PepsiCo has unveiled a new corporate logo for the first time in 25 years. This rebranding marks the 60th anniversary of the merger of Pepsi and Lay's, and marks an attempt to redefine the company's identity across its 500+ global brands. PepsiCo has grown into a massive company with 300,000 employees worldwide, including brands like Gatorade, Quaker, Siete, and Poppy, but its corporate logo has remained unchanged for a long time.
The new identity was born under the slogan, "Food. Drinks. Smiles." The logo's central "P" is described as a symbol of PepsiCo's values: consumer-centricity, sustainability, and great taste. The color palette, inspired by nature—including earth, plants, and water—is said to convey the message of being a "brand for people and the planet.".
The typography emphasizes friendliness through the use of lowercase letters, and the overall design embodies the image of a smile. "We wanted to visually express consumer obsession," said Jane Wakeley, PepsiCo's Global Marketing Director. "We're committed to creating more smiles across all our products.".
The new logo will be gradually introduced, starting with the website and social media platforms (LinkedIn, Instagram, YouTube, and TikTok). It will also be gradually applied to product packaging and office signage.
Ultimately, this rebranding was intended to emphasize PepsiCo's broad portfolio as a global food and beverage company, but it appears to have failed to leave a significant impression on consumers and designers alike. While it heralded a major transformation after 25 years, the result is largely dismissed as a "complicated and bland new face.".
