Circle Logo

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Mens XL DryTec Golf Polo Shirt by CB Red Circle logo
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LOGO GOLF BALL PEBBLE BEACH GOLF LINKSCALIFORNIALARGE CIRCLE LOGO
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LOGO GOLF BALL PEBBLE BEACH GOLF LINKSCIRCLE LOGOCALIFORNIA
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LOGO GOLF BALL S COCA COLA BOTTLE WITH CIRCLE LOGO
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1 ROAD RUNNER WARNER BROTHERS LOGO GOLF BALL red circle
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1 TWEETY BIRD LOONEY TUNES DISNEY LOGO GOLF BALL blue circle
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How Can Pepsi Spend $10m on Logo Design?!

The globe has been plunged into the most severe economic crash of modern times. Global corporate giants are collapsing left right and centre. Corporations who used to burn cash on elaborate marketing and advertising campaigns are cutting back and cautiously waiting for things to pick up again. Right?

Not so for Pepsi. The soft drinks giant are reported to have spent an incredible $10 million for their new logo design. That's right, I said ten million. Altogether Pepsi are spending a huge 1.2 billion dollars on the costs related to rebranding all their products. Now if you're going to spend that kind of money on a new logo, it's gotta be incredible, right? Think again. If you ask me, the new Pepsi logo is terrible. An article about this in the LA Times not long ago said quite aptly that the new logo makes it look like a fake foreign knockoff of Pepsi rather than the real thing. To begin with the font they used has been revealed as being almost identical to one they used for Diet Pepsi back in the 1980s. And then there's the circular Pepsi logo bit. It hasn't changed much! Also, the design industry has, shall we say, been less than impressed by the results. In the words of design critic and editor of Before & After magazine John McWade, the new Pepsi logo is "static, empty and vaguely bland". So what exactly have they spent $10 million on?

The responsibility for the new logo goes to leading design agency Arnell, based in NYC. Not long ago on web 2.0 news site Reddit, someone leaked a PDF doc made my Arnell which was used to explain the concept behind the logo to Pepsi. With the modest title "Breathtaking design strategy", the brief is a lesson in how to do marketing BS par excellence. According to this document, the new Pepsi logo has been inspired by the likes of the architecture of the Parthenon and the proportions of the Mona Lisa. The next step in this raving luncay compares the Pepsi logo with Planet Earth's gravitational fields! There's even a bit where it talks about "The Gravitational Pull of Pepsi" in the shopping aisle.

Now that I've read this outrageous PDF, I get how it all worked. Pepsi came to this hotshot design agency and asked for a new custom logo design. The dollar signs lit up in the eyes of the Arnell agency execs. First they got one of their graphic designers to throw together a few rough sketches and sample logos which eventually became Pepsi's simple new logo redesign. Now in my book that coudn't have taken more than a few days to complete. However it would be ludicrous to try and give the Pepsi execs a $10million invoice for doing a couple of round cirlces with a slightly varying wavy line running through it, wouldn't it? So they told their team to spend the rest of the time coming up with the most outrageous, masturbatory and extra-terrestrial justifications of the design. They cranked up the BS machine to the 'it's gonna blow!' mark to show how this new logo is linked to THE ENTIRE HISTORY OF HUMAN ENDEAVOUR AND THE TIMELESS FORCES OF THE UNIVERSE. Now THAT's worth ten million dollars! Boy, I would have loved to be a fly on the wall at the presentation. Pepsi, you got hustled!