The designer whose Tropicana rebrand crashed sales 20 per cent is now branding the US government. He has two months.

TL;DR

Peter Arnell, the designer behind the Pepsi logo strategy document and the Tropicana redesign that caused a 20 per cent sales drop, has been appointed America’s first chief brand architect. He will lead the branding of 27,000 government websites under a July 4 deadline, working from the Eisenhower Executive Office Building for a National Design Studio already criticised for accessibility failures and AI-generated code.

The United States government now has a chief brand architect. Peter Arnell, the designer whose four-decade career includes creating the DKNY brand identity, redesigning the Pepsi logo in a project accompanied by a 27-page strategy document that referenced the Mona Lisa and the Parthenon, and overseeing the Tropicana packaging redesign that caused a 20 per cent sales collapse and was reversed within weeks, has been appointed to lead the strategic and creative development of a unified brand system for the federal government. Joe Gebbia,...

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