Today Coca-Cola is one of the world‘s most beloved and recognized brands. But that was not always the case.
- By the late 1960s, Coca-Cola’s flagship brand identity had been displayed in so many different applications, backgrounds and colors worldwide that the company felt its image was becoming fragmented and increasingly vulnerable
- United all of Coca-Cola's brand identity expressions into a single, strong and cohesive graphic format, emphasizing the now familiar red and white color palette, for the first time in history
- Standardized the logotype and the brand's visual elements applied in an assertive, contemporary look
- Created the Coca-Cola wave that mimicked the shape of the original Coca-Cola bottle
- Implemented a comprehensive identity program to incorporate the brand into every aspect of the company's marketing, from uniforms and delivery trucks to cans and paper cups