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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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.