Pepsi to change logo on packaging
Pepsi announced that it is changing its logo on its packaging and marketing for the first time in 15 years.
The new logo will roll out in the US in the autumn and then globally in 2024 and has seemingly taken inspiration from its design in the 1990s.
The changes include a different font and font colour and a new border and is also designed to help draw attention to its Zero Sugar line.
“A lot of people don’t even notice the black is there,” says Todd Kaplan, CMO of Pepsi. “It’s an intentional colour we added in with [Pepsi] Zero Sugar, which will be the lead brand we use marketing. [Black] can act as a master brand statement.”
“We developed can prototypes, and I put them on my desk. Every meeting for months and months I had them in front of me,” says Mauro Porcini, SVP and chief design officer at Pepsi.
He said the black iteration always stood out to people he showed, even though no one loved the design itself. “We realised people loved the concept because of the contrast,” he added.