Remember when the new Pepsi logo debuted a few months back, fulfilling 5,000 years of aesthetic philosophy and epitomizing our relationship with the cosmos? No? Well, it happened. An internal document from the Arnell Group has made its way online, illustrating the copious and absurd rationalizations (PDF file) behind the firm's redesign of the logo. There's discussion of the Earth's magnetic fields, the Theory of Relativity and all sorts of other cockamamie horseshit that shows how Arnell is   "applying universal laws to establish a blueprint for the brand." Fast Company describes it a bit differently: "One of the most ridiculous things ever perpetrated by somebody calling himself a designer." But hey, if you're hired for an obscene amount of money and all you do is smash together the logos for Barack Obama and Korean Air, it doesn't hurt to defend your decision as the manifest destiny of humanity's creative endeavor. Via Gawker.

—Posted by David Griner