evolution to present “most unapologetic and enjoyable qualities”. Meanwhile, the rebrand will also occur across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining.
Some key design changes include the Pepsi globe and wordmark unite, to emphasize the distinct Pepsi branding, with a bolder custom typeface reflecting the brand’s “confidence and unapologetic mindset” which is different from the former soft, lower-case letters used.
We see an updated color palette which consists of electric blue and black to bring contrast and vibrancy, giving a contemporary edge to the improved Pepsi color scheme. The colors further emphasize the brand’s renewed focus on Pepsi Zero Sugar, while the new design has the color black which is already being used on Zero Sugar packaging.
The design also features a Pepsi “pulse” motif which reflects a sense of movement and the ” ripple, pop, and fizz” of the soda. It also carries “the rhythm and energy of music” which is an important and continuing part of the brand’s legacy.
Pepsi also disclosed that it’s new “visually distinct can silhouette” is designed to present Pepsi as an accessible brand for everyone.
The new brand identity will first be rolled out in North America in September, close to when the brand celebrates its 125th anniversary, followed by a global reveal in 2024.
Pepsi’s Chief Marketing Officer said “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. 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,”
Mauro Porcini, SVP, and chief design officer at PepsiCo added that “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.”
