Case study: Pepsi's new logo and 3 lessons on (re)branding
)
Attend Technology for Marketing
Embodying a new identity
At the end of March 2023, Pepsi unveiled its new logo for the first time in 14 years, starting a new era for the brand. While the famous cola company stays true to its iconic red, white, and blue colours, the new visual identity is set on playing on a sense of nostalgia by simulating a logo that’s reminiscent of the 1970s to 1990s versions.
(Pepsi’s logo in the ‘70s. Image source: PepsiCo)
Modernising a brand through nostalgia may seem counterintuitive, but it can also be a powerful way to connect with consumers who crave the comfort of the past through their favourite brands.
“Their strongest branding since the 90’s”
Carl Stasiak, Director at thinklab UK and design expert states “The new logo is returning back to their iconic ‘70s look, with the white stripe flowing in a wavy formation through the circle. To me, it is their strongest branding since the ’90s. The addition of the bold, black font is a nod to their ’60s branding and combined gives a strong and very flexible rebrand bringing their old logos back in a fresher look.’
This new visual identity doesn’t exist in a vacuum. Indeed, it was crafted to support the new objectives of the brand. “The new design showcases a bold typeface, signature pulse and an updated colour palette, including the colour black highlighting the brand's commitment to Pepsi Zero Sugar” (PepsiCo, 2023)
The brand seems to want to move away from what is traditionally associated with sodas (sugar and unhealthy habits), and instead reinstates its commitment to providing fizzy drinks with no sugar, the whole thing in 100% recycled PET plastic bottles.
This goes to show that design and visual identity are an inherent part of being a brand, one that can have a huge influence on the products or services you’re selling.
Public reactions
While reactions have been mixed on social media (it wouldn’t be the internet otherwise), a lot of people seem happy to see a legacy brand like Pepsi embrace its history. Bearing in mind that Pepsi has been around for decades, this is an opportunity for many who have been following the brand over the years to reconnect with a product that they love.
(Image Source: Youtube, under "New Logo and Visual Identity Announcement | Pepsi")
Learning from the past
But Pepsi’s rebrands weren’t always so successful. In fact, in 2008, Pepsi unleashed one of the most unsuccessful logos in the history of the brand.
Part of the backlash the brand received on the 2008 logo was largely based on the document that detailed its creation process. On top of this, many felt that the logo was too simplistic and lacked the iconic and recognisable features of the previous Pepsi logos while disregarding the brand’s essence.
 |
 |
(Images source: Twitter)
3 key takeaways from Pepsi’s new rebrand
1. Listen to your audience and what they want
When most people are asked to draw the Pepsi logo from memory, they usually draw a circle, include the brand’s colours, and write the word Pepsi. “We couldn’t ignore that kind of insight, instead of rejecting it, we decided to embrace it.” (Mauro Porcini, PepsiCo’s chief design officer via CNN, 2023)
It’s obviously easier for a legacy brand like Pepsi to know exactly what consumers think of the brand because they are highly scrutinised. But for smaller businesses, it can be interesting to consult with an audience panel when making design decisions.
2. Make sure your visual identity reflects the objectives of your brand
In the case of Pepsi, they needed a new visual identity to reflect the fact that the brand was now going to focus mainly on zero-sugar products via the introduction of the colour black – reminiscent of their Pepsi Max line – to their main colour palette.
Investing in a good design and visual identity is important to help establish a recognisable and memorable identity with your consumers. Brand recognition is the first step toward brand loyalty.
3. Acknowledge the changes, and why you’ve made them, it’s part of your brand’s story
"At PepsiCo, we design our brands to tell a compelling and holistic story. Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people's lives," said Mauro Porcini, SVP & Chief Design Officer of PepsiCo. (PepsiCo, 2023)
Telling your story through visuals is just as important as telling your story with words. It sets you apart from competitors, makes your brand memorable, and can help create an emotional connection with your customers.
More marketing insights at Technology for Marketing:
Latest News
-
)
Are your B2B campaigns falling short? Chris Frampton from 6sense shares key insights! -
.png/fit-in/500x500/filters:no_upscale())
Claire Ferreira, Founder and Chief Marketing Officer of "Mums in Marketing," shared key insights into the transformative power of digital communities for brands and retailers during her conference at ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Influencers have become influential drivers for brand growth and audience expansion. This Technology for Marketing session on influencer marketing, led by Gordon Glenister, a global influencer marketi ... -
)
Uncover the secrets behind the Financial Times' success in mastering content personalisation through automation. -
)
Replicating an intimate in-store customer experience on digital platforms has become a pivotal focus for brands. Josh Dawe, Martech Lead at French Bedroom, unravelled the nuances of achieving this dig ... -
)
When it comes to perfecting your digital strategy, it's crucial to grasp and tackle the hidden costs of bounce rates. -
)
In a landscape dominated by AI, understanding the reasoning behind the algorithms is not just a choice but a strategic advantage for marketers. -
)
The landscape of customer communication is undergoing a profound transformation, and at the heart of this evolution is the rise of rich messaging channels. -
)
Ian Gibbs presents The CMO Effectiveness Toolkit, a valuable resource designed to empower marketing professionals with tools and insights crucial for demonstrating the true value of marketing spends. -
)
Explore the nuanced challenges of purposeful branding in this session by Scott Somerville, CMO of E.ON U.K., as he delves into the pitfalls of perfectionism and the strategic use of imperfections to f ... -
)
The role of in-house agencies has evolved into a powerhouse of creativity and innovation. Julia Arenson, the Head of Creative Operations at Specsavers, took centre stage at the Technology for Marketin ... -
)
Gain insights from industry leaders on the power of authenticity in influencer marketing, the impact of emotional content, attention-grabbing PR stunts, and the significance of consistency in influenc ... -
)
Navigating the intricate world of content marketing in the tech industry demands a strategic approach. Gavin Jordan's insights from The Drum's Open Mic provide a roadmap for tech companies to create c ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Customer Experience (CX) stands at the forefront of business priorities, and at Technology for Marketing, Benjamin Honorato, a Solutions Engineer at SurveyMonkey, illuminated the path to mastering thi ... -
)
Jazmin Beale, Head of Marketing and Brand at Queen Elizabeth Olympic Park, shared the secrets behind the park's transformation into London's fastest-growing cultural hub during a recent keynote sessio ... -
)
In the fast-paced digital landscape, where trends come and go, one tool has stood the test of time and continues to wield considerable influence: email. Access the exclusive Keynote insights from Tech ... -
)
Embark on a journey into the fascinating intersection of neuroscience and digital content creation with Harry Sumner, the Head of SEO and Content at Roast. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Discover a career journey from corporate to charity, AI and LinkedIn insights, and the future of marketing from an industry influencer. -
)
It’s just a few days until Technology for Marketing, and our 300+ exhibitors are gearing up to offer you the best solutions in the industry. Who do you want to meet? -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Meet Gordon, a seasoned entrepreneur consultant, author, and podcast host, sharing expert insights on influence and community building. -
.png/fit-in/500x500/filters:no_upscale())
Storytelling is one of the most important tools in the kit box for everyone focused on creating a successful marketing campaign. Ann the Storycoach teaches you to spot the storytelling in TV. -
.png/fit-in/500x500/filters:no_upscale())
In order to keep your business competitive and successful, it is important to carve out the time to create a strategic approach to your marketing. -
)
A review of the latest trends to inform your digital marketing approach -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
.png/fit-in/500x500/filters:no_upscale())
Meet Julia, a creative powerhouse who embarked on a transformative journey in the advertising industry. Learn more about how she's working to build a future-proofed in-house agency at Specsavers. -
)
Understanding your audience is key to developing impactful marketing. Here's how James Sharman leverages consumer insights and personalisation to craft empathetic marketing campaigns. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
-(2000-×-600px)-(1920-×-1080px).png/fit-in/500x500/filters:no_upscale())
Technology for Marketing is excited to launch the Top 100 Marketing Influencers Index for 2023 to recognise those in the industry that use social media to influence, educate and innovate our sector. -
)
From zero to a million, the story of how Laura Riches co-created a brand from nothing in three months, and set out to reinvent how to market wine creatively. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Looking at a few marketing campaigns, Ann the Storycoach teaches you to spot the storytelling and bring your customers into a different world with creative communication. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
A talk about what it mean to have a genuine message in an industry faced with scrutiny, and how to craft impactful campaigns based on honesty and transparency, while not allowing perception to stand i ... -
London, 18th January 2023: CloserStill Media, the producer of market-leading business events, exhibitions and conferences, today announced it has purchased a majority stake in CommerceNext, a leading ...
-
28 September 2022 - The UK’s biggest eCommerce and marketing technology events returned in-person, with a successful debut at London ExCeL, welcoming thousands of leading retailers and brands on day o ...
-
Digital commerce and the future of e-commerce as we know it: Pre-keynote interview with Karl Lillrud
It is often said that the best business people are those who live to solve problems - not just sell products. But sometimes it can be hard to see the wood for the trees. Organisations can struggle to ... -
It costs 80% less to keep a customer than to acquire one, yet brands are continuing to fall short in how they build relationships with their customers. Customer Relationship Management (CRM) is essent ...
-
)
The exhibition floor and conference theatres were jam-packed, as thousands of retailers and marketers joined the UK’s biggest two-day eCommerce and marketing technology event. London, 30 September 202 ... -
)
Paul Brett, Executive Producer at Flying Tiger, delves into the dynamic landscape of movie marketing and its intricate dance with cutting-edge technologies. -
)
Pepsi unveiled anew logo for the first time in 14 years, starting a new era for the brand by channeling a sense of nostalgia. What branding lessons can we take away from it? -
)
Laura Riches and her Laylo Co-founder Laura Rosenberger were the Marketing Director and Chief Operating Officer of Naked Wines during a period of rapid growth. So, when they launched their own wine br ... -
)
Roberta's tenure at Condé Nast emphasises social media, partnerships, and brand empowerment. Join her at Technology for Marketing for insights into renewing content and effective brand positioning. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Pasta Evangelists, the UK's premier fresh pasta company, has become a household name for foodies nationwide since its inception in 2017. With a turnover hitting £40m, their journey from the Dragon’s D ... -
)
By consolidating all your marketing tools under one roof (including AI capabilities, analytics, ads, and more), you’ll be fully equipped to give your visitors an exceptional experience. With Siteimpro ... -
)
1. SEO isn’t dead, It’s Just evolving (Episode 91) Straight from the horses’ mouth: "SEO isn’t dying, it’s just evolving." - Sam Dunning, E91: SEO Can't Die and Won’t Die Takeaway for 2026: Stop feedi ...
