I write better when I smoke. Don’t ask me to reduce it to a science.


Pepsi is apparently re-designing its old logo. The idea is that the white ribbon that used to separate the upper red and lower blue fields is now gonna have some character. For regular Pepsi, it’ll be smiling! For diet, it’ll be grinning – that is, it’ll open up wider on the right side. And for Max, it’ll be laughing. Cute concept. But in application, I don’t know. The Max label looks like someone’s ass is about to sit down.


In fact, line’ em up and it’ll look like pages of a flicker book.


If I had the chops, I’d make a .gif out of that and have a fine laugh.

For the sake of comparison, here are the Pepsi facelifts throughout the years:


Oh and the art-deco font doesn’t work. And to think it took ’em five months to redesign this logo. Five months and more than a million dollars. Whew.


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