Never forget that utterly ridiculous Pepsi logo design document
With the news that Pepsi has announced a new logo, it's time to say goodbye to one of the more divisive designs of the 15 years. Fans are already calling the simpler, straighter and bolder new logo a "massive improvement" over the slanted 'globe' introduced in 2008. But as well as that logo, people are also saying farewell to perhaps the most ridiculous, hilarious design document of all time.
A leaked PDF offers an utterly mind-boggling glimpse into Pepsi's million-dollar rebrand from 2008. The design refresh centres around the word 'breathtaking' and, well, that's certainly one way of putting it. (Looking for inspiration? Check out the best logos of all time.)
The work in progress document was allegedly created by New York-based brand consultancy agency Arnell Group, and was leaked by an "industry insider" on Reddit in 2009. The whole thing is so ridiculous that some believe it's a hoax.
The 27-page document starts relatively normally. The designers talk about the golden ratio, and it's cool to see how those circles take inspiration from Pepsi logos throughout history. But things then move in some, er, unexpected directions. Things get deep.
