A lot of people have already stated that the new Pepsi logo looks rather a lot like the Obama logo. If these billboards are any indication this is not a coincidence. Hope? It’s a sugary drink not a cancer cure. They haven’t introduced it in the Netherlands yet so I don’t know what it looks like “in the wild” but so far I am not a fan. Looking at it kind of makes me pitch forward and get a mild case of logo induced vertigo. This is a first as far as I have experienced and although being affected by a brand is always good, I doubt that this was what they had in mind. Furthermore even though the font and layout is very clean it is also very clinical looking and made me realize just how silly and medicinal the word pepsi actually is.
So apart from torpedoing any chances of ever working for Pepsico why this blog post? I became very interested in the logo because of this post on Adverlab that discusses a pdf document that has surfaced discussing the Pepsi gavitational field. Sadly the document is not a confirmation that my pepsi logo vertigo affects other people. The document is a fascinating look into the thinking behind the logo and how it came about by the Arnell group, who created the logo. It looks to be to be a high level pitch document for their client Pepsico and is a great read for anyone interested in design or marketing.
The high point for me in the list thats starts with, “BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design. This chart documents the origin and evolution of intellectual property.” The chart itself lists: Feng Shui, the Vitruvian Principle, the cartesian coordinate system and the Möbius Strip before ending at the logical conclusion of this 5000 year development: “Pepsi introduces Breathtaking.”
Later on in the document it shows you the “Perimeter Oscillations” of Pepsi logos through the years before showing you the gravitational pull of the new logo. It ends with showing us the Pepsi universe which is apparently derived from looking at the exponential expansion of the universe.