Sam Amico
Pepsi is turning 125 years old, so it thought it should become bold.
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That’s supposedly the idea behind the company’s new logo. It has been redesigned to be more striking, bright, strong, and eye-catching.
Pepsi has been using the same logo since 2008 but decided to switch it to one that says ‘PEPSI” centered in a black circle, with red, white and blue stripes.
Pepsi Releases New Logo
PepsiCo chief design officer Mauro Porcini told USA Today that the idea was for the logo to exhibit “great energy and confidence and boldness.”
That’s not all. The cans will now come in black or “electric blue.”
The change, of course, is all the result of customer research. Pepsi found that people preferred logos from the 1970s and ’80s.
“So there was this implicit connection that we thought was not even out there today,” Pepsi chief marketing officer Todd Kaplan said, via USA Today. “The challenge was how can we take something that was part of our heritage and our past and project it to the present and the future.”
Happy 125th Birthday Pepsi
The new logo will start showing in the U.S. and Canada in the fall, and worldwide in early 2024.
“It looks like a badge that you can wear or put on equipment, (but) is very aligned to the latest trends in terms of visual communications,” Porcini said.
