I can't tell if this is real or not. It feels like the Turbo Encabulator of design.

Because no one is really reading it. It's not there to be read. It's there to exist. You can't pay 7 figures for a simple image file. No. There must be "a reason" for that logo to look like that. So you get someone to drum up a few pages of bullshit to justify paying 7 figures for it.

And the sad thing is that everyone knows it's bullshit on some level. But I'm not paying 7 figures without getting handed that bullshit, and you're not charging 7 figures without being able to create it.

I would pay a million dollars for this as a piece of performance modern art.

They need to justify the spend for the execs with something that looks like it took more than 100 man hours to work out.

What I'm curious about is how much these design agencies recycle their stock bullshit for different clients. Just swap in different logos. Restyle with the new palette of pretentiously named colors. Apply the new commissioned font and voila, you have a rebranding document the C levels can feel chuffed about.

Money laundering? Tax breaks? Not in this case but as a general rule where there is a big, weird, transfer of money