[ebullientocelot]

I know, right??

Some real gems:

pg. 21: Emotive forces shape the gestalt of the brand identity.

Actually no, the whole thing is patently absurd. Wow. What the fuck?

Apparently this presentation earned a million dollar fee:

https://www.cbsnews.com/news/pepsis-nonsensical-logo-redesig...

In fairness it is marked as WIP.. I suppose it could have been completely scrapped and redone before presenting to the client :P

Edit:

AdWeek was less convinced at the time:

https://www.adweek.com/digital/the-pepsi-logo-design-pdf-emb...

Can't find anything definitive on what this actually was, seems like a lot of "hoax or not?" type pieces with no conclusion that I can see.

[coldtea]

>pg. 21: Emotive forces shape the gestalt of the brand identity.

Which is trivially true.

Forces of emotion (how consumers feel about the brand) is what shapes brand identity.

Gestalt here means something greater than the sum of its parts, which brand identity is -- what we perceive as a "brand" is not a single thing but tons of them (the logo, the product line, their retail shops, the ads, our past experiences with their products, the cultural significance of the brand, and so on).