Pepsi unveils refreshening new look

New logo and visual identity preclude company's 125th anniversary celebrations.
Michelle Warren
Editor & Associate Publisher, Convenience Store News Canada + OCTANE
Michelle Warren smiles
Pepsi's new logo on products displayed on an outdoor ad wall
Pepsi's new logo on products displayed on an outdoor ad wall

Pepsi is unveiling a new logo and visual identity system that is to be rolled across North America this fall to mark the iconic brand's 125th anniversary.

This is the first update to the Pepsi globe logo in 14 years and it will be rolled out across the globe in 2024.

It's a new look for a new era, according to a release from Pepsi: "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. 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 20oz 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 old logo and new logo
Pepsi logo today compared to the new look

The new logo and visual identity system borrows from the company's long history, while incorporating modern elements, including a bold typeface; updated colour palette that introduces electric blue and black; and a signature pulse designed evoke the "ripple, pop and fizz" of Pepsi-Cola with movement, while bringing the rhythm and energy of music. 

The company said the new darker vibe with the black is a nod to the brand's continued and future focus on Pepsi Zero Sugar.

"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. "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."

Throughout its 125 years, Pepsi has maintained a bold challenger mindset and a strong link to pop culture that includes the Pepsi Challenge, the Super Bowl Halftime Show and ads with some of the world's most renowned musicians and actors.

"Pepsi has always pushed culture forward to deliver one-of-a-kind fan experiences in a timely way, while simultaneously remaining iconic and timeless. Pepsi also continuously reinvents itself with brave marketing and product innovation, from creating its own television shows, exploring Web3 and introducing compelling new varieties over the years including the recent Nitro Pepsi, Pepsi x Peeps, Pepsi for SodaStream and an improved Pepsi Zero Sugar taste in the U.S. to give fans the best tasting cola in the zero-sugar category," the company said in a statement announcing the new look. 

At its core, Pepsi says it is inspired to help fans choose more moments of unapologetic enjoyment: "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. 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."

Mauro Porcini, SVP and chief design offers of PepsiCo, said the goal is to design 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."

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