I mentioned here the much discussed Pepsi Rebranding.

Fast Company revealed a leaked pdf that outlines the thinking behind the controversial new Pepsi logo.

If with this the designer team is trying to get excuses for their results and 5 months of working or the million dollar invoice, then they should listen to what everybody comment on this: it is a lame excuse.

Mixing gravitation in the Pepsi galaxy, energy fields, relativity of space and time, some mythical perfect proportions, some da Vinci Code and some smiley faces the document is trying, without a final conclusion, to make us stand up in ovation by the end of the reading.

Well, we will stand up…. And leave.

Download the document here.