• Mo BaghdadiMo Baghdadi, over 7 years ago

    Magnetic Dynamics somehow got related to smiley faces....wtf did I just read. Anyway the amount of gibberish in this document is astounding.

    7 points
  • Falko JosephFalko Joseph, over 7 years ago

    Still not sure if this is a parody, or an overly detailed branding guideline? :p

    5 points
  • Chris Aalid, over 7 years ago

    Didn't even have to open it to know it was the infamous Pepsi Universe deck

    2 points
  • Paul GrantPaul Grant, over 7 years ago


    2 points
  • David AlandíDavid Alandí, over 7 years ago

    It starts nicely but then... nuts. I remember on 2008 in design school everybody was disgusted about the smiley logo.

    2 points
  • Kyle ConradKyle Conrad, over 7 years ago

    jfc this is obvious satire and yet people keep acting like its not

    1 point
    • Cory DymondCory Dymond, over 7 years ago (edited over 7 years ago )

      To be clear, this is a document detailing the design process that ended up in the logo that Pepsi reportedly paid upwards of one million actual, human dollars for. It is very, very real.

      You obviously haven't heard of Peter Arnell. This stuff supposedly falls right in line with what he used to shill to massive corporations. It seems unbelievable, but there is plenty of evidence to suggest it's real.

      Here he is comparing his Super Bowl commercial for SoBe LifeWater to the invention of motion pictures.


      Seriously, watch to the end and see what he is comparing to the literal invention of motion pictures. Ray Lewis in a fedora is just the tip of the iceberg that sank Arnell Group.

      Immediately after the Pepsi hatchet job referenced here, he cost them an absolutely absurd amount of money on a Tropicana (PepsiCo subsidiary) rebrand that ended up getting pulled in two months because it looked like generic orange juice and saw an immediate dip in sales of 20%.

      The stories passed around about him are even more insane than this pdf. Honestly, I wouldn't be surprised if the man's life wasn't some sort of long-form satire, but there have been many clients who have paid millions to this guy for the kind of nonsense you just read, so at a certain point it really doesn't matter if it is satire or not.

      1 point
      • Kyle ConradKyle Conrad, over 7 years ago

        Hey, if it's not, then I give him all the props in the world for getting massive companies to pay millions of dollars for it. That in itself is an artform.

        1 point
  • Joe CJoe C, over 7 years ago

    Did those bevelled logo cans ever see the light of day? Really taking that 'natural geometry' thing and running with it ha.

    1 point
  • Vladimir GorshkovVladimir Gorshkov, over 7 years ago

    This has to be fake.

    0 points
  • Evan KnightEvan Knight, over 7 years ago

    Page 26

    0 points