PepsiCo will roll out a logo update for its flagship Pepsi trademark this fall, the first such redesign in 14 years. The company’s in-house design firm, led by SVP and Chief Design Officer Mauro Porcini, forged the design over three years. Pictured below, the new logo and “visual identity system” is intended to convey four key messages, Porcini and Pepsi CMO Todd Kaplan told BD in an interview:

1) “Unapologetic enjoyment,” with help from a blue “pulse” that radiates from the logo and will change based on the application;

2) Pepsi as a “bold” and “confident” brand, as highlighted by the use of capital letters, a new font, and bold black color for the “PEPSI” word mark; plus a black rim around the logo’s circular...