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Pepsi has a brand-new logo

Few things are as ingrained in the American psyche more than the packaging of some iconic brands, particularly the look and feel of the country’s top cola brands. So, when a brand changes its logo, it’s a big deal.

On March 28, PepsiCo announced that its flagship brand, Pepsi, will be using a new logo and visual identity system on its cans, bottles and more — the first update to the logo in 14 years.

For the brand’s 125th anniversary, Pepsi will roll out the new look in North America starting this fall and will subsequently roll out the new look across the globe in 2024. 

“The new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities, and will span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining,” said Pepsi in a press release.

New Pepsi can designs
New Pepsi can designs

“The new logo and visual identity pays homage to the brand’s rich heritage while taking a big leap toward the future,” the brand added.

Pepsi's new truck design.
Pepsi’s new truck design.PEPSI

The new identity will be reflected online and across its suite of products ranging from its well-known canned beverages to merchandise. The brand even plans to upgrade its trucking fleet with these new visuals.

Pepsi has gone through six logo changes over the last 125 years. The first logo was created by Caleb D Bradham, a pharmacist and the inventor of the formula for the first Pepsi-Cola in New Bern, North Carolina in 1898.

Since then, the font and the globe motif behind it have changed for the better, and according to some critics on the last logo’s latest retiree, for the worse.

Still, the brand’s new logo has already been receiving well wishes and good reviews on social media.

The new identity was created in-house by a team led by senior vice president and chief design officer for PepsiCo Mauro Porcini, who joined the corporation in 2012.

“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 Porcini in the press release.

“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,” Porcini added.

Welcome back Pepsi!

Jon Cherry, one of SA’s top marketing and trend gurus, had this to say on his website,…..

Pepsi is one of those brands that historically comes across as if it is managed by a very large committee of accountants.

Strategically it has been all over the place. Never really settling on a defined path which has set it apart from its big rival.

Design-wise the Pepsi logo has kind-of followed whatever design trend was ‘trendy’ at the time – and as a result the image of the brand (at least in our opinion) dwindled down into nothingness.

Minus a strong aesthetic – Pepsi just comes across as a placeholder for where a strong competitor should be in the so-called ‘Cola Wars’, rather than one with any kind of defendable credibility.

The 2008-2022 version really is particularly weak and forgettable. The old challenger to the might of Coca Cola seemed to have finally tapped out.

Yesterday, however Pepsi announced yet another visual identity change, but this time they nailed it.

The new Pepsi logo is strong, bold, uncompromising and simple. All involved have done a great job here.

‘The committee’ has thankfully been fired and somebody with direction has clearly been appointed to steer the brand in a new defined direction.

We are often asked whether a new corporate identity is worth the money and the hassle of going through the change – and my answer to this is very simple…

“If the new identity represents a refreshed vision and brand new approach to how the brand is going to win – then yes it’s a wise investment.”

We wait to see what new competitive marketing approach emerges from here.


In other PepsiCo news…. classic Pepsi moves to sweeteners in UK & Ireland

In other news, PepsiCo has also announced a change to its classic cola recipe in the UK and Ireland, with the beverage now set to contain 57% less sugar. Diet Pepsi and Pepsi Max will not be reformulated. 

The new recipe is reformulated with a blend of acesulfame potassium and sucralose sweeteners and contains 56% fewer calories from added sugar. Nutritional information will also be added to the packaging. 

The news comes as the UK government introduces new guidelines about the HFSS content of food and beverage products; however, some say that the new formulation will pose a problem for people with diabetes who are unable to consume such sweeteners.


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