PepsiCo has announced a new logo for its flagship soft drink brand, Pepsi, ahead of its 125th anniversary. The new logo features a bold “PEPSI” in a black-bordered circle over red, white, and blue stripes, and replaces the leaner font and globe design used since 2008.
The Rebranding Process
PepsiCo had been considering a rebranding for a few years, with focus groups expressing a preference for past logos from the ’70s and ’80s. The challenge was to take elements from the brand’s heritage and past and update them for the present and future. The new logo aims to infuse “great energy and confidence and boldness” into the brand, according to PepsiCo’s chief design officer, Mauro Porcini.
Design Elements
The new logo features a “Pepsi pulse” that emanates from the logo or can, recalling the brand’s connection to music. This design element aims to make the brand’s messaging more adaptable and relevant in a competitive marketplace. The logo also lends itself to artistic renditions, allowing for creative expressions on delivery trucks, merchandise, and in animations in video and online.
Rollout and Promotion
PepsiCo will begin using the new logo this fall in the US and Canada on “electric” blue and black cans, as well as in promotions. The company plans to introduce the new logo internationally in 2024. An unveiling video shows waves of energy, sound, and lights radiating from the new logo and cans, with similar artwork shown on sample social media posts, 12-packs, and delivery trucks.
Market Share
According to Euromonitor International, PepsiCo currently holds a 22.9% share of the total volume of soda sales in the US, compared to Coke’s 43.4%. However, Coke has increased its market share from 42.7% in 2021, while Pepsi’s share has declined from 24.2%.
Conclusion
PepsiCo’s new logo aims to modernize the brand while honoring its heritage and connection to music. The design elements and adaptable messaging seek to keep the brand competitive in a crowded marketplace. With a rollout planned for this fall, it remains to be seen if the new logo can help PepsiCo regain market share against its main competitor, Coke.
