AdAge published a story yesterday on what is supposedly Arnell's design strategy brief for the new Pepsi logo. As that article states, it is unclear whether is this a viral hoax or what but, if you haven't read through it, it's actually pretty trippy (check it here pepsi-arnell021109.pdf).
The strategy described is called "Breathtaking," and the document explains that "BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design." This statement is accompanied by an amazing chart that documents the evolution of human thought from the mystical numerology of the Hindus circa 3000 BC to Pepsi circa 2009 CE.
I have a Phd in German Studies so my tolerance for pretentiousness and intellectual bravura is pretty high, which is why I'm totally captivated by this, particularly the lengthy section describing how Pepsi's iconic geometry depends on ever-evolving perimeter oscillations. I can only imagine that future generations will find in this document a post-modern Rosetta Stone and view it as the hieratic key to the mysteries of contemporary culture.
For you brand strategist and ad types out there, is this sort of document the typical fruit of your labors or just a particularly grandiose and amazingly awesome example thereof?
Image Courtesy of brownpau.
Leave a comment