Written by DEPKES.ORG March 2023
Pepsi on Tuesday unveiled a new logo and branding that will roll out in North America this fall and globally next year.
It looks a lot like the 1990s version which seems to have stuck in people’s brain, but with new elements to make it more modern, including a different font and font color and a new border.
The changes are designed not only to better align with people’s recollection, but to draw attention to Pepsi’s zero sugar line — a key part of the company’s growth plan.
The “Pepsi” in the logo “is decoupled from the globe,” noted Todd Kaplan, Pepsi’s chief marketing officer. “It’s this lowercase, italicized font, the blue is a little bit muted … it doesn’t exude that confidence and energy that the brand really represents.”
Zero “is going to be the center of the strategy for the Pepsi brand,” in the US, PepsiCo (PEP) CEO Ramon Laguarta said during a February analyst call.