The document summarizes Pepsi's recent rebranding efforts. It discusses the history of Pepsi's logo designs from 1893 to 2008. Pepsi's 2008 redesign using Futura font and blue colors did not have the desired results, so a new rebranding project was initiated to make Pepsi feel younger, fresher, and more energetic. The new logo features multiple lightning bolts in a circular shape meant to resemble soda fizz. The document outlines the new colors, typefaces, and design elements used and provides renderings and prototypes showing how the new branding will be implemented.

1. epsip

2. Contents
Then and Now--The History of Pepsi and
Reason for the Rebrand
What Pepsi Needed--The Inspiration That
Inspired This Rebrand
Logo--How to Use the New Pepsi Logo
Design Elements--Colors and Typeography
Design in Use--Mechanicals, Renderings, and
Prototypes

3. Then and
Now

4. Page4
Then
and
Now
History
Originally called “Brad’s Drink,“ Pepsi has
been around since 1893 when it was created
by Caleb Bradham in his drug store. It was
renamed “Pepsi-Cola“ in 1898 after its two
main ingredients (pepsin and kola nuts). The
basis for the Pepsi logo we know today
was the 1950 post World War II design that
incorpoarted a circular bottle cap logo sign
and bright, patriotic colors

5. Page
5
Then
and
Now
Last Life Before
In its latest 2008 redesign, Pepsi used Futura font and cool blue
colors, changing their logo mark from the horizontal white wave
in the middle of the design to a more mobile, slanted design.

6. Page6
Then
and
Now
Why Rebrand
But this slight change in the logo mark
and font did not bring the results many
hoped for. Pepsi kept the same colors
it’s had since 1950, which gives it a quiet
and responsible feel mixing it with a font
that strives to be young.
Pepsi is confused.
With this rebrand, Pepsi will be completely
rejuvinated with energetic colors and
electric fonts.
From To
Quiet Electric
Bold Confident
Responsible Energetic
Patriotic Fresh
Still Noticible

7. What Pepsi
Needed

8. MoodBoard
W
hat
Pepsi NeededPage8

9. Inspiration
W
hat
Pepsi Needed
Page
9

10. Page10
W
hat
Pepsi Needed
New Brand Narrative
The new Pepsi will have a fresher feel that is uniquely its own, aimed
primarily at people aged 15-25. It will be noticible and energetic in
such way that shocks the brand out of it’s static rut.
No longer will Pepsi be flat, quiet colors of red and blue, no longer
will it be passed over for bright red Coke.
Pepsi will pop out of the line-up of and fly off the shelves with this
new, electric design that appeals to the primary soda drinkers of
today.

11. Logo

12. Page12
Lo
go
Logo and It’s Creation
The new Pepsi logo keeps the circle shape
of the old logo mark, but not much else.
Designed primarily with Pepsi’s electric
taste in mind, the new logo features several
lightning bolts in a pattern reminiscent of a
soda’s fizz. The new purple colors of Pepsi
aim the drink at a new, younger audience
and the logo font remains playful to match.

13. Page
13
Logo
Logo Do
Use Black and
White Version
Use a Single
Lightning Ball of
the Logo Alone
Change the
Colors of the
Logo among
Pepsi Colors

14. Page14
Lo
go
Logo Don’t
Stretch Logo out of
its Circle Shape
Change Colors
or Fonts to
Non-Pepsi
Colors or Fonts
Put against Non-
Pepsi or Not
Neutral Colors

15. Design
Elements

16. Page16
Design
Elem
ents
Colors

17. Page
17
Design
Elem
ents
Main Types
Logo--Aovel Sans
Display--Earth Orbiter
Header--Ageone
Body--BPreplay

18. Page18
Design
Elem
ents
Types in Use
Pepsi Site
Drink Pepsi--You Know You Want To
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19. Design in
Use

20. Page20
Design
in
U
se
Digital Bottle

21. Page
21
Design
in
U
se
Mechanical

22. Page22
Design
in
U
se
Prototype