Year: 2008
Problem: Pepsi's logo rebranding was actually decent. As with any new logo, people had things to say about it, but things were generally cool when it launched. The problems came when the explanation document from Arnell, the design firm, leaked. It contained pages and pages of mindless crap about magnetic force fields, typography, feng shui, DNA, the core of the earth, etc. Not the document you want the public to see.
Complex says: Any redesign has an explanation, but this one was so over-the-top it caused the design-aware to question what the eff was actually going on over there at Pepsi HQ. Like we said, the design wasn't bad, but that document just made Pepsi look like they got suckered by a bunch of dudes in tight jeans.