For any interested in Peter Arnell, the genius designer behind the redesign, I encourage you to look up "pepsi logo" on hn. The design document is such a radic

For any interested in Peter Arnell, the genius designer behind the redesign, I encourage you to look up "pepsi logo" on hn. The design document is such a radical statement it will certainly impact your view of design and corporate world. In Belgium the absolute dirt-cheap products are called "white products" ('produits blancs') due to their mostly white packaging (relevant to this is xkcd 993). It's striking how very similar their branding identity is to the new design. The fact that the design was not even recognizable from afar while the product did not change is very confusing from a consumer perspective. There are some very basic mistakes: the brand name is not in the right orientation anymore, it is less readable because it is too thin. Any "artisanal" feel is removed by the more sterilized design. I think only a "genius designer" could make corporates accepts design mistakes as bold choices. The more important thing is that this is from 2008. One would think that since then, companies would have learned that these redesigns are a terrible idea. Nonetheless, they still and always push for such soulless redesigns. The last in date being the announced Street Fighter 6 logo debacle, going from instantly recognizable brand to literal Adobe stock design.