The universe’s highest echelon of art contains the following: the golden ratio, reflecting the “divine” in both nature and mathematics; Leonardo Da Vinci’s Mona Lisa and the Vetruvian Man, demonstrating the ideal human physiology—and, of course, the Pepsi logo.
At least, this is the story told by a 27-page design document of a 2008 brand refresh from the beverage juggernaut. In the document, design agency the Arnell Group thoroughly outlined the rationale behind Pepsi’s brand refresh: first establishing the desire to show innovation, then reviewing the evolution of art from Pythagorean “spatial harmonies” to Renaissance art, until deriving the perfect new design that reflects the path of the Sun's light in Earth’s gravitational pull. The final logo would illustrate the “Gravitational Pull of Pepsi.”
