Pepsi Globe

[1] The Globe has its origins in the 1940s, when Pepsi unveiled a new bottle cap that featured the script Pepsi wordmark in the white field of a waving tricolor meant as a show of U.S. patriotism during World War II.

The literal depiction of the bottle cap was retired in favor of a simplified representation in 1973, at which point the wordmark was made smaller to fit fully within the perimeter of the disc.

In October 2008, Pepsi announced it had contracted New York–based brand consultancy agency Arnell Group to redesign many of its products for 2009.

[6][7] The globe underwent its most dramatic transformation to date, with the white band losing its rotationally symmetric wave in favor of an irregular form suggestive of a smile or the letter P. The wordmarks was made all-lowercase and changed to a geometric sans-serif type, a design highly similar to that used for Diet Pepsi in the 1970s and 1980s.

The wordmark, as well as other accompanying brand elements, is black rather than blue for the first time since the bottlecap image was replaced by the abstract Globe.