These Brands Have Changed... Pepsi and Johnson & Johnson's logo change and rebranding thoughts.

Johnson & Johnson and Pepsi are among many brands that have recently updated their logos. What’s different? Should you update your brand, too?

Pepsi: Pepsi recently made a logo change that taps into its classic brand elements. Back in 2014, they shifted to a more minimalistic design with softer colors, lowercase letters, and no outlines. Fast forward to 2023, and Pepsi’s return to bold colors and an uppercase font wasn’t just a nostalgic move—it was a strategic response to consumer perception. Interestingly, even though “Pepsi” hadn’t been inside the circular logo since the ‘90s, many consumers still visualized it that way. This shift shows how branding is all about how your audience perceives you. When you’re refreshing a brand, it’s not just about what looks good; it’s about what feels right to your audience. Pepsi’s move reflects a deeper understanding of the emotional connection that colors and designs can create.

Johnson & Johnson Johnson & Johnson’s cursive logo was an iconic fixture for 135 years—one of the longest-used company logos in the world. Johnson & Johnson’s brand equity has been building value for over a century, and making a change at that point comes with a lot of risk. Although many felt frustrated by the change and lack of originality in the new logo, Johnson & Johnson didn’t opt for the change solely based on aesthetics. The change came about due to a company-level change. The brand’s strategy was to become a global healthcare leader in the minds of consumers, not just a baby shampoo brand. This change is about signaling that evolution to consumers, even if it means taking on the risk of altering a beloved brand identity.

Speaking of red cursive logos, Why hasn’t Coca-Cola made a big change? The current logo still looks mostly the same as it did in 1887. We all know what happened when Coke tried to introduce a new flavor in 1985. Maybe the response to an attempted flavor update, “New coke” showed the company that a rebrand is out of the question. The red cursive logo is more than just a design; it’s a symbol to consumers. When your brand identity is so deeply ingrained in consumer minds, even a logo from the 1800s can still resonate today.

Coca-Cola, Pepsi, and Johnson & Johnson each have different brand strategies, and that’s exactly how it should be. A brand lives in the minds of the consumer, so the real question is: Does your logo align with how your audience perceives your brand, or how you want them to?

If there’s a disconnect, it might be time to rethink your strategy. If you’re considering a logo change, let’s talk. At PMD, we’re here to ensure your brand’s visual identity matches your strategic goals.

What do you think about these logo changes? Should logos embrace trends and update their logo when necessary or stay true to their original brand as much as possible? Share your thoughts in the comments!