Pepsi’s visual identity has undergone more than a dozen distinct changes since the brand’s founding in the late 19th century, making it one of the most frequently redesigned logos in the beverage industry. The current mark, unveiled in 2023, represents the first update to the Pepsi globe logo in 14 years and reintroduces the wordmark inside the circular emblem for the first time since the 1990s.
Design and History
The original Pepsi logo was created by Caleb D. Bradham, a North Carolina pharmacist who invented the formula for Pepsi-Cola in 1898. The first mark used red cursive lettering, and the brand has since gone through six major logo changes over its 125-year history.[1]
The red, white and blue bottle cap motif that would define the brand for decades was introduced in the 1950s, replacing earlier script-based designs.[2] Over the following decades, the bottle cap evolved into a spherical emblem, with the wordmark moving in and out of the circle across successive redesigns in 1962, 1973, 1987, 1991, 1997, 2003, 2006 and 2008.[2]
In late 2008, Pepsi unveiled a new logo as part of a $1.2 billion global brand revamp. The redesign, developed by Omnicom’s Arnell Group, replaced the three-dimensional globe with a simplified, flat sphere divided by an asymmetric white band. According to PepsiCo, the white band was designed to form a series of “smiles” across the product portfolio: Diet Pepsi received a “slight grin,” Pepsi a “full smile,” and Pepsi Max an expression of laughter. The accompanying wordmark shifted from bold uppercase to a retro lowercase format, with the “e” mimicking the white curve of the globe.[3] The Arnell Group’s design rationale, documented in a 27-page presentation titled “Breathtaking Design Strategy,” referenced the golden ratio, the Mona Lisa, the Parthenon, Earth’s magnetic fields and the solar system. The document surfaced publicly in February 2009 and was widely criticized.[4]
On March 28, 2023, Pepsi announced a new logo and visual identity system, the first update to the globe logo in 14 years. The redesign was led by PepsiCo chief design officer Mauro Porcini in partnership with design studio Mrs&Mr.[5] The new mark places the “PEPSI” wordmark in bold, black uppercase letters inside the globe, drawing inspiration from the brand’s 1990s-era logo while using a different font, font color and slimmer border.[6] The new look rolled out in North America in fall 2023, coinciding with the brand’s 125th anniversary, with a global rollout following in 2024.[7]
Meaning and Symbolism
PepsiCo describes the 2023 redesign as “thoughtfully borrowing equity from its 125-year history” while incorporating modern elements. Key design elements include the uniting of the Pepsi globe and wordmark, an updated color palette, and a signature “Pepsi pulse” that evokes the “ripple, pop and fizz” of Pepsi-Cola with movement. The pulse is also intended to bring the rhythm and energy of music, which PepsiCo identifies as an important part of the brand’s legacy.[7]
The updated color palette introduces an electric blue and black to the classic Pepsi color scheme. The inclusion of black was driven by the brand’s continued focus on Pepsi Zero Sugar, signaling the company’s commitment to that product line.[7]
Typography and Design
The 2023 redesign includes a modern, custom typeface that PepsiCo says “reflects the brand’s confidence and unapologetic mindset.”[7] The wordmark appears in bold, black uppercase letters centered within the globe, a departure from the lowercase wordmark used since 2008.[8]
PepsiCo’s design team describes the new identity as introducing movement and animation into the visual system, unlocking more flexibility for the brand to move between physical and digital spaces.[9]
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