My favorite quote from Arnell around that logo: > "When I design things, I design in a pure vacuum. When I did the Pepsi logo, I told Pepsi that I wanted to go

My favorite quote from Arnell around that logo: > "When I design things, I design in a pure vacuum. When I did the Pepsi logo, I told Pepsi that I wanted to go to Asia, to China and Japan, for a month and tuck myself away and just design it and study it and create it," he said. "There was a lot of research, a lot of consumer data points ... and dialogue that I had with the folks at Pepsi, consumers and retailers. We knew what we were doing." There was a lot of data. But I also design in a vacuum. But I talked to consumers. https://web.archive.org/web/20090121113422/http://adage.com/article?article_id=133859 https://web.archive.org/web/20090121113422/http://adage.com/... edit: also, how could I forget the Lemon Demon song! https://www.youtube.com/watch?v=EAG7pye0V1g https://www.youtube.com/watch?v=EAG7pye0V1g