This SHOULD be a joke, but sadly it's not. The new design is balls.

I think you're just jealous that you did not think of it.. This is F-ING genius and if Pepsi bought it for several hundred million, then it was time well spent. Bravo Arnell Group for going to the extra mile to keep your workers employed in this horrible economy! :)

This reminds me of the movie "Water" by Deepa Mehta. In the movie, the male protagonist was disgusted by his father, who justified sleeping with prostitutes as doing prostitutes a favor as his Brahmin body was 'effectively' purifying the souls of the prostitutes. With a little knowledge, you can justify almost anything.

I wonder what your professors at RISD would say when they see you dissing the Golden Ratio and example applications of this important design principle as shown in this document such as the Mona Lisa, the Parthenon, the Gutenberg Bible etc., by writing a primitive, thoughtless and ignorant sentence such as "None of these things have anything to do with soda.".

I agree with your assessment on the Tropicana design (I myself had a hard time finding the carton at the grocery store last night) however this is a 27 page serious document that explains the logic behind this design, whether it will be successful or not is a different story but as a writer in this magazine you sure lost credibility by making comments as if you knew nothing about design.

Design Fan--this is not a serious document that explains the logic behind this design. Rather, it is an abomination that invokes real design principles like the Golden Ratio to justify a terrible design and even more outrageous fees.

Real designers don't need to cloak their explanations behind a wall of self-important mumbo-jumbo. Real designers can explain everything they do in simple words that anyone can understand.

I have a design degree from the Stanford Product Design department, and I can assure you that this "design brief" is nothing more than the addled rantings of a witch doctor attempting to hoodwink a client.

This document reads like a desperate justification of the terrible new Pepsi identity - A million dollar document for a 10 cent logo. The arguments presented get progressively more hilarious with each page turn - you can almost hear the creators laughing at the idea that they might get away with this - AND THEY DID! It looks like they had a team of interns research the golden mean on google over a weekend - and then spun it into this insanity! A masterful pile of BS for those who would feast on it. If the identity were judged on its own merit - the best it could hope for is "winking ball"

BS it may be - but these guys have got serious cojones.

Mr. Perry-Zucker, thank you for this post. I was delighted to see it weeks after I saw it EVERYWHERE ELSE ON THE DESIGN BLOGOSPHERE.

Also way to lift so many of your "observations" from the comments on sites like Brand New... clever.

reminds me of a fat guy every time i look at it:http://blowatlife.blogspot.com/2009/02/pepsi-logo-response.html

Positively the funniest brand brief I have ever read. Sadly, it's not a joke.

Should be required reading for all design students and in biz school branding classes. Link to download the entire brief is at the bottom of the article.

We live in an ever changing society and brands, corporations and images all have to change right with it funny cats. I agree that Pepsi should have went in this direction with their brand. I'm assuming that there are trying to capture the attention of a new, younger audience. As a member of that younger generation national institute of health, a logo such as this would catch my eye and in turn make me wonder "they changed the look, what about the taste". Quite possibly, prompting me to try Pepsi.

Wow, I didn't know to what extent these big companies go crazy with the psychology behind their logo designs! I've been going through my own online logo design process, but I'm definitely not going the mad scientist route like these guys!

Almost all input is given through the touch screen, which understands complex gestures using multi-touch online payments. The iPhone's interaction techniques enable the user to move the content up or down by a touch-drag motion of the finger. For example, zooming in and out of web pages and photos is done by placing two fingers on the screen and spreading them farther apart or bringing them closer together, a gesture known as "pinching" web design services. Scrolling through a long list or menu is achieved by sliding a finger over the display from bottom to top, or vice versa to go back. In either case, the list moves as if it is pasted on the outer surface of a wheel, slowly decelerating as if affected by friction. In this way, the interface simulates the physics of a real object. Other user-centered interactive effects include horizontally sliding sub-selection, the vertically sliding keyboard and bookmarks menu, and widgets that turn around to allow settings to be configured on the other side. Menu bars are found at the top and bottom of the screen when necessary. Their options vary by program wireless broadband, but always follow a consistent style motif. In menu hierarchies, a "back" button in the top-left corner of the screen displays the name of the parent folder.The iPhone allows audio conferencing, call holding, call merging, caller ID, and integration with other cellular network features and iPhone functions. For example, if a song is playing while a call is received, it gradually fades out, and fades back when the call has ended internet service providers. The proximity sensor shuts off the screen and touch-sensitive circuitry when the iPhone is brought close to the face, both to save battery and prevent unintentional touches. This iPhone does not support video calling, and the first two models only supported voice dialing through third party applications.Voice control, available only on the iPhone 3GS, allows users to say a contact's name or number and the iPhone will dial.

Should be required reading for all design students and in biz school branding classes. Link to download the entire brief is at the bottom of the article.
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The arguments presented get progressively more hilarious with each page turn - you can almost hear the creators laughing at the idea that they might get away with this - AND THEY DID! It looks like they had a team of interns research the golden mean on google over a weekend - and then spun it into this insanity! A masterful pile of BS for those who would feast on it. If the identity were judged on its own merit - the best it could hope for is "winking ball"
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Truly a brillant designer! Clearly there is intellegent life on planet Pepsi.