Read on Twitter
I'm having trouble concentrating on science animations right now, so instead here are some screenshots from my favourite document on the planet.
These are taken from a 'work in progress' document from Pepsi's 2008 rebrand. Every figure is as incomprehensible as this one. 1/23
These are taken from a 'work in progress' document from Pepsi's 2008 rebrand. Every figure is as incomprehensible as this one. 1/23
"The investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the future." 2/
"The Pepsi DNA finds its origin in the dynamic of perimeter oscillations." 3/
More 'perimeter oscillations'. There are pages and pages of these. 4/
Does anyone remember what we *did* drink out of in 2009? (By the way, this document was produced by the Arnell Group, who were paid $1 million by Pepsi for the new logo) 5/
The document doesn't say *why* the aspect ratio of the Parthenon is relevant. I guess it must be obvious 6/
The document includes a timeline of 11 events in design. Two of them are Euclid studying mathematics and Pepsi's rebranding 7/
"The Pepsi Ratio is aesthetic geometry." 8/
Here we have a side by side comparison of the Earth's geodynamo and the Pepsi globe 9/
Magnetic fields vs Pepsi energy fields. But which is best? 10/
Magnetic dynamics and Pepsi globe dynamics. "Emotive forces shape the gestalt of the brand identity." 11/
"One identity, multiple emotions" 12/
Like, a lot of emotions. 13/
"Motion transforms 2D into 3D" 14/
"The brand identity is dimensionalized through motion" 15/
"The Breathtaking Color Palette is derived using a scientific method of color assignment based on the product’s essence and primary features." 16/
Shopping aisles obey Fermat's principle 17/
I'm no expert, but I don't think you want your customers to orbit your product 18/
"Relativity of space and time" 19/
That is a BIG Pepsi planet 20/
We were so busy telling people that a light year doesn't measure time that we forgot to tell them it isn't a speed either 21/
In case a Pepsi planet wasn't enough, we've got a Pepsi galaxy. 22/
But why stop there? 23/23. (Actually I will stop there because that's the end of the document. Hopefully back to science animations soon!)
Addendum. The full document is here: https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf
Just in case anyone thinks I'm the first to put this out there: the document was leaked in 2009 and is pretty infamous
