Beverage brand Pepsi has announced its first rebrand in 14 years, continuing its 1990s branding with an updated logo that uses black text to draw attention to Pepsi Zero Sugar.
The rebrand, released to commemorate the brand’s 125th anniversary, aims to build on Pepsi’s history while focusing on its future and its “Pepsi Zero Sugar Initiative.”
“As we approached the new design, we asked ourselves: How do we take everything we love about Pepsi and its past and create something that goes beyond it?” said Mauro, PepsiCo’s chief design officer. Porcini told Dezeen.
“We designed a new visual identity that connects future generations with the brand’s heritage, going beyond everything we know and love about the brand to create something modern and unmistakably Pepsi. I did.”
The rebrand kept Pepsi’s globe, which had been the centerpiece of its logo since the 1950s, but returned it to the flat version used in the late 1980s and 1990s.
“We want to inspire moments of unapologetically fun.” We’ve always been a bold, energetic brand, but now our visual identity better aligns with our attitude. I am.
As part of the redesign, the word Pepsi was moved back to the center of the earth and written in a custom uppercase font. PepsiCo’s internal design team chose black for the word Pepsi, as opposed to the previous white and blue version.
The color surrounding the globe logo is also black, which is meant to draw attention to the sugar-free version of the drink. Black is the color traditionally associated with Pepsi Zero Sugar.
“The black text was a creative design choice that brings even more boldness and contrast to the logo while paying homage to our focus on Pepsi Zero Sugar,” Porcini said.
“In our latest color palette, black is bold and creates a beautiful contrast with electric blue. Black has also always represented Pepsi Zero Sugar, which is a big focus area for the Pepsi brand. It is also the driving force behind our growth.”
The rebrand comes after Pepsi announced it had significantly reduced the amount of sugar in its original version of the drink in the UK.
The new Pepsi recipe is only available in the UK and has 57 per cent less sugar than the current version. It now contains 4.6 grams of sugar per 100 millimeters, compared to 10.7 grams per 100 millimeters previously.
In addition to introducing black, PepsiCo also chose a darker blue than previous versions of the logo. By pairing this color, which the brand describes as “electric blue,” with black, it aims to give “a vibrant, contemporary edge to the classic Pepsi color scheme.”
The logo will be rolled out to all of Pepsi’s physical products and packaging in North America this year and globally in 2024.
The updated Pepsi logo comes after the beverage company unveiled new branding for its soft drink 7Up, designed to reinforce the brand’s uplifting feel.
