Mauro Porcini: ‘A Compelling and Holistic Story’
Pepsi is unveiling a new logo and visual identity system, the first update of the iconic globe symbol in 14 years. It is created by PepsiCo Design & Innovation, the company’s prolific inhouse house design team. The new look will be rolled out in North America this fall in time for the brand’s 125th anniversary, and then globally in 2024. The design is intended to span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining.
In an increasingly digital world, the revitalized design introduces movement and animation into the visual system which, according to the company, will create more flexibility for Pepsi to move between physical and digital spaces, from retail shelves to the metaverse, and to allow for more seamless collaboration with partners and retailers.
“At PepsiCo, 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 part of pop culture and a part of people’s lives,” comments Mauro Porcini, SVP & Chief Design Officer of PepsiCo. “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.”
The logo and visual identity borrows equity from its 125-year history and incorporates modern elements as well. Key design elements include: the Pepsi globe and wordmark, united to fit into a variety of settings and to emphasize the distinctive Pepsi branding; an updated color palette that introduces electric blue and black to bring contrast and a more contemporary edge to the color scheme; and a visually distinct can silhouette, which heroes the can as an accessible brand for all. A modern, custom typeface is called “Pepsi Owners.”
A signature “Pepsi pulse” is a new visual principle that evokes the “ripple, pop and fizz” of Pepsi-Cola with movement in the digital world. It also brings the rhythm and energy of music, an important and continuing part of the Pepsi legacy.
“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,” says Todd Kaplan, Chief Marketing Officer – Pepsi. “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.”
