The 2024 brat phenomenon - Charli XCX's acid-green cover with its new brutalist font and language - an instant archetype of virality, is a design project that invents a world through signs... The flattening of the big names in fashion into logos that are all the same, whether Celine, Burberry or Balenciaga, as long as they are sans serif on a white background, has told us a similar story.
And Pepsi, too, is doing its own thing, in its own way and in its own language: from white backgrounds, opaque blues and thin lines, it has returned to black, a lot of it; the line is strong, the font muscular, with vintage touches.
What is behind a revolution in visual identity? How much influence does it have on the social presence of its content? A lot. And a lot depends on its reception.
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