The Coca-Cola Company has unveiled a new design for the Coca-Cola trademark that brings Coca-Cola, Coca-Cola Zero Sugar and Diet Coke closer together.
The new design is simplified, removing extraneous elements to deliver global consistency to the trademarks as part of the ‘One Brand’ strategy that launched worldwide in 2016. The new design also raises the Coca-Cola logo to the top of the label.
When the brand’s original and universally-recognised red colour is paired with white script, it is for Coca-Cola Original Taste. When paired with black script, coupled with other details such as black bottle caps, it is Zero Sugar, while Diet Coke will also sit within the Coca-Cola trademark design family, with its signature silver background and red logo.
The intention is to provide a simple and intuitive navigation system that carries across all Coca-Cola variants, while simultaneously “celebrating” the Coca-Cola logo. The updated design will be led by Coca-Cola Zero Sugar, which also features a new recipe intended to bring it even closer to that of Coca-Cola Original Taste.
The new recipe, design and campaign for Coca-Cola Zero Sugar has already launched in Europe and Latin America. The rest of the trademark design evolution will follow, rolling out globally throughout 2021, with flavours to be fully converted over in 2022.
A new marketing campaign will support the new recipe for Coca-Cola Zero Sugar inviting trial and debate under the strapline ‘Best Coke Ever?’
