New Pepsi Logo Blows My Mind...
Or...How I Realised Architecture Portfolios Aren't All That Different From Advertising Pitches (and my subsequent breakdown)Backstory
The advertising agency's PDF presentation for the new Pepsi logo was leaked via reddit a few hours ago
(I've made a mirror of it here for archinect viewing: here
[pdf]). Read it!
And it makes quite a read. I mean, it's a Pepsi logo right? How much post-rationalisation does it need? And what's the point anyway - people only drink Pepsi when there's no Coke left.
Little did I know. This new logo - this aesthetic angel waiting to raise our souls to another level of artificially-sweetened nirvana - is actually the result, nay, pinacle
of thousands of years of culture and learning.
And here's the proof, people. Da Vinci, the Parthenon - hell - even Mother Nature and the Gods themselves don't have sh*t on this logo. Does nature have diagrams? No - all nature has is wind and grass and sh*t.
But let's not undersell this logo. It's not just shaming Nature, no it's shaming the mother***king LAWS of Nature. BAM. Take that. This logo can bend light, alter the relativity of space and time, create universes
...and all just to quench your pathetic thirst, mortal.
But - taking a turn away from the hyperbole for a minute - the worst thing is...I've seen portfolio sheets like this in the past. And often with my own name on. Which makes me worry...Are we no different? I know we have to sell our ideas in university. But are we loosing track of what
we're selling and why
we're selling it?
Don't tell me you can look at this sheet without being reminded of the programmatic/concept diagrams of OMA etc:
Or this one without thinking of the arbitrary assignation of geometry to anything and everything (ala Libeskind and countless architecture students in his wake):
This logo is what would happen if Eisenmann worked for Pepsi (there's still time, Peter!). He toils away at the minute details of his little creative universe and then it's in the real world - a 25mm circle on a plastic bottle that looks marginally different from the ones the week before. "Oh cool", says the kid before reaching across for another Coke.
I've been on competition teams where last-minute preperations involve throwing together a load of cultural and historical precedents that bear even a slight resemblance to the proposal. But why do we feel a need to convince people that our buildings are the innevitable result, nay, pinnacle
of everything the client requires? Why must we embed ourselves at the end of an ancient trajectory as if our proposal alone is not enough? Why can't we just admit that we're not going to change the world at once; we're not going to bend light or displace relativity. If you've got a thirst for a building, we can quench it - and it'll be tasty. But let's be honest, it's only a matter of time before you want another.
I'm off to get a Coke...
PS. and maybe something to eat. I seem to have used up all my cheese on the last two sentences.