A new logo and new visual identity have been unveiled by Pepsi. The logo hasn’t been updated in 14 years.
According to Pepsi, the brand’s 125-year history “borrows equity” for the logo and visual identity. The design is reminiscent of its 1970s-to-90s logo, which also featured the Pepsi brand name in a bold typeface enclosed within the company’s recognizable red-and-blue “yin-yang” circle.
During the autumn of this year, the brand’s 125th anniversary, the new visual identity will be introduced in North America. Next year, the new logo and packaging will be distributed worldwide.
It will length across all the brand’s physical and advanced touchpoints, from bundling to wellspring and cooler hardware, as well as style and feasting. According to Pepsi, the brand’s new identity introduces more “movement and animation” and “unlocking more flexibility” to appeal to consumers in an “increasingly digital world.”
The new color scheme for the brand refresh now includes the hue black. The dark variety has been drawn from the marking for Pepsi Zero Sugar (known as Pepsi Max in the UK), and signs Pepsi’s “continued focus” on its zero sugar advertising.
According to CMO Todd Kaplan, the new visual design marks the beginning of a “new era” for Pepsi and will help differentiate the brand.
“Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and disrupted the category for the past 125 years,” he says.
“This new visual system brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world.”