New Pepsi logo

I grew up in a Pepsi family. We drank a lot of the stuff (and I’m talking the full octane sugary goodness version). I still remember those huge 3 liter bottles that we’d go through like water.

Filled with Pepsi, light from behind
One of my favorite glasses

Now, several years ago I decided to become healthy and switched to drinking way too much Diet Pepsi. I see a lot of the Pepsi logo in my life. Heck, 14 years ago I pointed out how much I liked Pepsi’s new look with this photo:

New Pepsi Can
The old new logo

And now the time has come for a new new logo! I dig it, though I’ll hold final judgment until I see it on a can or bottle in person (not that it really matters… Pepsico will still get my money).

I would like to share some of the more… exuberant portions from the press release announcing the new logo:

The new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities

Those seems like the right qualities to highlight. Don’t mention the whole “like water only not good for you” angle.

Throughout its storied history, Pepsi has maintained a bold challenger mindset and a strong link to pop culture.


Pepsi also continuously reinvents itself with brave marketing and product innovation, from creating its own television shows, exploring Web3 and introducing compelling new varieties over the years including the recent Nitro Pepsi, Pepsi x Peeps, Pepsi for SodaStream and an improved Pepsi Zero Sugar taste in the U.S. to give fans the best tasting cola in the zero-sugar category.

This press release is pretty brave, if you ask me.

At its core, Pepsi is inspired by helping fans choose more moments of unapologetic enjoyment.


The logo and visual identity thoughtfully borrows equity from its 125-year history and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi.


A new visually distinct can silhouette, which heroes the iconic Pepsi can as an accessible brand for all.

I don’t think “hero” should be used as a verb.

modern, custom typeface reflects the brand’s confidence and unapologetic mindset. 

I’m starting to wonder if the person who wrote this is ok.

The signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola with movement.

A real missed opportunity by not making “Ripple,” “Pop,” and “Fizz” characters. Maybe they are members of a KPop-inspired boy band who sing, unapologetically, about the unshackled joy Pepsi brands allow them to feel?

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