MAX your marketing
Currently doing the rounds is a bizarre document, supposedly produced by the Arnell Group during their recent redesign of the Pepsi logo. It employs complex SCIENCE to justify the logo’s redesign, including (but not limited to): the Golden Ratio, the Earth’s geodynamo, magnetic fields and magnetic dynamics, the analysis of multiple perspectives, and colour theory. Oh, and somehow the relativity of space and time are involved.
Every page of this document is more ridiculous than the last, culminating with an explanation of a process whereby Pepsi’s new logo will manifest its own gravitational pull (see above). Incredible. Some argue the document is authentic, others that it’s a hoax. I think it’s an extremely successful viral marketing campaign, run by the Arnell Group on behalf of Pepsi. Probably.
This might be a good time to mention that the new logo is basically the same as the old one, except that it now looks a bit more like a lopsided grin.
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