Pepsi heads back to the 90s in major logo revamp

Pepsi has unveiled its first major rebrand in 14 years, launching a new logo and visual identity inspired by its 1990s design.

The new visuals retain the iconic Pepsi globe – central to the logo since the 1950s – but have brought back the flattened version used from the 1980s to the late 1990s.

As part of the redesign, a darker version of blue – termed by the brand as “electric blue” – has replaced the previous pastel tone and it is combined with a sharp black to give “vibrancy and a contemporary edge to the classic Pepsi colour scheme”.

Mauro Porcini, chief design officer of PepsiCo, said the new brand identity was designed with a view to connecting future generations with the brand’s heritage by “marrying distinction from our history with contemporary elements to signal our bold vision with what is to come”.

Aside from the new logo and colour palette, the typography is now placed in the centre of the globe and written in a custom-capitalised font that “reflects the brand’s confidence and unapologetic mindset”.

Todd Kaplan, chief marketing officer of Pepsi, said the rebrand was reminiscent of the 1990s version, which made an impression on consumers and “stuck”.

Pepsi logo through the years. Source: Dezeen.

Along with the updated colour palette and modern, custom typeface, the new design also includes the signature Pepsi pulse, which evokes the “ripple, pop and fizz” of Pepsi-Cola with movement, he explained.

Kaplan added that Pepsi is a “bold and confident brand”, which, was not being delivered by the brand’s current logo and, as such, needed changing.

“We couldn’t be more excited to begin a new era for Pepsi, as this exciting new and modern look will drive brand distinction to show up bigger and bolder and help people find new ways to enjoy the things they love unapologetically,” he concluded.

The logo will be rolled out on all of Pepsi’s physical products and packaging in North America this year and globally next year.

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