Don’t like the new Pepsi logo? Too bad, ‘cuz it’s the pinnacle of human achievement.
The thing about being a designer is, often times, you rely on your ability to sling piles of bullcrap in the hopes that some of it sticks and that the client will either believe you, or at least be baffled enough to not be bothered to counter your arguments and just sign the cheque with an exaggerated sigh.
Never has this policy been illustrated so well as it has with the concept process that accompanied the new Pepsi logo.
As Gawker succinctly puts it: “There’s no way the branding agency could charge millions if they just went in and told Pepsi, “Yea, we kinda rotated your old logo a little bit, and made the wavy white line thingy in the middle go diagonal.” Instead, they prepared this 27-page document, titled “BREATHTAKING Design Strategy,” to prove that this logo is a veritable Da Vinci Code of branding, drawing on everything from magnetic fields to the “Golden Ratio.””
Wow. You can download the document here, and click the jump for a few hilights.
Thanks to Kiss My Black Ads for the pix & heads-up.
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When I first saw it last week I thought it was somebody pulling a super slow jerk. BTW, I noticed the Ads link is down. In case it’s down long term, here’s a link with a bunch more pics as well.
http://www.underconsideration.com/brandnew/archives/in_brief_the_wrong_kind_of_bre.php
Same here. Imagine my surprise when I found out it was (apparently) genuine.
like…wow
Thus demonstrating that things like ‘golden ratios’ or other metaphorical rules of the thumb for beauty cannot *actually* prevent anything from being butt-misshapenly-ugly if the designer/composer is really determined for it to be. 87