PepsiCo introduces new corporate brand identity
For the first time in 25 years, PepsiCo has unveiled a new brand identity along with a new logo.
The redesigned logo and new branding reflect what the international food and drinks manufacturer says is a renewed focus on the consumer, and a “transformation that captures the energy, optimism and ambition of PepsiCo in 2025 and beyond . . . building a modern, forward-thinking company.”
The idea behind the initiative is to raise awareness of PepsiCo 500 brands amongst consumers who likely only know PepsiCo as the manufacturer of the popular soft drink Pepsi. PepsiCo has a portfolio of some 500 brands, including such well-known ones as Tostitos, Gatorade, Quaker, Siete and poppi.
“Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe and an unmatched family of beloved food and drink brands,” said PepsiCo chairman and CEO Ramon Laguarta.
At the centre of this rebranding is the familiar PepsiCo "P” and now shaped by the surrounding forms, symbols that are meant to represent consumer centricity, sustainability and great taste.
“Our colour palette draws from the real world — the rich soils that nourish our foods, our refreshing drinks, and the vibrant hues that reflect our commitment to people and the planet. The new custom typeface, featuring lowercase letters, conveys a sense of approachability that mirrors the bold, consumer-centric spirit of our brands,” the company explained in a statement.
“Our refreshed corporate brand is a beautiful expression of both who we are as a company today and our aspiration for the future — reflecting our wide portfolio of beloved foods and drinks brands,” said Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods. “By putting smiles at the heart of our visual identity, we’re signaling our obsession with consumers, and that obsession fuels our growth.”
