It’s been around for months now, plastered all over every billboard, bus wrap and web banner ad in sight. And yet, somehow, the new Pepsi logo still leaves me wanting more.

And by more, I mean more explanation. What is it?

As a designer myself, I’d like to think I could appreciate a clever trademark, or the double meaning in an image, or even the abstract icon. Still, I have to say, I just don’t get it. Perhaps the off-putting disregard for symmetry and balance is what they were looking for. Maybe the ambiguity is intentional. Maybe we’re supposed to see whatever we want in the mark, thereby endearing it to every viewer in a different way. If that’s the case, here’s what I see:

Mutant Ninja Turtle or angry hedgehog?
You decide.

Pepsi is now the choice of Sonic the Hedgehog.

Congratulations, you brand trendsetters.

EDIT: Here’s another take on the goofy design decision. Pretty funny.