Hacker News Board Hacker News, browsed like a classic message board
Live data from Hacker News

Pepsi: Breathtaking Design Strategy (2008) [pdf]

jimedwardsnrx.files.wordpress.com

Post reply on HN
Print view View original

21–30 of 276 posts

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#21

Post by Brendinooo »

kumarvvr wrote: post #7

What a load of crap. Is this what design boutiques do day in day out? Can anyone tell me if there is even an iota of meaning in the design process?

Having done some identity work, some stuff is done on purpose and some stuff is justified post-hoc to make the pitch better.

“It looks nice” doesn’t play all that well, and doesn’t give you much protection from a decision maker who (incorrectly) says “I think my idea looks nicer”.

This is not representative of all design experiences though, I’m sure.

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#22

Post by totetsu »

pepsi. I thought at the time that this 'leaked document' was a brilliant piece of gorilla marketing. It was making an internet meme before they were ubiquitous, and we're still sharing it and laughing about it today. pepsi. contributing to brand omni presence pepsi.

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#24

Post by bigDinosaur »

mushufasa wrote: post #6

despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…

You could say that about anything that looks silly. At some point you gotta actually just say outright and unequivocally that something is silly. If this logo redesign wasn't absurd, nothing is.

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#25

Post by totetsu »

totetsu wrote: post #22

pepsi. I thought at the time that this 'leaked document' was a brilliant piece of gorilla marketing. It was making an internet meme before they were ubiquitous, and we're still sharing it and laughing about it today. pepsi. contributing to brand omni presence pepsi.

I wonder how much Richard Stallman gets paid to carry a bottle of diet coke everywhere he goes..

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#26

Post by civilized »

spoonjim wrote: post #16
mushufasa wrote: post #6

despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…

It’s not the level of effort that’s weird, it’s the terrible output despite the level of effort.

And the unsettling question: is this terrible output actually good? Do I just not have what it takes to recognize great sugar water salesmanship?

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#27

Post by alberth »

What came first: logo or journey?

I wonder what was created first - the agency creating the new logo (and then backing into the justification for it), or did the justification for it actually come first & that lead the agency down the path to how the logo was ultimately created.

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#28

Post by dymk »

mushufasa wrote: post #6

despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…

Pepsi. Universe.

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#29

Post by twobitshifter »

spoonjim wrote: post #16
mushufasa wrote: post #6

despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…

It’s not the level of effort that’s weird, it’s the terrible output despite the level of effort.

My question is, bullshit aside, can we measure how effective this new logo was for Pepsi? Did it have any effect at all?
Post reply on HN