Pepsi gravitational field

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BREATHTAKING Design Strategy 2008.08.04 ARNELL GROUP

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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 DNAINNOVATION

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 DNA

INNOVATION

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

FUTURE

CONVENTION DNA

INNOVATION

B. THE ORIGINS OF CREATIVE ENDEAVORS Universal Design Principles and PepsiCo’sBrand 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 historicpath. 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 BCVāstu Śāstra:
Hindu Tradition of numerical harmony as spatial organizer

600 BC
Musica Mundana:
Pythagoras creates spatial hierarchies from musical scales

300 BC
Golden Ratio:
Euclid explores the mathematics and proportion of nature

278 BC
Feng Shui:
Ancient Chinese art of placement and spatial arrangement

70 BC

1452

1455
Vitruvian Renaissance:
Rediscovery of the Vitruvianprinciples and their publication

1637
La Géométrie:
Descartes develops the cartesian coordinate system

1858
Möbius Strip:
Möbius creates a surface with only one side and edge

1948
The Modulor:

2009
Pepsi:

Vitruvian Principle: The Art of Building:

In “De Architectura” Alberti draws on the he demands: strong, relation of numbers useful, beautiful. and areas

Le Corbusierdraws Pepsi introduces algebraic relations in Breathtaking the human body

Natural Sunflower 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 andinspired 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 - 18981896 Pepsi Geometries: Perimeter Oscillations The Pepsi DNA finds 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:...
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