Rebrands and case studies

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Pepsi, 2023

Lesson 6 of 9 in Rebrands and case studies.

Lesson

The word went back inside the circle, which is where it was always supposed to be.

The Pepsi logo introduced in 2023: a circle outlined in black with a red band above and an electric blue band below, and PEPSI set across the white centre in heavy black capitals.
Pepsi's 2023 logo, with the name back inside the circle in heavy black capitals. It borrows from the brand's older marks.Pepsi, 2023. PepsiCo.Wikimedia Commons/Public domainTrademark of its owner
The Pepsi logo used from 2008 to 2023: a tilted circle split by a white band that curves like a smile, red above and dark blue below, with the word pepsi set underneath in a light blue lowercase sans-serif.
Pepsi's logo from 2008 to 2023: a tilted circle with a white band curving like a smile, and the name in light lowercase beneath it.Pepsi, 2008–2023. PepsiCo.Wikimedia Commons/Public domainTrademark of its owner
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  1. Question 1, locked

    In Pepsi's 2008 identity the word sat under the circle with no formal link to it. What kept the two together?

    • The white band curving through the circle
    • A shared red and blue colour palette
    • A rule in a guideline, not the shape
    • The soft lowercase letters echoing the curve
  2. Question 2, locked

    Pepsi set its 2023 wordmark in heavy black capitals. Besides contrast, what strategic job does the black do?

    • It moves away from Coca-Cola's red-and-white script
    • It makes the mark look much more like the 2008 version
    • It lets the blue fade back to a much softer shade
    • It allows the outline ring to be dropped on shelves
  3. Question 3, locked

    A batch of Pepsi cans is printed on cheap flexographic presses and then chilled under a shop light. Which part of the mark does the lesson expect to suffer?

    • The electric blue lower half
    • The heavy black capitals
    • The white band through the middle
    • The thin black outline

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