Pepsi is a brand in perpetual motion, and its 125-year history of meeting the moment meant it was time for its visual identity system to evolve once again. But how do you introduce the next era of an iconic brand like Pepsi? By embracing the same challenger mindset Pepsi is known for, we created a new look that connects our cola brand’s storied heritage with our bold vision for what’s to come.
The Idea
A new look for a new moment
Pepsi has always pushed culture forward, and in taking on its global redesign, we set out to pay homage to its rich heritage while paving the way toward the future. But before taking on the first evolution of the Pepsi visual identity in 14 years, we had to first dive into the brand's legendary history. From there, we charted our course toward a fresh look and feel that could make its mark the way an iconic brand like Pepsi can.
The Design
Unapologetically current and undeniably Pepsi
Through our rigorous design thinking process, we begin to thoughtfully test and transform the Pepsi type, palette, and logomark. In designing a modern brand, we also sought to unlock more flexibility for Pepsi to move between physical and digital spaces.
In 2023, we unveiled the result. Timely and timeless, the new Pepsi logo and visual identity system are more than a refresh. We introduced an electric blue and the black of Pepsi Zero Sugar to our cola’s classic colors alongside a modern, custom typeface that reflects the brand’s confidence.
Uniting the Pepsi Globe and wordmark across languages and cultures, the revitalized and distinct design introduces movement and animation into the visual system with a new signature blue and black “pulse.” The wordmark and globe blend together to take over every touchpoint, from packaging to equipment to fashion.
The Outcome
An Iconic Brand’s Next Era
The fresh look and feel of Pepsi is bigger and bolder in every way. Grounded in our ambition to create more moments of unapologetic enjoyment, our global Pepsi redesign has attracted the attention of TODAY and Fast Company, among others. Our Chief Design Officer, Mauro Porcini, explains, “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.” As the new logo and visual identity roll out across the world, we know this next chapter is just the beginning.
