“The Rapture that Evangelicals promise is coming.”

That’s a line from the Fast Company article regarding the leaked document detailing the Pepsi logo redesign. While it’s not in the actual document, it should be. Be amazed as you read through because you’ll see how it tries to connect every point along mankind’s evolutionary timeline. (Download The Doc™ here.)

As a designer slash whatever I am, I don’t disagree with some form of description of the process when presenting to the client, especially on a major brand like Pepsi. (If it’s a small client, you talk it through, maybe a slide or two.)

But I’ve never seen anything quite like this. It was like the plans Jodie Foster downloaded in Contact. Except I can’t find a primer and I need the blind dude to find hidden audio signals.

You know my love for this whole thing, and I know your love based on the poll. After seeing The Doc™ and the subsequent vibe the commercials were going for though, I still say the choice for a new generation should have been to open up the logo redesign as a contest to the world. Since The Doc™ stressed the desire for revolutionary thinking, what’s more revolutionary than changing the fundamentals of how your logo had always been redesigned every year?

I’m not going to find fault with the various explorations of smiles and such, because that’s something anyone does when working on a logo. It’s the lesson on quantum physics relative to human biophysical positioning that’s the problem. Tell the client, look, there are basic geometric shapes that recur in everything you see. Elemental shapes like the triangle, circle and square make up the basis for all design relationships.

Fucking DONE.

(Do you really care about the history of water or how pipes work when the plumber is getting triple overtime on a Saturday night? Just fix the damn thing.) But simple doesn’t cut it when you’re getting millions.

It’s also understandable that you feel the need to walk into a meeting with something more than one 15 x 20 board. Maybe add a little ‘data’ in there to help sell it? Possibly. The leaps of faith though required to connect the dots in The Doc™ are staggering. Only thing missing was the relationship of Bigfoot to Stonehenge and the Jupiter 2.

Now that I look at it more though, maybe they were right. Inspired by Dubsak and what I will now call Pepsi’s human dynamic grid life proportion device, we can use it to explain some of the mysteries that have baffled mankind until now:

Download your own PHDGLPD grid for hours of Photoshop fun today!










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