I think the sophistication is lacking in the criticisms voiced in the comments.
Regardless of the excessive & laughable b.s. factor of this high level design concept document, the proposal meets its brief: design a rebranding strategy that can be used in 2d, 3d, kiosks, blah, etc. as required, without each needing their own design proposal.
So this designer latched onto geometric features of original pepsi logos, extracted some pattern, adjusted the sizing using golden ratio (thus the art history tour), and then went on to apply it to various use cases.
So maybe the design sucks, or possibly you can think of a more sophisticated approach to providing what is effectively a meta-design for a product suite, but this fairly simple approach that is proposed can in fact satisfy the design brief, in a fairly simple manner. Simple is good, right?
Regardless of the excessive & laughable b.s. factor of this high level design concept document, the proposal meets its brief: design a rebranding strategy that can be used in 2d, 3d, kiosks, blah, etc. as required, without each needing their own design proposal.
So this designer latched onto geometric features of original pepsi logos, extracted some pattern, adjusted the sizing using golden ratio (thus the art history tour), and then went on to apply it to various use cases.
So maybe the design sucks, or possibly you can think of a more sophisticated approach to providing what is effectively a meta-design for a product suite, but this fairly simple approach that is proposed can in fact satisfy the design brief, in a fairly simple manner. Simple is good, right?