'Breathtaking' Document Reveals Pepsi's Logo is Pinnacle of Entire Universe: Last year Pepsi spent several hundred million dollars on a new logo. Everyone figured they had just ripped off the Obama logo. But now an internal document from the branding company has surfaced: Breathtaking bullshit.Pepsi logo fulfills God's plan for humanity: An internal document from the Arnell Group has made its way online, illustrating the copious and absurd rationalizations (PDF file) behind the firm's redesign of the logo. There's discussion of the Earth's magnetic fields, the Theory of Relativity and all sorts of other cockamamie horseshit that shows how Arnell is "applying universal laws to establish a blueprint for the brand." Fast Company describes it a bit differently: "One of the most ridiculous things ever perpetrated by somebody calling himself a designer."
