Undertaking its first visual identity change in 14 years, Pepsi now unveils its brand new logo update as it gears up to support a range of cultural moments throughout 2024.
Embracing its “Thirsty for More” ethos, which champions any form of unconventional pursuits of enjoyment, the brand has taken over iconic landmarks with larger-than-life digital installations showcasing the revamped logo in various settings. In London, Pepsi appears beside The O2 arena -- in line with its long-standing support for music acts -- with the view from nearby cable cars seeing the inflatable cans rise from the River Thames followed by a light show.
A hot air showcase, comprised of over 70 balloons, flew over the vibrant skylines of Warsaw, Poland, and Ho Chi Minh, Vietnam whilst the can stood tall at the UNESCO heritage site AlUla in Saudi Arabia, Egypt’s River Nile, and Ain Dubai as well as channeling the immersive technology at a number of other locations, including an interactive digital mural in Australia.
The logo refresh itself is an ode to the ubiquity of its predecessors. As well as revisiting the past to honor its rich legacy, it looks forward by incorporating modern elements whilst not compromising its core identity. An updated palette introduces Electric Blue and Black boasting a contemporary spin to its classic color scheme and the signature Pepsi pulse is elevated to evoke a “ripple, pop and fizz” look.
Throughout its logo evolution from the ‘90s until now, the Pepsi text has been located outside of the signature blue, white, and red globe. As part of the design process for this visual change, the brand asked its fans to draw the logo as they remember it, and despite not being inside the globe for over 30 years, the majority included the text within -- inspiring Pepsi to bring it back to its origins. Speaking on the process of the new logo, VP, Global Brand Marketing, Carbonated Soft Drinks at PepsiCo Eric Melis says, “When we reviewed our new look, we responded to that deep love of our history and tapped into that nostalgia with a firmly modern twist.”
Check out Pepsi’s digital installations in various global cities in the video above. Stay tuned for the brand’s upcoming collaborations with its global ambassadors throughout the year on its official Instagram.
