Coca-Cola has unveiled a new global visual identity system. The goal is to establish a consistent brand experience across more than 200 markets, ranging from packaging and digital experiences to stores, refrigerators, and sales equipment. The new design will be rolled out sequentially, starting with Latin America, Europe, the Middle East, and Asia.<\/p>\n\n\n\n
Instead of creating a new logo, this rebranding more actively utilizes the design assets that have symbolized Coca-Cola. The Coca-Cola red and white, the Spencerian script logo, the wavy 'Dynamic Ribbon,' and the red 'Arden Square' have been reorganized to be used according to the same principles across all touchpoints. On cans, the logo is positioned vertically, while on multipacks, a large image of a can lying on its side is used to ensure that the product itself represents the brand.<\/p>\n\n\n\n
The distinction for Coca-Cola Zero Sugar has also been strengthened. Instead of using black on the packaging, the "Zero Sugar" text is displayed in larger font, and a black dynamic ribbon has been applied to the cans. Black caps have been used on the PET bottles to maintain the same design framework as the original product while enabling quick identification.<\/p>\n\n\n\n
The global brand identity was developed jointly by JKR, the packaging system by The SUPERULTRARARE, and the proprietary typeface by Brody Associates. Multiple studios also contributed to the photography system, digital brand center, and design management tools. Coca-Cola introduced the brand center and 'Design Intelligence' tools to ensure that internal marketing and design organizations and external agencies work under the same standards. The core of this transformation lies not in altering iconic assets, but in ensuring they function consistently across numerous brand touchpoints worldwide.<\/p>\n\n\n\n