Abandoning the “smiley face” logo, Pepsi brand is fully revamped in 120 countries

One year after the first update of the brand identity in the North American market, PepsiCo has finally brought this change to the Chinese market recently. On March 1, PepsiCo officially announced the news of the brand renewal on domestic social media, and at the same time brought a promotional video. It is reported that PepsiCo’s brand renewal in the Chinese market has kept pace with the global market. Not only has PepsiCo brought significant changes and innovations in product packaging, but PepsiCo’s brand value proposition has also changed from “FOR THE LOVE OF IT” to “THIRSTY FOR MORE” (desire is possible). Image source: Logo Intelligence Bureau Comparing the brand logo of the past, this is the first large-scale rebranding of the brand since it was changed to the classic “smiley face” logo in 2008. While discarding the asymmetrical design, the logo of the 1960s has been refurbished. This looks like a return to classic nostalgia, but in fact it is not. For many consumers, the version of the “smiley face” brand logo launched in 2008 failed to show Pepsi’s bold and confident brand temperament, and it was not strong in the eyes of consumers. This new image, which was born out of the last century, is in line with the public’s impression of Pepsi. It is understood that the new design of Pepsi’s bottle body has electric blue and black color scheme, which is used to distinguish between sugar-free and sugar-free versions. PepsiCo’s vice-president and chief designer said: “The new brand identity connects futurism with the brand’s traditions, and colleagues combine modern elements to show our bold vision for the future.” Finally, PepsiCo’s profound explanation of the new brand vision: “The PepsiCo brand identity is like a beating heart, and the strong power stirs up a rippling” desire sound wave “- PepsiCo Pulse (PEPSI PULSE), which is earth-shaking and endless. This also symbolizes the continuous expansion of the strong kinetic energy with PepsiCo music as the core, resonating with the original desire of Chinese youth, making thousands of desires as unstoppable as pulses.”