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The doc reads like it took a design team a day or so to come out with the new logo, then they handed it off to an MBA heavy group to retcon into something to ju

• addicted 5y ago
  Look at my next comment. The doc clearly goes over a lot of crazy ideas. But one of those crazy ideas, the comparison to emojis, led to a massive ad campaign for Pepsi. That would not have been possible if the logo was not designed in that fashion. As a thought experiment, look at those ads and those emojis on the bottle spinning to reveal a Coca Cola logo...it simply would not work. What the doc actually looks like is a fairly well thought out design, that took a highly successful logo that had become rather long in the tooth, freshened it up significantly while still maintaining a clear connection to the logo it replaced. It also contains a bunch of far out ideas to get the creative juices flowing, and at least one of those ideas did end up being a pepsi marketing campaign.
  • dahdum 5y ago
    Oh I’m not disagreeing, the emoji link is inspired but I can’t shake the feeling the doc came long after, not as part of the process. I’m not a professional designer, but that process isn’t like anything I’ve seen from those that are. Though I’ve not worked with large design committees, mostly just small teams of 1-3.