Pepsi Redesign Rationale

If you haven’t already, treat yourself to the pdf rationale of the new Pepsi identity. This AdAge article sums it up nicely. It’s probably a HUGE success, just because it’s making the news everywhere, breaking out of the marketing community and into the mainstream. Score for Peter Arnell (the egomaniac designer) and score for Pepsi. Any of the Pepsi’s wasted money and the designers wasted time has easily been made up with free media exposure within the last few days.

Hopefully this hasn’t created a new professional standard for logo design. The BS meter is off the charts. The comments on this Gawker post are hilarious.

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