Look, we know logo design is a complicated business. Even the simplest and most minimal-looking logo can take an unprecedented amount of creativity and precision – even if the finished result makes it look effortless.
But anyone who thinks graphic design can sometimes be a touch pretentious is going to absolutely love (or is that loathe?) this 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 (opens in new tab) 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 (opens in new tab) 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.