I don't know what else to call this really.
You must have a look at this. A disgruntled designer has published the Pepsi band guidelines for the new logo online. They are truly hellish.
There are almost no words to describe the awfulness contained with the PDF. Have a look at the full story here. Via DO.
It's all about the Pepsi Force of Gravity.
Posted by: Tom Armitage | Feb 10, 2009 at 15:44
That clenches it, I never want to work in advertising. Somebody must destroy this before we have an outbreak.
Posted by: Richard | Feb 10, 2009 at 16:27
Simply awful. Doesn't this fall in the "just because you can, doesn't necessarily mean you have to" category?
Posted by: Brian | Feb 10, 2009 at 17:42
why all the hating on the new pepsi logos?
if you looked at any logo guidelines they would look equally ridiculous.
truth is brands need logos. I think the idea of using a modified swoosh per product is pretty innovative.
Posted by: fredo | Feb 10, 2009 at 18:12
The pages where the logos get reduced to scribbles are lovely to look at, though.
Posted by: dory | Feb 10, 2009 at 19:19
They must be jokin'. Or else you are.
Posted by: vos | Feb 10, 2009 at 20:48
This is hilarious. Is this real? It seems like someone is pulling a 'brasseye' but in the design world?
Seriously though I think that Pepsi re-brand too often. To me it makes the brand seem like someone who doesn't know who they really are and can't make their mind up. Like a friend who is constantly changing styles and clothes to fit in with everyone else. Coca-cola have the right idea stripping back their logo right to the core values. Like Jack Daniels they know who they are, they are proud of it and they do not come across as 'desperate' for your sales.
Maybe instead of Pepsi constantly changing their logo they could inject life into the product using an amazing advertising campaign (think Stella and Guinness) and sponsoring interesting things etc (think BP sponsoring Science Museum exhibitions and Carling sponsoring every single music venue in England - horrible bland beer and logo but as soon as you attach the brand to something interesting it breathes magic into it.
Posted by: Andy C | Feb 10, 2009 at 21:01
That PDF is amazing.
Posted by: Neil Martin | Feb 10, 2009 at 22:48
Breathtaking days it all!
This way outdoes any identities I have worked with. Surely even the most naive executive wouldn't beleive any of this?
If it's real, bravo to the folks who sold it, utter tripe but utterly entertaining!
Posted by: Kdharrod | Feb 10, 2009 at 23:52
"The Pepsi DNA finds its origin in the dynamic of perimeter oscillations."
It that what drawing circles on top of curvy lines is? I get it. No, wait. It thought it was just doodling.
"The Pepsi DNA finds its origin in the dynamic of doodling." There, that makes more sense.
Posted by: Caspian | Feb 11, 2009 at 01:00
Yep after a day of thinking about it...I have absolutely no doubt whatsoever it is satirical. Like in that episode of brasseye with 'cake'
Posted by: Andy C | Feb 11, 2009 at 20:20
If it's fake, it's brilliant, if it's real, it's horrible.
Posted by: Simon | Feb 12, 2009 at 09:15