PepsiCo is the holding or umbrella company for Pepsi and several other brands. Established in 1965, the company is one of the largest food and beverage producers and distributors globally. PepsiCo has a strong visual identity with an emblem and a wordmark. It comprises a globe made of meridians and parallels in different colours. Each colour on the globe represents a brand owned by the company. The article delves into the evolution of the PepsiCo logo over the years.
The Genesis of the PepsiCo Logo (1965–1985)
The original logo of PepsiCo, the umbrella company, was conceived in 1965, the year of the inception of the company. The iconic logo, which is still visible on any Pepsi bottle, featured a globe in three colours: red, white, and blue, from top to bottom, respectively. The colours represented the colours of the American flag, and the idea behind the conceptualization of the logo was clearly inspired by patriotism.
The circle or globe was formed by wavy lines and symbolised the two merged entities: Pepsi and Frito-Lay. Also, the wordmark in the middle was rendered in a custom sans-serif typeface in blue. The underlined part of the logo was meant to convey the important role of Pepsi in the new umbrella entity. Moreover, the fact that the underline connected both Pepsi and Co. into one showed the birth of the company through a merger. Further, the fact that both “P” and “C” were shown bigger than the rest of the letters in the wordmark highlighted the names of the companies they represented before the merger.
(1985-2001)
In the 1985 logo iteration, the wordmark became the centre piece of the logo. Executed in light grey, it was similar to the previous wordmark in style and typeface. The globe emblem comprising meridians and parallels in grey was placed above the letter “I” of the wordmark, albeit in a much smaller size. The globe indicated that PepsiCo is an international company.
(2001-Today)
In 2001, the logo was redesigned to reflect the expansion of the company after the acquisition of Gatorade, a sports drink company. Commissioned by a top consulting, design, and research company in America, Landor Associates, the logo was redesigned to convey a modern, popular, and environmentally friendly image of the company. Further, the colours of the globe, meridians, and parallels were changed to represent the diverse entities owned by PepsiCo.
For instance, blue symbolises water, orange symbolises juices, green symbolises health, and white symbolises dairy products for children. On the right bottom side of the globe emblem appears the wordmark “PEPSICO” in blue to show the brand’s confidence, reliability, great possibilities, and ability to scale.
The Elements of the PepsiCo Logo
Colour
The Pepsi logo incorporates a patriotic colour scheme of white, blue, and red, which mirrors the U.S. flag and symbolises the strong ties of the company to its primary market. The light grey colour represents freedom, lightness, and openness to new opportunities, while hinting at success and growth beyond borders.
The colour blue signifies experience, reliability, wise leadership, and global expansion. It also serves as a key identifier for Pepsi and differentiates it from its main competitor, Coca-Cola, which is associated with red. The blue colour further represents the core business of the company, which is beverages.
Font
In the latest version of the logo, the typeface used is Neue Helvetica Pro 93 Extended Black. It contributes to the modern and bold appearance of the visual identity of the brand.
The History of PepsiCo
Ever since the founding of the Pepsi Cola Company in 1902, it has been actively promoting and advertising its signature beverage. However, a significant shift occurred in 1963, when D. Kendall took over the leadership role. He implemented a globalisation strategy, expanded the product line, and initiated corporate acquisitions.
For instance, the key Frito-Lay deal in 1965 led to the rebranding of the company as PepsiCo by combining “Pepsi” and “Company” to reflect its growing nature. This marked the beginning of an extensive expansion period. By 2015, PepsiCo had taken into its fold more than ten manufacturers, including notable brands such as 7-Up International, Quaker, Wimm-Bill-Dann, and Sandora, among others.
Interesting Facts About PepsiCo
- PepsiCo came into being after the merger of two entities: Pepsi Cola and Frito Lay.
- Pepsi used to be called Brad’s drink and contained ingredients such as water, sugar, lemon oil, caramel, kola nuts, and others to cure indigestion. It was created by a pharmacist named Caleb Bradham in North Carolina in 1893.
- The name Pepsi-Cola was inspired by pepsin, the digestive enzyme, and Kola nuts that were used in the recipe.
- Pepsi has been endorsed by celebrities such as Beyonce, Michael Jackson, and Britney Spears, among others.
- Pepsi produced the first 2-litre bottle made of polyethylene terephthalate. Later on, this invention was adopted everywhere in the world.
- Pepsi introduced the concept of skywriting for advertisements, where pilots used to make cloud-shaped words across the skies.
- Pepsi was arguably the first US consumer product to hit the shelves in the USSR.
- Pepsi holds more than 500 patents. For instance, it holds the patent to a tennis racquet with a synthetic handle.
- Pepsi launched the career of Sofia Vergara, who appeared in its commercial.
- The Pepsi mascot in Japan is called the Pepsi Man.
- Pepsi hired Dynamo, the master illusionist, to perform the stunt of levitating off a double-decker bus.
- PepsiCo is committed to initiatives such as investing in renewable energy and reducing the use of plastic.
- Pepsi is known to sponsor big-ticket events such as the Super Bowl halftime show and music tours.
- Pepsi is the first company to introduce Diet Pepsi by adding caffeine. It is a low-calorie cola alternative for people who wanted their caffeine fix.
Finally
The evolution of the PepsiCo logo proves the brand’s ability to adapt to changing market dynamics and consumer preferences. From being “Brad’s Drink” to its current minimalist design, the logo reflects the history of the company and the broader cultural shifts in branding and design.