Last year Pepsi spent several hundred million dollars on a new logo. Everyone figured they had just ripped off the Obama logo. But now an internal document from the branding company has surfaced: Breathtaking bullshit.

See, there's no way the branding agency could charge millions if they just went in and told Pepsi, "Yea, we kinda rotated your old logo a little bit, and made the wavy white line thingy in the middle go diagonal." Instead, they prepared this 27-page document, titled "BREATHTAKING Design Strategy," to prove that this logo is a veritable Da Vinci Code of branding, drawing on everything from magnetic fields to the "Golden Ratio." Highlights:

Convention is transformed into innovation with Pepsi's DNA of the future:

Feng shui; the Renaissance; the Mobius Strip. All of it was leading up to Pepsi.

The earth itself? A mere precursor to the Pepsi logo.

The theory of relativity? That was Pepsi, too.

The entire universe? Pepsi.

The pinnacle of human achievement: this logo. Breathtaking.

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