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The Unbearable Smooshiness of the Pepsi Logo

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Pepsi's been doing some crazy things with its corporate logo. Apparently, during a recent redesign of the soft drink's familiar red-, white- and blue-striped ball, designers became fascinated with the possibility that its central white swash conveys discrete emotional states, as it were an emoticon or faceless mouth. That is, for instance, like a smile, a concave-up swoosh could indicate happiness, whereas one that is concave-down might seem sad, bored or angry.

Naturally, good marketers that they are, they settled on a cheerful, concave-up design.

Normally, what would  

Check out "How Pac Man Reacts to Different Pepsi Logos" (scroll down past the first, rather inexplicable panel.)

http://bunnitude.com/misc/files/pepsi_gravitational_field.pdf

http://www.underconsideration.com/brandnew/archives/pepsi_new_bottles.php

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