DORITOS

GLOBAL VISUAL
IDENTITY SYSTEM

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IT STARTS
WITH A SPARK

PepsiCo’s visual system for Doritos — with its dynamic, signature “spark” graphic — captures and broadcasts the excitement and vitality of the brand.

The voice for the bold

Building on Doritos’ energetic brand, PepsiCo’s visual system aims to be the voice for the bold, with arresting imagery and a daring message.

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RELEASE YOUR
INNER BOLD

The “For the Bold” global system aims to catalyze the spirit of Doritos fans with a message as powerful as it is personal: the Doritos brand — and its audience — is every bit as bold as its flavor.
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IGNITING
THE GLOBE

Doritos’ exciting new visual system engages with its audience through global deployment at some of the country’s biggest festivals.