You don’t make it 125 years without a few reinventions. But when you’re Pepsi—a brand that lives at the intersection of pop culture and global reach—rebranding isn’t just a facelift; it’s a high-stakes, full-systems rethink. In 2023, PepsiCo’s Design & Innovation team took the leap, unveiling a global redesign that feels both like a nod to the past and a sprint toward the future.
This isn’t just a logo update—it’s a strategic design system crafted for a world where brands need to show up powerfully on a soda can, a Times Square billboard, and a TikTok scroll. From reuniting the iconic globe and wordmark to creating a dynamic “pulse” graphic that brings kinetic energy to every expression, the new identity is confident, electric, and unapologetically Pepsi.
Awarded Gold in the Graphis Design 2025 competition, the Pepsi Global Redesign is proof that when you pair heritage with vision and back it with a 400-person global design team, you get more than consistency. You get cultural velocity.
By: The PepsiCo Design & Innovation Team
Throughout its 125-year history, Pepsi has consistently reinvented itself to evolve alongside its fans and move at the speed of culture. That’s why, in 2023, it was time for the brand’s visual identity system to evolve once again. By embracing the challenger mindset Pepsi is known for, PepsiCo Design & Innovation created a new look that connects the brand’s storied heritage with the bold vision for what’s to come.
In taking on the Pepsi global redesign, the team set out to pay homage to the brand’s rich heritage while paving the way toward the future. Before designing the first Pepsi visual identity in 14 years, they dove into the brand’s legendary history. From there, they charted a course toward a fresh look and feel that could make its mark the way an iconic brand like Pepsi can.
Through a rigorous design thinking process, the team thoughtfully tested and transformed the Pepsi type, palette, and logomark. The goal was also to unlock more flexibility for Pepsi to move between physical and digital spaces.
In 2023, Pepsi unveiled the result. Timely and timeless, the new Pepsi logo and visual identity system are more than a refresh. The team introduced an electric blue and a black color, representing Pepsi Zero Sugar, to the brand identity alongside a modern, custom typeface that reflects the brand’s confidence. They also designed the new “pulse,” a living and breathing design asset that introduces movement and animation, allowing Pepsi to flex and customize its look. For the first time in years, they merged the Pepsi Globe and wordmark, allowing for greater unity and distinction across languages and cultures.
The visual identity system was designed to tell a holistic brand story across every touchpoint, from packaging to equipment to fashion.
PepsiCo Design & Innovation is a pioneering in-house creative force that creates meaningful value for real people by bringing design excellence to PepsiCo’s global portfolio of iconic brands. The team consists of 400+ people based in the company’s 18 design centers around the world.
