PepsiCo unveils new global brand identity after 25 years

PepsiCo has unveiled a new global brand identity for the first time in nearly 25 years, reflecting what the company says is its evolution into a “modern, forward-thinking” food and beverage powerhouse.

The rebrand includes a refreshed logo, new colour palette, and a custom lowercase typeface designed to convey approachability and the “consumer-centric spirit” of its brands.

According to PepsiCo, the redesign aims to spotlight the breadth of its portfolio, spanning more than 500 brands including Tostitos, Gatorade, Quaker, Siete and poppi, and to highlight its commitment to sustainability and innovation under its pep+ (PepsiCo Positive) agenda.

It also marks a major step in unifying PepsiCo’s corporate identity with its consumer-facing brands, following research which found only 21% of consumers could name a PepsiCo brand beyond Pepsi. 

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At the heart of the new logo is the letter “P”, which the company said symbolises the values guiding its future, such as consumer centricity, sustainability and great taste. The new design also incorporates a “smile” motif that ties back to its corporate mission of creating “more smiles with every sip and every bite”.

PepsiCo said the brand refresh will roll out across markets and touchpoints over time, including packaging, digital platforms, and corporate environments. It will debut first across PepsiCo.com and the company’s global social media channels on LinkedIn, Instagram, YouTube and TikTok.

Founded from the merger of Pepsi and Lay’s 60 years ago, PepsiCo has since grown into a global company with more than 300,000 employees and a presence in over 200 countries. “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,” said Ramon Laguarta, chairman and CEO of PepsiCo.

In tandem, Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods, said, “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. By putting smiles at the heart of our visual identity, we’re signaling our obsession with consumers, and that obsession fuels our growth.”

The new corporate identity also follows Lay’s unveiling of its own refreshed look earlier this month, the largest redesign in the brand’s nearly 100-year history. Created by PepsiCo’s design and innovation team, the update turns the spotlight back to the potato, celebrating its legacy of “real potatoes, real people, and real joy”.

While the classic yellow sun remains, the logo now features a warmer glow and distinct “Lay’s Rays” beaming from the centre, a nod to the sunlight that nurtures the potatoes used in its chips.

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