WHCHEN

Pepsi paid $1 million for its new logo, but the details of exactly how Arnell Group justified that astonishing fee have remained hidden — until now. I first read this from Metro’s ‘the Ridiculant’, here you can download a bizarre document [6MB PDF] about the design of logo. The document was leaked on social news site Reddit by someone claiming to be a freelancer in the industry, who obtained it from a client. It already attracted lots of debate. Well, you will never know whether it is part of ad campaign or not. I am a huge geometry fan and obviously architect too. When training at AA, tutors always apprieciate the amazing complex drawings which might be drew by any ‘means’/'methods’. Well, you have to explain how and why you get the result. Sometimes, it could be ‘nonesense’ but still the amazing drawing/result is appreciated. However, this Pesi Logo start from universe to magnetic field then multiple emotions is a bit too much to digest. But the end result(animation) is predictable easily and seems it doesn’t need to come from that far. Not sure what you think.

…..This does remind me about Olympic Logo design. I was the person against the ‘cracked’ design when it came out. However through the time, it seems this ‘bad’ shape deeply locked into my mind. I graduately start to ‘appreciate’ it. (certainly not in the sense of classic design but rather I will call it ‘imprint damaged’.)