I find it hard to imagine the Arnell Group taking themselves seriously while producing this breathtakingly ridiculous Pepsi Gravitational Field document. They probably developed this logo on its own with no concept, liked the look of it and went to the far corners of the Earth to find data and other nonsense to prop up the design. Come on, the Golden Ratio? And this quote by Mr. Arnell:

When I did the Pepsi logo, I told Pepsi that I wanted to go to Asia, to China and Japan, for a month and tuck myself away and just design it and study it and create it.

He sounds like a total douche. But anyway, as I mentioned previously, I still like the new MtnDew logo, and... that's it. Check out a great example of 'idea judo' on the left by Lawrence Yang.