The evolution of the Pepsi logo is a prime example of how a brand can change while keeping its core identity. Over the years, the logo’s undergone numerous transformations, reflecting changes in design trends, marketing strategies and consumer preferences. From early beginnings to current iteration, the Pepsi logo is a story of innovation, adaptation and brand continuity.
And of how things can, sometimes, get a little OTT in Brand World. After all, while some logo designs embody simplicity, memorability and even the ethos of the brand, very few talk about gravitational pull and the theory of relativity. But Pepsi does.
Yes, the 2008 redesign of the pepsi logo certainly raised an eyebrow — or three.
But first a (canned) history of the Pepsi brand.
The origins of Pepsi
The original formula of what would become Pepsi-Cola was invented by pharmacist Caleb Bradham in New Bern, North Carolina in 1893. First called “Brad’s Drink,” this popular soda was crafted with a mix of sugar, water, caramel, lemon oil, kola nuts, nutmeg, and other additives.
The drink was only initially available at Bradhams pharmacy from a soda fountain but quickly gained in popularity and within 5 years it was rebranded as Pepsi-Cola. It’s believed “Pepsi” may have been a reference to the drink aiding digestion, like the digestive enzyme pepsin, but it seems pepsin itself was never used as an ingredient.
The early logo for the newly rebranded Pepsi-Cola featured a cursive, red script which was not unlike the logo of rival brand Coca-Cola. This was not altogether unusual, as many soft drink manufacturers used similar elegant scripts in their logos, as was the trend at the time.
The logo evolved little over the following years, from its first spiky iteration it became smoother and more rounded, gaining a little more elegance with each redesign. But it still resembled the Coca-Cola logo.
The evolution of the Pepsi logo begins
The first major redesign of the Pepsi logo came in 1951 when the company adopted a bottle cap design with red, white, and blue colours, symbolising the strong sense of American patriotism that prevailed in the post-war era. This design was the beginning of Pepsi’s distinctive brand identity, setting it apart from its competitors.
Image credit: 1000logos.net/pepsi-logo
The 1960s and ‘The Swirl’
The 1960s brought a major shift in the design landscape, and Pepsi was quick to adapt. The logo introduced the iconic swirl, a circular shape divided into red, white, and blue sections complimented by a new sans serif font. This design was bold and modern, resonating with the dynamic cultural changes of the decade. The swirl became a central element of the Pepsi logo, symbolising the brand’s energetic and youthful spirit.
The 1970s and 1980s: Embracing simplicity
During the 1970s the now iconic Pepsi globe appeared. It was clear to see the evolution from the old bottle top design but the company is now embracing a minimalist approach and focusing on clean lines and simple shapes. Crucially the word cola had been resigned to the history books. Pepsi was now just Pepsi.
As the decades progressed more colour was added with the solid red and blue background becoming a mainstay until the 1990s.
The 1990s: A digital-age makeover
This decade marked the beginning of the digital age, and Pepsi’s logo reflected this transition. The design incorporated a 3D effect, adding depth and dimension to the globe. This change was in line with the technological advancements of the time, as brands sought to appear cutting-edge and futuristic.
The turn of the Millennium
In 2003, Pepsi celebrated its 100th anniversary with a refreshed logo. The design retained the Pepsi Globe but introduced a more dynamic and contemporary look. The colour palette was enhanced and the typography was updated to a sleek, modern font. This iteration aimed to balance the brand’s heritage with a forward-looking perspective.
The 2008 redesign: A ‘breathtaking’ move
One of the most significant redesigns in Pepsi’s history came in 2008. It was a change that generated considerable discussion and debate. Unfortunately most of it was centred around the rationale behind the design rather than the design itself.
Pepsi enlisted the Arnell Group to create a new logo that would represent a new era for the brand. The result being a simplified, asymmetrical version of the Pepsi Globe, with a “smile” incorporated into it. The new logo was intended to convey optimism and joy, aligning with Pepsi’s youthful and energetic brand image.
This redesign was controversial to say the least, with mixed reactions from both consumers and critics. Some praised the modern and minimalist approach, while others felt it strayed too far from the brand’s established identity. The use of complex mathematical principles was deemed pretentious and unnecessary.
The design was accompanied by a detailed design brief that incorporated various elements of design theory, including the golden ratio, the Earth’s geo-dynamo and magnetic fields, and the theory of relativity. This document, known as the ‘Breathtaking Design Strategy’, outlined the complex and at times mind-boggling thinking behind the new logo.
Image credit: Arnell Group
Reportedly leaked on Reddit by an industry insider in 2009, the document offers an eyebrow-raising glimpse into the million-dollar rebrand. It’s one thing to incorporate the golden ratio into a design, it’s quite another to talk of the gravitational pull of Pepsi — and Pepsi just possibly overstep the mark when comparing its logo’s genesis to the creation of the Mona Lisa…
These comparisons were seen as an attempt to elevate the logo to a timeless and universally significant symbol, to infuse the design with a sense of grandeur and importance. But many critics just rolled their eyes at the behaviour of pretentious marketers given a blank cheque…
Image credit: Arnell Group
Despite the controversy, the logo helped reposition Pepsi as a contemporary brand.
The Breathtaking Design Strategy document makes for a read that’s both fascinating and a warning as to the unchecked hubris of marketing agencies and clients who should know better…
2023 to now: A refreshing look to the past
Today, the Pepsi logo once again features its heroic solo globe as the prime focal point. Contemporary refinements include more dramatic light reflection points on the sphere, conveying glass-like high definition. The transparency and tonal range foster a liquid, dynamic feel.
This was Pepsi’s first major rebrand since the 2008 logo and presents a pleasing retro touch. The straightened iconic globe now has an upper-case sans serif wordmark in crisp black, placed front and centre. A nod back to simpler times, sure, but the angular shapes on the ‘P’ and ‘I’ suggest it also has an eye on the future.
The evolution of the Pepsi logo: an enduring success story
The history of the Pepsi logo is testament to the power of thoughtful design and strategic evolution. It showcases how a brand can successfully navigate the ever-changing landscape of consumer preferences and design trends, maintaining a cohesive identity while continuously reinventing itself.
The Pepsi logo stands as a symbol of enduring brand strength and a commitment to staying fresh and relevant across generations.
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