From the design document for Pepsi's logo redesign, 27 pages of perfect grifter nonsense: https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf
Physics is so cool.
this post was submitted on 27 Aug 2025
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chapotraphouse
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If i remember right, this was the result of a two-person "Psychological Advertising Consultancy Firm" bepsi spent $27k on during their logo redesign. This is a beautiful grift and it is worthy of our respect.
I don't think the budget was ever disclosed but it cost at least $1m: https://finance.yahoo.com/news/one-company-justified-million-dollar-124100474.html
I think the million was for the entireity of the rebrand, and vaguely remember something about this document being a small part of it. But i also cant find any good sources and take solace in the idea they may have been bilked even harder.
Reportedly, the design contract was at least a million, while the whole rebrand cost at least 1 billion. (equivalent to over 1.5bn in today's money).
It's worth noting that this was a time when Pepsi and Coke were actually in vague competition and not quite maximally oligopolising like they do today. Far as I'm aware, people have basically always preferred the taste of Pepsi in blind tests, but Coke's marketing was deemed to be its only actual edge. So a successful rebrand would've meant a massive market change.