Pepsi's new logo and 3 lessons on (re)branding for any organization
In March 2023, Pepsi presented a completely revamped logo after 14 years. What appears at first glance to be a visual refresh turns out to be a strategically thoughtful rebranding that capitalizes on nostalgia, new organizational goals and audience engagement. What can both small and large organizations learn from this? In this case study, we share three concrete lessons about branding and repositioning.
A new era for Pepsi
From 70's retro to modern flexibility
With the new logo, Pepsi deliberately harkens back to elements from earlier decades. The color scheme in red, white and blue was retained, but the typical wavy white line and the addition of a bold black font give the identity a modern strength. The design is reminiscent of the characteristic look from the 1970s to 1990s, but in a fresh look.
"To me, this is their strongest branding since the 1990s." - Carl Stasiak, Thinklab UK
This retro style is not old-fashioned: it plays on recognition, memory and emotional connection. Exactly what distinguishes strong visual identities.
See here the various steps Pepsi has taken within its corporate identity.
Visual design aligned with new organizational goals
Pepsi's choice of black in the logo is not simply aesthetic. It refers directly to Pepsi Zero Sugar, the sugar-free product line that is now central to their strategy. The new design is also being used for packaging made from 100 percent recycled PET plastic.
This shows how visual identity is more than a pretty picture: it tells the story of the direction the organization is taking. In this case: healthier, more sustainable, and better aligned with contemporary consumer values.
Looking back to move forward
Why the 2008 rebrand flopped
Not every rebranding of Pepsi has been a success. The 2008 version drew massive criticism: too abstract, too unidentifiable, and disconnected from the organization's heritage. What particularly stood out was the leaked design report, which was peppered with abstract language and floaty metaphors.
It lacked one crucial aspect: connecting with the audience.
3 branding lessons applicable to any organization
1. Listen to your audience
Pepsi discovered that people could draw the logo from memory: a circle, the three familiar colors and the word Pepsi. Instead of taking this for granted, the organization decided to take advantage of it.
Even for smaller organizations, it is valuable to gather feedback from customers or target groups. What sticks? What do people recognize? That's often where the foundation of a strong visual identity lies.
2. Let your visual identity reflect your goals
The introduction of black in Pepsi's logo is not random. It symbolizes their focus on sugar-free products. This makes it visually clear what the organization stands for.
Visual identity is not just an aesthetic choice, but a strategic one. Do you want to appear reliable, innovative or accessible? Then your appearance must reflect that.
3. Tell your story, including visually
"Every organization tells a story, and visuals are an essential part of that," said Mauro Porcini, Chief Design Officer of PepsiCo.
Using recognizable style elements and consistent use of color that matches organizational values creates a recognizable and authentic image. This contributes to trust, recognition and long-term relationships.
What does this mean for your organization?
Branding is not a luxury reserved for large corporates. It is an essential part of any strategy. Whether you're just starting out or looking to reposition your current identity, it's all about:
Recognizability
Target
Clarity
A successful rebranding starts with vision, not design. And ends with a visual style that reinforces that vision.
Ready to reposition your organization's visual identity?
Are you considering a new logo or a broader repositioning? In collaboration with the client, we work toward a result that is visually accurate and strategically sound.
Contact us for a no-obligation discussion of the possibilities.
Frequently asked questions about rebranding (FAQ)
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Rebranding is the adjustment of an organization's identity to better match its target audience or changing market trends.
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Organizations choose rebranding to stay relevant, appeal to new audiences or communicate changes in strategy.
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A rebrand is successful when the story comes across clearly, the visual style is recognizable and the audience can identify with it.
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The rebranding lacked recognizability, had too abstract a design and did not sufficiently connect with the audience.
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Nostalgia works when recognizable elements of the past are combined with current values and goals. This creates a balance between familiarity and innovation.
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By choosing colors, typography and design language that visually convey the organization's mission, vision and core values.
