Uploaded March 2026 | Updated September 2026, 1 day ago
Marco Escalante, the designer who helped shape PepsiCo’s past and present corporate identities, discusses how the brand has changed.
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Marco Escalante: Looking at the new identity in that flag, it represented that all the time, the multiple sketches, everything just pointing to that moment, into that direction. That was a moment that I, it got me a little bit emotional, to be honest.
Hi, I am Marco Escalante. I'm the Senior Design Director for Corporate and Communications at PepsiCo, and I have the privilege to lead a fantastic group of people who worked on the redesign of the new corporate identity for PepsiCo.
We are more into, create a new mindset in the company with all associates. We want to unite all the criteria under one thought, that it's PepsiCo. One Pepsico. This is the new identity for every single one of us in the company.
If you remove one of the pieces, that P disappears. When then you understand that symbol, it's just the sum of the parts. And that's, in fact, what makes us unique as a company.
Everyone, we have the responsibility to be brand ambassadors and take care of that identity. It's our name. And we need to be responsible to taking care of it. We are evolving. We are understanding what happened in the past, fixing to the future.
We didn't want to follow trends. We just wanted to solve a communication challenge. And I think we delivered, and I'm very, very happy for that.
Marco Escalante, the designer who helped shape PepsiCo’s past and present corporate identities, discusses how the brand has changed.
______________________________________________________________________________________________
Marco Escalante: Looking at the new identity in that flag, it represented that all the time, the multiple sketches, everything just pointing to that moment, into that direction. That was a moment that I, it got me a little bit emotional, to be honest.
Hi, I am Marco Escalante. I'm the Senior Design Director for Corporate and Communications at PepsiCo, and I have the privilege to lead a fantastic group of people who worked on the redesign of the new corporate identity for PepsiCo.
We are more into, create a new mindset in the company with all associates. We want to unite all the criteria under one thought, that it's PepsiCo. One Pepsico. This is the new identity for every single one of us in the company.
If you remove one of the pieces, that P disappears. When then you understand that symbol, it's just the sum of the parts. And that's, in fact, what makes us unique as a company.
Everyone, we have the responsibility to be brand ambassadors and take care of that identity. It's our name. And we need to be responsible to taking care of it. We are evolving. We are understanding what happened in the past, fixing to the future.
We didn't want to follow trends. We just wanted to solve a communication challenge. And I think we delivered, and I'm very, very happy for that.
