Creator critiques insane logo document from @shwinnabegobrand

The creator explains that Pepsi spent $1 million on a simple logo change, then reveals the absurdly complex design document created to justify it. He walks the viewer through several pages, sarcastically mocking the pseudo-scientific concepts like 'universal design principles,' 'perimeter oscillations,' 'gravitational pull,' and the 'Pepsi Universe.' He concludes by emphasizing the ridiculousness of the extensive document for a minor visual tweak.

Creator: @shwinnabegobrand on Instagram

Video format

Greenscreen Talking Head

Video outline

  1. State shocking investment
  2. Reveal absurd justification
  3. Escalate the absurdity
  4. Deliver final judgment

Narrative framework

The Absurdity Audit

Narrative framework logic

To deconstruct an official or formal document/process, revealing its inherent absurdity by escalating through its most ridiculous claims to justify a simple or questionable outcome.

Topics: Logo Design, Branding, Marketing, Graphic Design

Concepts: Case Study Breakdown, Breakdown, Reaction

Formats: Greenscreen Talking Head

Elements: Green Screen Composite, Jump Cut, Image Overlay, Title Text Hook

Account types: Personal Brand

Transcript excerpt

Pepsi paid over a million dollars just to change this logo from the old logo to the new logo. What's truly insane is the document that went along with it. Look at this. Universal design principles. As you can see, a bunch of increasingly large and small circles with somewhat meaningless timelines here dating all the way back from 3,000 BC to 2009. You have the Mona Lisa, Leonardo da Vinci's Vitruvian Man. Kind of setting the stage of something monumental is about to be presented here. Okay. Tracing the Pepsi DNA. Perimeter oscillations. Okay, this is just just drawing circles around all of this stuff. This is love I love when graphic designers point to the golden ratio. It's like, okay, the golden ratio is cool. This is just an insane sheet, though. You would think this is a schematic for, like, building some, like, serious work of engineering. Okay. Here you start to see the new logo. I actually like this right column. I think it's like, okay, cool. You show this, like, extensibility of the logo and a variety of things. You have this I, multiple points of view, one best, this arbitrary set of degrees. I'm not even sure what's being communicated here. Creation of the logo identity,

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