Redesigning a logo is one of the riskiest decisions a company can make. Once a brand has built meaningful equity, dramatic changes can create confusion and alienate loyal customers.
Pepsi’s recent logo redesign offers a strong example of how to evolve an established identity without abandoning its heritage.
Rather than introducing something entirely new, Pepsi looked at how consumers already perceived the brand. Research showed that many people naturally associated the Pepsi wordmark with the globe icon, even though the previous logo separated the two elements.
The brand refresh embraces that insight. The bold new wordmark sits within the globe, creating a stronger and more integrated brand identity. Updated colors, typography, and simplified forms give the brand a more confident and contemporary appearance while preserving the elements consumers already recognize.
The result is a design that feels familiar and fresh at the same time.
Redesigning a logo is one of the riskiest decisions a company can make. Once a brand has built meaningful equity, dramatic changes can create confusion and alienate loyal customers.
Pepsi’s recent logo redesign offers a strong example of how to evolve an established identity without abandoning its heritage.
Rather than introducing something entirely new, Pepsi looked at how consumers already perceived the brand. Research showed that many people naturally associated the Pepsi wordmark with the globe icon, even though the previous logo separated the two elements.
The brand refresh embraces that insight. The bold new wordmark sits within the globe, creating a stronger and more integrated brand identity. Updated colors, typography, and simplified forms give the brand a more confident and contemporary appearance while preserving the elements consumers already recognize.
The result is a design that feels familiar and fresh at the same time.
Aumiller on Brand is produced by Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region. We help healthcare, B2B, nonprofit, destination, and industrial brands build stronger connections through brand strategy, creative storytelling, and integrated marketing. Hosted by Denis Aumiller, Creative Director and Partner at Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region.
