What does interest me, however, is the process behind this rebranding.  Initial estimates put the cost of launching this new logo in the $1B+ range.  All for a concept that has (at best) baffled people, and (at worst) polarized the existing market-share.   Now, the creative team behind the logo, Arnell Group, has “leaked” a document that was used during their Pepsi pitch.  I put “leaked” in quotation marks because it’s debatable whether this was the result of corporate espianage, or whether the entire thing is some kind of self-satirical joke.  I haven’t made up my mind yet….  The effort required to put a document like this together?  Mindboggling.  And to think that all of this Copernican mumbo-jumbo was manufactured (on company time, no less) as a joke?  REALLY?

ASTONISHING.

More sample pages available at Brand New.