Perimeter oscillations

Wow:

The Pepsi DNA finds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authentic geometry that is to become proprietary to the Pepsi culture.

I’m not sure how I came to notice this document, a 2008 working proposal for a redesign of the Pepsi logo by “brand guru” Peter Arnell. Newsweek deemed it real. If it’s not real, it’s at least real gone.

[Speaking of branding: Pepsi-Cola became Pepsi in 1961. Who knew?]