3 ms·
My favorite example of "post-rationalization" is the BREATHTAKING Design Strategy behind the new Pepsi logo of the last decade. http://www.goldennumber.net/wp-
by vatys 11y ago
My favorite example of "post-rationalization" is the BREATHTAKING Design Strategy behind the new Pepsi logo of the last decade.
http://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf http://www.goldennumber.net/wp-content/uploads/pepsi-arnell-...
The bit about Pepsi energy fields and globe dynamics is my favorite, but it is all kind of amazing.
Edit:
By comparison, this NeXT logo document seems pretty tame. Mostly describing the intent behind font choices and getting people's attention. Making the 'e' small does help prevent the all-caps design from looking like it has 'EXIT' in it.
And for what it's worth, I kind of like the NeXT logo. It looks a bit dated today, but it's not bad. Very 80s futurist.
- tomelders 11y agoI put an asterisk in my second comment that was meant to link to the very example. I forgot to do it, glad you brought it up.
- apricot 11y agoBut that Pepsi logo document is obviously satire, in the spirit of "Transgressing the Boundaries: Towards a Transformative Hermeneutics of Quantum Gravity". Right?
- bjterry 11y agoWhen it was leaked a few years ago, it was widely reported to be an actual document. All of the articles from the period said that Arnell Group wouldn't comment on its authenticity. I think it was definitely created by Arnell Group, but whether it was actually prepared for Pepsi's executives or whether it was a viral marketing campaign is still pretty much unknown.