Pepsi, the iconic soft drink brand, is shaking things up ahead of its 125th anniversary with a bold new logo and updated branding. The new logo features the word "PEPSI" centered in a black-bordered circle over red, white and blue stripes, a departure from the leaner font and muted colors of the previous logo. The goal of the rebrand was to infuse the brand with "great energy and confidence and boldness," according to PepsiCo's chief design officer Mauro Porcini.
Pepsi's new logo isn't just a cosmetic change, but rather a reflection of the company's efforts to connect with consumers through its heritage and past. After conducting extensive consumer research, Pepsi found that focus groups responded positively to logos from the 1970s and 80s featuring the word "Pepsi" inside a globe. The challenge was to take this past connection and reimagine it for the present and future.
The new logo design features a richer, "electric" blue and black color scheme that will be used across the entire portfolio, including Pepsi Zero Sugar cans. According to the company, this contemporary color scheme brings a modern edge to the brand's visual identity.
One of the most notable features of the new logo is its adaptability to different mediums and formats. The logo lends itself well to artistic renditions, both in physical merchandising and in digital animations. An unveiling video showcases waves of energy, sound, and light radiating from the new logo and cans, giving it a dynamic and exciting presence. Porcini noted that the logo's adaptability will allow Pepsi to leverage it for licensing opportunities in the worlds of music and sport.
Speaking of music, the new logo features a "Pepsi pulse" emanating from the logo or can, a nod to the brand's connection to the music industry. "Music is in the DNA of the brand," Porcini said, and the new logo reflects that by being better suited for a digital world where music and visual communication are intertwined.
In a competitive marketplace where Coca-Cola dominates with a 43.4% share of total soda sales in the U.S. compared to Pepsi's 22.9%, the new logo and branding offer a fresh and adaptable approach. The new logo's sleek and modern design is a massive improvement over the previous slanted globe logo, which had become a divisive point among fans.
But the new logo is more than just a fresh coat of paint. It's a reflection of the changing times and Pepsi's ability to adapt to them. In today's fast-paced world, where digital communication and social media have transformed the way brands interact with consumers, Pepsi's new logo is designed to be more than just a visual identity. It's a dynamic and flexible symbol that can be adapted to different mediums and formats, allowing the brand to connect with consumers in new and innovative ways.
Pepsi's rebranding efforts also reflect a growing trend among companies to focus on their heritage and past. By connecting with consumers through nostalgia and a sense of shared history, companies like Pepsi can create a sense of community and loyalty that transcends the product itself. In this way, the new logo and branding are not just a reflection of Pepsi's past, but also a way to connect with consumers in the present and future.
The new logo's adaptability and flexibility also open up new opportunities for Pepsi to partner with other brands and industries. Whether it's through music and entertainment, sports and athletics, or fashion and design, the new logo's sleek and modern design is a perfect fit for a wide range of collaborations and partnerships.
To further connect with consumers, Pepsi also launched a new global campaign titled "That's What I Like," featuring a catchy song by Bruno Mars. The campaign aims to showcase Pepsi as a brand that celebrates individuality and diversity, encouraging consumers to embrace their unique personalities and preferences. With the new logo and campaign, Pepsi hopes to attract younger consumers who prioritize authenticity and individuality in their purchasing decisions.
But the rebranding efforts don't stop there. In addition to the new logo and global campaign, Pepsi also announced a new sustainability initiative called "PepsiCo Positive," which focuses on reducing the company's environmental impact and increasing its positive social impact. The initiative includes goals such as achieving net-zero greenhouse gas emissions by 2040, using 100% renewable electricity in the U.S. by 2030, and investing $100 million in initiatives to benefit communities where the company operates.
These efforts show that Pepsi is not just a brand focused on selling soda, but one that is committed to making a positive impact on the world. By aligning with consumers' values and preferences, Pepsi is positioning itself as a brand that not only offers a refreshing drink but also contributes to a better future.
Overall, Pepsi's rebranding efforts are a bold move that reflects the company's commitment to staying relevant and connecting with consumers. The new logo's sleek design, adaptability, and connection to the brand's heritage and past make it a powerful visual identity that can stand the test of time. Combined with a new global campaign that celebrates individuality and a sustainability initiative that aims to make a positive impact on the world, Pepsi is taking steps to become a brand that consumers can truly believe in.
Say Goodbye to Pepsi’s Ridiculous Logo Design
When it comes to logo design, there are some that stand the test of time and become iconic symbols of a brand's identity. And then there are some that make you scratch your head and wonder, "What were they thinking?" The old Pepsi logo design falls squarely into the latter category. If you've never seen the leaked design document, you're in for a treat. The 27-page document reads like a parody of itself, with over-the-top descriptions of the new logo's inspiration and meaning.
The leaked Pepsi logo design document was truly a sight to behold. It's hard to imagine that a company with such a long and successful history could produce such a bizarre design. The document is filled with descriptions of the logo's supposed inspiration, ranging from the Mona Lisa to the Parthenon. At one point, it even includes a diagram of a man's belly button as a source of inspiration. Yes, you read that right. It's easy to see why some people believed it was a hoax. But no, it was all too real. And it's a reminder that even the biggest companies can make questionable design decisions.
And yet, somehow, the designers of the old Pepsi logo thought it was a good idea. The resulting logo was a mess of disjointed shapes and colors, with a strange wavy shape that was supposed to represent a "smile." It's no wonder that consumers had a hard time connecting with it. The logo lacked any clear visual identity, and it didn't help that the color scheme was garish and unappealing.
Thankfully, Pepsi has come a long way since the days of the old logo. The new logo is a breath of fresh air, with a bold, modern design that pays homage to the company's heritage while also looking to the future. The redesigned logo features a simple, centered wordmark that's easy to read and instantly recognizable. The black-bordered circle over red, white and blue stripes is a departure from the previous design, but it works perfectly with the new font and color scheme.
The rebranding efforts weren't just cosmetic, either. Pepsi conducted extensive consumer research to find out what resonated with their audience. The results were clear: consumers responded positively to logos from the 1970s and 80s, featuring the word "Pepsi" inside a globe. The challenge was to take this past connection and reimagine it for the present and future. And the new logo does just that, with a sleek and adaptable design that's perfect for the digital age.
All in all, the old Pepsi logo design is a cautionary tale for companies everywhere. It's a reminder that even the biggest brands can make questionable design decisions, and that it's important to stay true to your brand identity while also keeping an eye on the future. With the new logo and branding, Pepsi has shown that they're committed to staying relevant and connecting with consumers in a meaningful way. And for that, we can all raise a can of Pepsi in celebration.
Importance of Pepsi’s Branding
Branding identity is a crucial component in the success of any business. It's the way that consumers connect with a company and what sets it apart from its competitors. Without a clear visual identity, a brand can easily get lost in the sea of competitors, and consumers may have a hard time differentiating it from other options. That's precisely what happened with Pepsi's old logo design. It failed to establish a clear visual identity, making it difficult for consumers to connect with the brand.
A strong visual identity is essential because it creates an emotional connection with consumers. It's not just about having a pretty design; it's about communicating the brand's values, personality, and mission. When consumers see a logo, they should instantly recognize the brand behind it and understand what it represents. That's why companies invest millions of dollars in branding and logo design, and why a poorly designed logo can have a detrimental effect on a business's bottom line.
In the case of Pepsi's old logo design, the garish color scheme only added to the confusion. Instead of communicating the brand's values, it created a jarring and unappealing visual experience for consumers. It lacked the crisp, clean lines and bright, bold colors that consumers associate with a refreshing soda. It's no wonder that consumers had a hard time connecting with it, and it's a testament to the importance of a well-designed and executed visual identity.