Pepsi rolls out new image as part of its 125th anniversary celebration
Pepsi and pop culture have an inherent connection. From one of the most iconic Super Bowl ads to being intertwined with the music industry, these instances are just a few ways that the cola brand has been part of the narrative beyond sipping refreshment. As the beverage brand turns 125 years old, the new Pepsi image reflects a forward-looking perspective that is ready to embrace its future.
When a brand decides to redesign its logo, the change often comes with great scrutiny. Although some people are averse to change, others embrace the vitality that newness offers. Still, an iconic company must carefully way an evolution without alienating its core fans.
With the Pepsi new image, the logo has modern take but does not scrap its past. As Todd Kaplan, Chief Marketing Officer – Pepsi said, “this exciting new and modern look will drive brand distinction to show up bigger and bolder and help people find new ways to unapologetically enjoy the things they love. 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.”
Looking at the new design, there is a vibrancy with the color choices and typeface. The colors stand in contrast to one another, which conveys a modernity. In some ways, this image can easily work between digital applications and real world products. For a second, it can garner another look, which is important for any brand recognition.
Comparing the new images with the previous one, the name is front and center. It stands out no matter the background. Without forgetting the classic circle, there is a vibe that projects confidence, authority, and a desire to move forward.
Since Pepsi has long been connected to music, some of the imagery conveys a sense of movement or even a beat. While that “ripple, pop and fizz” might not be an obvious rhythm, it serves as a reminder that food and culture are always intertwined.
The new Pepsi image will start rolling out in fall 2023 across the U.S. A global expansion will occur in 2024.