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Pepsi reinvents itself: transformed logo and visual identity for a new era
* Iconic Brand Launches into Dynamic New Era with New Look and
Exciting Experiences in Sports and Music, Gaming and More
PepsiCo, a leader in the food and beverage industry, unveils a new logo and reimagined visual identity to launch the new concept of the iconic Pepsi brand into its new era. This transformation includes innovative design, new stories, and new partnerships. To mark this important occasion, Pepsi is hosting events and offering personalized experiences connected to fans’ varied passions and desire to live by the brand's "Thirsty for More" philosophy. This philosophy celebrates the thirst people have for the exciting and unexpected.
"The new Pepsi logo isn't just a design update, it's a strong statement of the direction our brand is taking in a new era. This era is characterized by dynamism, innovation, and a deeper connection with our audience. Pepsi has consistently been a brand in touch with culture and trends, and now we aim to deepen that connection by standing with our consumers in exploring their passions. We are excited to launch the new Pepsi visual identity in Romania and look forward to providing our consumers with unique and exciting experiences," said Radu Berevoescu, General Manager & Senior Commercial Director East Balkans, PepsiCo.
From the "Accept the Pepsi Challenge" campaign to partnerships with events such as Summer Well, TIFF, or Analogue, Pepsi has always promoted culture to provide unique experiences to fans, while remaining a timeless symbol.
"We have reimagined our iconic identity, keeping the essence of the brand while adding a fresh and vibrant feel to it. The new Pepsi logo is more than just a symbol: it is a statement of confidence, energy, and optimism. Pepsi not only follows trends but creates them. The new design reflects our innovative spirit and our dedication to always providing a fresh and relevant experience to consumers. The launch of the new visual identity is just the tip of the iceberg. We are preparing to launch a series of campaigns and activations that will break the mold and bring Pepsi even closer to the hearts of Romanians," said Mihaela Hristea, Senior Marketing Manager Beverages PepsiCo.
Kicking off the next era, Pepsi continues to move at the speed of culture, delivering on what people are thirsty for – innovative products and iconic collaborations. The brand stays connected to consumers by building cutting-edge experiences that tap into sports and music, and harness innovative technology, meaningful insights, and creative partnerships.
The logo and visual identity thoughtfully borrow equity from its past and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi.
Key design elements include:
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The Pepsi globe and wordmark unite to fit into various settings and emphasize the distinctive Pepsi branding.
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An updated color palette introduces electric blue and black to bring contrast, vibrancy, and a contemporary edge to the classic Pepsi color scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the color black, further showing the brand’s commitment to Pepsi Zero Sugar in the future.
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A new visually distinct can silhouette, which heroes the iconic Pepsi can as an accessible brand for all.
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A modern, custom typeface reflects the brand’s confidence and unapologetic mindset.
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The signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola with movement. It also brings the rhythm and energy of music, an essential and continuing part of the Pepsi legacy.
The campaign developed under the concept of "Same great taste in a new design," focusing on promoting the new logo and visual identity, is launched in Romania from April 1, 2024. The communication plan includes a TV spot, outdoor advertising, online communication and social media, support from brand ambassadors, promotion in traditional and modern retail, and e-commerce.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.