Warning: following links may lead to places no thinking person was meant to go. At least that’s what I discovered when I was reading this Discoblog post about a recent branding fiasco involving the Gap. I was led to a Times article about the incident, thence to a Gawker post, and ultimately to an investigation of Pepsi’s new logo. You know the one I mean:
How much thought do you think went into creating this bit of branding genius? Even better, of what did those thoughts consist?
Wonder no more! Here is the full marketing document prepared by the marketing group that reveals the unique blend of physics, theology, symbolism, art, and a certain je ne sais quoi that made this landmark of design possible.
Excerpts presented below the fold without further comment, which could only be superfluous.
Comments
25 responses to “Pepsi Galaxy, Pepsi Universe”
is this serious?
I can only picture the author of this paper as being high as hell or complete TimeCube style raving lunatic.
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Pretty funny. Did anyone else notice #8 on page 19 (two figures below #6 copied above) that the figure looks like the outline of a PacMan with a twisted lip? Pure genius…
“The Pepsi ratio is an aesthetic geometry.”
I don’t know if the author was high as hell, but I think they assumed that their audience would be.
Advanced geometry or not, the new logo still looks stupid.
Breathtaking bullshit indeed.
This is pure genius! Quite rare is the work who manages to both awe and mock its desired audience. I really hope this comes to fruition.
Rats.
My hypothesis was that the Pepsi logo was a featureless white sphere, until the spindoctors got to it.
Obviously I hadn’t thought closely enough about this.
Is your logo relevant if your product tastes like heavily saccharinated horse urine?
Thanks to Dooce, I can’t see the new Pepsi logo without thinking about maternity pants: http://www.dooce.com/2009/04/24/32-weeks
To me it looks like an eyeball. A somewhat sleepy one though.
You’d be surprised to hear that the origin of the Pepsi logo is indeed physical, as can be seen on page 12 of my PhD theseis ; )
http://arxiv.org/abs/1001.5187
Even though the work is concerned with magnetic fields, the origin of the twist is purely hydrodynamic and simply due to the Coriolis force.
that new pepsi logo sure sucks – but what i am a bit more surprised here is the advertisements i am getting. 2500 online astrology experts that want to look into my future for money? huh? money does not smell, but do you really need it so badly as to promote astrology on these pages?
sad, very sad.
ps: oh, in case you wonder: the site you promote here is questico.de
Personally, I think the new logo is great.
Fake or not, I think this marketing/design document is fantastic!
Don’t be so judgmental.
Remember what Einstein said:
“Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and understand.”
Ah reminds me of what my mother says when shopping at the supermarket. “What they don’t sell it here anymore? I’ve looked all over. Wait there it is. They changed the stupid label. Idiots.”
I always thought it was meant to evoke the Obama campaign icon.
[…] genoemde document en drink er een lekker glaasje Coca eh… Pepsi Cola bij. Proost! Bron: Cosmic Variance.Gerelateerde Astroblog:Google’s LHC logoTags: Pepsi-heelal, Pepsi-logo | Categorie: diversen […]
Given all this “science” in the Pepsi logo, i can’t wait to read about the Vortex bottle of Miller Lite.
[…] Pepsi Galaxy, Pepsi Universe […]
It clearly is a white dwarf spinning so fast that one part of its light is redshifted and the other blueshifted
Total waste of brain cells.
Love this. I was given a similar document explaining the design process for Planet Green’s logo (their brilliant concept: a green circle). The logo and typography probably took them about a day to throw together; the real work went into the design brief, a masterpiece of jargon meant to intimidate network executives and justify their million-dollar fee. Mission accomplished!
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[…] analysis behind the new Pepsi logo is one of the trippiest things I have ever read. It’s like watching […]