Pepsi Gravitational Field: How the Horrible 2008 Logo Redesign Came to Be



Diagram from "Breathtaking: Design Strategy"



This doc­u­ment (PDF, 6MB), which was post­ed to Twitter by @bradybone is a les­son in how to screw up a 100+ year old icon­ic brand while daz­zling the client with bull­shit on a lev­el stag­ger­ling far beyond any­thing before seen in the busi­ness of logo design and branding.

2 thoughts on “Pepsi Gravitational Field: How the Horrible 2008 Logo Redesign Came to Be”

  1. Kris Coppieters

    This is an elab­o­rate joke, right? I don’t real­ly drink Pepsi (or Coke) so I was not even aware of any logo change – but I went to the Pepsi web site, and lo and behold – it seems to be true? It’s like ‘Lost’ has extend­ed into real life and unex­plain­able things are hap­pen­ing. I think when the under­ground bunker blew up – that must have done it.

    Is this real­ly, actu­al­ly true? The sto­ry of ‘The Emperors’ New Clothes’ pales in com­par­i­son, I’d say. I am still kind of expect­ing some­one to pop out of the wood­work, yelling ‘gotcha – you fell for it’…

  2. Pingback: Blind you with rebranding science » pr-media-blog.co.uk

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