The Pepsi logo: Lessons in outrageous codswallop
When Pepsi redesigned their logo a while back, you inevitably didn't think too deeply about it. After all, it is just some logo with nothing much to it, right?
Wrong. This has insane levels of pretentious horsepiss surrounding it which cost millions of dollars of research, design and clearly making stuff up. An internal document from the branding company surfaced which includes Pepsi's relationship to the Earth's Geodynamo. Look!
There's also nods to Yin and Yang, as well as links to DNA and all manner of bollocks. The 27-page document, titled "BREATHTAKING Design Strategy," had to prove how amazing the new logo was and talked about the 'Golden Ratio' and more.
Seriously. Someone with a chequebook at Pepsi bought the notion that this logo has something to do with feng shui, the theory of relativity, Mobius Strips and the whole of the universe.
To see the whole breakdown, have a look at Gawker's report here.