Pepsi this morning revealed a new logo and visual identity that executives say better reflects the brand’s boldness and energy, connection to pop culture and digital ambitions. The new design, which was created in-house, is the soda's first logo change in 15 years and will be used in packaging and marketing beginning this fall. It will eventually be rolled out worldwide.
Also read: Designers react to Pepsi's new logo
The change puts the Pepsi wordmark back into the Pepsi globe, in a way that resembles the Pepsi logo that was used for much of the 1980s. What’s new is a custom all-caps font, along with new colors—electric blue to convey vibrancy, and black, which signifies Pepsi Zero Sugar, the new growth driver for the brand, according to PepsiCo.
A variety of blue and black “pulses” and “ripple effects” radiating out from the logo evoke the brand’s long association with music while helping it stand out on store shelves and online, executives said.