Graphic shows the new Pepsi branding on a can with a background graphic made up of lines and dots arranged in concentric circles

Pepsi reveals new branding that nods to its past

The soft drinks brand has announced a new visual identity ahead of its 125th anniversary later this year

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.

Graphic shows the new Pepsi branding on the brand's five different cans
Graphic shows the new Pepsi branding on the background with two cans over the top

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The free-flowing curves of the previous logo have been replaced by a more even wave, which harks back to the branding from the 1950s through to the mid 1990s.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.

Graphic shows the new Pepsi branding compared to all of the previous logos in the brand's history
History of Pepsi logos

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.

Pepsi branding

“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.”

Graphic shows the new Pepsi branding on cans with blue graphic backgrounds
Graphic shows the new Pepsi branding being used on Pepsi sodastream
Graphic shows the new Pepsi branding on a Wild Cherry can with cherry illustrations in the background
Graphic shows the new Pepsi branding on a can with concentric circles in the background