Pepsi premieres “look” for the first time in 14 years. The soft drink brand unveiled its new logo with a darker tone. In this way, the brand seeks celebrate its 125th anniversary and resume “its commitment to Pepsi Zero Sugar.”
This new visual identity includes a new color palette, more similar to the one used before 2008, as well as a new modern font, but which refers to the classic image.
“The new design evolves the Pepsi brand to represent its most enjoyable and unapologetic qualities, and will encompass all physical and digital touch points, including packaging, fountain and chiller equipment, fleet, fashion and restaurants.” the brand said in a press release.
Key Design Elements
According to the company, the redesign of its image was based on the following key points:
- Pepsi’s globe and wordmark come together to fit into a variety of settings and emphasize the soft drink’s distinctive branding.
- An updated color palette features electric blue and black to bring contrast, vibrancy and a contemporary edge to the brand’s classic color scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design features the color black.
- A visually distinct new can silhouette, highlighting the iconic can as a brand accessible to all.
- A modern, custom typeface reflects the brand’s confidence and unapologetic mindset.
- The signature pulse evokes the “ripple, pop and fizz” of Pepsi-Cola with movement. It also brings the rhythm and energy of the music, an important and continuing part of the drink’s legacy.
The new stage of Pepsi
This new design is part of PepsiCo’s positive sustainable packaging goals.
Starting in 2022, Pepsi has begun converting all 20-oz Pepsi bottles, including Pepsi Zero Sugar, into 100% recycled PET.
Todd Kaplan, the company’s director of marketing, shared the image on his Twitter account saying: “Welcome to a new era of Pepsi!”
Products with the new logo will be released in the United States in the fall, while the rest of the world will see them until 2024.
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