The new Pepsi logo conforms to design principles that go back thousands of years, represents the Earth’s gravitational pull and also draws upon the greatest works of art, according to a document posted on the Reddit.com.
The logo is the work of the Arnell Group, run by founder Peter Arnell and owned by Omincom, and reportedly cost more than $1 million to create. Entitled Breathtaking Design Strategy, the document was part of the pitch to Pepsi. It is littered with historical, philosophical, scientific and mathematical ideas dating back to 3000 BC, referencing the Golden Ratio, Feng Shui and Einstein’s Special Theory of Relativity.
The presentation goes on to compare “Planet Pepsi” to the Earth’s magnetic pull, with diagrams showing Pepsi as the gravitational force between the end of the aisle and the checkout stand. It explains how “investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the future.” It also discusses how the Mona Lisa, nautilus shells and the Earth’s magnetic field relate to the Pepsi logo.
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