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I don't know what pepsi was smoking when they came up with that. It doesn't even look good right now.
They were tripping balls, that's for sure: http://creativecriminals.com/documents/pepsi_gravitational_f... (pdf)
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I suppose they need to justify the bill. The golden ratio application to the Mona Lisa is hilarious.BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design. This chart documents the origin and evolution of intellectual property.