Here's an example of how even some of what was ridiculed the most around that time (the comparison to emojis) was eventually part of a massive (and probably suc

Here's an example of how even some of what was ridiculed the most around that time (the comparison to emojis) was eventually part of a massive (and probably successful, considering the number of different ads created) ad campaign from Pepsi. https://www.youtube.com/watch?v=19p9GjEMBQA https://www.youtube.com/watch?v=19p9GjEMBQA (A compilation of all the Pepsi emoji ad campaigns. There are many of them) There isn't an exact one to one mapping of emojis to the logo variants as envisioned in the original design document, but there is a very clear connection drawn between the emojis and the logo, with nearly every ad ending with an emoji on the Pepsi bottle, almost immediately transitioning to the Pepsi logo, which would not have been possible if the logo did not evoke emojis the way the logo designer shows in their design document. Heck, it's possible that the causation went the other way. The design brief did not require a connection to emojis, but rather, the logo design with its explicit connection to emojis led to the ad campaign, either directly, because the ad campaign creators looked at the doc, or indirectly, because the logo evoked thoughts of emojis. In any of those cases, that's a sign of an extremely successful logo, and logo creation thought process. Some of the ideas may not have been as successful (such as the "theory of attraction" or the "Pepsi Galaxy", although the latter is fairly obvious considering the wide variety of products Pepsi makes), but making a lot of these, some far out there, connections is a necessary first step in some of them potentially being successful. I was one of those who piled onto Pepsi over a decade ago on the interwebs for this logo, but it was a great lesson in humility, because the more I look back at it, the more I was clearly wrong.