Ridiculous Pepsi presentation

[B u r l]

I've just come across a .pdf which is apparently the design guidelines / presentation of the Pepsi logo (http://www.2shared.com/file/10015855/94e00a1b/PEPSI_GRAVITATIONAL_FIELD.html), from a company who are redesigning Pepsi. Light years? Gravitational fields? I lolwat'd hard.

Either the guy was tripping on acid when he wrote it up or I'm just not down with contemporary business lingo.

Edit: Oops, there's small link at the bottom of that box to download it. Under File URL.

[kab]

I believe that was a hoax, allthough you never know these days =p

[Raoul Duke]

agreed. I didn't see anything about pepsi on that link.

[Kfeeras]

I think thats pretty awesome. It works like that: They invent a logo, and AFTERWARDS they think about WHY its cool, and do slides like these to convince the client.

[bloodless]

and how do i download this thing?

[Kfeeras]

theres a tiny link on the bottom

[karma militia]

I think thats pretty awesome. It works like that: They invent a logo, and AFTERWARDS they think about WHY its cool, and do slides like these to convince the client.

Hehe. Thats pretty much the same process alot of modern 'gallery' artists use.

eg.
http://i37.tinypic.com/vo73bc.kpg

This digital visualisation depicts the growing corrosive socio-political dualism of ego and desire, driven mainly by corporate interests attempting to exploit the insecurities of their customers. The subject defines his identity [represented by his face] through the desires of his stomach. This is also symbolic of cyclic and destructive nature of self-evaluation.

[Ian Miles]

I´m pretty sure this document is 100% real. I mean, you have to convince some bussinesman who know jack shit about design that your utterly crap logo is awesome. So, ¿What better than present tons of unrelated cientific information, like golden ratio, gravity, dna evolution and so on to convince them to pay you millons of dollars for taking the exisiting logo and twist the white slant just a bit?

The guy who sell this proposal

http://criticadisenografico.blogspot.es/img/pepsi_lata.jpg

is a pure (evil) genius.

For further reading:
http://www.underconsideration.com/brandnew/archives/brand_new_best_worst_2008.php

http://www.underconsideration.com/brandnew/archives/in_brief_the_wrong_kind_of_bre.php

http://www.underconsideration.com/brandnew/archives/pepsi_new_bottles.php

[Slothboy3000]

As a kid I used to think Pepsi was a Korean drink.

[Lucian T.]

its called a design intention text and it's only purpose is to convince the client if you can't meet him face to face that the logo, packaging, ad, website etc
is the best solution to his graphic problem. We do this all the time in my graphic design program, its about how much b.s. you can spread and make it sound good for the client to buy. One of the many reasons i can't wait to get my diploma this year and go to the illustration program and feel less like a con artist.

[Elwell]

I believe that was a hoax, allthough you never know these days =p
It is 100%, absolutely real. Peter Arnell is famous/infamous for this sort of thing. Here's a Newsweek profile of him (http://www.newsweek.com/id/191396) from a few months back.

[Demo]

Wow I understood most of what they were talking about until the last page were they started going on about the Pepsi universe.
Well worth a skim over.

[kab]

It is 100%, absolutely real. Peter Arnell is famous/infamous for this sort of thing. Here's a Newsweek profile of him (http://www.newsweek.com/id/191396) from a few months back.

Appears it is real, I just remember seeing the .pdf posted on Brand New (http://www.underconsideration.com/brandnew/archives/in_brief_the_wrong_kind_of_bre.php) some months ago, and there being some controversy whether it could be a hoax.

However, I sadly don't think these types of "retconned justifications" using extremely hyperbolic justifications involving pseudoscience and geometrical alchemy is all that unusual in corporate branding on that scale... Even if it is outright ridiculous in many (most) cases.

Even as an upstart graphic designer, I see that clients not only respond surprisingly well to such lines of reasoning, but they expect a whole tirade of reasons WHY they should change an identity that they have a relationship with.