Pepsi smile: the face of a new generation

We recently discovered an interesting ‘leaked’ work-in-progress-document from the design company who made the new Pepsi Identity. It’s a ‘Breathtaking Design Strategy’ PDF (dated 2008.08.04), which contains 27 pages revealing the research to support Pepsi’s new logo: universal design principles, creation of Identity, geometry, proportions, color theory, dynamics,…

Their “BREATHTAKING-strategy is based on the evolution of 5000+ years of shared ideas in design philosophy” ! 

You can see the PDF here: Breathtaking Design Strategy

Or download the complete PDF here: Breathtaking Design Strategy PDF