Like most normal human beings, when I saw the new Pepsi logo a while back I thought the company was simply capitalizing on the wave of good feelings around Barack Obama’s run for the White House. After all, it looks like the rising sun logo of the Obama campaign and Pepsi’s new ad slogan is “refresh everything” — which seems to mesh nicely with Obama’s “wow, things are even more fucked than we thought.”
But it turns out that the new Pepsi logo (right) is not simply homage to the vague spirit of “change” embodied by the commander in chief. Instead it’s a combination of a thousand years of math, mysticism, geothermal physics, fluid dynamics, and interstellar gravitation.
Or, as Hamilton Nolan at Gawker puts it, “Breathtaking bullshit.”
It looks like someone leaked the ad agency’s internal documentation on the new logo, which is called “BREATHTAKING Design Strategy.” The document, full version here, reads like a fevered reworking of the worst Dan Brown book ever, complete with charts and graphs showing why the new Pepsi logo — which is basically a circle with a swoopy thing in the middle — represents the pinnacle of ultra-scientific design. The only thing that’s missing, really, is the Fibonacci sequence.
Behold the majesty of deep, designy thought:
… and …
… and …
This just proves that if you overwhelm normally-rational people with enough confusing bullshit, they will buy anything. I plan on employing a similar approach to my new line of industrial lubricants, which adhere to a strict granularity while maintaining molecular flexibility by synching protoplasmically within a carbon-based crystal nanotube. See, it’s easy!