Coca-Cola Unveils New Global Look, Rolls Out Across 200+ Markets
Jones Knowles Ritchie updated the brand's iconic script, ribbon and red-and-white palette to create a more consistent system across 200 markets.
- On Monday, The Coca-Cola Company announced a global "visual refresh" designed to standardize brand experience across more than 200 markets spanning Latin America, Europe, the Middle East, and Asia.
- Arnab Roy, President of Coca-Cola Global Category, stated the refresh creates a "stronger foundation for growth" by executing the design brief to "Make Coca-Cola more Coca-Cola" with greater clarity and consistency.
- The system emphasizes iconic assets including the red-and-white palette, Dynamic Ribbon, Arden Square, and Spencerian script, while Coca-Cola Zero Sugar receives updated lettering and black caps on bottles to distinguish it from the main offering.
- Social media users compared the new typeface to Marlboro on Monday; designer Andreas Storm acknowledged the visual resemblance while clarifying it is technically a different typeface.
- To maintain consistency across markets, The Coca-Cola Company introduced an immersive Brand Centre and technology-powered Design Intelligence tools to assist internal marketing teams and agency partners in managing brand governance at scale.
13 Articles
13 Articles
In recent days, Coca-Cola consumers have noticed that the brand's bottles and cans have changed their appearance.
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The Economic Times
Times of IndiaCoca-Cola unveils new global look, rolls out across 200+ markets
Coca-Cola has introduced a new global visual identity system. This aims for greater brand consistency across over two hundred markets. The refreshed system emphasizes core visual assets like the ribbon and script. Coca-Cola Zero Sugar receives a distinct design treatment within this framework. New tools support internal teams and agencies in maintaining this unified brand experience.
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