How The Pepsi Logo Entered The 21st Century

I love Joel. I really do. He’s a good friend and when he’s drunk, I try to steal Boing Boing’s bank account number. But alas, our good friend Joel has uncovered a 6MB PDF file that supposedly was used to convince the Pepsi execs to change the logo.

Surely you’ve seen those new Pepsi cans, right?

Regardless, it seems the design group Arnell was really into relating Pepsi to Galileo and shit like that. “Figure B: Geometry of Aesthetics: Dynamics.” I’m telling you, you couldn’t make this shit up. Take a look at the PDF file and try to decide of someone actually had the balls to show this to Pepsi Co.

Link (PDF available on website)