I have to thank Leibs for sending me this one. I've been in discussions about 'brands' and 'marks' recently and documents like Pepsi's rebranding document are a reminder to not take them too seriously. It opens with "Breathtaking Design Strategy" and ends with the birth of the Pepsi Universe. This biblical tale of bad logo Genesis is a must read.

I would think that this is a fake, except the manner in which it unfurls like a bad advertising acid trip, with little circles spinning into Pepsi smiley faces, Pepsi faces turning into the Earth, into the Sun, affecting the orbit of the Earth, which is actually a customer shopping for Pepsi... it's just too bad to be parody.

Update: and there's this video, which is either the source of the parody or confirms it