That's One Expensive Logo 12/14/2009
 Old Pepsi logo  New Pepsi logo You may know that Pepsi updated its logo this past year. What you may not know is how much Pepsi paid the design firm for the update. One. Million. Bucks. Note to Pepsi: we'd have cheerfully done it for half that. The design firm defends their epic work (and equally epic price tag) on the grounds that the new logo calls to mind the Earth's magnetic fields and the sun's radiation, thus evoking "...emotive forces [that] shape the gestalt of the brand identity." Er, yeah. Right. Got that. Furthermore, this wasn't the sort of thing a designer could just dream up in a studio. No, no. He had to travel the world to meditate in myriad different settings. How can any rational person effectively argue with any of the above logic? Steve Cuno CommentsBart 03/21/2011 14:16
No wonder that no one left a comment about this so far... I'm speecheless as well...one million.. Your comment will be posted after it is approved. Leave a Reply |       Click here to read Steve Cuno's column in Deliver Magazine   ArchivesJanuary 2012 Looking for older posts? CLICK HERE.
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