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 f

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.