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The Sciences

Pepsi Galaxy, Pepsi Universe

Cosmic VarianceBy Sean CarrollOctober 26, 2010 11:48 PM

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Warning: following links may lead to places no thinking person was meant to go. At least that's what I discovered when I was reading this Discoblog post about a recent branding fiasco involving the Gap. I was led to a Times article about the incident, thence to a Gawker post, and ultimately to an investigation of Pepsi's new logo. You know the one I mean:

Pepsi_Logo-300x225.jpg

How much thought do you think went into creating this bit of branding genius? Even better, of what did those thoughts consist? Wonder no more! Here is the full marketing document prepared by the marketing group that reveals the unique blend of physics, theology, symbolism, art, and a certain je ne sais quoi that made this landmark of design possible. Excerpts presented below the fold without further comment, which could only be superfluous.

pepsidavinci.jpg
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