This is the sort of thing that gives branding a bad name.
Remember the new Pepsi logo I wrote about last month? Fast Company now shares a leaked 27-page design brief (PDF) that explains the thinking, if you can call it that, behind the logo change. I can't put it any more succinctly than FC does: "It may be one of the most ridiculous things ever perpetrated by somebody calling himself a designer."
The magazine continues:
It gets worse. The brief is full of misspellings ("ration" for "ratio"; "aesteticism" for "aestheticism"), poor grammar ("Magnetic field are impacted by sun radiation and wind motion"), and bafflegab:
"The Pepsi DNA finds its origin in the dynamic of perimeter oscillations."
"Emotive forces shape the gestalt of the brand identity."
"A sphere is defined as the surface formed by rotating a circle around any diameter."
"Establishment of a gravitational pull to shift from a 'transactional' experience to an 'invitational' expression."
And then there's this, which is just boggling:
And yet ... not a word about the Obama campaign logo that the Pepsi design so obviously resembles (or rips off).
I thought Arnell Group sounded familiar. Turns out I'd written about them a year and a half ago. Apparently their jargon generator is still humming away. All too successfully, I regret to report.
UPDATE: Steven Heller critiques Arnell's redesign of the Tropicana package: "Give me a sun-soaked orange over a Crate and Barrel juice glass anytime."