LONDON: Pepsi unveiled a new logo and visual identity this week — the brand’s first branding update in 14 years.
The new logo, which retains its most recognizable features, has the Pepsi name in bold, capital letters inside a circle filled with the brand’s iconic red, white and blue stripes.
Pepsi said that the new logo “pays homage to the brand’s rich heritage while taking a big leap toward the future” and reflects its “most unapologetic and enjoyable qualities.”
The rebrand will be rolled out in North America in fall, ahead of Pepsi’s 125th anniversary, and internationally in 2024. It will include all physical and digital forms, from packaging and cooler equipment to dining and fashion.
“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 and chief design officer of PepsiCo.
“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,” he said.
While borrowing equity from its 125-year history, the new Pepsi logo features modern elements to “create a look that is unapologetically current and undeniably Pepsi,” the company’s press statement read.
These elements include the Pepsi globe and wordmark, a color palette incorporating electric blue and black, an updated can silhouette, a custom typeface, and the signature Pepsi pulse to evoke the “ripple, pop and fizz” of Pepsi-Cola.
“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 head of marketing.
“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.
