CJDLF

This document is available for downloading here http://www.gabardine.com/thread/2009/...

CJDLF

This is a very good example of creative-guru-went-crazy. A brand redesign like this should have considered consumer experience and insights, brand's core visual equities, instead Arnell Group used golden ratios, magnetic fields, feng shui, etc. It is disgusting and undermines the design profession.

dcesarini

Downloading this document is now available.

salil.sakhalkar3956

Could you send me this document. It would be of immense help to my design students

stevenaddis

This pseudo design thinking makes a mockery of the design/branding industry. Arnell's work for Pepsi and Tropicana will go down as Pepsi's version of the New Coke debacle.

Skretvedt

The old Pepsi logo was sleek, symmetrical and stylish. The new one is lopsided and lumpy. This market research is ridiculous--one glance at the new logo reveals it to be unbalanced and unattractive. In a word--yeccch.

Randizbs1

Fascinating (and disturbing) as this is, there's more to the story. Find out how Arnell’s Pepsi prez really could ‘refresh everything’ http://www.gabardinestudios.com/thread/