Pepsi unveils a new logo

CNN recently reported from New York.

Have you ever been asked to sketch the Pepsi logo from memory? If so, what would you come up with? Maybe you'd draw a round shape with the iconic red, white, and blue lines that represent the brand. You might also include the word "Pepsi" within the globe.

Whenever PepsiCo guides individuals through this activity, which happens on occasion, the majority of them place the term "Pepsi" within the circle. However, this is not an accurate representation of the current logo. The brand name is situated to the side and appears relatively modest next to the renowned globe. Consequently, Pepsi has decided to implement a modification.

Mauro Porcini, who is the chief design officer of PepsiCo, shared with CNN that they could not disregard such valuable input. Rather than rejecting it, they chose to welcome and incorporate it.

On Tuesday, Pepsi introduced a fresh logo and branding that will debut in North America this autumn and worldwide next year. The new design resembles the 1990s version that seems to have stayed in people's memory, but includes new components to give it a more up-to-date feel, such as a new font and font color and a new border. The changes are not just aimed at matching individuals' memories, but also to focus attention on Pepsi's zero-sugar line, which is a crucial element of the firm's expansion strategy.

Pepsi has been in existence for 125 years and has updated its brand from time to time. The present look of Pepsi was unveiled in the year 2008. However, since it debuted, the appearance of Pepsi has become uninteresting.

According to Todd Kaplan, who is Pepsi's chief marketing officer, the "Pepsi" word in the logo does not have any interaction with the globe present. The font used for this word is in small letters and cursive style. Also, the blue color used for the logo is a bit dull, which doesn't showcase the brand's boldness and enthusiasm.

Kaplan has stated that Pepsi is a brand that exudes a strong and assured presence, representing uninhibited pleasure. However, the current logo, which features a timid lowercase "pepsi" separated from the casual globe design, does not accurately convey this bold and confident image.

The recently designed symbol is quite impressive as the bold, capital letters spelling out "PEPSI" are prominently placed in the center of a circular shape. The white line between the waving red and blue sections further accents the logo's elegance.

According to Tim Calkins, a professor of marketing at Northwestern University's Kellogg School of Management, it's common for companies to update their appearance in order to remain relevant. However, they must proceed with caution, as significant modifications could potentially cause confusion or anger among customers. The Tropicana debacle is a perfect example of this. In 2009, Tropicana, a subsidiary of PepsiCo, altered their carton design so drastically that it resulted in backlash from consumers. Tropicana eventually reverted back to their previous logo within a few months.

According to Calkins, when it comes to brands that have been around for a while, it's always possible to look back. They believe that using nostalgic images can have a significant impact. However, it's essential for companies to be cautious while leveraging legacy branding to ensure that it feels modern and new.

Pepsi claims that the alterations it is implementing are unique and will effectively showcase contemporary features, such as its zero-sugar beverage options.

Over the past few years, soft drink companies have been directing their attention towards zero-sugar products and branding, given the declining interest of consumers in full-sugar soda. And like its industry peers, PepsiCo has also jumped on board with this trend.

During a call with analysts in February, PepsiCo's CEO, Ramon Laguarta, revealed that the company plans to focus its strategy around their zero products in the US. Pepsi had already made changes to their zero-sugar recipe and even promoted it in a Super Bowl commercial earlier this year.

Laguarta mentioned that he predicts the no-sugar section of the cola market will continue to expand rapidly in this nation. He indicated that customers are shifting their preferences. He also emphasized that zero had been an essential product in Europe and other regions.

Porcini informed CNN that "zero sugar" will be the main focus of our approach to communicating.

The fresh logo gives importance to the zero line by incorporating a black font and black border. This gesture is a reference to the black can and label of Pepsi Zero.

The border plays a crucial role in establishing the logo as the focal point of the company's fresh pulse campaign. This marketing approach involves vibrant lines extending out of the throbbing logo in time with lively music in video adverts and other mediums.

The team understands that minor alterations can have a significant impact on customers, so they handled the upgrade with care.

Kaplan stated that this has been a repetitive procedure for the past few years. He believes that it is an effective method to sustain Pepsi's recognition while also predicting its future progress.