An internal document from the branding company has surfaced: Breathtaking bullshit.
See, there's no way the branding agency could charge millions if they just went in and told Pepsi, "Yea, we kinda rotated your old logo a little bit, and made the wavy white line thingy in the middle go diagonal." Instead, they prepared this 27-page document, titled "BREATHTAKING Design Strategy," to prove that this logo is a veritable Da Vinci Code of branding, drawing on everything from magnetic fields to the "Golden Ratio." Highlights:
Tot articolul: http://gawker.com/5150582/breathtaking-document-reveals-pepsis-logo-is-pinnacle-of-entire-universe