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Oh man you’re in for a treat. https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf https://www.goldennumber.net/wp-content/uploads/pepsi-arn

• Dylan16807 7y ago
  It's inspiring, really... https://www.youtube.com/watch?v=qImHuiYnVQ0 https://www.youtube.com/watch?v=qImHuiYnVQ0
• imron 7y ago
  That's..... incredible. I guess the design company had to justify their payment somehow.
  • fsloth 7y ago
    Umm, is there something wrong with this? I find it very nice that the designers went to a length to explain their thought process. When I design logos as pure amateur (for fun) this is the sort of thought I put into it...
    • objclxt 7y ago
      Having worked at ad and design agencies I am highly confident all of that deck has been back-ported onto the new logo to justify the large fee the client paid. I can virtually guarantee a designer knocked up a few variants, the creative director said “Oh, this looks nice”, and they made up a long and on-brand pitch deck to send to the client.
    • qlm 7y ago
      The bizarre, contrived connections between concepts read like the ramblings of a schizophrenic to me.
    • quietbritishjim 7y ago
      Do you really think, just as a random example, the "gravitational pull of Pepsi" figure has any meaning? That the particular curve they've chosen has meaning? How about the individual arrows on it that presumably represent gravity? Even worse is the timeline figure (page 19). It seems to suggest that if some of those historical events had happened on different dates then the exact measurements on the Pepsi logo would be different. Do you actually believe that? It's clearly complete bullshit. Almost every single figure is contrived nonsense that reveals more about the authors' stupidity than the logo.
  • sizzzzlerz 7y ago
    All that, and, citing Steve Jobs, all they're selling is sugared water.
• torh 7y ago
  This... was... crazy. Thanks for sharing.