Pepsi strives to be at the forefront of culture as a business growth strategy. In a year of strong civic engagement among young Latinx—a group crucial to Pepsi's long-term growth—we launched a movement aimed at encouraging their young audience to register to vote and “unmute their voice,” a phrase that has become ubiquitous in global vernacular.

This movement to "Unmute Your Voice" inspired a logo design that was brought to life across a fully integrated campaign.

The "Unmute Your Voice" logo was introduced at the VMAs, as part of a campaign to inspire young voters through online concerts and first-to-market partnerships. The purpose-driven initiative delivered: 91% of everyone exposed to the campaign reported intentions to register to vote and sales grew 10.8% among Hispanics. Because of all of this, the Pepsi Unmute Your Voice movement was born, with the logo at the center of it all.

Young Hispanics care about their communities but do not think their vote or voice matters. So, we turned an icon that has become part of our day-to-day, the unmute button, and created a logo the emphasizes the importance of using your voice for change.

Through the creation of this simple, yet impactful logo for the Pepsi "Unmute Your Voice" campaign, we flipped the meaning of the unmute button by turning it into a symbol for the power of being heard. The visual and copy elements together aim to remind this generation of Hispanics that talking without voting is like speaking on mute. Useless.