Pepsi has begun to overhaul its brand in more recent years. Todd Kaplan, director of marketing for Pepsi, mentioned that focus groups approved of old logos that featured the word “Pepsi” in a globe. Opinion polls have indicated a penchant for Pepsi logos from the 1970s and 1980s.
"So we identified this implicit link that we assumed didn't currently exist," explained Kaplan. “The dilemma was how to take something from our legacy and past and adapt it to the current and future scenario.”
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The updated logo, which replaces the one used since 2008, features the word “PEPSI” in bold, centered in a black-bordered circle over red, white and blue stripes. The previous design featured the word “pepsi” in thinner typography, alongside a softer-toned globe.
The purpose of reinventing the logo was to convey “great energy, confidence, and audacity,” PepsiCo design director Mauro Porcini told USA TODAY.
PepsiCo will begin rolling out the new logo this fall in the US and Canada on blue and black “electric” cans and in promotional campaigns. The company will launch the logo internationally in 2024.