Pepsi is celebrating its upcoming 125th anniversary by updating its logo, paying homage to its iconic classic labeling. The new logo, replacing the one used since 2008, features a bold “PEPSI” centered in a black-bordered circle set against red, white, and blue stripes. This redesign aims to infuse the brand with energy, confidence, and boldness, according to Mauro Porcini, PepsiCo’s chief design officer.
Beginning this fall, PepsiCo will introduce the new logo in the United States and Canada through “electric” blue and black cans, as well as promotional materials. The international rollout of the logo is scheduled for 2024. The decision to reimagine the logo stems from the company’s efforts to revitalize its branding, with a focus on the preference shown by focus groups for the ’70s and ’80s Pepsi logos. By incorporating elements of its heritage into a contemporary design, Pepsi seeks to connect with both the present and the future.
The revamped logo introduces a richer “electric” blue and black color scheme across the brand’s portfolio, lending a modern touch to its visual identity. This dynamic logo also allows for artistic renditions on various mediums, including delivery trucks, merchandise, and vibrant animations in videos and online content. With its versatile and eye-catching design, the logo serves as a badge of visual communication aligned with current trends.
The “Pepsi pulse” emanating from the logo and cans serves as a nod to the brand’s deep-rooted connection with music. Over the years, Pepsi has been associated with numerous musicians, featuring them in TV commercials and sponsoring the Super Bowl halftime show. The logo’s energetic waves symbolize the brand’s commitment to music and its presence in popular culture.
In an ever-competitive marketplace, PepsiCo aims to leverage the new logo’s adaptability to convey a sense of unapologetic enjoyment. With a renewed focus on digital platforms, the logo presents endless opportunities for licensing in the realms of music and sports. As PepsiCo strives to expand its market share, the new logo’s enhanced messaging and visual appeal are poised to captivate consumers and solidify the brand’s position.
