The logo of a company is one of the most important elements of their brand identity, and any changes made to it can have a significant impact on their image and success.

We explore the potential impact of Pepsi’s new logo on their branding and marketing efforts. We will take a closer look at the reasons behind the change, and analyze how this shift will affect their brand image, consumer perception, and overall market share.

Insight:

Pepsi is shaking things up with a new visual update to its logo, introducing a “pulse” motif and moving the word “Pepsi” into its iconic globe-shaped emblem.

This bold move is driven by a desire to create more cohesion and flexibility, while also harkening back to past iterations of the brand. And with a consumer-facing push set to kick into high gear this fall in North America, followed by a global expansion in early 2024, Pepsi is primed to make a big splash in the marketplace.

“We need to make sure we’re not just a JPEG in the corner that people cut and paste, We need to be embracing these new mediums.”

– Todd Kaplan, Pepsi’s chief marketing officer

But what’s behind these changes?

Why is Pepsi reinventing its visual identity after 14 years of relative stability?

The answer lies in the brand’s ambition to connect with younger consumers, particularly Gen Z, while also maintaining relevance with older cohorts.

With a guiding mission of “unapologetic enjoyment,” Pepsi is determined to unite these diverse audiences under a common banner of joy, fun, and pure pleasure.

And that’s where the “pulse” motif comes in. This dynamic new design element captures the energy and excitement of youthful exuberance, while also signaling a sense of forward momentum and innovation.

By combining this with the classic globe-shaped logo and moving the word “Pepsi” into the mix, the brand is creating a more integrated and flexible visual identity that can adapt to different contexts and audiences.

“We’re doing all these things that are not shy, they’re not recessive, The logo and visual system just felt inconsistent with how our brand has been behaving.”

– Todd Kaplan, Pepsi’s chief marketing officer

Of course, there are risks involved in any major branding overhaul. Pepsi runs the risk of alienating its existing customer base, who may be confused or put off by the changes.

At the same time, the brand must ensure that its new visual identity resonates with the very audiences it’s trying to court, a notoriously fickle and discerning group of consumers.

But ultimately, the success of this visual update will come down to whether Pepsi can deliver on its core promise of unapologetic enjoyment.

The soda’s muted blue color scheme has been swapped for a loud electric shade, complemented by sharper black tones to create contrast.

The update also puts Pepsi Zero Sugar, which already uses the color black on its packaging, front-and-center in the marketer’s portfolio as the better-for-you option becomes a more substantial growth driver, according to Kaplan.

“It really is the first time we can truly embrace this concept of a master brand approach,”

– Todd Kaplan, Pepsi’s chief marketing officer

Pulling off this daring new look

If the brand can capture the hearts and minds of younger consumers while also maintaining a sense of relevance and nostalgia for older audiences, it just might be able to pull off this daring new look. And who knows, maybe we’ll all be enjoying a few ice-cold Pepsi’s with our pancakes in the near future.

Pepsi is undergoing the visual update in time for its 125th anniversary.

While PepsiCo has performed well in a volatile economy, it has also enacted price hikes due to inflation.

The update reflects a desire to stay agile with fast-shifting consumer behaviors and cater to younger cohorts like Gen Z through investments in apps like TikTok and content creators. However, Pepsi is still a mass consumer brand with key offerings like Pepsi Zero Sugar targeted at older crowds.