Ten years ago Pepsi paid $1 Million for a logo redesign. Why?

It's a story for the ages, therefore, Typeroom revisits one of the most controversial and costly logo redesigns ever.

Back in 2009, CBS NEWS reported on Pepsi's “nonsensical logo redesign document.”

“$1 million for this?” wondered Jim Edwards on Pepsi's decision to pay $1 million for its logo to Arnell Group. 

AgencySpy obtained Arnell's work-in-progress PDF document on the logo in which Edwards notes of “the astonishing amount of whitespace”, the hidden link between Pepsi, the Parthenon and the Mona Lisa (hint it's golden and it's a ratio) and the logo's balance which has something to do with “the earth's gravitational field, sun radiation, and its energy fields are in balance” reports CBS.

Breathtaking or not the redesign caused a lot of stir and as Arnell's PDF ends with a discussion of Pepsi's relation to the speed of light we urge you to download and read the document yourself.

After all, this was a $1 Million design affair to remember.