Dimensionalized through Motion? Huh?

Something about the ‘revamping’ of Pepsi seems to keep my attention despite my affinity for switching desires and love for shiny objects (see my previous post on the new logo). However, upon looking at the Arnell document that provides an explanation of how the organic creation of the new logo last year was generated, my first response was: “Seriously?” (I know that even my reaction wasn’t creative but hang with me)

The “Breathtaking Design Strategy” released by Arnell group shows the progression of the Pepsi label, logos, and colors throughout time. One of my favorite parts was Creation of Identity, where Arnell claims that the new logo was inspired by the Mona Lisa and Parthenon. I understand that there are concepts of symmetry but saying that the new logo is connected with the Mona Lisa simply based on symmetry basics could be like saying children’s finger-paint is based on Stonehenge. I’m not buying it.



I get the point if Arnell is simply trying to provide justification to the change to an icon and generating buzz, good or bad. Maybe it is because I’m a firm member of my jaded and skeptical generation by not believing anything we read or say, but this document is pure puff. Spending millions to create a logo that looks eerily like Obama’s? You better reference global magnetic fields and dynamics to show why “the brand identity is dimensionalized through motion.”