Pepsi rolls out rebrand globally: with new look that’s ‘unapologetically current and undeniably Pepsi’

In the UK – where the rebrand will go live in the spring – the new design showcases a bold typeface, signature pulse and updated color palette: designed to create a consistent identity across Pepsi MAX (known as Pepsi Zero in the US), diet, regular and flavored cola ranges.

It ‘evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities’, and spans across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining. 

Announced last March, the new look hit shelves in the US in the fall – helping mark the brand’s 125th​ anniversary – and has now started rolling out globally this year.

The rebrand represents the first overhaul of the logo in 14 years.

Bringing traditional cola into 2024 and beyond

Pepsi’s rebrand hones in on taste and refreshment – with research from Kantar showing that it’s taste that’s the main attraction to the cola category (70% of consumers say they turn to the category because they ‘enjoy the taste’).

Pepsi: The old version on the left, the new on the right

The new visual system “brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world,” according to Pepsi’s chief marketing officer Todd Kaplan.

Key design elements include:

  • The Pepsi globe and wordmark​ have been united to fit into a variety of settings and emphasize the Pepsi branding.
  • An updated​ color palette​ introduces electric blue and black  to bring ‘contrast, vibrancy, and a contemporary edge’ to the classic Pepsi color scheme.
  • Pepsi Zero Sugar / Pepsi MAX uses the color black.
  • A new visually distinct can silhouette ‘​heroes the iconic Pepsi can as an accessible brand for all.’
  • modern, custom typeface​ reflects the brand’s ‘confidence and unapologetic mindset’.
  • The signature​ Pepsi pulse​ evokes the “ripple, pop and fizz” of Pepsi-Cola with movement. It also references the rhythm and energy of music (Pepsi champions its strong link to pop culture and music: such as the Pepsi Challenge, Super Bowl Halftime Show, and ads with world-class musicians and actors).