Soft drink brand Pepsi unveils its new logo and visual identity

By our News Team | 2023

The new identity debuts in Africa next year and ‘pays homage to the brand’s rich heritage while taking a big leap toward the future’.

Pepsi, the iconic global soft drink brand, is unveiling a new logo and visual identity system – the first update of the logo in 14 years.

The brand will roll out the new look in North America this (Northern Hemisphere) autumn in time for its125th anniversary. A global roll-out takes place next year, with Pepsi saying it marks the “next era with an eye toward the future”.


Photo courtesy of PepsiCo

According to a media statement, the “logo and visual identity thoughtfully borrows equity from its 125-year history and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi”. 

Key design elements include:

  • The Pepsi globe and wordmark unite to fit into a variety of settings and emphasise the distinctive Pepsi branding.
  • An updated colour palette introduces electric blue and black to bring contrast, vibrancy and a contemporary edge to the classic Pepsi colour scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the colour black, further showing the commitment to Pepsi Zero Sugar in the future.
  • A new visually distinct can silhouette, which heroes the iconic Pepsi can as an accessible brand for all.
  • modern, custom typeface reflects the brand’s confidence and unapologetic mindset. 

“The signature Pepsi pulse evokes the ‘ripple, pop and fizz’ of Pepsi-Cola with movement. It also brings the rhythm and energy of music, an important and continuing part of the Pepsi legacy,” the media statement says.

Adds Todd Kaplan, the brand’s Chief Marketing Officer: “Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and disrupted the category for the past 125 years.

“This new visual system brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world.”

Pepsi is part of PepsiCo, which operates in more than 200 countries and territories around the world. Its brands include Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream.

You can watch a video about the new Pepsi visual identity here.