Pepsi unveils a new logo and visual identity marking 125th anniversary

Global soft drink brand Pepsi has unveiled a new logo and visual identity system, the first update of the iconic Pepsi globe logo in 14 years.

Pepsi will roll out the new look in North America this fall in time for the brand’s 125th anniversary, and globally in 2024, marking the brand’s next era with an eye toward the future.

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

In the UK, the brand has recently announced its reformulation, which would see the classic Pepsi having 57 per cent less sugar.

“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 over 125 years to remain a part of pop culture and a part of people’s lives,” said Mauro Porcini, SVP and chief design officer of PepsiCo.

“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come.”

The logo and visual identity borrows equity from its 125-year history and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi. Key design elements include:

• The Pepsi globe and wordmark unite to fit into a variety of settings and emphasize the distinctive Pepsi branding.
• An updated color palette introduces electric blue and black to bring contrast, vibrancy, and a contemporary edge to the classic Pepsi color scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the color black, further showing the brand’s commitment to Pepsi Zero Sugar in the future.
• A new visually distinct can silhouette, which heroes the iconic Pepsi can as an accessible brand for all.
• A modern, custom typeface reflects the brand’s confidence and unapologetic mindset.
• The signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola with movement. It also brings the rhythm and energy of music, an important and continuing part of the Pepsi legacy.