The new Pepsi Logo... Corporate BS at a monumental scale

Fascinating article in Gawker today about what Pepsi got when they paid several hundred million to revamp their logo. Check out the draft of the brand brief.

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.

[Full document here]

Me? I much prefer this reading of the new logo from Lawrence Yang: