Brenda Khan
The Pepsi logo has been through several redesigns, with the company constantly reimagining its branding. The logo has seen changes to its type, font, and colour. In 2008, PepsiCo redesigned its logo and rebranded many of its products, including Diet Pepsi. The logo became a series of smiles, with the central white band arcing at different angles depending on the product. Diet Pepsi's logo consisted of a small smile. The logo was changed again in 2010, and once more in 2018, when the company reverted to using aspartame in its sweetener.
| Characteristics | Values |
|---|---|
| Year of first logo change | 1975 |
| Similarity to 2008 Pepsi logo | Typeface |
| Changes made in 1983 | Light blue stripe and Diet Pepsi text were recolored to royal blue |
| Logo used from 1986 to 2003 | Segmented Pepsi logo with Handel Gothic-modified typeface |
| Logo used from 2008 to 2010 | Series of "smiles" with the central white band arcing at different angles |
| Logo used from 2010 onwards | Original "smile" logo |
| Logo used from 2015 to 2018 | "Now Aspartame Free" caption above the globe |
| Logo used in 2018 | 1986 logo with Michael Jackson, 1991 logo with Ray Charles, and 1998 logo with Britney Spears |
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What You'll Learn
The logo change in 2008
Pepsi has a long history of rebranding and redesigning its logo. The logo change in 2008 was one of the many instances of Pepsi's reimagination.
In October 2008, PepsiCo announced a redesign of its logo and a rebranding of many of its products, including Diet Pepsi. The logo change in 2008 was a part of a series of "smiles," with the central white band arcing at different angles depending on the product. The Diet Pepsi logo consisted of a small "smile," with the central white band arcing at a small angle. This logo change was a shift from the previous logo, which featured a segmented Pepsi logo with a Handel Gothic-modified typeface. The 2008 logo also saw a change in the typeface, with a slight alteration to the letter "e".
The 2008 logo change for Diet Pepsi was a part of PepsiCo's strategy to fit the mood and flavor of the drink. The use of a "smile" logo conveyed a sense of happiness and positivity associated with the brand. This change also unified the design language across the Pepsi variants, with both regular and diet versions adopting the "smile" logo by 2010.
Over the years, Pepsi has mastered the art of rebranding while maintaining the core elements that make the brand so recognizable. The 2008 logo change was a testament to Pepsi's ability to stay true to its identity while embracing change and innovation.
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The 2018 retro labels
In 2018, Pepsi launched a global campaign called "Pepsi Generations" to celebrate the brand's history in pop culture and its connection with people over generations. As part of this campaign, Pepsi introduced retro packaging for its Pepsi, Pepsi Zero Sugar, and Diet Pepsi products. The limited-edition retro labels featured designs from the brand's archives, including the return of the traditional Pepsi globe and the 1986 can design. The 2018 retro labels for Diet Pepsi featured a grey background with the 1986 can design, which marked a significant shift in the placement of the Pepsi name outside the globe. The "ONE CALORIE" caption was shifted upward, and the Diet Pepsi name was prominently displayed in Handel Gothic Bold typeface. The "Diet" part of the name was written in red, making it stand out. The retro labels were initially leaked on Meijer.com, where a reworked 1986 Diet Pepsi logo was featured.
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The 1983 switch from light blue to royal blue
In 1983, Diet Pepsi switched from using the artificial sweetener saccharin to NutraSweet (aspartame). This change in ingredients was accompanied by a change in the logo, with the light blue stripe and the 'Diet Pepsi' text recoloured to royal blue. This was not the first time Pepsi had altered its logo to reflect a change in ingredients. In the 1970s, the logo lost its bottle-cap details and became more abstract, featuring a simple circle shape with a triple wave and the word 'Pepsi' shrunk down to fit within the globe. The blue colour in the logo was introduced in the 1950s, reflecting post-war patriotism and pride in its connection with America.
The 1983 logo change also marked a shift in typeface for Diet Pepsi, with a design very similar to the one used in the 2008 Pepsi logo. This logo would remain until 1986, when Diet Pepsi began using a segmented logo, similar to the AT&T logo at the time, with a Handel Gothic-modified typeface. This logo would be revisited for Diet Pepsi's "Classic Sweetener Blend" variety from 2016 to 2017.
The 1986 logo featured the return of the traditional Pepsi globe, with the word 'Pepsi' moved outside of the globe for the first time. The entire design was rotated, making the lines go diagonal, and a "freshness dating" caption was added to the package. In 2018, Diet Pepsi released a "retro design" featuring the 1986 logo, along with two other retro designs featuring the 1991 and 1998 logos.
The most recent logo change for Pepsi came in 2024, with a new visual identity featuring a bold colour palette, a white wave, and a retro-inspired, uppercase typeface. The blue in the new logo is described as 'electric', closer to purple than midnight. This logo change was designed to reflect the brand's transformation and expanding reach among Gen Z consumers.
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The 1986 segmented logo
In 1986, Diet Pepsi introduced a segmented logo, marking a shift in the brand's logo design. This new logo featured a segmented Pepsi globe, reminiscent of the AT&T logo of that time, and utilised a Handel Gothic-modified typeface. The 1986 logo also marked the return of the traditional Pepsi globe, which had been absent from the logo since 1973. Notably, the new design moved the Pepsi name outside of the globe for the first time. The wordmark was set in Handel Gothic Bold, with the "ONE CALORIE" caption shifted upward and the Diet Pepsi name in red. This logo was used until 2003, when Pepsi redesigned its packaging and logo once again.
The 1986 logo represented a significant change in the visual identity of Diet Pepsi, introducing a segmented design that gave the logo a modern and dynamic appearance. The use of the Handel Gothic-modified typeface added a bold and distinctive touch to the logo, making it instantly recognisable. This choice of typeface was also a nod to the logo used from 1987 to 1991, which featured the wordmark set in Handel Gothic.
The positioning of the Pepsi name outside of the globe was a notable departure from previous designs, as the globe had traditionally been the central element of the Pepsi logo. By moving the name, the 1986 logo emphasised the brand name and gave it more prominence. This change also allowed for greater flexibility in the logo's application, as the elements could now be arranged in different ways to fit the packaging or marketing context.
The 1986 logo also introduced the "ONE CALORIE" caption, which was positioned above the Diet Pepsi name. This caption emphasised the product's low-calorie proposition and was a key message for consumers at the time. Additionally, the use of red for the "Diet" part of the name was a visual device to differentiate the diet variant from the regular Pepsi product, which used a different colour scheme.
The longevity of the 1986 logo, which remained in use until 2003, highlights its success in representing the brand and connecting with consumers. Even after its replacement, the 1986 logo continued to hold relevance and was revisited for Diet Pepsi's "Classic Sweetener Blend" variety from 2016 to 2017. This demonstrates the logo's enduring appeal and its ability to convey the brand's essence, even as consumer tastes and design trends evolved.
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The 1964 launch of Diet Pepsi
The 1960s saw a craze for skinny bodies and calorie-counting, with the Baby Boomers embracing new dietary habits and preferences. PepsiCo sought to capitalise on this shift and launched Diet Pepsi in 1964, the first mass-distributed diet soda in the United States. It was originally test-marketed in 1963 under the name Patio Diet Cola, but was rebranded the following year. This new drink was an innovative product that changed the trajectory of diet beverages. It was a lighter, sugar-free option for consumers, sweetened with the artificial sweetener saccharin.
The launch of Diet Pepsi was a strategic move by PepsiCo to broaden the appeal of its products and expand its market share in the intensifying diet soda competition. The company sought to position itself as a youthful and energetic brand, appealing to the “Pepsi Generation” with its modern, geometric logo and minimalist font. This branding was a deliberate shift away from its rival, Coca-Cola, which was perceived as a brand for those who were "stuck in old mindsets".
The introduction of Diet Pepsi marked a significant milestone in the "Cola Wars", as it went head-to-head with rival Coca-Cola's first sugar-free offering, Tab Cola. This rivalry spanned decades and significant historical events, including the Watergate scandal and the Reagan Revolution. Despite the competition, Diet Pepsi maintained its popularity and adapted its formula and marketing to align with changing consumer tastes and health trends.
The logo and packaging of Diet Pepsi have undergone numerous redesigns to keep the brand feeling fresh and relevant. The logo used in the packaging and advertising has changed multiple times, with the company embracing a strategy of constant reimagination. The most notable changes include the adoption of a symmetrical look in the 1960s, the switch to the globe logo in 1973, and the introduction of a minimalist, lower-case design in 2008.
The sweetening agents in Diet Pepsi have also been a source of controversy, with the company facing challenges due to health concerns and changing health recommendations. In the 1970s, animal studies linked the artificial sweetener saccharin to bladder cancer, leading to a public panic. As a result, Diet Pepsi switched to the next-generation sweetener, aspartame, in 1983. This change was reflected in the logo, with the light blue stripe and text being recolored to royal blue.
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Frequently asked questions
The Diet Pepsi logo first changed in 1964 when Patio Diet Cola was renamed to Diet Pepsi.
In 1983, the light blue stripe was changed to royal blue, and the text was also recolored to match. This was due to the switch from saccharin to NutraSweet.
The most recent change to the Diet Pepsi logo was in 2018, when the brand reverted to using aspartame as a sweetener, and the logo was changed to a retro design.
