You see, when a huge consumer goods company slightly changes their logo, they might gain or lose a ton of money based on vibes
The management and marketing people need to insulate themselves as much as possible from the potential risk
So they can't spend 20k or even 200k to create 50 new logos and like, test them on people. If the profits sink, it'll be seen as a reckless oversight. Heads will roll.
So they need to spend like 20, 30 million dollars on a high-falutin design consultant, and that consultant also cannot draw 6 Pepsi logo variants and ask "which one ya like"
These design consultants chose to justify the various Pepsi logo options using a psuedo-philosophical process which they catalogued in the most bizarre design document ever created. Over the course of many pages, it swerves between "absurdly overthought justification" all the way to "absolutely lazy throwaway lines next to lazy diagrams", mostly based around a kind of make-believe astrophysical theme.
What is it?
It's from the Pepsi logo redesign documentation
You see, when a huge consumer goods company slightly changes their logo, they might gain or lose a ton of money based on vibes
The management and marketing people need to insulate themselves as much as possible from the potential risk
So they can't spend 20k or even 200k to create 50 new logos and like, test them on people. If the profits sink, it'll be seen as a reckless oversight. Heads will roll.
So they need to spend like 20, 30 million dollars on a high-falutin design consultant, and that consultant also cannot draw 6 Pepsi logo variants and ask "which one ya like"
These design consultants chose to justify the various Pepsi logo options using a psuedo-philosophical process which they catalogued in the most bizarre design document ever created. Over the course of many pages, it swerves between "absurdly overthought justification" all the way to "absolutely lazy throwaway lines next to lazy diagrams", mostly based around a kind of make-believe astrophysical theme.
I found a link to the PDF document. Pepsi paid $1,000,000 for this PDF
https://jimedwardsnrx.files.wordpress.com/2009/02/pepsi_gravitational_field.pdf