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Pepsi Unveils First New Logo and Visual Identity System In 15 Years

by Rudy Sanchez on 03/28/2023 | 3 Minute Read

In honor of Pepsi's upcoming 125th anniversary, the brand is now looking to the future.

Today, Pepsi unveiled a new logo and visual identity system for its flagship brand, and it marks the first significant update in 15 years. Crafted in-house by PepsiCo Design + Innovation and in partnership with agency Mrs&Mr, the new look will hit shelves in 2024.

The new logo design once again incorporates the brand’s name into the red, white, and blue globe, a look that hit its stride when it was introduced in 1987 (and scrapped in 1997). The new and improved (and bigger) Pepsi wordmark feels more natural nestled inside the sphere rather than standing next to it.

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Other changes include an update to the color palette and typography. Replacing the soft and rounded lowercase “pepsi” is a more striking wordmark in all caps, and the new typography stands in stark contrast with a rounder look. The colors also have an energetic sheen as well. A new black and electric blue get added to the brand’s overall color palette, which adds vibrancy and complements the new and more dynamic logo.

Pepsi’s new brand identity will be seen across all physical and digital touchpoints and represent the brand’s “unapologetic and enjoyable qualities.

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Pepsi cites its ties to pop culture and “bold challenger mindset” throughout its history as the inspiration for the makeover, citing the Pepsi Challenge promotion, its influence on the Superbowl Halftime show, and iconic advertisements featuring superstar actors and musicians.

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“We designed this new brand identity to be unapologetically current and undeniably Pepsi. The Pepsi wordmark and globe blend together to take over every touchpoint, from packaging to equipment to fashion,” Mauro Porcini, SVP & chief design officer of PepsiCo, posted on LinkedIn. “Black – that same black in our Pepsi Zero Sugar identity – paints the wordmark, outlines the globe, and, blending into blue, radiates into the world with a new, ownable pulse. The Pepsi pulse. The pulse that connects the digital and physical dimensions of Pepsi. Because you can’t design a brand today without thinking of how it will come to life in the virtual world made of bits and bytes.”

“Even the flavors—flavors like cherry or mango—are not mere variations with a descriptor of the core design anymore: we unleash the visual power of those flavors, and they stand proud and bold, with an explosion of energy, on packaging, on merchandising, and in the digital realm.”

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Pepsi’s update comes on the heels of its global refresh of the lemon-lime soda brand 7UP, which PepsiCo distributes outside the United States.

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