Pepsi unveils new logo and visual identity inspired by the 90s

To celebrate its 125th anniversary, Pepsi has revealed a new visual identity and logo for the first time since Pepsi’s iconic globe was redesigned 15 years ago.

The new design, created in-house, aims to represent the brand’s core: helping fans choose more moments of unapologetic enjoyment.

The new logo and visual identity pay homage to the brand’s late 80s and 90s identity and are infused with “great energy and confidence and boldness.”

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.

Mauro Porcini, SVP & Chief Design Officer of PepsiCo.

The new logo repositions the wordmark inside the Pepsi globe, a decision made after the brand held focus groups where people drew the Pepsi logo that way.

The wordmark has transitioned from a thin lowercase font to a bold, all-caps custom typeface that reflects the brand’s “unapologetic mentality.”

“It’s this lowercase, italicized font, the blue is a little bit muted … it doesn’t exude that confidence and energy that the brand really represents.”

Todd Kaplan, Chief Marketing Officer of PepsiCo.

A new color palette was also revealed, featuring a combination of electric blue and black to convey the confidence and energy that the brand represents.

The introduction of a prominent black color shows the brand’s commitment to putting Pepsi Zero Sugar at the center of its strategy for the US. Earlier this year, Pepsi announced changes to its zero-sugar recipe with a Super Bowl ad.

The visual identity also introduces new distinctive elements of the brand. A can silhouette (Similar to what Coca-Cola does with its bottle silhouette) that plays with different photography and graphics which heroes the iconic Pepsi can as an accessible brand for all.

Pepsi is also introducing a “Pepsi pulse” emanating from the logo that recalls the brand’s connection to music over the years, from the controversial Michael Jackson ad to the Super Bowl halftime shows.

The new design will encompass all physical and digital touchpoints, including packaging, fountain and chiller equipment, fleet, fashion, and restaurants.

Pepsi will roll out the new look in North America this fall in time for the brand’s 125th anniversary, and globally in 2024.

How does an old reference help the brand connect with new generations?

It is not difficult to understand how “vintage” designs manage to connect with everyone.

Pepsi’s new design will connect, on the one hand, with the older generations who grew up with the logo of the 80s and 90s, and on the other hand, it will connect with the new generations who are constantly looking for inspiration in the 90s and 2000s.

Let’s not forget that Pepsi was featured on Stranger Things, a popular show among younger consumers. Similar to Burger King, which also redesigned its logo to look like its 80s design.

More than ever nostalgia is playing a big role in pop culture and design, and it was just time to see Pepsi jump on the hype train.

TBI