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1929 Pepsi Geometries: Perimeter Oscillations   
BREATHTAKING
Tracing the Pepsi DNA - 1929
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1930 Pepsi Geometries: Perimeter Oscillations   
BREATHTAKING
Tracing the Pepsi DNA - 1930
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1962 Pepsi Geometries: Perimeter Oscillations   
BREATHTAKING
Tracing the Pepsi DNA - 1962
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1971 Pepsi Geometries: Perimeter Oscillations   
BREATHTAKING
Tracing the Pepsi DNA - 1971
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14°
1991 Pepsi Geometries: Perimeter Oscillations  
BREATHTAKING
Tracing the Pepsi DNA - 1991
1998 Pepsi Geometries: Perimeter Oscillations   
BREATHTAKING
Tracing the Pepsi DNA - 1998
C.  TOWARDS INNOVATION: PROJECTING PEPSI’S FUTURE
  Applying Universal Laws to Establish a Blueprint for the Brand
Artists and architects have proportioned their works to approximate the Golden Ratio, especially in the form 
of the Golden Rectangle, in which the ratio of the longer side to the shorter is the Golden Ratio. They believe 
this proportion to be universally and aesthetically pleasing. The Golden Ratio plays an essential role in human 
perception of beauty.
BREATHTAKING
Creation of Identity: Precedents 
The diameter of the 
Nautilus Shell increases 
proportionally with the 
Golden Ration.
Leonardo Da Vinci studied 
the proportion of the human 
face and applied his findings 
in the Mona Lisa painting.
Height and width of the 
Parthenon is proportioned 
to yield a Golden Rectangle. 
Book format and page 
layout are based on the 
Golden Proportion
.
BREATHTAKING
Creation of Identity: A Blueprint for Proportions
A.  The Golden Ratio 
 It starts with a square.
B. The Pepsi Ratio 
 It starts with a circle.
a=1.61803399
b=1
a=1.61803399
b=1
a
a
a
b
0.5a
a
a
a
0.5a
a
a=1.61803399
b=1
a
a=1.61803399
b=1
7. The Pepsi Ratio is created by two simple circles, 
that are in a set ratio to each other: The Golden Ratio.
0.5b
0.5a
8. The Pepsi Ratio is aesthetic geometry.
a
1. Draw a circle with diameter d=a.
0.5a
0.5a
4. Draw a circle that lies within the larger one. 
Its diameter is such that it touches all three circles 
in exactly and only in one point.
0.5a
0.5a
2. Find its center and draw two same
size circles with diameter d=0.5a.
0.5a
45°
0.5a
0.5a
3. Rotate the centerline 45°. Copy one of the 
smaller circles. Place its center on the intersection 
of the larger circle and the rotated centerline.
a
b
56°
5. Rotate the centerline by 56°. Place the smallest 
circle with its center on the intersection of the largest 
circle and the rotated centerline.
6. The Pepsi brand is created by intersecting circles 
with a set proportion to each other. The coordinates 
are marked (x).
0.5b
a
b
0.5a
A.  Geometry of Aesthetics: Proportion
 The Golden Ratio establishes a proportion of one part (a) relative to another (b). Playing by these rules produces  
 an aesteticism that is universally accepted to be in balance and harmony. The Pepsi aesthetic respects these    
 rules: The brand identity can be derived from two circles, that have a set relation to each other.
BREATHTAKING
Creation of Identity: Scales and Dynamic Relationships
B. Geometry of Aesthetics: Dynamics
b
c
d
D
45°
C
b
c
a
A
d
36°
b
a
a
b
a = a
b = b
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