Pepsi’s visual identity is built around the Pepsi Globe, a circular red, white and blue mark that has appeared on the brand’s packaging since the mid-20th century. The current logo, unveiled in 2023, reunites the globe with the Pepsi wordmark and introduces an electric blue and black color palette alongside a custom typeface. It was the first update to the Pepsi globe logo in 14 years, timed to the brand’s 125th anniversary. [1]
Design and History
Pepsi began in 1898 when North Carolina pharmacist Caleb Bradham renamed his drink “Pepsi-Cola,” and the first logo appeared with that new name as a red script wordmark. [2] Over the following decades, the script was refined, and by the 1940s the brand began experimenting with bottle cap designs. This led to the launch in 1951 of the red, white and blue bottle cap that would eventually become the Pepsi Globe. [3]
In 1973, the circular logo was separated from the bottle cap context and stood on its own as the Pepsi Globe. [3] The 1990s brought another major shift when the Pepsi wordmark was removed from the globe entirely, and the globe began to appear three-dimensional. In 1998, Pepsi adopted all-blue packaging and visually detailed the globe to look three-dimensional; this was the first official use of the name “Pepsi Globe.” The design was refined again in 2003 with an updated typeface and a more detailed globe. [4]
In 2008, Pepsi contracted the New York-based Arnell Group for a redesign. [5] The new logo skewed the globe and angled the white band to suggest a smile. [3] The redesign was accompanied by a 27-page design proposal titled “BREATHTAKING Design Strategy,” which was later leaked online. [6]
The 2023 redesign was created in-house by PepsiCo Design & Innovation, led by PepsiCo’s SVP and Chief Design Officer Mauro Porcini. [7] The design process took several years and was informed by a recurring insight: when asked to draw the Pepsi logo from memory, people consistently placed the word “Pepsi” inside the circle. [7] The new identity rolled out in North America in fall 2023 and globally in 2024. [1]
Meaning and Symbolism
The 2023 redesign introduced a signature “pulse” element, a blue and black design asset that evokes the “ripple, pop and fizz” of opening a can of Pepsi-Cola. According to Pepsi, the pulse also brings the rhythm and energy of music, which the brand describes as an important and continuing part of its legacy. [1]
The updated color palette adds electric blue and black to the classic Pepsi color scheme. The introduction of black was a deliberate nod to Pepsi Zero Sugar, reflecting the brand’s continued focus on that product. [1]
Typography and Design
The 2023 logo uses a modern, custom typeface that Pepsi says reflects the brand’s confidence and “unapologetic mindset.” [1] The wordmark is set in capital letters, a deliberate choice to convey boldness and confidence. [8] The globe and wordmark are united in the new design, which Pepsi says offers more flexibility across physical and digital touchpoints. [7]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
