Graphic design student here, the deal with all those circles is because when you make a logo, you want to make sure all the curves are consistent 100% of the time so you make a logo "anatomy" in a design document for other designers to use. I have no idea about all the rest, it just seems like they were paid for in page count.
graphic design student here as-well, can confirm. but from what i've seen, They don't use that many circles (atleast for the older pepsi logo). I think with the Advent of CAD graphics design and the principles of it were changed, so circles and other basic shapes make up a majority of the anatomy of a logo's design. before that however, i doubt any thought was put into a logo at the time. also thought I should note, i'm not 100% sure about my conclusion as im only in the second year of my schooling. nonetheless, i felt i should share what i know.
As a second year graphic design student, watching content like this is both comforting and terrifying, because it means that either it won't be hard to make better graphic design than this, or else it means that I'll just be a clown of a designer bullshitting my way through corporate logo design.
Its just what huge company CEOs want to hear. They dont care either, but they want to, because they pay lotsa money for it. It is worded very badly tho, yeah. They are trying really hard to explain design, idk how pyro doesnt understand it lmao.
You should make a comic/project or something on the side otherwise your talents will be absolutely wasted by these suits m8. Good luck about anything you decide to do though.
Please don't become something like this. Be better , be awesome , make cool stuff , make people say "WOW!" when they see your work. I wish you good luck in your journey :) (I hope this isn't creepy , so take it as wholesome as possible)
As a Visual Arts student, I can confirm 100% this is the kind of bs art students write in their essays. I can't remember how many times I've used the words "ethos", "gestalt" and "philosophy" to look smart lol
My professors would have killed me. My degree is a Bachelors of Science in 3D Modeling, but we still had to learn so many fine arts principals that it comes back like a vietnam flashback during this
@@CallMeVidd Bruh i remembered when i give a summary on the book about how math is in everywhere on my subject in mathematics in the modern world, reading that book is the most esoteric and most schizo I've ever read, its not that the book is crap it's written by a mathematician but giving it a summary it's like you have to proof math is everywhere, like some flower petal number, snail shell and spiral of the galaxy is somehow connected to golden ratio/fibonnaci number like it's weird.
My girlfriend was ordered to design a logo for a sports event from her towns school (so it was free). She designed a beatiful artpiece uniting the flags of the town participating, it looked like an official town flag. She was told she had to redesign it. From spite she made something laughably simple/unoriginal (one of those blank white characters holding a simplified flag), and the organizers loved it
There's a practical reason to simplify it in that case: if the banners, fliers, billboards, etc had to be contracted out the simpler design has lower chances of getting messed up considering different methods of printing would be used on different materials.
The worst one for me is Meta changing Oculus to Meta. Literally the perfect logo (an eye) and name for a VR brand and they just go and slap their name on it and their shitty logo that looks like an underperforming infinity symbol.
Corporate logo design is like that video “drawing my dog until he becomes an incomprehensible shape” but stretched over decades, with about 60 or so animation frames removed.
An artist called Lemon Demon wrote a song inspired by this exact PDF called “redesign your logo” that basically pokes fun at how overly complicated Pepsi made their slight logo change. It’s a jam but when you listen to the character trying to convince you that this is how you should think about something as simple as changing a logo, it’s absolutely hilarious.
The best section of the lyrics are: “Think about it this way: guided evolution This will be a new breed, cutting edge but classic Fully complementary, bold and self-sufficient Symbolizing freedom and, of course, your product” Funniest shit I’ve ever heard
The funniest thing is, as a arts bachelor, all of these principles are actually used. Especially the part where pyro can’t believe that lettering in books is based on the golden ratio. It actually is. There is a lot of math in it lol
ok but just what is "pepsi energy fields"? there might be interesting math that makes designs appealing to human biases towards proportions and beauty but what does the earth's core have to do with it lmao? This pepsi logo design philosophy document has more cap than a crypto coin sales pitch
@@interstella0 i know lol Most of it genuinely only get‘s done to stretch the document to make it look like you have thought about it a lot to justify the asking price
As a graphic design student, this definitely feel like when you have to present your work to some judges and you litteraly make stuff up on the spot cause you finished your project last night at 5am.
Did a company brand logo once, the hardest part was writing the essay as to why it was "good" it was just a circle with a square on it and the name of the company below it. Amazing.
"Redesign your logo, we know what we're doing We are here to help you, everything's connected Time is of the essence, we live in the future Color makes us hungry, everything's connected" - Neil Ciceriga
Redesign your logo, we know how to do it Make the calculations, put them into action We will find the angle, starting with convention On to innovation, everything's connected
As an architecture student the golden ratio is actually something we talk about a lot 💀I use it all the time when I plan layouts for posters and presentations, and it's often been used in actual structures themselves. It's sort of a trick like rule of thirds in photography where it always looks visually appealing when you use it. Pretty hype ngl but idk what the deal is with all the circles 💀💀💀
I can imagine its just a day at work and the workers who design the logo's suddenly thought "Hmmm, this logo is pretty unique and cool, let's makes it worse for no reason."
If I remember the reason the logos got simpler was for 2 reasons. The simpler design was cheaper to print and having less detail but still being recognisable that a customer could still recognise it. Like coca colas logo is just white text and a font but people can still recognise it if you made only one letter visible
It's kinda funny watching this, actually knowing a little about logo design 😂 those circles did have quite a bit of significance but it definitely does just look like a jumble of circles to the average viewer
As a product design graduate, I can confirm that these are the types of BS I had to cope with for assignments during my first and second year into design school. 🤧😭 Seeing this stuff again makes me cry and laugh at the same time.
Funny to see that stuff again. I was motion designer for one of the first commercial using the - at the time - new pepsi logo. I was given this very document to work with, since I had to animate the logo using CGI among other things... I thought it was so hilariously nonsensical that I kept the document so I can show it to my buddies and have a good laugh... success guaranteed. The document was already leaked countless times even before I got my hands on it - basically everybody thought it was so ridiculous this had to be an hoax. Turns out it's not, it is very real. The golden ratio is indeed mostly bullshit, I checked out of curiosity when I remodeled/retraced the logo because they didn't even bothered giving us the logo files in proper vector graphics format. It's usual to hear much more (and worse) nonsense from clients working on commercials but this was the first time I encountered such a concentred absurdity redacted neatly in a document form. This time It was like evidence, not like the usual stupid comments you lose track of because they were made in quick fire during a meeting or spread in various emails.
As an art student I can confirm we jus design something because it looks cool or cause it's the easiest and then just make up some deep explanation for it on the spot later
One theory I've heard is that the document was only made so that the graphic designers could justify to the company that they should be paid, since it's such a minor change overall
I legit waited for it. But it could have been entirely more meme-y. I feel like if this is real and not some students homework, it would have absolutely had more synergy and "uniform" in it.
I like how he described the golden ratio as, and I quote, "the funny circle meme that everyone thinks is funny" and doesn't give any more thought to it 💀💀
As someone who studied design for like 6 months. The “circles” are used for parameters so you can replicate the brand on smaller surfaces and different ratios, though it could be the team on this was tweaking.
Yeah the circles are literally just the broken down version of the logo to show how it's assembled. The rest of the document was definitely pulled straight out of their ass to present to the CEO to justify the ridiculous amount of money this redesign likely went for lol.
@@javannapoli2018 definitely some bits of truth sparkled in there (aside from the random historical explanations that where probably made to make the document longer)
@@some_one yeah, seeing that document makes me sad, I'm studying graphic design and the research side of it is painful for me. I just want to design shit. Seeing that the research is even more full of shit in professional studios is not reassuring lol.
Okay, I'll avoid fully putting on the Nerd Emoji, but some of the earlier stuff, despite the needlessly flowery language, does make some sense Analyzing the Form Language and general Trends of former Pepsi Logos to build off of is not a bad idea and trying to find a common scheme (in this case circles and ovoids) is also logical. Then, their process of visualizing and analyzing typical forms of 'pleasing shapes' i.e. the Fibonacci Spiral or the Golden Ratio, is also understandable, since you want a form that's simple, easily understandable and pleasing to the eyes Even the part with comparing the new logo to a face makes *some* sense, since humans are predisposed to seeing faces in basically everything, so making one that subconsciously makes the buyer think of a 'happy face' is not wrong Where it goes into clown territory is the whole section about "Pepsi's Magnetic Field" and so on; that last part was very obviously made to please the Ego's of CEOs and Investors and make them think that their brand is bigger than it actually is But other than that, even if it's not always very easily discernible, the mathematics and design principles in the first half are done right, if not a bit excessive in presentation
As a graphic designer myself, I can safely say that the agency in charge of the redesign of the pepsi logo just used complicated or fancy words that most designers use to 'wow' the big heads at the company, they either just bullshit they way through the document or they actually went on a tangent whilst high and really involved themselves in the topic to come up with some of the texts. Plus they really make you justify every single teeny tiny detail in every single logo you make, so that every time someone uses the logo they're using it in the best/correct way.
So, the circles. Its basically the shape used in illustrator or othe svg based applications to accurately recreate the logo and display readability as far as i know
I have received a couple of notions in Marketing. Some stuff is either bull**** or so advanced i can't even begin to comprehend, but at least the "smile" hidden in the logo making a customer feel at ease and making them want to buy is true. Using soft curves in logos is also good for pleasing the customer's eye. The document as a whole looks like a pepsi and adderall fueled all nighter project to hand in the next day.
I had a hypomanic episode while in art school and got obsessed with the golden ratio and fractals and I ended up writing this ridiculous manifesto essay about how everything is connected and we can tell because of the golden ratio/other patterns found in nature (I also made a lot of way weirder connections to support my argument lol) and you’re telling me that this guy got paid $5 million to make this presentation that sounds MORE INSANE THAN MINE DID?
I honestly think corporations are having a competition to actively attempt to come up with the worst logo design changes of all time. At this point they have to be doing it on purpose. There's no way they think some of these are a good idea.
I like to imagine when the people who made this did this at a company presentation, the staff and higherups were just baffled and confused and just laughed these people out the board room.
They write all this drivvel because when someone at the firm reads it they go "WTF is this, what does this even mean it's just a load of shit talk" but they don't say anything because they're worried it's something they don't get and they'll get ridiculed by everyone else if they say something, but they don't realise everyone is thinking that. That's the way all this shit works.
A logo designer that did a speech in my class said that the reaosn why aome extremely simple logo could get up to 5k is based on how much thought they put into it through document like this, so most of the time it just feel like they just make shit up all the time, they do put thought into it but the average buyer will never see all the subliminal messages they try to put in it. So kinda like modern art in a way.
I expected Pyro to react to a video made about this document by the youtube Huggbees. I actually wanted my expectation to come true after watching this.
i swear to god if you look at asian graphic design, like taiwanese and japanese, they have the most dynamic and visually appealing works while still keeping things modern, idk why most of the western designs are inclined to do simpler designs even though it's only applicable to certain situations and not all of the time especially when branding is concerned with products that deal with creativity and diversity
i miss the GVC style that was all over 90's graphic design, with the kokopeli figures, the squiggly lines and the earthy colors, i just love looking at logos with that style
Whoever made this and presented it to the Pepsi Board of Directors was most definitely standing on the table with his shirt completely ripped open after throwing every object he could find across the room by page 12
The company I currently work at (top ten in my country for the field I'm in) just had a logo redesign. They really hyped us up, went into this one hour spiel about the whole one year process, on and on about all the colours and ideas they had been considering. In the end, the new logo turned out to be the same old company logo, just unbolded and with an underline smh I don't even want to think about how much the whole redesign cost - especially when I got told I was "not dedicated enough to my job" and wouldn't be getting a raise or bonus, despite meeting 120% of my billable target for the year and working crazy overtime ):
ive used firefox for many years, always loved it. not only are foxes my favorite animal its been a great working browser for me. aside from that, if no ones said it, the logo is still the fox. :)
as someone that is studying design i love simplistyc designs, as far as they don't oversimplifie them like firefox did, pepsi logo is already simple enough, why tf would they change it to something even more simple? lmao now that i saw the entire video, i'm almost sure this is a bait thing, but at the same time i know there are people that genuely would do something like this
They didn't actually get rid of the fox. The logo that most people talk about when they say they 'killed the fox' is not actually the logo of the Firefox browser. It's the logo of the Firefox family of products. The actual browser still has the fox.
@@bubbletea695 Yeah the article Pyro pulled up even says the fox is still there I mean it's still simplified to shit but at least the fox wasn't reduced to an orange scribble (the earth still got blue balled tho)
@@bubbletea695 Also wrong. The Mozilla logo is a sans-serif "Moz://a". The blue and orange swoosh is the Firefox family of products, but you're right in the fact that the browser still has the fox in it
I ACTUALLY found this paper very comprehensive :D You might not believe it, but it is really hard to come up with any design aesthetic without a groundwork such as this.
I can literally whip up a better logo in Illustrator in 5 minutes, and I have 0 studies. Come on, this is such a pathetic attempt. Half of this document is unnecessary bluff, be it the usage of the Fibonacci Spiral or the "Pepsi magnetic fields", a quarter of it is corporate speak, the other quarter is actually decent ideas that end up not even being necessary, such as the usage of curves (Important concept, but very overdone explanation and usage). All of this to reach a substandard result, an ugly face made of outlines with no colour contrasts or any similarities to the established Pepsi logo.
@@tragedyplustime8271 I understand your opinion, and I'm sure that you can make a better pepsi logo in illustrator. Honestly, I've shared this type of opinion and reasoning with you a couple of years ago, but then I I gradually opened my mind to more abstract and imaginative ideas. I like that this logo takes a step away from balance towards more dynamic design, with less symmetry and added tension in the lines that split the colors. And with all that it still loks and fells as pepsi logo, which is important, i guess :P You've may not liked it, and that's genuinely fine. But I did, and nobody can take it away from me :)
@@ISHYON I'm glad you personally enjoy the logo. I apologize for my rudeness, I just felt the paper sounded quite pretentious, like an art graduate's thesis. But I appreciate that you can see something in it that I don't. Cheers!
It’s funny now that I was once taking a design logo class back in middle school and was teaches exactly this, not making circles oh no, just how to make a good geometry with repeating shapes
