A rare manual covering the history of Coca-Cola’s brand design from 1969 to 1979 has been published in a single volume. Based on brand archive documents, “Brand Identification Manuals for Coca-Cola” comprehensively introduces logos, typography, and packaging systems based on modernist design principles.
This book was planned and published by design publisher Standards Manual, and the first edition was a limited edition of only 1,000 copies. There are only a small number left and they are available for sale on the official website.
A notable feature is the introduction of 'Arden Square'. This is a design element that represents Coca-Cola's visual identity in the 1970s, a symbolic configuration that places the Coca-Cola logo in a red square. It is still used as a global brand identification element to this day.
The book includes scanned images of the brand manuals produced at the time, and each manual contains detailed design guidelines for logo usage regulations, font composition, packaging design, color palettes, and promotional materials. You can also see the change from advertising campaign-centered branding to system-based identity management.
The book was designed by designer Order, with creative assistance from Garrett Corcoran and advice from Christopher Bonanos and Phil Mooney. The foreword was co-written by Coca-Cola Creative Director Rapha Abreu and Sue Murphy.
The publisher Standards Manual says, “This book is not a mere retrospective, but an important record of how brand design became a language,” adding, “It will serve as a practical guide for those seeking examples of modern brand design.”
