pepsi-arnell021109

BREATHTAKINGDesignStrategy2008.08.04ARNELLGROUPWORKINPROGRESS2008.08.04A.BREAKINGTHECODEFORINNOVATIONFromConventiontoInnovationBREATHTAKINGTrajectoryofInnovationCONVENTIONDNAINNOVATIONFUTURED.Continuedinvestmentprovidesuswithaclearresourceforreinvention.CONVENTIONDNAINNOVATIONFUTUREC.TheinvestmentinourDNAleadstobreakthroughinnovationandallowsustomoveoutofthetraditionallinearsystemandintothefuture.CONVENTIONDNAINNOVATIONB.Byinvestinginourhistoryandbrandethoswecancreateanewtrajectoryforward.A.Howdowemovefromconventiontoinnovation?CONVENTIONINNOVATIONB.THEORIGINSOFCREATIVEENDEAVORSUniversalDesignPrinciplesandPepsiCo’sBrandHeritageBREATHTAKINGBrandHeritageandtheAestheticsofSimplicityThePepsiethoshasevolvedovertime.Thevocabularyoftruthandsimplicityisareoccurringphenomenainthebrand’shistory.Itcommunicatesthebrandinatimelessmannerandwithanexpressionofclarity.PepsiBREATHTAKINGbuildsonthisknowledge.Trueinnovationalwaysbeginsbyinvestigatingthehistoricpath.Goingback-to-the-rootsmovesthebrandforwardasitchangesthetrajectoryofthefuture.191020091970BREATHTAKINGUniversalDesignPrinciplesBREATHTAKINGisastrategybasedontheevolutionof5000+yearsofsharedideasindesignphilosophycreatinganauthenticConstitutionofDesign.Thischartdocumentstheoriginandevolutionofintellectualproperty.600BCMusicaMundana:Pythagorascreatesspatialhierarchiesfrommusicalscales300BCGoldenRatio:Euclidexploresthemathematicsandproportionofnature278BCFengShui:AncientChineseartofplacementandspatialarrangement1452TheArtofBuilding:Albertidrawsontherelationofnumbersandareas70BCVitruvianPrinciple:In“DeArchitectura”hedemands:strong,useful,beautiful.1455VitruvianRenaissance:RediscoveryoftheVitruvianprinciplesandtheirpublication1637LaGéométrie:Descartesdevelopsthecartesiancoordinatesystem1858MöbiusStrip:Möbiuscreatesasurfacewithonlyonesideandedge1948TheModulor:LeCorbusierdrawsalgebraicrelationsinthehumanbodyNaturalSunflowerGridCityGridDomeGridEuclidianGeometryProportionsofaCircleSub-ProportionsNaturalGoldenSpiralParthenonDaVinci’sMonaLisaNaturalMagneticEnergyDualityinBalanceElementsofEnergy“DeArchitectura”GreekHousePlanLong:1:1,2:3,3:4Middle:2:4,4:9,9:16Short:1:1,2:3,3:4DaVinci’sVitruvianManVitruvianSphereVitruvianTheater“DeLaMethod”ProportionalCompassMöbiusStripConstructionoftheStripTheModulorHandProportionHeadRotationHouseGrid3000BCVāstuŚāstra:HinduTraditionofnumericalharmonyasspatialorganizerGeometricGoldenMeanVitruvianAnalemmaggg2009Pepsi:PepsiintroducesBreathtakingBREATHTAKINGIconicGeometryDerivedfromPepsiCo’srichpackaginglegacyandinspiredbysomeofitsearliestformsandproportions,BREATHTAKINGrevitalizestheessenceofPepsiCoincreatinganiconicshapeforthebrand.1970198019902000195019601898192019401900191019301898-2009RetainthebestofPepsiCo’shistoryandshapethenextPepsiCobottleintoaniconforthebrand.BREATHTAKINGTracingthePepsiDNA-18981896PepsiGeometries:PerimeterOscillationsThePepsiDNAfindsitsorigininthedynamicofperimeteroscillations.ThisnewidentitymanifestsitselfinanauthenticgeometrythatistobecomeproprietarytothePepsiculture.1905PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-19051906PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-19061929PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-19291930PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-19301962PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-19621971PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-197114°1991PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-19911998PepsiGeometries:PerimeterOscillationsBREATHTAKINGTracingthePepsiDNA-1998C.TOWARDSINNOVATION:PROJECTINGPEPSI’SFUTUREApplyingUniversalLawstoEstablishaBlueprintfortheBrandArtistsandarchitectshaveproportionedtheirworkstoapproximatetheGoldenRatio,especiallyintheformoftheGoldenRectangle,inwhichtheratioofthelongersidetotheshorteristheGoldenRatio.Theybelievethisproportiontobeuniversallyandaestheticallypleasing.TheGoldenRatioplaysanessentialroleinhumanperceptionofbeauty.BREATHTAKINGCreationofIdentity:PrecedentsThediameteroftheNautilusShellincreasesproportionallywiththeGoldenRation.LeonardoDaVincistudiedtheproportionofthehumanfaceandappliedhisfindingsintheMonaLisapainting.HeightandwidthoftheParthenonisproportionedtoyieldaGoldenRectangle.BookformatandpagelayoutarebasedontheGoldenProportion.BREATHTAKINGCreationofIdentity:ABlueprintforProportionsA.TheGoldenRatioItstartswithasquare.B.ThePepsiRatioItstartswithacircle.a=1.61803399b=1a=1.61803399b=1aaab0.5aaaa0.5aaa=1.61803399b=1aa=1.61803399b=17.ThePepsiRatioiscreatedbytwosimplecircles,thatareinasetratiotoeachother:TheGoldenRatio.0.5b0.5a8.ThePepsiRatioisaestheticgeometry.a1.Drawacirclewithdiameterd=a.0.5a0.5a4.Drawacirclethatlieswithinthelargerone.Itsdiameterissuchthatittouchesallthreecirclesinexactlyandonlyinonepoint.0.5a0.5a2.Finditscenteranddrawtwosamesizecircleswithdiameterd=0.5a.0.5a45°0.5a0.5a3.Rotatethecenterline45°.Copyoneofthesmallercircles.Placeitscenterontheintersectionofthelargercircl