Don’t like the new Pepsi logo? Too bad, ‘cuz it’s the pinnacle of human achievement.
The thing about being a designer is, often times, you rely on your ability to sling piles of bullcrap in the hopes that some of it sticks and that the client will either believe you, or at least be baffled enough to not be bothered to counter your arguments and just sign the cheque with an exaggerated sigh. Never has this policy been illustrated so well as it has with the concept process that accompanied the new Pepsi logo. As Gawker succinctly puts it: “There’s no way the branding agency…
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