The new logo

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Here's the old Pepsi logo and the new (recently redesigned) one. Not an enormous change, you might think, but these things don't happen without a Design Process.

Bruce Webster has posted on the Pepsi Logo change:

according to this document from the Arnell Group, the product design firm involved, the new Pepsi logo is based on extensive analysis not just of all previous Pepsi logos and trade dress, but also of fundamental design principles and the creation of the universe itself.

At first I thought that the design document was a parody of advertising talk (a very elaborate parody, granted, with lots of complex graphics), but the Arnell Group's webpage has more of the same, so the design document might well be genuine.

From the webpage:

Arnell is a multi-disciplinary brand and product invention company that executes across every consumer and trade touchpoint.

Arnell's mission is to create incremental growth and provide shareholder value to our clients and partners through intellectual property revenue streams.

There's more, but this was as much as I could bear to type.

Some of Webster's picks from the design document:

The investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the future.

The vocabulary of truth and simplicity is a reoccurring phenomena in the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity.

Emotive forces shape the gestalt of the brand identity.

Attraction Theory: The Pepsi Proposition
Establishment of a gravitational pull to shift from a “transactional” experience to an “invitational” expression.

And somehow the new logo emerged from this loopy web of words.

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