The 'Pepsi Logo Design PDF': Embarrassment, Hoax, or Clever Advertising?

If you’re in the business of design or advertising or some close relation there to, there’s a good chance that someone sent you the PDF currently circulating around of Arnell Group‘s pitch to Pepsi for their new logo. Chock full of bizarrely scientific diagrams, it’s page after page of strangeness, showing off the new piece of branding’s relation to both human perception and a cosmic kismet with the universe as a whole. Some have called