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BREATHTAKING Design Strategy

BREATHTAKINGD esign GROUPWORK IN PROGRESS BREAKING THE CODE FOR INNOVATION From Convention to Innovation BREATHTAKINGT rajectory of InnovationCONVENTIONDNAINNOVATIONFUTURED . Continued investment provides us with a clear resource for The investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the By investing in our history and brand ethos we can create a new trajectory How do we move from convention to innovation?CONVENTIONINNOVATIONB. THE ORIGINS OF CREATIVE ENDEAVORS Universal Design Principles and PepsiCo s Brand HeritageBREATHTAKINGB rand Heritage and the Aesthetics of SimplicityThe Pepsi ethos has evolved over time.

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 ...

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