Pepsi reported that they would change their logo and visual identity, which would launch in the U.S. in the fall, commemorating the brand’s 125th anniversary, and then make the rebranding globally in 2024.
Pepsi’s new design spans all types of touchpoints, both physical and digital, including packaging, fountains and cooler equipment, fleets and fashion, and restaurants.
“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 for 125 years to remain part of pop culture and part of people’s lives,” said Mauro Porcini, senior vice president and chief design officer, PepsiCo.
The new logo seeks to recapture the company’s 125 years of history while incorporating modern elements to create a unique and modern visual appearance.
“We designed the new brand identity to connect future generations to our brand’s legacy, combining the distinction of our history with contemporary elements to signal our bold vision of what’s to come,” added Porcini.
The Pepsi globe and branding will be unified to prioritize Pepsi’s distinctive branding, and they will also update the color palette to a more electric blue and black, which will provide better contrast.
The new look also has more vibrancy and a classic touch on the old Pepsi logos, and the black color emphasizes the brand’s commitment to Pepsi Zero Sugar in the future.
In addition, the new visual identity will have a new silhouette on the can and typeface with modern features.
“Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and has revolutionized the category for the past 125 years,” said Todd Kaplan, chief marketing officer for Pepsi.
“The system brings out the best of Pepsi’s rich brand heritage, while taking a big step forward in setting it up for success in an increasingly digital world.” he added.