Breathtakingly pretentious? Pepsi rebrand document
I hesitated about featuring this as I thought everyone had already seen it. However, apparently that’s still not the case and this is a must-read for anyone involved in marketing or brand strategy.
There’s a great PDF doing the rounds which purports to be the Arnell Group’s strategy doc for the much-derided new Pepsi logo.
You get a hint of what’s to come from the bombastic title: “Breathtaking Design Strategy”, with namechecks ranging from the Mona Lisa to the theory of relativity…