The evolution of an iconic brand.
PepsiCo’s new identity marks the next step in its evolution, proving that even the most iconic brands must keep adapting to stay relevant.
Few brands carry as much recognition as PepsiCo. Their products are enjoyed in more than 200 countries, their visual identity has been part of popular culture for over a century, and their blue, red and white globe is one of the most familiar marks on the planet. Yet even icons need to evolve.
As someone who has spent decades helping brands find their voice and visual identity, I find this kind of transformation fascinating. It’s a reminder that great branding is never static. It grows, adapts and reflects the world around it.
A visual journey through time
PepsiCo’s logo evolution tells a story of design, culture and strategy. From the bold, patriotic simplicity of the 1965 to 1985 logo to the sleek metallic typography of the 1985 to 2001 version, each stage mirrors the spirit of its time.
The 2001 to 2025 identity introduced a modern sans serif wordmark and a globe that represented scale and global reach. Now, in 2025, PepsiCo has taken a softer, more human direction. The new logo combines vibrant organic shapes, cheerful colours and lowercase lettering. The addition of the tagline “Food. Drinks. Smiles.” signals a clear shift from corporate precision to warmth and optimism.
It’s bright, confident and full of life. The new design reflects PepsiCo’s focus on sustainability, inclusivity and connection. It’s not just a refresh of style, it’s a reflection of values.
Balancing legacy with innovation
What makes this rebrand so effective is its ability to balance heritage with progress. PepsiCo’s designers have respected the brand’s legacy while shaping something that feels fresh and forward-looking. That balance is what every great brand strives for.
At Jazzbones, we think about this every day. Whether it’s a local charity or a national brand, the goal is always to evolve with purpose. Design should have meaning, and every decision should reflect what the brand stands for.
More than a logo change
PepsiCo’s transformation is more than a logo update. It represents a unified global approach, with a refreshed typeface, colour system and visual language. Every element works together to tell one clear story.
At Jazzbones, we often say that a brand is not just what people see, but what they feel. PepsiCo has understood that perfectly. Their new identity radiates positivity and confidence, linking design with emotion and purpose.
Lessons for every business
You don’t need a billion-pound budget to learn from PepsiCo. Every business can benefit from asking one simple question: “Does our brand still represent who we are today?”
We’ve guided many organisations through that same process. From modernising long-established identities to building new brands from scratch, it always starts with clarity. Know who you are, what you stand for and how you make people feel.
The power of evolution
PepsiCo’s latest update is more than a design change. It’s a statement that strong brands never stand still. The world changes, audiences evolve and technology moves on. Your brand should move with it.
At Jazzbones, we help brands evolve with confidence. Whether that means refreshing your visual identity or redefining your strategy, we’re here to guide you through the process.
If your brand feels ready for its next chapter, let’s talk. The evolution of an iconic brand starts with a single conversation.
