Wayne Deakin explores PepsiCo’s fresh global identity, reflecting on what makes it work, where it could go further, and how it signals a shift toward a more human corporate world.
The new Pepsico logo
Wayne Deakin examines PepsiCo’s fresh global identity, reflecting on what makes it effective, where it could be improved, and how it signals a shift toward a more human corporate world.
After almost twenty-five years, PepsiCo has unveiled a new corporate identity that feels purposeful, human and built for the future. It is simple, confident and true to what the company stands for today: a global family of food and drink brands driven by optimism and intent. For me, that is a big tick in the right direction and a world away from the hollow, colourful Death Star of before.
It seems to capture the essence of PepsiCo and its mission. It balances clarity with warmth, scale with humanity. I get what the business is and what the mission is, and that is a big win. The logo, with its grounded “P”, approachable lowercase type and natural colour palette, feels both familiar and new. It connects history to future and creates a system that can flex across categories and cultures. I can see this working in different markets and regions without issue, which is important and a reminder to Western designers to always think through a global lens, not just a Western one. For a business of this scale and complexity, that is no small feat. Credit to the team; I know how tough these projects are to get right.
I think it works. Of course, we all have our own thoughts on how we might have done it.
For me, I would have refined a few small details. The letterforms could be reduced in thickness by around ten to 15%, as they edge towards slab territory, where a touch more efficiency and lightness could speak better to the agility of the business. I might also have explored the shape language further, perhaps drawing a subtle nod to Caleb Bradham’s original 1898 Pepsi mark.
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That early design was expressive and characterful. While it belonged to Pepsi rather than PepsiCo, a hint of that spirit woven into the new system at a micro level could have added a quiet moment of uniqueness. You can still be corporate and allow for moments of expression that reveal themselves over time. People love discovering those hidden codes.
What stands out is how hardworking and universally clear the design feels. It communicates easily across languages, markets and cultures, which is vital for a company of this global reach. It is a system built to travel, adaptable enough to stretch across PepsiCo’s vast portfolio without losing coherence or meaning.
On colour, PepsiCo says its palette draws from the real world: “the rich soils that nourish our foods, our refreshing drinks, and the vibrant hues that reflect our commitment to people and the planet.”
I can see the conversation that must have happened about pushing the colours to be more vivid and exciting, but this is a company that makes a huge range of food and drink products. I imagine it did not want to go too modern or too bright and risk drawing unwanted attention to artificial ingredients or processed elements. It feels considered, and I think that was the right call.
I have not yet seen how the identity performs at smaller scales or in digital environments, but I am curious.
I hope we see thoughtful design there, as it cannot simply be scaled down. This identity also feels like it should come alive through motion. It would be a missed opportunity if it did not. In many ways, PepsiCo is as much a logistics and energy company as it is a food and drink one. Motion could make this identity sing: a global force built on rhythm, energy and connection. “Food. Drinks. Smiles.” is the perfect brief for movement and emotion.
That said, I am not sure why you would include the strapline so prominently in the logo lockup.
It takes up valuable space, but more importantly, there is something slightly uncomfortable about any brand declaring that it is associated with smiles. It is like saying “I’m funny.” These things are better suggested through behaviour and experience rather than beingsignposted so literally.
And if the result is smiles, what is better than an identity that moves and feels more human? I also wonder if there is a sonic layer. It feels like there should be.
We should remember that a logo alone cannot carry the story. It is easy to focus on the mark, but the real test will be the design system that surrounds it: how it moves, how it lives, how it connects with people. If that system is built with the same clarity and intent as the mark itself, PepsiCo will have an identity that truly reflects its vision, its reach and its belief in creating more smiles with every sip and every bite.
I am sure many of my fellow creatives will not agree with me and may find the logo underwhelming or a little on the dull side. But looking at it from a global business perspective, I think it is a solid, hardworking piece of design.
If PepsiCo can bring the identity to life more fully in motion, in its employee brand and across its communications, I can see this gaining real power and excitement. Time will tell. It may not win awards or end up on a T-shirt, but it is a good, well-judged leap forward.
Congrats to the team.
Wayne Deakin is the founder of Studio Deakin and former global executive creative, Wolff Olins.