Pepsi logo 2023: unveiling a bold spirit

Last Modified: Oct 9th, 2023 - Category: Blog Articles About UX, UI, Research and Development, Branding
Pepsi logo 2023 cover image

So here we have the all-new Pepsi logo 2023. And there’s a lot to say about it!

As we all know, PepsiCo has really made a name for itself. They’re one of the leading beverage and food companies with a global presence in over 200 countries and territories. And they’re not just any company – they had net sales of over $86 billion in 2022 alone. That’s pretty impressive.

Of course, what makes PepsiCo so successful is its portfolio of iconic brands. Who hasn’t heard of Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream? These products generate estimated annual retail sales of more than $1 billion each.

But let’s not forget the subject of this article: the new Pepsi logo and branding overhaul, designed to reflect the company’s heritage while projecting it into the present and future. It’s always great to see companies take a new approach to their visual identity.

One of the things that really impresses me about PepsiCo is how the company has managed to adapt to changing consumer preferences. As people have become more health-conscious, they’ve shifted their focus to sugar-free products and branding. And they’re not just jumping on the bandwagon – CEO Ramon Laguarta says Zero will be “the center of strategy for the “Pepsi” brand” in the US. They even revamped their sugar-free formula and promoted it with a commercial at the Super Bowl. Now that’s what I call serious commitment.

Pepsi logo 2023: unveiling a bold spirit 1
The “new” Pepsi logo certainly looks familiar for some of us!

And then there’s the new logo design. I’ve to admit, I was a little skeptical at first. But the more I see it, the more I appreciate how distinctive yet familiar it’s. The bold, capitalized “PEPSI” in the center of the logo draws the eye, and the black font and frame are a nod to Pepsi Zero’s black can and label. It’s a careful evolution that retains the brand’s familiar qualities while making it more modern. And that’s not easy to achieve.

Overall, I’ve to give PepsiCo credit where credit is due. The company is a powerhouse that has managed to stay relevant in an ever-changing market. Whether it’s through their portfolio of iconic brands or their commitment to sugar-free products and branding, they’re always looking to the future. And that’s something worth raising a glass to.

Pepsi logo 2023: Introducing the “pulse”

Pepsi Logo 2023 featuring the "pulse"

The new Pepsi logo 2023 does an excellent job of capturing the “choice of a new generation” by leveraging the brand’s connection to music. The “Pepsi pulse” is a unique visual and audio element that is found in both the Pepsi logo and the can, reminding us of Pepsi’s deep-rooted connection to music. As Mauro Porcini, Chief Design Officer at PepsiCo, said, “music is in the DNA of the brand,” and it shows in their marketing strategies.

Vintage Pepsi advertisement, “the choice of a new generation” featuring Michael Jackson

The company’s focus on the zero sugar line is evident in the new Pepsi logo and brand strategy. The black font and border are a nod to the black can and label of Pepsi Zero, making it clear that this is the focus. The border also serves to make the logo the defined focal point of the company’s new Pulse campaign, which features lines emanating from the pulsating logo in video spots and elsewhere set to upbeat music.

Pepsi has a long history of producing iconic TV commercials featuring some of the biggest names in the music industry, from Michael Jackson in 1983 to BeyoncĂ©, Britney Spears and Pink in 2004. The brand has worked with a who’s who of musicians over the years, not only creating memorable commercials, but also sponsoring concert tours and festivals that have given music fans unforgettable experiences.

One of the most significant events that highlights Pepsi’s connection to music is its sponsorship of the Super Bowl halftime show over the past decade. The halftime show featured performances by some of the most legendary musicians of all time, including Prince, Madonna and BeyoncĂ©. Even though Apple Music has taken on the role of sponsor of the halftime show for 2023, Pepsi’s contribution to the show’s legacy cannot be ignored.

The Pepsi 2023 rebranding including the “vibe”

Pepsi is also committed to artist development and has launched the Pepsi Music Lab to provide mentoring, training and performance opportunities to rising stars. The program currently works with a dozen emerging artists, five of whom were featured on “Becoming A Popstar” (2022), a series co-produced by MTV, TikTok and Pepsi.

In short, does the “Pepsi Pulse” serve as a symbol of the brand’s deep-rooted connection to music?

Yes, indeed. Pepsi has a long history of creating memorable commercials and sponsoring music events, and their commitment to artist development through the Pepsi Music Lab further solidifies their relationship with music. I think the new Pepsi logo captures this perfectly and reminds us of Pepsi’s deep connection to music and its continued commitment to the industry.

Pepsi logo changes: why to change it now?

old pepsi logo and the new 2023 Pepsi logo

The new Pepsi branding strategy is a perfect example of how important logos are to brand recognition. The Pepsi team was aware of this and approached the update carefully, knowing that even small changes could make waves with consumers. But as Pepsi evolves, it’s important to remember that logos are more than just a symbol. They represent a company’s identity and should reflect its values, mission and vision.

The new Pepsi logo and brand strategy are set to launch in North America this fall, in time for the brand’s 125th anniversary. And although it won’t be rolled out globally until 2024, it’s already clear that Pepsi is looking ahead to the next era.

As for the new design, it’s clear that Pepsi wants to portray its most unapologetic and enjoyable qualities. The updated branding will extend across all physical and digital touchpoints, including packaging, drinking fountains and coolers, fleet, fashion and hospitality. This is a bold move designed to capture attention, stir emotions and leave a lasting impression.

History of Pepsi logo design

But logos also need to be designed with the target audience in mind. Pepsi’s rebranding strategy is aimed at younger consumers who are more health-conscious and prefer sugar-free variants. The new logo’s black font and border reflect Pepsi Zero’s black can and label, and are consistent with the brand’s sugar-free line. And the pulse campaign, with lines radiating from the pulsating logo, is a perfect fit for the younger generation’s love of music and social media.

In summary, Pepsi’s new brand strategy for 2023 is a smart move that aligns with what people remember about the brand while highlighting Pepsi’s sugar-free line and appealing to younger consumers. The new logo, with the capital letter “PEPSI” in the center of the iconic globe, represents the brand’s bold and confident qualities. As Pepsi celebrates its 125th anniversary, it’s clear that the brand is looking to the future, and I’m excited to see what’s next for this iconic company.

Pepsi logo questions and answers

pepsi logo 2023

Q: What was the consumer research about Pepsi’s branding?

A: The consumer research revealed a preference for Pepsi’s logos from the ’70s and ’80s, which had the word “Pepsi” inside a globe. Consumers liked the past logos, and there was an implicit connection that Pepsi wanted to project to the present and future.

Q: What was the challenge that Pepsi faced while revamping its logo?

A: The challenge was to take something that was part of Pepsi’s heritage and past and project it to the present and the future. The company wanted to make sure that the new Pepsi logo and branding would appeal to a broader audience.

Q: What colors did Pepsi use to revamp its branding, and why?

A: Pepsi used a richer “electric” blue and black colors, which are now the color of Pepsi Zero Sugar cans. The colors are used across the portfolio to bring a “contemporary edge” to the brand’s color scheme, according to the company.

The new Pepsi logo is more vibrant, artistic, and designed to cater to a digital world. The logo lends itself to artistic renditions not only on delivery trucks, hats, and merchandise but also in vibrant animations in video and online. The logo looks like a badge that you can wear or put on equipment and is very aligned with the latest trends in terms of visual communications.

Q: What does the “Pepsi pulse” in the new logo signify?

A: The “Pepsi pulse” emanating from the Pepsi logo or can is a reminder of Pepsi’s connection to music. Pepsi’s DNA is linked with music, and several musicians have made commercials for the brand over the years. The Pepsi Music Lab, created in December 2021, provides mentorship, training, and exposure opportunities for rising stars, among other artist development programs.

Pepsi’s new branding has created endless potential and opportunities in licensing in the worlds of music and sport. The new branding is better suited for a digital world and can bring new energy, according to PepsiCo. The company’s more adaptable messaging is crucial in a competitive marketplace, where it has a 22.9% share of the total volume of soda sales in the US, according to Euromonitor International.

Q: What were the flaws in Pepsi’s previous logo design?

A: The previous design of the Pepsi logo was a subject of extensive debate. The new logo broke from the previous design and represented a radical change in the brand’s identity. The three lines of colors were no longer parallel, and the name of the brand was in a stylized lowercase font, independent of the symbol. The new design generated confusion and failed to improve the brand.

Q: How is PepsiCo’s product portfolio structured?

A: PepsiCo’s product portfolio comprises several complementary beverage and convenient foods brands like Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. Each brand generates over $1 billion in estimated annual retail sales.

Q: What was PepsiCo’s net revenue in 2022?

A: PepsiCo generated over $86 billion in net revenue in 2022.

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