"The Pepsi Ratio is Aesthetic Geometry."

[peristaltor]

Ben Goldacre shared this breathtaking document on the pitch for the revised Pepsi logo. It consists of 27 pages of intricate designs, extrapolations of historic logo patterns to isolate the "geometry of perimeter oscillations," comparing the earth's geodynamo to the Pepsi logo's "energy fields," and divining the Pepsi Golden Ratio.

It starts, prophetically enough, with this:


Clickee to Embiggenate

An actual pitch document revealing the extent to which marketing firms must spin pseudoscience to make a sale, or a more simple hallucinatory hoax? Either way, it's worth a glimpse.