PepsiCo, the company that owns brands such as Pepsi, Lay’s or Gatorade, has renewed its visual identity after 25 years with the intention of adapting its image to the evolution experienced in recent decades. As the company explains, the update is more than a new logo, it is a symbol of transformation that seeks to reflect what PepsiCo is now and what it wants to be in the future.
The new identity, as the company noted in a statement, aims to capture the energy, optimism and ambition of PepsiCo in 2025 and beyond. However, it responds to the need to value the depth and diversity of its portfolio, since as PepsiCo itself states, only 21% of consumers know any of the company’s brands other than Pepsi.
In this way, the new logo is articulated around the letter P, in reference to the name and heritage of the organization. Around it are a series of shapes, symbols that represent the company’s values: consumer-centricity, sustainability and good taste. The “P” is revealed in the negative space created when those elements come together, in what PepsiCo notes is a reminder of a purpose that is realized through connection.
In this way, the company leaves behind the logo that has accompanied it since 2001 and which was made up of the name in capital letters and a globe made up of colored lines.
Both their shapes and colors refer to different attributes of the brand and aspects that the company wants to highlight. Thus, it refers to the soils in which the ingredients are grown, to its range of refreshing drinks, and to the green that reflects the positive impact that PepsiCo wants to have on people and the planet.
A smile is also included, with which it seeks to connect consumers with its mission, that of creating more smiles with each sip and each bite, expressed in three words and which is now expressed with the claim “Food. Drinks. Smiles.”
The image update also includes a new custom typography, which has been applied to express the Pepsico name in lowercase letters. This, according to the company, conveys a feeling of closeness and reflects the brands’ consumer-focused spirit.
“Our renewed corporate brand is a beautiful expression of who we are as a company today and our aspiration for the future.“Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer of International Foods at PepsiCo, said in a statement.”By putting smiles at the center of our visual identity, we demonstrate our dedication to consumers, and that dedication drives our growth”.
The new identity will be implemented in various ways. It has begun with the redesign of the website and social channels, specifically LinkedIn, Instagram, YouTube and TikTok. As PepsiCo anticipates, it will be gradually incorporated into all markets, channels and touch points, from food and beverage packaging to work spaces and signage.
In a post on LinkedIn, Ramón Laguarta, President and CEO of PepsiCo, pointed out that the team is at the center of the transformation, “talented, hardworking people with a shared commitment to excellence across brands, borders, functions and teams“And he added: “With his leadership, PepsiCo is unstoppable, ready to reach its full potential, share joy through our food and beverages, and give the world more reasons to smile. After sixty years, I believe our best days and biggest smiles are yet to come. PepsiCo’s future begins now”.
The update of Pepsico’s brand image takes place after the renewal of the visual identity of its two main brands. The Pepsi soft drink brand evolved its image in 2023 within the framework of its 125th anniversary; while Lay’s presented its new aesthetic at the beginning of this month of October.
