Pepsi goes bold for its new look


Pepsi is unveiling a new logo and visual identity system, the first update of the Pepsi globe logo in 14 years, launched to coincide with the brand’s 125th anniversary.

Key design elements include the Pepsi “globe” and wordmark – redesigned in a way that recalls a logo the brand used in the 80s and 90s – uniting to fit into a variety of settings and emphasize the distinctive branding. There’s also an updated color palette introducing electric blue and black to “bring contrast, vibrancy, and a contemporary edge” to the classic Pepsi color scheme. The design also brings in black, a reflection of the CPG’s commitment to its Pepsi Zero Sugar product.

Another design element is a new can silhouette that is visually distinct from others on the market.

According to Todd Kaplan, Pepsi’s CMO, it’s an “exciting new and modern look” that will drive brand distinction to show up bigger and bolder.

“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 tells strategy.

Kaplan adds that the new look and feel was led by the in-house design and innovation team, a “labour of love several years in the making.”

The new logo and visual identity will be launched in phases, Kaplan explains. First up is the U.S. and Canada this fall, followed by global markets in 2024. “You’ll start seeing the new look on packaging first, but signage and equipment at individual retailers or foodservice locations may transition more slowly as they exhaust their current Pepsi inventory and collateral. “

The new design spans across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining.

Pepsi claims the revitalized 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.”

Golin is providing PR support.