Change is afoot in the world of soft drinks brands. Lilt announced it would be rebranding as a variety of Fanta, San Pellegrino ditched its iconic foil lids, and like PepsiCo’s very own 7Up, many have plumped for a more refined take on their existing designs.
Pepsi has now revealed its own branding update, opting for a louder design that will launch in North America later this year to coincide with the brand’s 125th anniversary.
The design, led by PepsiCo chief design officer Mauro Porcini in partnership with design studio Mrs&Mr, marks the first update to the Pepsi ‘globe’ logo in 14 years.
The free-flowing curves of the previous logo have been replaced by a more even wave, which harks back to the branding from the 1950s through to the mid 1990s. A new angular upper-case logotype has also been reintroduced to create a uniform lock up.
The redesign includes new typefaces and a palette that incorporates more black, a nod to its sugar-free option that currently uses black on the can.
The design system also places more emphasis on motion in a bid for greater versatility and impact in digital spaces, taking the form of a range of ‘pulse’ animations.
“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come,” said Mauro Porcini, SVP and chief design officer of PepsiCo.
Pepsi CMO Todd Kaplan added: “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.”