Debate: Arnell’s “Breathless” report — brilliant internet hoax or disturbing insight into the design world?
We’ve all seen the new Pepsi logo, and been struck by it’s resemblance to the Obama campaign logo, but what would you reasonably imagine it took Peter Arnell, the designer, to create it?
A recently released PDF (yes, a boring old PDF) revealed the possible background for the Pepsi logo. In 27 pages, a multitude of justifications are put forth. To some, this is the sophisticated cutting edge of design, to others it’s a load of mumbo jumbo designed to get people talking about Pepsi (like us!).
Here is the full release which is worth a read, but let’s take a look at some of the contents right here.
First is a diagram showing the golden ratio as it applies to the Pepsi logo. It seems to make some sense, but let’s move on.
How about the “Pepsi Energy Field”?:
Or how the new Pepsi logo is impacted by magnetic fields, sun radiation, and wind motion between 2008 and 2010:
And did you know that every can of Pepsi now has it’s own gravity field as well.?
The Pepsi Universe? You bet.
So, you’ve seen the document, or parts of it, but how do you think it was received in the blogosphere and in the design world? Check out a few opinions we found:
1. It’s a hoax and an effective way to create buzz
- Erik Hinton, The Pitt News: “Fake or not, “Breathtaking” is the Sokal Hoax of our times. If the document is vetted as legitimate, a punishing blow is struck to advertising and aesthetics as a rampant waste of money on puffed-up nonsense.”
- Lee of “A Hundred Avatars”: “I still wonder if that design brief was a viral leak…”
- Jessica Hartstein of Culture-Buzz.com: “Is it part of a viral campaign? It looks like we’ll have to wait for the real answer. In the meantime, Pepsi can enjoy its ride on the buzz wave.”
2. Arnell is insane/fleecing Pepsi
- Mediabistro’s AgencySpy: “Pepsi paid more than $10 mil. for the logo design.”
- Peter Arnell himself?: “It’s all bulls––t,” he said. “A logo on a can of soda? Please. My life is bulls––t.”
3. The Design World is corrupt and this is proof
- Reddit commenters: “It really hammers in the stereotype of Advertising in general, and the complete idiocy that goes in to marketing.”
- Stephanie Smirnov on PR MAMA: “It’s fine to be smart and provocative (and yes, sometimes strategic explication requires sophisticated diagramming and fancy-pants words), but a person can go too far.”
What do YOU think? Comment below!
Thanks to Dan Dawley for his expert help with this post!
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I think it’s a hoax. Arnell is way way way too qualified to have created such nonsense. Also, it probably wasn’t even Peter, the loose cannon, who wrote it: he has an entire agency.
MHO: Looks like he had to create something to substantiate the concept. But I do not think any piece of design work is worth what he was paid.
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I think it’s hilarious… and intended to be so.