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I can imagine the thinking on Pepsi's procurement end after all said and done: "Oh yeah, looks like a modern version of our old logo - good! Seems like there's

• VectorLock 8y ago
  Seems like money well spent in the butt covering department. If their new logo flopped and someone in charge said "I paid some designer $1000 to draw up this new logo" he'd be out of a job and blackballed from the industry. If he says "we spent a million dollars building this logo and had a study done to back it up!" then who can blame him we never saw this coming.
• bsanr2 8y ago
  That's almost certainly what's happening. The pricing of logo design and branding is about how much it's worth to the client and how much risk the designer is taking on [0]. This design firm put its name on a logo for an international corporation worth billions of dollars and people made fun of it for looking like a fat dude; that's a major embarrassment whose potentiality was probably considered in the pricing. The same people chuckling at how nonsensical the design document is supposed to be (and it really isn't) are probably the same people who could talk your ear off about the esoteric particulars of a given programming language or management strategy, which are also, to some degree, subjective BS couched in jargon and seeming non sequiturs. 0 - https://youtu.be/RKXZ7t_RiOE https://youtu.be/RKXZ7t_RiOE