It is possible to pay a lot of money for branding - it’s a huge part of company’s image and it may be worth it. Chermayeff & Geismer, Pentagram, Interbrand, etc

It is possible to pay a lot of money for branding - it’s a huge part of company’s image and it may be worth it. Chermayeff & Geismer, Pentagram, Interbrand, etc. can deliver exceptional value for $$$ spent. But man, this Pepsi logo presentation reeks of ill-informed executives drinking the branding coolaid to fix the company image. There cannot be any other explanation. This logo was presented to executives at Pepsi Co and was approved by them. How did they not realize the amount of bullshit in that presentation, it’s truly perplexing.