PepsiCo has introduced a new corporate brand identity for the first time in 25 years, marking a major shift in how the company presents itself. The rebranding reflects PepsiCo’s evolution from being seen mainly as a maker of beverages and snacks to becoming a large global food and drinks group with a diverse range of well known products.
The updated visual identity includes a redesigned logo and a new custom typeface. It has been launched as the company celebrates 60 years since the 1965 merger of Pepsi Cola and Frito Lay. The goal of the new branding is to create a clearer connection between the corporate name and its large portfolio of more than 500 brands, which include Tostitos, Gatorade, Quaker, Siete and poppi. Internal data showed that only 21 percent of consumers could name any PepsiCo owned brand other than the Pepsi cola drink.
Ramon Laguarta, Chairman and Chief Executive, said the new look highlights the organisation’s direction. “Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe and an unmatched family of beloved food and drink brands,” he said. The logo keeps a reference to the company’s legacy in the letter P but now brings in visual elements tied to consumer focus, sustainability and flavour. This supports the company’s pep plus strategy, which focuses on sustainability and long term growth.
Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer for International Foods, said the refreshed identity connects both present and future goals. “Our refreshed corporate brand is a beautiful expression of both who we are as a company today and our aspiration for the future reflecting our wide portfolio of beloved foods and drinks brands,” she said. She added that the design includes a subtle smile to support the company’s message: Food. Drinks. Smiles.
The new typeface uses lowercase lettering as part of a move to create a simpler and more modern look. The colour palette is inspired by the natural sources of the company’s products, connecting it visually to agriculture and ingredients used in its foods and beverages.
PepsiCo will introduce the new identity across all consumer and workplace touchpoints. Packaging, signage and physical spaces will follow after the initial rollout on digital platforms, beginning with the company website. The rebrand is intended to align the company’s public image with its expanding business focus and future growth plans.
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