Compostmodern

GREEN SALON #3 / COMPOSTMODERN

Last month I went down to San Francisco to go to AIGA’s Compostmodern event. It was an enriching trip. I heard some great talks from amazing speakers like Saul Griffith, Ph.D., Allan Chochinov, Emily Pilloton, and Dawn Danby and even got to speak with some of them one on one. On April 8th I have been collaborating with others in the AIGA to put together our third Green Salon where we will be showing via webcasts these speakers once again. Not only that but we got a tremendous opportunity to have Algalita Marine Research speak at the event. Have you ever heard of the Island of Trash? Check out this video.

Eating our trash?

Please come to the event next week if are intrigued. It will be interesting, informative and entertaining. Click here to register. I would love to see you there.

Pepsi

You have probably seen this document before, but I find it fascinating. There was a supposed leak of Pepsi’s ideation document supporting their new logo. Pepsi spent millions of dollars on their re-brand and it looks like the Arnell Group spent a huge sum of it to come up with this document. Attached is the document.

pepsi_gravitational_field

At first I thought it was a joke. As I read the document, I realized it was not a hoax, but completely misdirected. It is amazing the amount of time and energy that went into this document to sell the idea of Pepsi’s new logo. The Arnell Group used this to deliver an ego boost to the Pepsi executives so they could be justified on the money they spent for the logo. The general public was never meant to see this document and it is a shame that it has.

While I’m not much of a soda drinker, I was beginning to think that Pepsi did a good job with the re-brand. I did not think (like most) that the logo was designed to mimic Obama’s logo. The similarities are few and far between. I’m also not sure it is better than their former logo. What I did think they did a good job with was the packaging. It is simple and clean, causing it to stand out in the visual chaos of the soda pop aisle. For once, I thought Pepsi was not following in the tracks of Coca-Cola.

Now all I can think about is how egocentric and out of left field this logo is. Maybe Pepsi can do something to change my mind in the future. It is going to take a great deal to overcome my feelings about them, because as it goes in branding:

Perception > Behavior > Reality.