See, 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." Highlights:
Convention is transformed into innovation with Pepsi's DNA of the future:
Feng shui; the Renaissance; the Mobius Strip. All of it was leading up to Pepsi.
The earth itself? A mere precursor to the Pepsi logo.
The theory of relativity? That was Pepsi, too.
The entire universe? Pepsi.
The pinnacle of human achievement: this logo. Breathtaking.
Me? I much prefer this reading of the new logo from Lawrence Yang: