pepsi_百事可乐新logo设计解析,国外设计公司.pdf

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1、BREATHTAKINGDesignStrategy2008.08.04ARNELLGROUPWORKINPROGRESS2008.08.04A.BREAKINGTHECODEFORINNOVATIONFromConventiontoInnovationBREATHTAKINGTrajectoryofInnovationA.Howdowemovefromconventiontoinnovation?CONVENTIONINNOVATIONB.Byinvestinginourhistoryandbrandethoswecancreateane

2、wtrajectoryforward.CONVENTIONINNOVATIONDNAC.TheinvestmentinourDNAleadstobreakthroughinnovationandallowsustomoveoutofthetraditionallinearsystemandintothefuture.FUTURECONVENTIONINNOVATIONDNAD.Continuedinvestmentprovidesuswithaclearresourceforreinvention.FUTURECONVENTIONINNOV

3、ATIONDNAB.THEORIGINSOFCREATIVEENDEAVORSUniversalDesignPrinciplesandPepsiCo’sBrandHeritageBREATHTAKINGBrandHeritageandtheAestheticsofSimplicityThePepsiethoshasevolvedovertime.Thevocabularyoftruthandsimplicityisareoccurringphenomenainthebrand’shistory.Itcommunicatesthebrandi

4、natimelessmannerandwithanexpressionofclarity.PepsiBREATHTAKINGbuildsonthisknowledge.Trueinnovationalwaysbeginsbyinvestigatingthehistoricpath.Goingback-to-the-rootsmovesthebrandforwardasitchangesthetrajectoryofthefuture.191019702009BREATHTAKINGUniversalDesignPrinciplesBREAT

5、HTAKINGisastrategybasedontheevolutionof5000+yearsofsharedideasindesignphilosophycreatinganauthenticConstitutionofDesign.Thischartdocumentstheoriginandevolutionofintellectualproperty.3000BC600BC300BC278BC70BC145214551637185819482009VāstuŚāstra:MusicaMundana:GoldenRatio:Feng

6、Shui:VitruvianPrinciple:TheArtofBuilding:VitruvianLaGéométrie:MöbiusStrip:TheModulor:Pepsi:Renaissance:HinduTraditionofPythagorascreatesEuclidexplorestheAncientChineseartIn“DeArchitectura”AlbertidrawsontheRediscoveryoftheDescartesdevelopsMöbiuscreatesaLeCorbusierdrawsPepsi

7、introducesnumericalharmonyspatialhierarchiesmathematicsandofplacementandhedemands:strong,relationofnumbersVitruvianprinciplesthecartesiansurfacewithonlyalgebraicrelationsinBreathtakingasspatialorganizerfrommusicalscalesproportionofnaturespatialarrangementuseful,beautiful.a

8、ndareasandtheirpublicationcoordinatesystemonesideandedgethehumanbodyNaturalSunflowerGridEu