Pepsi Secret Formula Hacked

No, not the ingredients. The secret formula for their prized logo. A 27 page design document entitled Breathtaking Design Strategy. by the Arnell Group, the design company responsible for the new logo was recently leaked online. [download PDF] The document is dated 2008.08.04 and provides a detailed history of the logo. It gets a bit weird when they start analyzing the logo in comparison to the earth's rotation and the expansion of the universe. The Pepsi universe has never been so clear, and by clear I mean really fucking out there. But, it is for the new generation so I can see where they are coming from. Where they are going is another story. Nice logo though.

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That document is hilarious!! I'm gonna try that pseudo-intellectualism-intimidation technique for my next creative pitch as well.

The hilarious part is that all they really needed to say was: "So, guys.. these logos are like a a bunch of different smiley faces!!"

Love it.

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