Lay's revamps its logo to emphasize its "real, farm-grown potatoes."

The American snack brand Lay’s has unveiled a new version of its iconic red and yellow logo, now featuring sun rays that pay tribute to the brand’s agricultural heritage, as it approaches its 100th anniversary.

Designed by PepsiCo’s in-house design team, the parent company of Lay’s, this update represents a subtle evolution from the brand’s 2019 redesign, maintaining the recognizable elements of the logo while introducing more modern and symbolic features.

The emblem retains the yellow circle resembling the sun, crossed by a red ribbon with the brand name, but now features flatter shapes and refreshed typography, giving it a more contemporary look.

The most notable change is the inclusion of the so-called “Lay’s Rays” — sun rays radiating from the ribbon, designed to represent “the journey of the potato from the farm to the chip.”

“Almost 42 percent of consumers don’t know that Lay’s potato chips have always been made from real potatoes grown on farms,” the brand stated.

“The new visual direction celebrates the potato with a fresh, energetic style that highlights the ingredients of our iconic chips and harnesses the power of the sun,” it added.

The updated typography, featuring flatter lines and slightly softer curves, tilts upward to introduce “an element of uplift,” according to Lay’s.

The redesign project also included a complete packaging refresh. Lay’s adjusted its color palette, drawing inspiration from its flavor profiles — such as deep red, pickle green, and walnut brown.

The new packaging showcases potatoes and key ingredients arranged against wood-grain panels, chosen to evoke farm crates and picnic tables, underscoring the product’s natural origins.

Lay’s also updated its food photography, emphasizing close-up images of the chips “to highlight the golden color, crispy texture, and seasoning of each potato.”

“This redesign, the brand’s largest in nearly a century, is a love letter to our roots,” said Carl Gerhards, Lay’s Senior Design Director.

Lay’s case illustrates how global brands continually evolve their logos, whether through subtle refinements or bold transformations, to stay relevant while preserving their essential identity.