Pepsi has become one of the largest beverage corporations in the world since their founding in 1898. Though they are primarily known for their signature cola, Pepsi also creates some other soft drinks and beverages. Due to their popularity, the Pepsi logo is one of the most recognizable logos in the food and beverage industry. In the century since its creation, this logo underwent quite a few changes before its current form was reached. This article will tell you the story behind the design of the Pepsi logo.
Pepsi Logo Design Elements
Pepsi’s logo contains both a graphic symbol and the brand name. On the left side of the logo is a circular symbol that features a white, curved line swirling across the middle in a diagonal motion. The top of the circle is red, and the area below the white line is blue. Pepsi calls this circle “The Pepsi Globe.” To the right of the circle is the brand name “Pepsi” written in blue, lower-case letters. The font used for this brand name is a san-serif font with rounded “P’s.” A wavy line is used for the crossbar of the “E.” When the logo is displayed on a blue can, there is a thin white line around the circle, and the brand name is written in white instead of blue.
Changes and Evolution
Pepsi is constantly tweaking the shape of its logo, but all the logos fall into five basic design categories. When it was first created, Pepsi was marketed with a logo that just said “Pepsi-Cola” in an elaborate, curling, red script. Different variations of this logo were used throughout the 1940s. Starting in the early 50s, Pepsi changed to a circular logo with a red top, a blue bottom, and a wavy white strip in the middle that contained the brand name. This was then changed to a rectangle that contained the Pepsi globe symbol against a half red, half aqua background. The company then moved to a busier version in the 1990s that was a blue rectangle containing the words Pepsi and a 3D, spherical Pepsi globe. This was eventually simplified into the modern logo.
Until the 1940s, Pepsi used a red and white color scheme. When the United States entered World War II, the company created a bottle cap with red, white, and blue swirls to capitalize on the patriotic theme. This color scheme caught on, and Pepsi has stuck with a red, white, and blue logo ever since. Between 1971 and 1987, the logo contained some aqua in an attempt to modernize it, but Pepsi quickly returned to their simpler color scheme.
Pepsi has used three main font types of the years. They started with a curling script that is quite similar to Coca-Cola’s original logo. In 1962, this was changed to a bold, capitalized font with thick letters that contained sharp corners and curved edges. When the logo had its last major update, the company changed to a very thin font that is extremely rounded.
Pepsi’s logo is intended to pay homage to its past while appearing more stylish and modern. The Pepsi globe references the past circular logos, but the shape of the white swirl is different on the modern logo. It is skewed slightly, so it looks more like a smile than a wave. The marketing team behind the new logo claims that they were inspired by the movement of the Earth’s tidal patterns and magnetic fields. The new logo is supposed to represent movement and imply that the Pepsi company is full of bold and futuristic thinking. Despite these changes, the company kept their old colors to provide a sense of familiarity to loyal customers.
The font used for the modern logo is actually the font used to market Diet Pepsi in the 1970s. In Argentina, the Pepsi logo actually says “Pecsi” because that is how Argentinians pronounce the name of the soda, and there was some confusion among locals about sodas that said Pepsi. From 2008 to 2010, the width of the white swirl on the logo changed depending on which Pepsi product displayed the logo.
For many soda fans, just seeing the Pepsi logo is enough to make them crave a Pepsi cola. Pepsi uses the blue coloring of their logo to differentiate their product from rival companies like Coke. The bold coloring and the smooth curves on the Pepsi logo help it to have a strong visual appeal. It is constantly changing, yet the logo continues to represent the company nicely.