Arnell Design Agency, responsible for Pepsi’s new US$1 million brand identity rationalized their controversial ‘smiley’ redesign with a 27-page design brief entitled “Breathtaking”. It’s been said that the presentation reads like a scientific white paper, infused with psycho-marketingspeak (and what some sources define as unprecedented levels of highly creative BS). Comments Matt Casey of Bevnet.com , “Apparently, the gravitational pull of the sun, the Mona Lisa, the exponential growth of the universe, Earth’s magnetic field and Pepsi’s new logos all have something in common – at least if you believe the design agency that created it.”
Aaron Perry-Zucker of Fast Company Magazine (read article below) called it “branding lunacy… perpetrated by somebody calling himself a designer… Every page of this document is more ridiculous than the last ending with a pseudo-scientific explanation of how Pepsi’s new branding identity will manifest it’s own gravitational pull.”
Equally critical was the L.A. Times: “Behold, then, the scattered and burning debris field of one of corporate America’s most misbegotten image makeovers… According to the brief, the new Pepsi logo lies along a trajectory of human consciousness that includes in its arc the Vastu Shastra, a 3,000-year-old Hindu architectural guide; Pythagoras (the Golden Section); the Roman architect Vitruvius; the Fibonacci series; Descartes; and Corbusier.”
So, what do you think?
Pepsi Logo Design Brief: Branding Lunacy to the Max
by Aaron Perry-Zucker, Tue Feb 10, 2009