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- BREATHTAKING

Design Strategy

2008.08.04

ARNELL GROUP

WORK IN PROGRESS 2008.08.04 - A. BREAKING THE CODE FOR INNOVATION

From Convention to Innovation - BREATHTAKING

Trajectory of Innovation

A. How do we move from convention to innovation?

CONVENTION

INNOVATION

B. By investing in our history and brand ethos we can create a new trajectory forward.

CONVENTION

INNOVATION

DNA

C. The investment in our DNA leads to breakthrough innovation and allows us to move out of the

traditional linear system and into the future.

FUTURE

CONVENTION

INNOVATION

DNA

D. Continued investment provides us with a clear resource for reinvention.

FUTURE

CONVENTION

INNOVATION

DNA - B. THE ORIGINS OF CREATIVE ENDEAVORS

Universal Design Principles and PepsiCo’s Brand Heritage - BREATHTAKING

Brand Heritage and the Aesthetics of Simplicity

The Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomena

in the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity. Pepsi

BREATHTAKING builds on this knowledge. True innovation always begins by investigating the historic path.

Going back-to-the-roots moves the brand forward as it changes the trajectory of the future.

1910

1970

2009 - BREATHTAKING

Universal Design Principles

BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating

an authentic Constitution of Design. This chart documents the origin and evolution of intellectual property.

3000 BC

600 BC

300 BC

278 BC

70 BC

1452

1455

1637

1858

1948

2009

Vāstu Śāstra:

Musica Mundana:

Golden Ratio:

Feng Shui:

Vitruvian Principle: The Art of Building:

Vitruvian

La Géométrie:

Möbius Strip:

The Modulor:

Pepsi:

Renaissance:

Hindu Tradition of

Pythagoras creates

Euclid explores the

Ancient Chinese art In “De Architectura”

Alberti draws on the

Rediscovery of the

Descartes develops Möbius creates a

Le Corbusier draws

Pepsi introduces

numerical harmony

spatial hierarchies

mathematics and

of placement and

he demands: strong, relation of numbers

Vitruvian principles

the cartesian

surface with only

algebraic relations in Breathtaking

as spatial organizer

from musical scales

proportion of nature

spatial arrangement

useful, beautiful.

and areas

and their publication

coordinate system

one side and edge

the human body

Natural Sunfl ower Grid

Euclidian Geometry

Natural Golden Spiral

Natural Magnetic Energy

“De Architectura”

Long: 1:1, 2:3, 3:4

g

Da Vinci’s Vitruvian Man

“De La Method”

Möbius Strip

The Modulor

City Grid

Proportions of a Circle

Parthenon

Duality in Balance

Greek House Plan

Middle: 2:4, 4:9, 9:16

Vitruvian Sphere

Proportional Compass

Construction of the Strip

Hand Proportion

Dome Grid

Sub-Proportions

Da Vinci’s Mona Lisa

Elements of Energy

Short: 1:1, 2:3, 3:4

Vitruvian Theater

Head Rotation

House Grid

Geometric Golden Mean

Vitruvian Analemma - BREATHTAKING

Iconic Geometry

Derived from PepsiCo’s rich packaging legacy and inspired by some of its earliest forms and

proportions, BREATHTAKING revitalizes the essence of PepsiCo in creating an iconic shape for the brand.

1898

1900

1910

1920

1930

1940

1950

1960

1970

1980

1990

2000

1898-2009

Retain the best of PepsiCo’s

history and shape the next PepsiCo

bottle into an icon for the brand. - BREATHTAKING

Tracing the Pepsi DNA - 1898

1896 Pepsi Geometries: Perimeter Oscillations

The Pepsi DNA fi nds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authentic

geometry that is to become proprietary to the Pepsi culture. - BREATHTAKING

Tracing the Pepsi DNA - 1905

1905 Pepsi Geometries: Perimeter Oscillations - BREATHTAKING

Tracing the Pepsi DNA - 1906

1906 Pepsi Geometries: Perimeter Oscillations - BREATHTAKING

Tracing the Pepsi DNA - 1929

1929 Pepsi Geometries: Perimeter Oscillations - BREATHTAKING

Tracing the Pepsi DNA - 1930

1930 Pepsi Geometries: Perimeter Oscillations - BREATHTAKING

Tracing the Pepsi DNA - 1962

1962 Pepsi Geometries: Perimeter Oscillations - BREATHTAKING

Tracing the Pepsi DNA - 1971

1971 Pepsi Geometries: Perimeter Oscillations - BREATHTAKING

Tracing the Pepsi DNA - 1991

1991 Pepsi Geometries: Perimeter Oscillations

14° - BREATHTAKING

Tracing the Pepsi DNA - 1998

1998 Pepsi Geometries: Perimeter Oscillations - C. TOWARDS INNOVATION: PROJECTING PEPSI’S FUTURE

Applying Universal Laws to Establish a Blueprint for the Brand - BREATHTAKING

Creation of Identity: Precedents

Artists and architects have proportioned their works to approximate the Golden Ratio, especially in the form

of the Golden Rectangle, in which the ratio of the longer side to the shorter is the Golden Ratio. They believe

this proportion to be universally and aesthetically pleasing. The Golden Ratio plays an essential role in human

perception of beauty.

Height and width of the

Parthenon is proportioned

to yield a Golden Rectangle.

Leonardo Da Vinci studied

the proportion of the human

face and applied his findings

in the Mona Lisa painting.

Book format and page

layout are based on the

Golden Proportion.

The diameter of the

Nautilus Shell increases

proportionally with the

Golden Ration. - BREATHTAKING

Creation of Identity: A Blueprint for Proportions

A. The Golden Ratio

B. The Pepsi Ratio

It starts with a square.

It starts with a circle.

a

a

1. Draw a circle with diameter d=a.

a

0.5a

a

2. Find its center and draw two same

size circles with diameter d=0.5a.

0.5a

a

0.5a

45°

3. Rotate the centerline 45°. Copy one of the

a

smaller circles. Place its center on the intersection

of the larger circle and the rotated centerline.

0.5a

0.5a

0.5a

0.5a

4. Draw a circle that lies within the larger one.

a

Its diameter is such that it touches all three circles

in exactly and only in one point.

0.5a

0.5a

b

a

b

a

56°

5. Rotate the centerline by 56°. Place the smallest

circle with its center on the intersection of the largest

circle and the rotated centerline.

a=1.61803399

b=1

a

b

6. The Pepsi brand is created by intersecting circles

a

with a set proportion to each other. The coordinates

are marked (x).

a=1.61803399

b=1

0.5b

0.5a

7. The Pepsi Ratio is created by two simple circles,

that are in a set ratio to each other: The Golden Ratio.

0.5b

0.5a

a=1.61803399

b=1

8. The Pepsi Ratio is aesthetic geometry.

a=1.61803399

b=1 - BREATHTAKING

Creation of Identity: Scales and Dynamic Relationships

A. Geometry of Aesthetics: Proportion

The Golden Ratio establishes a proportion of one part (a) relative to another (b). Playing by these rules produces

an aesteticism that is universally accepted to be in balance and harmony. The Pepsi aesthetic respects these

rules: The brand identity can be derived from two circles, that have a set relation to each other.

a

b

a = a

a

b

b = b

B. Geometry of Aesthetics: Dynamics

b

b

d

d

a

45°

D

A

c

c

C

36° - BREATHTAKING

Creation of Identity: Dynamic Forces

A. The Earth’s Geodynamo

A. The Pepsi Globe

A naturally occurring electric generator in fl uid motion

generates and sustains the Earth’s magnetic fi eld.

B. Magnetic Fields

B. Pepsi Energy Fields

Magnetic

fi elds exert forces on inner and outer

Symmetrical energy fi elds are in balance.

surfaces of the Earth.

S

N

S

N

C. Magnetic Dynamics

C. The Pepsi Globe Dynamics

Magnetic

fi eld are impacted by sun radiation

Emotive forces shape the gestalt of the brand identity.

and

wind

motion.

2008

2010 - BREATHTAKING

Creation of Identity: Multiple Perspectives

Multiple point of views, One Object

One Identity, Multiple Emotions

0˚

15˚

30˚

45˚

60˚

75˚

90˚

70˚

55˚

40˚

25˚

10˚ - BREATHTAKING

Creation of Identity: The Face of a New Generation - BREATHTAKING

Creation of Identity: A Multi-Dimensionalized Brand

A. Motion Transforms 2D into 3D

From 2D Circle to 3D Sphere

>

A sphere is defi ned as the surface formed

by rotating a circle about any diameter.

B. The Brand Identity is Dimensionalized through Motion

>

> - BREATHTAKING

Creation of Identity: Color Theory

A. Objective Color / Subjective Emotion

B. Breathtaking Color Palette

Each color on the color wheel is associated with

The Breathtaking Color Palette is derived using a

a subjective psychic and emotional value.

scientifi c method of color assignment based on the

product’s essence and primary features.

COOL

PEPSI

>

COOL

PEPSI MAX

FRESH

>

ENERGETIC

BALANCED

CAFFEINE FREE PEPSI

>

COOL

RICH

DIET PEPSI

>

FRESH

COOL

LIGHT

CAFFEINE FREE DIET PEPSI

>

FRESH - BREATHTAKING

Creation of Identity: Gravitational Pull

Attraction Theory: The Pepsi Proposition

Establishment of a gravitational pull to shift from a “transactional” experience to an “invitational” expression.

End of Aisle

>

Typical Light Path

Typical Shopping Aisle

End of Aisle

>

Light Path with Gravitational Pull

Gravitational Pull of Pepsi

End of Aisle

>

Relativity of Space and Time

Pepsi Proposition / Pepsi Aisle

Pepsi Aisle 60°

Pepsi Aisle 30°

Pepsi Aisle 10° - BREATHTAKING

Creation of Identity: The Pepsi Universe

A. Universe Expansion

B. The Pepsi Orbits

The universe expands exponentially with f(x)=ex.

Dimensionalize

exponentially.

[1 light year = 671 million miles per hour].

x

x=1 light year

Pepsi Planet

x

x=2 light year

Pepsi Galaxy

x

x=8 light year

Pepsi Universe