'Breathtaking' Is One Word for Purported Arnell Pepsi Doc

"When I did the Pepsi logo, I told Pepsi that I wanted to go to Asia, to China and Japan, for a month and tuck myself away and just design it and study it and create it," [Arnell Group’s Peter] Arnell said earlier to Ad Age. "There was a lot of research, a lot of consumer data points ... and dialogue that I had with the folks at Pepsi, consumers and retailers. We knew what we were doing."

So what does such a "breathtaking" redesign cost, anyway? Ad Age earlier reported that experts estimate the cost for a top firm to work five months at north of $1 million.