Yeah. I remember reading that one. I can see it is bad, but honestly I don't follow what Rand is saying. I always thought the Next logo kinda looked bad! But that may be because I don't have the aesthetic sense.

what...the hell am I reading. The last two pages especially -- "Dimensionalize exponentially?" Not to mention all the golden ratio BS. I'm struggling and failing to imagine a scenario in which this document could be presented with a straight face.

Reading that document a few years ago lead to an epiphany for me in realizing that there may actually be value in some of the BSing you're forced to do in school. I think human nature leads people to seek deeper meaning and explanations, and the BS assignments force you to create convincing rationalizations that satiate that need. This is particularly true when you're trying to justify spending a lot of money on more abstract things like, say, a logo redesign. From what I remember, Pepsi paid the firm that put together that presentation about a million dollars for that logo. Granted, I think it's a good logo and certainly an improvement on the old, but I don't think that the artist(s) actually looked to Da Vinci's Mona Lisa or the expanding rate of the universe for influence. That's just the BS rationalization that was added later to help them close the deal.

> gravitational pull of Pepsi

Is this an actual design document or just satire?

And the end result is http://www.hookedonads.com/pepsi-logo-is-actually-a-fat-guys...

so they did redesign the logo recently. I didn't even notice. Though i'm not a significant drinker of *cola.

Anyway, just went to the fridge - yep, Pepsi cans of the new design there - the saturated solid blue color of the Pepsi cans (with lesser saturated colors of the logo itself) looks less sophisticated, more proletarian vs. Coca cans on the same shelf. Well, may be i'm already on the other side of the generation gap, and ultimately it depends on what new generation would choose.

That's not a real thing, right? I missed this joke?

Is marketing really that utterly laughable?