Pepsi unveiled its new visual identity to coincide with its 125th anniversary celebration in August. The company redesigned its logo for the first time in 15 years, with the intention of reflecting the “boldness and energy” of its soda brand.
The new version of the logo reflects the design used in the 70s and 80s, with the brand name in the center of its iconic circle, a white and red sphere. In addition, the figure features a new custom spring car and an updated color palette, including a more electric blue and increased prominence of black to highlight the Pepsi Zero Sugar variety.
The new identity is given with dynamic creativity, which includes ripple effects that move to the rhythm of urban music, bringing a sense of movement and pulse. The revamp has been an internal job within Pepsi’s marketing team, and in the past three years, Reason Why reports.
Todd Kaplan, Pepsi’s chief marketing officer, said the new look was necessary to show more of a sense of “unapologetic enjoyment” while paying homage to the brand’s history and legacy. The visual identity is designed for the digital age and is flexible to adapt to different spaces and media, from television to digital segments.
Before and after: swipe to see the logo (left) and new (right);
Pepsi’s new logo
The rollout of the new visual identity will begin this fall (September 21) in North America and next year worldwide.
This twelfth century brand has changed its logo since 1898 and changed it for the first time since 2008.
To be collected AdAgeThis is the twelfth change to the Pepsi logo since 1898 and the first since 2008, when Pepsi wanted to evoke the slant in its sphere of “smile” and expressed the brand name in lowercase.
The internal renovation was the work of an engineering company, and was allowed for three years.
According to the aforementioned issue, Todd Kaplan, Pepsi’s Marketing Officer, pointed out that in addition to being bolder, the new image should convey a greater sense of “enjoyment without regrets” while respecting the history and legacy of the brand. . Kaplan argues that the new policy is largely attractive. “When you think about the older consumer who sees a little nod to some of the earlier designs, and the younger one who can understand the power and the pulse, the electric blue and the black tip, you think about how appropriate it is today. The customer is very smart to see how the lives of our users, our businesses and beyond , will happen.