"Breathtaking" – Pepsi's 2008 logo design document is almost satire [pdf]

p.19 "The Pepsi Ratio is aesthetic geometry"

p.26 "Creation of Identity: Gravitational Pull"

p.27 "x=1 light year Pepsi Planet", "x=2 light year Pepsi Galaxy", "x=8 light year Pepsi Universe" and the accompanying diagrams

Wow.