Aaron Perry-Zucker at Fast Company describes the new Pepsi logo as “branding lunacy,” and I could not agree more. If you have time (and a lot of bandwidth–it’s over 10 MB) and want to either laugh or cry, you should download the Arnell Group’s design brief, which invokes the golden ratio, the Mona Lisa, the Parthenon, the Gutenberg Bible, the earth and its magnetic fields, and the entire universe…all to justify a multi-million-dollar fee.
This is not a serious document that explains the logic behind this design. Rather, it is an abomination that invokes real design principles like the Golden Ratio to justify a terrible design and even more outrageous fees.
Real designers don’t need to cloak their explanations behind a wall of self-important mumbo-jumbo. Real designers can explain everything they do in simple words that anyone can understand.
I have a design degree from the Stanford Product Design department, and I can assure you that this “design brief” is nothing more than the addled rantings of a witch doctor attempting to hoodwink a client.