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Pepsi Logo History & its Evolution Over 100 Years

Henny Kel by Henny Kel Tweet - in Food & Beverage


Pepsi cola is one of the most famous beverage brands known for its chilling taste around the world. Pepsi logo is one of the most recognized logos across the globe. However, it is not appropriate to say that the logo became popular or recognizable due to the popularity of the beverage. In fact, the design of the logo has contributed in a big way to the success of the brand. The Design of Pepsi Logo is attractive, simple and instantly visible and helps in catching attention of people towards the beverage. You can say that design of the logo has contributed a lot in making Pepsi cola a great soft drink brand that it is today. People can immediately associate themselves with the company’s business on seeing its logo, thanks to the well crafted design that has the same choice of colors, shape and fonts.

However, Pepsi Globe logo that we see today has gone several changes over the years. The logos journey started when the company founder Caleb D. Bradham scrabbled a design that later gathered fame. The design continued to be the identity of the company until 1940 when the company made changes in the design of its logo for the first time.

Major Highlights on Pepsi Logo

  • 1898-1940 Use of swirly script in the logo

History of Pepsi logo began in 1898 with a close rivalry with competitor brand Coco Cola. During the period from1898 to 1940’s, Pepsi had a swirly red script logo, which looked similar to that of Coco Cola logo.

In 1906, Pepsi logo underwent another change in design when the logo incorporated lots of text. Typography of the logo, however, was more or less the same. The logo attained a spherical shape for the first time in the year, which became a major success. The spherical shape continues to be part of the design till today. One of the reasons for spherical shape of the logo was that the company wanted to accommodate the slogan The Original Pure Food Drink in the design.

In 1940’s, Pepsi went back to rectangular shape for the logo. The letters Pepsi Cola were incorporated in a rectangular box that had an entirely white background. The letters were designed in red. So, the contrast of white and red gave the logo its distinctness. But another reason for the logo having red and white colors was to show support to the Americas efforts in World War II. It was because of this support that the logo dropped its curlicues to some extent.

By 1943, Pepsi designed its logo in the shape of a bottle cap. The slogan  Bigger Drink, Better Taste was incorporated in the cap.

  • Decade of 1960 A Bottle cap design

    In 1960s, the logo underwent another big change. For the first time, the new design featured a serrated bottle cap. The colors continued to be blue and red with background color being entirely white. The company had started a Pepsi Generation campaign in the decade. It was in 1960 that the word Cola was dropped from the logo. Pepsi never used this word again in the drink logo. In 1962, the design had two bulls eyes add to the words Pepsi The bulls eyes were incorporated in the design to express Pepsi domination in the global soft drinks market.

    Pepsi logo 1960 Pepsi logo 1960


    • 1970s Minimalist design approach

    The next decade of 1970s was the time when the societies across the world were going through radical changes. This had its impact on design of Pepsi logo as well. In 1973, sensing that people were embracing modernity and new technologies, the company thought it fit to have a minimalist drink logo design to make it look neat and clear. The minimized design chose to drop white color for backdrop. Instead, white was used by the designers for outlining the rectangular and spherical boundaries of the logo. Blue and red dominated the color scheme of the logo. The word Pepsi was written in a box with some alterations made in typeface.

    pepsi logo 1970 pepsi logo 1970

  • 1990’s 100th  Anniversary celebrations

In 1991, Pepsi redesigned its logo by minimizing the spherical shape and placing it to the lower right corner. The word Pepsi was designed in bold uppercase letters at the top. Red and blue colors continued to dominate the Pepsi logo and white made a comeback as color for back space.In 1998, the company celebrated its 100th  anniversary. To commemorate the anniversary, the company made some changes in its logo design. For the first time, background space of the logo was blue. White, which was traditionally used for wide back space, was shifted in the word “Pepsi”. The new Pepsi logo was created to give it a refreshing look. The design gave a three dimensional look to the viewers.


  • Current Pepsi Globe logo

Todays Pepsi Globe logo has a design that gives the impression of a smile. The current logo retains its uniqueness by combining its traditional colors, shapes and font style. The spherical shape of the logo has a swirl in the middle. The swirl separates the upper disk of the log from the lower one. The middle white space has been tweaked to give a smiling face to the logo. This way, the logo looks appealing. The present Pepsi Globe logo uses blue and red as these are contrasting colors. The middle white strip enhances the contrast even more for producing tantalizing spectacle. The words Pepsi are typecast at side of the globe this time in lower case.

Pepsi Logo 2015 Pepsi Logo 2016

The logo has all the three colors  white, blue and red in a spherical shape. But the white band in the middle breaks the rounded shape. The logo has words Pepsi designed in lowercase.

The logo has all the three colors  white, blue and red in a spherical shape. But the white band in the middle breaks the rounded shape. The logo has words Pepsi designed in lowercase.
Current Pepsi logo has patriotic palette of the 40s, minimalistic design approach of the 60s and 70s as well as script-like curves from the logos original look. The present Pepsi logo was created in 2008, when the company started revamping its brand as part of its global re-branding strategies. There have been many changes in the societies from 1993, so, the company wanted to make the new logo look relevant to the consumers.

Despite the above mentioned changes, Pepsi logo maintained its uniqueness of shape, colors and font style, which is unique quality of famous logos. Since Pepsi establishment in 1898, the world has seen a lot of technological advancement. But Pepsi did not allow these technologies to completely influence a change in its logo design. The company knew that its customers would not like a completely transformed logo design.

To conclude, Pepsi logo design is an example of how a company changes its logo with the passage of time. These changes are not just for the sake of making changes but are part of a well-thought marketing strategy. Focus of such amendments in designs of logos is to attract the people towards company brand and its business. Pepsi has been extremely successful in presenting its corporate identity and business through regular changes made in its logo design. In the coming years, we may see yet another change in logo design of Pepsi when the company feels it necessary as a marketing strategy.

Henny Kel

I am a graphic, web designer and blogger with over 6 years experience. I am very passionate about anything related to design and spends copious amounts of time hidden behind a book or a screen and reading about design. Twitter | Google +