Posted on February 10, 2009 - by Jeffrey Posner

How to bullshit on a big boy/girl level

I love when you get to see real bullshit in action. Sometimes the only difference between a “big” deal and a “small” deal…are the zeros on the check!

Last year Pepsi spent several hundred million dollars on a new logo. Everyone figured they had just ripped off the Obama logo. But now an internal document from the branding company has surfaced: Breathtaking bullshit.

See, there’s no way the branding agency could charge millions if they just went in and told Pepsi, “Yea, we kinda rotated your old logo a little bit, and made the wavy white line thingy in the middle go diagonal.” Instead, they prepared this 27-page document, titled “BREATHTAKING Design Strategy,” to prove that this logo is a veritable Da Vinci Code of branding, drawing on everything from magnetic fields to the “Golden Ratio.” Highlights:

Internal Memos: ‘Breathtaking’ Document Reveals Pepsi’s Logo is Pinnacle of Entire Universe