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?