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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."
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