Coca-Cola

Official Websites

• https://www.coca-cola.com/us/en
• https://www.coca-colacompany.com

Brand Guidelines

2020

Brand Summary

Mission

• To create maximum consistency and build equity through recognition, ensuring that Coca-Cola’s design never loses sight of who we are, where we’ve been, or where we’re going. Good design is good business, and a great business like ours needs the greatest design of all [^1].

Core Values

• Consistency
• Recognition
• Restraint
• Timeless Beauty
• Global Relevance
• Quality
• Iconicity [^2]

Target Audience

• Global consumers across all markets and categories, including those seeking classic, refreshing beverages and those interested in flavor variants and innovations [^3].

Personality Traits

• Bold
• Iconic
• Timeless
• Confident
• Friendly
• Refreshing [^4]

Visual Identity Overview

• Coca-Cola’s visual identity is built on a foundation of iconic elements: the Spencerian Script logo, a dominant red color palette, uncluttered layouts, dynamic ribbon motifs, contour bottle icons, and consistent use of trademark assets. The design system emphasizes clarity, scale, and restraint, with global consistency across packaging, signage, and communications. Flavor variants are distinguished by color, and all assets are protected and applied according to strict guidelines [^4] .

Categories

Brand Voice

• Our on-pack messaging is usually kept to a minimum, our packaging speaks for itself.
• Or to put it another way: How does a Coca-Cola speak? It just can.
• Recycle Me messaging follows the sugar variant color theory.
• The Recycle Me line is for primary packaging and Recycle Us line is for secondary packaging. The smaller line of copy is flexible and conversational. Approved lines appear in the Recycle Me Guidelines.

Brand Imagery

• We own red. Always our most dominant color, our smart, intuitive and timeless color system makes our products easy to navigate and even easier to expand. We use our color system to differentiate our products in a way that always compliments and emphasises our trademark red.
• Our script can be colored using our core brand palette of red, white and black. This single, solid color within our script creates maximum contrast, stand-out, and impact.
• On packaging, our contrasting script color also becomes a navigational tool, helping to indicate product flavors and variants.
• For specific guidelines on packaging application see the packaging variants section.
• Coca-Cola Red CMYK 4 / 100 / 95 / 0 L’ABCH 44.48 / 70.45 / 53.07 / 88.20 / 36.99 Coca-Cola White RGB PMS Brite OP White 255 / 255 / 255 N/A lNX 1215947 CMYK HEX 0/0/0/0 #FFFFFF Diet Coke Silver RGB Pantone Trans White 179 / 179 / 179 Silver (50% Tint) (DKOSilver) lNX 1297108 CMYK HEX 31 / 24 / 25 / 0 B3B3B3 Diet Coke Caffeine CMYK HEX Free Gold TBC #000000 RGB PMS CF Semi OP Coke TBC N/A Gold 1NX1438858
• Coca-Cola Georgia Green (for Glass or plastic executions) Pantone® 621 Coca-Cola Georgia Green Pantone® 345C C42 MOY44 KO R151 G209 B167 L’ABCH 44.38 70.45 53.07 88.20 36.00 Coca-Cola Georgia Green Dark Accents Pantone® 343C C42 MOY44 KO R151 G209 B167
• With our range of product choices expanding, so has our palette. As rooted in our brand history as our primary colors, our Flavor colors are designed to be as delicious and refreshing as our signature red.
• For specific guidelines on how and where our Flavor colors are used please see the packaging flavors section.
• In order to maintain the consistency and integrity of our trademark, the script must always retain its set dimensions and proportions.
• Minimum Size 16mmwide
• Please ensure not to use an old version of the Script and to make sure that the ’l’ loop isn’t missing. Please replace all instances of the Script asset on your system with this updated version.
• Rotate our Script Distort out Script Colour the script other than directed Use old version of the Script/ make sure the ‘L’ loop isn’t missing Add any visual effects to our Script Crop our Script other that directed Outline our Script Recompose our Script
• The minimum size our Disc icon should be use is 11mm in diameter.
• A clear space of .5X should be used to ensure our Disc asset is protected when applied as a design element.
• When applying our red Disc to a red background a 2% white outline should be used to define the circular shape of our icon.
• The Black and White Disc is only for use in print situations where the Red ink color is not available.
• Please don’t distort it, re-draw it, or add your own colors. That’s a big no.
• Please Do Not 1 Rotate the Disc 2 Distort the Disc 3 Change the scale and ratio of the Disc elements 4 Move the position of any elements 5 6 7 8 Introduce any other colors to the Disc Change the shape of the Disc Off-set any elements Increase the size of the Disc outline
• The Dynamic Ribbon can be used as the main focus within design communication.
• The Dynamic Ribbon can ensure we protect our trademarks on products around the world.
• While the ribbon has its own sense of visual rhythm, it is oriented either vertically or horizontally. It reaches upwards to elevate you, or reaches across to greet you.
• Primary Horizontal This version of the Dynamic Ribbon should be used wherever possible. Two Dynamic Ribbons The ribbon device is available in Horizontal and Vertical versions. The vertical ribbon (shown here as an outline for comparison) has been optimised for vertical applications.
• Certain design challenges may require the vertical Dynamic Ribbon. For vertical application, always use the vertical Dynamic Ribbon.
• The ribbon has the flexibility to live alongside our core system colors to create dynamic variations of our energetic asset.
• The black ribbon on red is only for Zero Sugar Packaging.
• Ribbon Colorways 1 White on red (Primary) 2 Red on white 3 Black on red 4 White on red
• Minimum Size 16mm Center Position The ribbon is off-set within the height of the square composition to look visually correct.
• Both the Horizontal and Vertical Ribbons have a bleed version to ensure edge to edge printing when needed.
• The Dynamic Ribbon should always expand to fill the available application space edge to edge and should never float within the canvas.
• For print applications requiring a bleed: the bleed is added beyond the Dynamic Ribbon shape to ensure that once printed, folded, and cut to the template -the ribbon is the correct shape in the printed form.
• Always use the ribbon with bleed to ensure we retain the proper shape.
• Please Do Not: 1 Rotate the ribbon off the directed axis 2 Re-crop the ribbon 3 4 Let the ribbon float in the canvas -it needs to crop edge to edge Recolor or add patterns to the ribbon other than directed 5 Add any effects to the ribbon 6 Outline the ribbon 7 Change the position of the ribbon 8 Use more than on ribbon in a composition
• Minimum Height 16mm

Color Palette

• Color -Own red -Logo color equals variant -Background color equals flavor
• We own red. Always our most dominant color, our smart, intuitive and timeless color system makes our products easy to navigate and even easier to expand. We use our color system to differentiate our products in a way that always compliments and emphasises our trademark red.
• Coca-Cola’s signature red, complimented by white and black, form the primary colors of our brand palette. The foundation of our brand, they provide the starting point for everything we design.
• Coca-Cola Red CMYK 4 / 100 / 95 / 0 L’ABCH 44.48 / 70.45 / 53.07 / 88.20 / 36.99
• Coca-Cola White RGB PMS Brite OP White 255 / 255 / 255 N/A lNX 1215947 CMYK HEX 0/0/0/0 #FFFFFF
• Diet Coke Silver RGB Pantone Trans White 179 / 179 / 179 Silver (50% Tint) (DKOSilver) lNX 1297108 CMYK HEX 31 / 24 / 25 / 0 B3B3B3
• Our script can be colored using our core brand palette of red, white and black. This single, solid color within our script creates maximum contrast, stand-out, and impact.
• With our range of product choices expanding, so has our palette. As rooted in our brand history as our primary colors, our Flavor colors are designed to be as delicious and refreshing as our signature red.
• For specific guidelines on how and where our Flavor colors are used please see the packaging flavors section.
• Flavor color draws in our consumers.
• On packaging, our contrasting script color also becomes a navigational tool, helping to indicate product flavors and variants.
• For specific guidelines on packaging application see the packaging variants section.
• The color of our iconic glass is an important supporting element within our brand.
• Coca-Cola Georgia Green (for Glass or plastic executions) Pantone® 621 Coca-Cola Georgia Green Pantone® 345C C42 MOY44 KO R151 G209 B167 L’ABCH 44.38 70.45 53.07 88.20 36.00
• Coca-Cola Georgia Green Dark Accents Pantone® 343C C42 MOY44 KO R151 G209 B167
• The Black and White Disc is only for use in print situations where the Red ink color is not available.
• Always in our primary brand colors, the disc either stands out in red on its own, or is integrated into a design.
• The ribbon has the flexibility to live alongside our core system colors to create dynamic variations of our energetic asset.
• The black ribbon on red is only for Zero Sugar Packaging.
• Ribbon Colorways 1 White on red (Primary) 2 Red on white 3 Black on red 4 White on red
• Please Do Not: 3 Colour the script other than directed
• Please Do Not: 3 Use any other color than specified
• Please Do Not: 4 Recolor or add patterns to the ribbon other than directed
• Trademark Red Applications: Outlined Icons 1 Original Taste 2 Zero Sugar 3 Diet Coke Trademark Flavor/ Substrate Applications: Filled Icons 4 Original Taste 5 Zero Sugar 6 Diet Coke
• As our signature brand color, we always keep the trademarks in red, even when applied to our flavor palette.
• Outlined versions are only applied to a red base. Filled versions are applied to all our colors and substrates.
• The outline vs. filled versions are actually two separately mastered marks and you should always select the one you need instead of recoloring to turn the filled to the outline version.
• Please Do Not: 3 Change the colors of the assets

Typography

• TCCC Unity is the new global typeface for The Coca-Cola Company. Unity draws its personality from Coca-Cola’s own archive and modernist American typography.
• We can deploy different weights of our brand font when needed.
• A full family of weighted typefaces, Unity Regular Italic gives us the flexibility to communicate consistently whatever we need to say, and however we need to say it. Unity communicates clearly across all applications, from packaging to digital, cans, bottles and boxes to billboards, smartphones and experiential screens.
• Main Headlines always use Unity Medium.
• Sub in Regular.
• Use large regular text for other important information with medium for emphasis.
• Body Copy always uses Unity Regular Text for clarity at small sizes.
• Unity Regular for footnotes too.
• The chart opposite shows how we apply Unity at various weights and sizes to create clear and consistent copy layouts.
• Our typefaces use the same color principles as our primary palette, using binary contrast to create structure, while a contrasting third color can be used for highlights or call-outs.
• Always aim for clarity and consistency when laying out our type. Use it to create friendly, logical, and readable text… not brash or challenging typographic design.
• Please Do Not 1 Rotate typography on extreme angles 2 Change the font to anything other than TCCC Unity Family 3 Use any other color than specified 4 Add any unwanted embellishments 5 Add any visual effects 6 Rearrange the typographic hierarchy 7 Outline typography unless directed 8 Create challenging type layouts

Logo Usage

• We own red. Always our most dominant color, our smart, intuitive and timeless color system makes our products easy to navigate and even easier to expand. We use our color system to differentiate our products in a way that always compliments and emphasises our trademark red.
• Our script can be colored using our core brand palette of red, white and black. This single, solid color within our script creates maximum contrast, stand-out, and impact.
• In order to maintain the consistency and integrity of our trademark, the script must always retain its set dimensions and proportions.
• Minimum Size 16mmwide
• Be sure to purge your system of the previous version of the logo and always us the current version, downloadable on DMeX.
• For all registration marks within the Coca-Cola Trademark Variant System, please always use TCCC Unity Bold for the Circle R and TCCC Unity Regular for for the TM.
• Please ensure not to use an old version of the Script and to make sure that the ’l’ loop isn’t missing. Please replace all instances of the Script asset on your system with this updated version.
• Please Do Not 1 Rotate our Script 2 Distort out Script 3 Colour the script other than directed 4 Use old version of the Script/ make sure the ‘L’ loop isn’t missing 5 Add any visual effects to our Script 6 Crop our Script other that directed 7 Outline our Script 8 Recompose our Script
• Coca-Cola Red CMYK 4 / 100 / 95 / 0 L’ABCH 44.48 / 70.45 / 53.07 / 88.20 / 36.99 Coca-Cola White RGB PMS Brite OP White 255 / 255 / 255 N/A lNX 1215947 CMYK HEX 0/0/0/0 #FFFFFF
• The most important principle of all. We remove the unnecessary and resist clutter in order to maintain the iconic value of our products. Restraint shows off the distinctive beauty of our brand and signals Coca-Cola’s quality through our bold, timeless, and confident design.
• Used consistently across our packs, the script becomes one of our most impactful and instantly recognizable assets, continually reinforcing the power of our trademark.
• As a global brand we know there are certain international markets where we need to localize. So our trademark script has been translated both visually and verbally. Every bit as iconic and recognizable as our original script, these iterations are our passport into every corner of the world.
• For other markets using a foreign script on packaging, please submit for approval of the script placement and size.

Tone And Messaging

• Our on-pack messaging is usually kept to a minimum, our packaging speaks for itself.
• Or to put it another way: How does a Coca-Cola speak? It just can.
• Always aim for clarity and consistency when laying out our type. Use it to create friendly, logical, and readable text… not brash or challenging typographic design.
• The smaller line of copy is flexible and conversational. Approved lines appear in the Recycle Me Guidelines.

Brand Values

• As you will see throughout the guideline, the same three core principles inform the design solutions as we travel through the consumer journey.
• Scale -Proud, scaled up trademarks -Intuitive hierarchy -Elevated iconicity
• Color -Own red -Logo color equals variant -Background color equals flavor
• Restraint -Uncluttered layout -Edited and crafted -Timeless beauty
• Three core principles form the foundation of our design system. Intended to guide everything we do, it’s important to follow them at all times and avoid upsetting the balance of our trademark design. Here’s a quick summary.

Visual Style

• We own red. Always our most dominant color, our smart, intuitive and timeless color system makes our products easy to navigate and even easier to expand. We use our color system to differentiate our products in a way that always compliments and emphasises our trademark red.
• Our script can be colored using our core brand palette of red, white and black. This single, solid color within our script creates maximum contrast, stand-out, and impact.
• Coca-Cola’s signature red, complimented by white and black, form the primary colors of our brand palette. The foundation of our brand, they provide the starting point for everything we design.
• Coca-Cola Red CMYK 4 / 100 / 95 / 0 L’ABCH 44.48 / 70.45 / 53.07 / 88.20 / 36.99
• Coca-Cola White RGB PMS Brite OP White 255 / 255 / 255 N/A lNX 1215947 CMYK HEX 0/0/0/0 #FFFFFF
• Diet Coke Silver RGB Pantone Trans White 179 / 179 / 179 Silver (50% Tint) (DKOSilver) lNX 1297108 CMYK HEX 31 / 24 / 25 / 0 B3B3B3
• The color of our iconic glass is an important supporting element within our brand.
• Coca-Cola Georgia Green (for Glass or plastic executions) Pantone® 621 Coca-Cola Georgia Green Pantone® 345C C42 MOY44 KO R151 G209 B167 L’ABCH 44.38 70.45 53.07 88.20 36.00
• Pantone® 343C
• With our range of product choices expanding, so has our palette. As rooted in our brand history as our primary colors, our Flavor colors are designed to be as delicious and refreshing as our signature red.
• For specific guidelines on how and where our Flavor colors are used please see the packaging flavors section.
• Minimum Size 16mmwide
• The minimum size our Disc icon should be use is 11mm in diameter.
• When applying our red Disc to a red background a 2% white outline should be used to define the circular shape of our icon.
• The Black and White Disc is only for use in print situations where the Red ink color is not available.
• A clear space of .5X should be used to ensure our Disc asset is protected when applied as a design element.
• Always in our primary brand colors, the disc either stands out in red on its own, or is integrated into a design.
• The ribbon has the flexibility to live alongside our core system colors to create dynamic variations of our energetic asset.
• The black ribbon on red is only for Zero Sugar Packaging.
• Ribbon Colorways 1 White on red (Primary) 2 Red on white 3 Black on red 4 White on red
• Minimum Size 16mm Center Position The ribbon is off-set within the height of the square composition to look visually correct.
• Both the Horizontal and Vertical Ribbons have a bleed version to ensure edge to edge printing when needed.
• The Dynamic Ribbon should always expand to fill the available application space edge to edge and should never float within the canvas.
• For print applications requiring a bleed: the bleed is added beyond the Dynamic Ribbon shape to ensure that once printed, folded, and cut to the template -the ribbon is the correct shape in the printed form.
• Always use the ribbon with bleed to ensure we retain the proper shape.
• Please Do Not: 1 Rotate the ribbon off the directed axis 2 Re-crop the ribbon 3 4 Let the ribbon float in the canvas -it needs to crop edge to edge Recolor or add patterns to the ribbon other than directed 5 Add any effects to the ribbon 6 Outline the ribbon 7 Change the position of the ribbon 8 Use more than on ribbon in a composition
• Please Do Not 1 Rotate typography on extreme angles 2 Change the font to anything other than TCCC Unity Family 3 Use any other color than specified 4 Add any unwanted embellishments 5 Add any visual effects 6 Rearrange the typographic hierarchy 7 Outline typography unless directed 8 Create challenging type layouts
• Always aim for clarity and consistency when laying out our type. Use it to create friendly, logical, and readable text… not brash or challenging typographic design.
• Our trademark squares must be applied to all packs, as supplied, without any alterations.
• Please Do Not 1 Rotate the trademarks 2 Adjust the assets in any way 3 Change the colors of the assets 4 Apply any patterns to the assets 5 Apply visual effects to the trademarks 6 Crop the assets 7 Distort the assets in any way 8 Align the trademarks too near edges or other objects

Iconography

• Our design system is built around a series of core graphic elements, that form the foundation of our global packaging design. World-famous and iconic in their own right, you may think you already know them. But as some of our most valuable assets and trademarks, it’s important to understand the role each one plays in communicating our brand on pack. And even more important is to maintain their integrity and consistency. Let’s look at every last detail, one by one. Graphic System Design Elements
• A combination of our most recognizable icons and assets, coupled with our classic trademarks, our elements give us the scale and breadth to communicate Coca-Cola at every single level. The following pages provide a general overview to how each of our elements works -how they should look and how they behave.
• Used consistently across our packs, the script becomes one of our most impactful and instantly recognizable assets, continually reinforcing the power of our trademark.
• As a global brand we know there are certain international markets where we need to localize. So our trademark script has been translated both visually and verbally. Every bit as iconic and recognizable as our original script, these iterations are our passport into every corner of the world.
• For other markets using a foreign script on packaging, please submit for approval of the script placement and size.
• In order to maintain the consistency and integrity of our trademark, the script must always retain its set dimensions and proportions.
• Minimum Size 16mmwide
• We don’t expect you to worship our icon, but we do expect you to respect it. As one of the most valuable trademarks in the world, we’d prefer you not squash, crush, tamper or tinker with it. In fact, our stakeholders insist.
• Please ensure not to use an old version of the Script and to make sure that the ’l’ loop isn’t missing. Please replace all instances of the Script asset on your system with this updated version.
• Rotate our Script Distort out Script Colour the script other than directed Use old version of the Script/ make sure the ‘L’ loop isn’t missing Add any visual effects to our Script Crop our Script other that directed Outline our Script Recompose our Script
• Coca-Cola’s signature red, complimented by white and black, form the primary colors of our brand palette. The foundation of our brand, they provide the starting point for everything we design.
• The color of our iconic glass is an important supporting element within our brand.
• With our range of product choices expanding, so has our palette. As rooted in our brand history as our primary colors, our Flavor colors are designed to be as delicious and refreshing as our signature red.
• For specific guidelines on how and where our Flavor colors are used please see the packaging flavors section.
• The Disc can act as a constant trademark presence, to ensure our products remain unmistakably Coca-Cola. Graphic System The Red Disc How we apply it
• As a self-contained logo, the disc has a number of applications. On packaging it becomes a hallmark, while on stationary and posters it punctuates our design. In the wider world, it also works as the ultimate sign of good taste.
• The disc is an integral part of our brand that’s been around for decades, so you should know by now that we like to look after our trademarks. Please don’t distort it, re-draw it, or add your own colors. That’s a big no.
• Please Do Not 1 Rotate the Disc 2 Distort the Disc 3 Change the scale and ratio of the Disc elements 4 Move the position of any elements 5 6 7 8 Introduce any other colors to the Disc Change the shape of the Disc Off-set any elements Increase the size of the Disc outline
• The ribbon, which mirrors the original contour of our iconic bottle, has an illustrious history within our brand. A dynamic symbol of our delicious product, it visually links all of our products together, while creating waves around the world.
• While the ribbon has its own sense of visual rhythm, it is oriented either vertically or horizontally. It reaches upwards to elevate you, or reaches across to greet you.
• The ribbon has the flexibility to live alongside our core system colors to create dynamic variations of our energetic asset.
• The black ribbon on red is only for Zero Sugar Packaging.
• Ribbon Colorways 1 White on red (Primary) 2 Red on white 3 Black on red 4 White on red
• Minimum Size 16mm Center Position The ribbon is off-set within the height of the square composition to look visually correct.
• Both the Horizontal and Vertical Ribbons have a bleed version to ensure edge to edge printing when needed.
• The Dynamic Ribbon should always expand to fill the available application space edge to edge and should never float within the canvas.
• For print applications requiring a bleed: the bleed is added beyond the Dynamic Ribbon shape to ensure that once printed, folded, and cut to the template -the ribbon is the correct shape in the printed form.
• Always use the ribbon with bleed to ensure we retain the proper shape.
• Please Do Not: 1 Rotate the ribbon off the directed axis 2 Re-crop the ribbon 3 4 Let the ribbon float in the canvas -it needs to crop edge to edge Recolor or add patterns to the ribbon other than directed 5 Add any effects to the ribbon 6 Outline the ribbon 7 Change the position of the ribbon 8 Use more than on ribbon in a composition
• Contour Bottle Icon Available to use in 2 iconic colorways. Graphic System Contour Bottle Icon A Bottle of Joy
• Minimum Height 16mm

Layout And Composition

• Uncluttered layout - Edited and crafted - Timeless beauty
• Proud, elevated and uplifted, our iconic trademarks work at scale to increase our visibility, while creating greater impact, clarity and consistency. Scale is the not-so-secret key to building intuitive, simple and efficient communication.
• We own red. Always our most dominant color, our smart, intuitive and timeless color system makes our products easy to navigate and even easier to expand. We use our color system to differentiate our products in a way that always compliments and emphasises our trademark red.
• The most important principle of all. We remove the unnecessary and resist clutter in order to maintain the iconic value of our products. Restraint shows off the distinctive beauty of our brand and signals Coca-Cola’s quality through our bold, timeless, and confident design.
• In order to maintain the consistency and integrity of our trademark, the script must always retain its set dimensions and proportions.
• Minimum Size 16mmwide
• A clear space of .5X should be used to ensure our Disc asset is protected when applied as a design element.
• When applying our red Disc to a red background a 2% white outline should be used to define the circular shape of our icon.
• The minimum size our Disc icon should be use is 11mm in diameter.
• The Dynamic Ribbon should always expand to fill the available application space edge to edge and should never float within the canvas.
• For print applications requiring a bleed: the bleed is added beyond the Dynamic Ribbon shape to ensure that once printed, folded, and cut to the template -the ribbon is the correct shape in the printed form.
• Always use the ribbon with bleed to ensure we retain the proper shape.
• Please Do Not: 1 Rotate the ribbon off the directed axis 2 Re-crop the ribbon 3 4 Let the ribbon float in the canvas -it needs to crop edge to edge Recolor or add patterns to the ribbon other than directed 5 Add any effects to the ribbon 6 Outline the ribbon 7 Change the position of the ribbon 8 Use more than on ribbon in a composition
• Minimum Height 16mm
• The product range squares are easily constructed from 10 subdivisions.
• The Arden Square system allows for extended formats in consideration of a range of system formats.
• Arden Square Horizontal Formats 1 Square Cropped (Primary) 2 Horizontal Un-cropped 3 Horizontal Extreme (Scaled)
• Arden Square Vertical Formats 1 Square Cropped (Primary) 2 Vertical 3 Extreme Vertical (Scaled)
• Our trademark squares must be applied to all packs, as supplied, without any alterations.
• Please Do Not 1 Rotate the trademarks 2 Adjust the assets in any way 3 Change the colors of the assets 4 Apply any patterns to the assets 5 Apply visual effects to the trademarks 6 Crop the assets 7 Distort the assets in any way 8 Align the trademarks too near edges or other objects

Packaging Design

• Our design system is built around a series of core graphic elements, that form the foundation of our global packaging design. World-famous and iconic in their own right, you may think you already know them. But as some of our most valuable assets and trademarks, it’s important to understand the role each one plays in communicating our brand on pack. And even more important is to maintain their integrity and consistency. Let’s look at every last detail, one by one. Graphic System Design Elements
• The principles behind our system aren’t just important from an aesthetic point of view. They’re there to drive our business. Intended to create maximum consistency and build equity through recognition, they influence everything we do. From how people navigate our products to how we innovate and remain relevant, good design is good business. And a great business like ours needs the greatest design of all. Global Design System Coca-Cola Trademark Design Principles
• Three core principles form the foundation of our design system. Intended to guide everything we do, it’s important to follow them at all times and avoid upsetting the balance of our trademark design. Here’s a quick summary.
• Scale -Proud, scaled up trademarks -Intuitive hierarchy -Elevated iconicity
• Color -Own red -Logo color equals variant -Background color equals flavor
• Restraint -Uncluttered layout -Edited and crafted -Timeless beauty
• We own red. Always our most dominant color, our smart, intuitive and timeless color system makes our products easy to navigate and even easier to expand. We use our color system to differentiate our products in a way that always compliments and emphasises our trademark red.
• The most important principle of all. We remove the unnecessary and resist clutter in order to maintain the iconic value of our products. Restraint shows off the distinctive beauty of our brand and signals Coca-Cola’s quality through our bold, timeless, and confident design.
• Our script can be colored using our core brand palette of red, white and black. This single, solid color within our script creates maximum contrast, stand-out, and impact.
• On packaging, our contrasting script color also becomes a navigational tool, helping to indicate product flavors and variants.
• For specific guidelines on packaging application see the packaging variants section.
• In order to maintain the consistency and integrity of our trademark, the script must always retain its set dimensions and proportions.
• Minimum Size 16mmwide
• The color of our iconic glass is an important supporting element within our brand.
• With our range of product choices expanding, so has our palette. As rooted in our brand history as our primary colors, our Flavor colors are designed to be as delicious and refreshing as our signature red.
• For specific guidelines on how and where our Flavor colors are used please see the packaging flavors section.
• The Disc can act as a constant trademark presence, to ensure our products remain unmistakably Coca-Cola. Graphic System The Red Disc How we apply it
• As a self-contained logo, the disc has a number of applications. On packaging it becomes a hallmark, while on stationary and posters it punctuates our design. In the wider world, it also works as the ultimate sign of good taste.
• The minimum size our Disc icon should be use is 11mm in diameter.
• A clear space of .5X should be used to ensure our Disc asset is protected when applied as a design element.
• When applying our red Disc to a red background a 2% white outline should be used to define the circular shape of our icon.
• The Black and White Disc is only for use in print situations where the Red ink color is not available.
• Please don’t distort it, re-draw it, or add your own colors. That’s a big no.
• Please Do Not: 1 Rotate the Disc 2 Distort the Disc 3 Change the scale and ratio of the Disc elements 4 Move the position of any elements 5 6 7 8 Introduce any other colors to the Disc Change the shape of the Disc Off-set any elements Increase the size of the Disc outline
• The Dynamic Ribbon can ensure we protect our trademarks on products around the world.
• Primary Horizontal This version of the Dynamic Ribbon should be used wherever possible. Two Dynamic Ribbons The ribbon device is available in Horizontal and Vertical versions. The vertical ribbon (shown here as an outline for comparison) has been optimised for vertical applications.
• Certain design challenges may require the vertical Dynamic Ribbon. For vertical application, always use the vertical Dynamic Ribbon.
• The ribbon has the flexibility to live alongside our core system colors to create dynamic variations of our energetic asset.
• The black ribbon on red is only for Zero Sugar Packaging.
• Ribbon Colorways 1 White on red (Primary) 2 Red on white 3 Black on red 4 White on red
• Minimum Size 16mm Center Position The ribbon is off-set within the height of the square composition to look visually correct.
• Both the Horizontal and Vertical Ribbons have a bleed version to ensure edge to edge printing when needed.
• The Dynamic Ribbon should always expand to fill the available application space edge to edge and should never float within the canvas.
• For print applications requiring a bleed: the bleed is added beyond the Dynamic Ribbon shape to ensure that once printed, folded, and cut to the template -the ribbon is the correct shape in the printed form.
• Always use the ribbon with bleed to ensure we retain the proper shape.
• On pack, the placement of the ribbon ties all of our products together like a bow.
• Please Do Not: 1 Rotate the ribbon off the directed axis 2 Re-crop the ribbon 3 4 Let the ribbon float in the canvas -it needs to crop edge to edge Recolor or add patterns to the ribbon other than directed 5 Add any effects to the ribbon 6 Outline the ribbon 7 Change the position of the ribbon 8 Use more than on ribbon in a composition
• Contour Bottle Icon Available to use in 2 iconic colorways. Graphic System Contour Bottle Icon A Bottle of Joy
• Minimum Height 16mm
• Our trademark squares must be applied to all packs, as supplied, without any alterations. For further guidance and clarification please ask our compliance and legal team.
• Please Do Not 1 Rotate the trademarks 2 Adjust the assets in any way 3 Change the colors of the assets 4 Apply any patterns to the assets 5 Apply visual effects to the trademarks 6 Crop the assets 7 Distort the assets in any way 8 Align the trademarks too near edges or other objects

Recycling Guidelines

• Please refer to the Recycle Me full guidelines. Please note that as this system is designed for recycling communication that will be different by market, that all individual Operating Units are responsible for confirming substantiation for advertised claims and trademark clearance.
• Download the full Recycle Me guidelines and associated assets from this link: https://coke.box.com/s/e5lhlq1hekry8cOxx7zfaxvw6ran24p0
• RECYCLE ME TODAY A BOTTLE, TOMORROW A CHAIR
• RECYCLE US NICE FRIDGE! WE’D LIKE TO COME BACK AGAIN.
• Recycle Me messaging follows the sugar variant color theory.
• The Recycle Me line is for primary packaging and Recycle Us line is for secondary packaging. The smaller line of copy is flexible and conversational. Approved lines appear in the Recycle Me Guidelines.
• Please note that as this system is designed for recycling communication that will be different by market, that all individual Operating Units are responsible for confirming substantiation for advertised claims.

2012

Brand Summary

Mission

• Coca-Cola is the universal icon of happiness, inspiring moments of uplift every day and bringing smiles to customers around the world, one Coke at a time [^1].

Core Values

• optimism
• authenticity
• connection
• spontaneity
• bold simplicity
• real authenticity
• heritage
• innovation
• happiness
• community
• refreshment
• clarity
• consistency
• leadership
• celebration
• sharing

Target Audience

• The brand targets ’the believers, the dreamers, the connectors, the “live now” spirited’—with a focus on teens (‘wishful wannabies’ and ‘popular mainstream’), but extends outward to all 8 billion people in the world [^2].

Personality Traits

• authentic
• connected
• optimistic
• spontaneous
• bold
• real
• original
• honest
• familiar yet surprising

Visual Identity Overview

• Coca-Cola’s visual identity centers on the iconic Spencerian Script logo, the contour bottle, and the dynamic ribbon. The color palette is dominated by Coke Red, white, black, and silver, with strict guidelines for logo usage and consistent application across all touchpoints. The brand emphasizes bold simplicity, clarity, and leveraging heritage elements for modern expression [^3].

Categories

Brand Voice

• How do we talk to people? Like people. Throughout our 120+ year history, simple one-word Brand statements like ‘Drink,’ ‘Enjoy’ and ‘Always’ have been as iconic to Coca-Cola as the color Coke Red. Words offering refreshment cues such as ‘Ice Cold,’ ‘Delicious’ and’ Refreshing’ are similarly part of the Coke lexicon, as are invitational messages like ‘Have a Coke’ or the more playful ‘Yes.’ The words give the Brand a point of view and a personality to connect with the consumer.
• Authentic (real); Connected; Optimistic; Spontaneous.
• A return to clarity; removal of all extraneous noise and static around the Brand to find the bold, simple essence of Coca-Cola.
• We leverage all that is real, original and honest about the Brand. Clearly linking back to our heritage gives us the license to try new things and keep evolving.
• At every touchpoint, we will leverage the Power of Coke Red and ensure its consistency around the World. We will integrate the thread of Red into everything we do.
• We do not follow category norms; instead, we lead them. We introduce new strategic elements to create variety and freshness across the Brand experience.

Brand Imagery

• The Coca-Cola Spencerian Script is the primary asset for the Coca­Cola Brand and the preferred logotype to represent it. Distinc­tive, elegant and dynamic, the Script is the most consistently used element -as such, it must always appear pristine. We are committed to using the Coca-Cola Zero Logo in its purest original form.
• The Spencerian Script that is used for the Coca-Cola Trademark should never be used for anything other than the trademarks incorpo­rating “Coca-Cola” and “Coke,” as well as the trade names of The Coca-Cola Company, its subsidiar­ies and its Bottlers. Use only the approved versions of the Coca­Cola Logo.
• The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be identified by silhouette or touch alone. The Contour Bottle remains one of our most modern yet timeless expres­sions of the uplifting experience of drinking a Coke. The Contour Bottle must always be shown in its entirety and never be cropped.
• Use only the approved versions of the Contour Bottle Symbol available on the Design Machine website.
• The Dynamic Ribbon, often called the Coke “wave” -was introduced to the public in 1970 as part of a new look for Coca-Cola. It is a graphic representation of the space between two Coca-Cola bottles situated side by side. While this distinctive Element is familiar to some, its meaning and relation­ship to the Coca-Cola Brand is not always immediate. With its qualities of motion and continuity, the Dynamic Ribbon can be used to: • Suggest “infinite flow” by spanning layouts. • Provide balance to layouts containing more surprising Brand Elements. • Serve as a powerful connecting device not only between Elements, but across executions.
• Coke Red: RGB (244,0,0), Hex F40000. White: RGB (255,255,255), Hex FFFFFF. Black: RGB (0,0,0), Hex 000000. Silver: RGB (192,192,192), Hex C0C0C0.

Color Palette

• II COLOR PALETTE The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be identified by silhouette or touch alone. The 0 Contour Bottle remains one of our most modern yet timeless expres­sions of the uplifting experience of PMS = (no equivalent) PMS = Opaque White drinking a Coke. The Contour C = 4, M = 100, Y = 95, K = O C = 0, M = 0, Y = 0, K = O Bottle must always be shown in its R = 244, G = 0, B = 9 R = 255, G = 255, B = 255 entirety and never be cropped. Hex= F40000 Hex= FFFFFF Legendary industrial designer Raymond Loewy described the Contour Bottle as “a masterpiece” and “…one of the classics of packaging history.” Celebrated works by artists such as Warhol Black Silver and Rauschenberg reflect the PMS = Black PMS = Opaque White Contour Bottle’s indelible role as a C = 0, M = 0, Y = 0, K = 100 C = 0, M = 0, Y = 0, K = O cultural icon. Use only the R= 0, G = 0, B = 0 R = 255, G = 255, B = 255 approved versions of the Contour Hex= 000000 Bottle Symbol available on the Design Machine website.
• At every touchpoint, we will leverage the Power of Coke Red and ensure its consistency around the World. We will integrate the thread of Red into everything we do.

Typography

• The Brand Standards use the Gotham font family. Where local character language sets prohibit its use, the local market Group should set and communicate a standard that is as close a representation to the Gotham typeface as possible. The typeface can be purchased through www.typography.com. Gotham font family is the official font of Coca Cola marketing.
• Gotham Bold should be used for headlines on all executions and Brand communications.
• Gotham Book should be used for body copy on all Brand communi­cations.
• When possible use gotham font at all times to insure the unification of all marketing material.
• When Gotham is unavailable, the Arial font may be used as a replacement for internal communi­cations or html text only. Arial should never be used in consumer executions.
• Gotham Medium should be used for functional messages only, such as pricing or a call to action.
• The Coca-Cola Company does not have global rights to any of the Brand fonts.

Logo Usage

• The Coca-Cola Spencerian Script is the primary asset for the Coca­Cola Brand and the preferred logotype to represent it. Distinc­tive, elegant and dynamic, the Script is the most consistently used element -as such, it must always appear pristine. We are committed to using the Coca-Cola Zero Logo in its purest original form.
• The Spencerian Script that is used for the Coca-Cola Trademark should never be used for anything other than the trademarks incorpo­rating “Coca-Cola” and “Coke,” as well as the trade names of The Coca-Cola Company, its subsidiar­ies and its Bottlers. Use only the approved versions of the Coca­Cola Logo.

Tone And Messaging

• Coca-Cola is The Universal Icon of Happiness. Around the World, Every Day, 1.5 Billion Times a Day.
• Optimism. The daily challenges of today are giving rise to an increasing desire to find authentic happiness…to pause, to seek simple pleasures, to connect, to accept, to take small acts that can lead to big things, to re-look at the world in a positive way knowing there are plenty of reasons to be happy.
• Inspiring Moments of Uplift Everyday. Opening positivity in me, my world and the world around me.
• The Believers, the dreamers, the connectors, the “live now” spirited (in all of us). Focus on teen “wishful wannabies” and “popular mainstream”, extending outward to all 8 billion people in the world.
• How do we talk to people? Like people. Throughout our 120+ year history, simple one-word Brand statements like ‘Drink,’ ‘Enjoy’ and ‘Always’ have been as iconic to Coca-Cola as the color Coke Red. Words offering refreshment cues such as ‘Ice Cold,’ ‘Delicious’ and’ Refreshing’ are similarly part of the Coke lexicon, as are invitational messages like ‘Have a Coke’ or the more playful ‘Yes.’ The words give the Brand a point of view and a personality to connect with the consumer.
• Authentic (real); Connected; Optimistic; Spontaneous.
• A return to clarity; removal of all extraneous noise and static around the Brand to find the bold, simple essence of Coca-Cola.
• We leverage all that is real, original and honest about the Brand. Clearly linking back to our heritage gives us the license to try new things and keep evolving.
• At every touchpoint, we will leverage the Power of Coke Red and ensure its consistency around the World. We will integrate the thread of Red into everything we do.
• We do not follow category norms; instead, we lead them. We introduce new strategic elements to create variety and freshness across the Brand experience.

Brand Values

• Coca-Cola is The Universal Icon of Happiness. Around the World, Every Day, 1.5 Billion Times a Day.
• Optimism. The daily challenges of today are giving rise to an increasing desire to find authentic happiness…to pause, to seek simple pleasures, to connect, to accept, to take small acts that can lead to big things, to re-look at the world in a positive way knowing there are plenty of reasons to be happy.
• Inspiring Moments of Uplift Everyday. Opening positivity in me, my world and the world around me.
• The Believers, the dreamers, the connectors, the “live now” spirited (in all of us). Focus on teen “wishful wannabies” and “popular mainstream”, extending outward to all 8 billion people in the world.
• How do we talk to people? Like people. Throughout our 120+ year history, simple one-word Brand statements like ‘Drink,’ ‘Enjoy’ and ‘Always’ have been as iconic to Coca-Cola as the color Coke Red. Words offering refreshment cues such as ‘Ice Cold,’ ‘Delicious’ and’ Refreshing’ are similarly part of the Coke lexicon, as are invitational messages like ‘Have a Coke’ or the more playful ‘Yes.’ The words give the Brand a point of view and a personality to connect with the consumer.
• Authentic (real); Connected; Optimistic; Spontaneous.
• A return to clarity; removal of all extraneous noise and static around the Brand to find the bold, simple essence of Coca-Cola.
• We leverage all that is real, original and honest about the Brand. Clearly linking back to our heritage gives us the license to try new things and keep evolving.
• At every touchpoint, we will leverage the Power of Coke Red and ensure its consistency around the World. We will integrate the thread of Red into everything we do.
• We do not follow category norms; instead, we lead them. We introduce new strategic elements to create variety and freshness across the Brand experience.

Visual Style

• The Coca-Cola Spencerian Script is the primary asset for the Coca­Cola Brand and the preferred logotype to represent it. Distinc­tive, elegant and dynamic, the Script is the most consistently used element -as such, it must always appear pristine. We are committed to using the Coca-Cola Zero Logo in its purest original form.
• The Spencerian Script that is used for the Coca-Cola Trademark should never be used for anything other than the trademarks incorpo­rating “Coca-Cola” and “Coke,” as well as the trade names of The Coca-Cola Company, its subsidiar­ies and its Bottlers. Use only the approved versions of the Coca­Cola Logo.
• The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be identified by silhouette or touch alone. The Contour Bottle remains one of our most modern yet timeless expres­sions of the uplifting experience of drinking a Coke. The Contour Bottle must always be shown in its entirety and never be cropped.
• Use only the approved versions of the Contour Bottle Symbol available on the Design Machine website.
• The Dynamic Ribbon, often called the Coke “wave” -was introduced to the public in 1970 as part of a new look for Coca-Cola. It is a graphic representation of the space between two Coca-Cola bottles situated side by side. While this distinctive Element is familiar to some, its meaning and relation­ship to the Coca-Cola Brand is not always immediate. With its qualities of motion and continuity, the Dynamic Ribbon can be used to: • Suggest “infinite flow” by spanning layouts. • Provide balance to layouts containing more surprising Brand Elements. • Serve as a powerful connecting device not only between Elements, but across executions.
• II COLOR PALETTE The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be identified by silhouette or touch alone. The 0 Contour Bottle remains one of our most modern yet timeless expres­Coke Red White sions of the uplifting experience of PMS = (no equivalent) PMS = Opaque White drinking a Coke. The Contour C = 4, M = 100, Y = 95, K = O C = 0, M = 0, Y = 0, K = O Bottle must always be shown in its R = 244, G = 0, B = 9 R = 255, G = 255, B = 255 entirety and never be cropped. Hex= F40000 Hex= FFFFFF Legendary industrial designer Raymond Loewy described the Contour Bottle as “a masterpiece” and “…one of the classics of packaging history.” Celebrated works by artists such as Warhol Black Silver and Rauschenberg reflect the PMS = Black PMS = Opaque White Contour Bottle’s indelible role as a C = 0, M = 0, Y = 0, K = 100 C = 0, M = 0, Y = 0, K = O cultural icon. Use only the R= 0, G = 0, B = 0 R = 255, G = 255, B = 255 approved versions of the Contour Hex= 000000 Bottle Symbol available on the Design Machine website.

Layout And Composition

• The Dynamic Ribbon, often called the Coke “wave” -was introduced to the public in 1970 as part of a new look for Coca-Cola. It is a graphic representation of the space between two Coca-Cola bottles situated side by side. While this distinctive Element is familiar to some, its meaning and relationship to the Coca-Cola Brand is not always immediate. With its qualities of motion and continuity, the Dynamic Ribbon can be used to: • Suggest “infinite flow” by spanning layouts. • Provide balance to layouts containing more surprising Brand Elements. • Serve as a powerful connecting device not only between Elements, but across executions.
• The Contour Bottle must always be shown in its entirety and never be cropped.
• Use only the approved versions of the Contour Bottle Symbol available on the Design Machine website.
• Coke Red: PMS = (no equivalent), C = 4, M = 100, Y = 95, K = 0, R = 244, G = 0, B = 9, Hex= F40000
• White: PMS = Opaque White, C = 0, M = 0, Y = 0, K = 0, R = 255, G = 255, B = 255, Hex= FFFFFF
• Black: PMS = Black, C = 0, M = 0, Y = 0, K = 100, R= 0, G = 0, B = 0, Hex= 000000
• Silver: PMS = Opaque White, C = 0, M = 0, Y = 0, K = 0, R = 255, G = 255, B = 255, Hex= C0C0C0
• A return to clarity; removal of all extraneous noise and static around the Brand to find the bold, simple essence of Coca-Cola.
• At every touchpoint, we will leverage the Power of Coke Red and ensure its consistency around the World. We will integrate the thread of Red into everything we do.
• We do not follow category norms; instead, we lead them. We introduce new strategic elements to create variety and freshness across the Brand experience.
• To remain consistant with the new branding of Coca Cola, we will introduce a new, modern and clean POS display for our customers to view when looking to purchase our product. It is important for all our consumers to feel comfortable when buying Coca Cola and always keep our design easily recognisable so they never loose track of our identity as a brand.

Social Media Guidelines

• Coca Cola promotes an active lifestyle and the joining of communities. Coca Cola uses social medias to help bring those communities together. These logos were designed in order to properly display social media icons with a call to action.
• FOLLOW US FOR FREE COCA-COLA PRODUCTS

Packaging Design

• The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be identified by silhouette or touch alone. The Contour Bottle remains one of our most modern yet timeless expressions of the uplifting experience of drinking a Coke. The Contour Bottle must always be shown in its entirety and never be cropped.
• Use only the approved versions of the Contour Bottle Symbol available on the Design Machine website.
• Coke Red: PMS = (no equivalent) C = 4, M = 100, Y = 95, K = O R = 244, G = 0, B = 9 Hex= F40000
• White: PMS = Opaque White C = 0, M = 0, Y = 0, K = O R = 255, G = 255, B = 255 Hex= FFFFFF
• Black: PMS = Black C = 0, M = 0, Y = 0, K = 100 R= 0, G = 0, B = 0 Hex= 000000
• Silver: PMS = Opaque White C = 0, M = 0, Y = 0, K = O R = 255, G = 255, B = 255 Hex= C0C0C0

Brand Partnerships

• The purpose of this logo was to emuate a partnership of some sorts between two brands that were related. Coca Cola is a large supplier of movie theatre beverages and being that amc is such a well known theatre the merger is ideal.
• “PEOPLE” magazine is perfect for an article announcing our 125th anniversary. It has a very large target market so must of our buyers and consumers will become aware of the event. The people who read the article in people will not only enjoy the graphics but find the story enriching. People magazine is a magazine that is made for enforming readers about relevant, interesting topics that are both inspiring and informative. Our ad about the anniversary of our company fits perfectly with their brand. The partnership Coca Cola and People sharre will be perfect for the campaign.
• “ESPN” magazine would be ideal for this portion of the Coca Cola advertising campaign. A product shot revealing the new retro look and feel of the Coke bottles followed by the “back in black” slogan will relate perfectly to the target market of ESPN magazine. This ad fits perfectly in ESPN because the men who look at this spread will see our product and desire it. Men want to see pictures and get to the point so we feel this ad will relate to them best. The style portrayed will fit in with the guidelines of ESPN magazines current ads. Coca Cola is a proud sponsor of various sporting events and brands so our product will be widely accepeted and well suited with ESPN magazine.
• The kickoff of a series of sustainability initiatives in Kenya, including the launch of a Kenya Red Cross water partnership.