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Coca-ColaIconDesignSystem30September,2020—1.0 Meetthenextlevelofdeliciousness. 02 Coca-Cola03 Thisbodyofworkintroducesthenew IconDesignSystemforCoca-ColaTrademark.Ittellsyouwhatallofouriconicproductsshouldlooklikeinallofourmarketsandcategories,andalsoexplainshowbest topresentthem. Designedtobringglobalconsistencytoallofourcurrentvariantsandplatforms,aswellasourfutureinnovations, thesebrandswillmakesurethatourdesignneverlosessightofwhoweare,wherewe’vebeen,orwherewe’regoing. Sure,thisdocumentmaylookandsoundlikeaguidetocreatingourproductsandourpackaging.Butreallythisisaguidetomakingourbrandandourbusinessevengreaterthanever… 04 GreaterConsistency 05 GreaterFlexibilityGreaterOpportunities 06 GreaterRefreshmentGreaterMoments 07 Theworld’sgreatesticon. Elevated. 08 TheBusinessofDesign. Theprinciplesbehindoursystemaren’tjustimportantfromanaestheticpointofview. They’retheretodriveourbusiness.Intendedtocreatemaximumconsistencyandbuildequitythroughrecognition,theyinfluenceeverythingwedo.Fromhowpeoplenavigateourproductstohowweinnovateandremainrelevant,gooddesignisgoodbusiness. Andagreatbusinesslikeoursneedsthegreatestdesignofall. Asyouwillseethroughouttheguideline,thesamethreecoreprinciplesinform thedesignsolutionsaswetravelthroughtheconsumerjourney. GlobalDesignSystem Coca-ColaTrademark DesignPrinciples 13 DesignPrinciples Scale Color Restraint —Proud,scaleduptrademarks —Intuitivehierarchy —Elevatediconicity —Ownred —Logocolorequalsvariant —Backgroundcolorequalsflavor —Unclutteredlayout —Editedandcrafted —Timelessbeauty Threecoreprinciplesformthefoundationofourdesignsystem.Intendedtoguideeverythingwedo,it’simportanttofollowthematalltimesandavoidupsettingthebalanceofourtrademarkdesign.Here’saquicksummary. DesignPrinciples Scale Proud,elevatedanduplifted,ouriconictrademarksworkatscaletoincreaseourvisibility,whilecreatinggreaterimpact,clarityandconsistency.Scaleisthe not-so-secretkeytobuildingintuitive,simpleandefficientcommunication. DesignPrinciples Color Weownred.Alwaysourmostdominantcolor,oursmart,intuitiveandtimelesscolorsystemmakesourproductseasytonavigateandeveneasiertoexpand.Weuseourcolorsystemtodifferentiateourproductsinawaythatalwayscomplimentsandemphasisesourtrademarkred. DesignPrinciples Restraint ® Themostimportantprincipleofall. Weremovetheunnecessaryandresistclutterinordertomaintaintheiconicvalueofourproducts.RestraintshowsoffthedistinctivebeautyofourbrandandsignalsCoca-Cola’squalitythroughourbold,timeless,andconfidentdesign. GraphicSystem DesignElements 21TheScript 33ThePalette 36TheTypeface 43TheDisc 48TheRibbon 55ContourBottleIcon 57TheArdenSquare 66TheVoice 68TheTMSquares 18 Ourdesignsystemisbuiltaroundaseriesofcoregraphicelements,thatformthefoundationofourglobalpackagingdesign.World-famousandiconicintheir ownright,youmaythinkyoualreadyknowthem.Butassomeofourmostvaluableassetsandtrademarks,it’simportant tounderstandtheroleeachoneplaysincommunicatingourbrandonpack. Andevenmoreimportantistomaintaintheirintegrityandconsistency.Let’slookateverylastdetail,onebyone. GraphicSystem DesignElements 010203 040506 0708 09 Acombinationofourmostrecognizableiconsandassets,coupledwithourclassictrademarks,ourelementsgiveusthescaleandbreadthtocommunicateCoca-Cola ateverysinglelevel.Thefollowingpagesprovideageneraloverviewtohoweachofourelementsworks–howtheyshould GraphicSystem DesignElements 01TheSpencerianScript 02TheColorPalette 03TheTCCCUnityTypeface 04TheRedDisc 05TheDynamicRibbon06TheContourBottleIcon07TheArdenSquare 08TheVoice 09TheTMSquares lookandhowtheybehave. Taste ® ORIGINALTASTE Delicious&Refreshing ® GraphicSystem TheSpencerianScript MorethanaName SpencerianScript Primarywhiteonred Anintegralpartofourbrandforover1OOyears,our”Spencerian”scriptisoneofthemostwidelyrecognizedtrademarksintheworld.Atimelessiconthatconnectsourpasttoourfuture,itremainsasrefreshingtodayasitsalwaysbeen. Alwaysbold,alwaysbrilliant,andalways,unmistakably,Coca-Cola. Coca-Cola21 Coca-Cola22 PowerofRepetition Usedconsistentlyacrossourpacks,thescriptbecomesoneofourmostimpactfulandinstantlyrecognizableassets,continuallyreinforcingthepowerofourtrademark. Iconic.Iconic. Iconicsomemore. WellTravelled.FullyFluent. Asaglobalbrandweknowtherearecertaininternationalmarketswhereweneedtolocalize.Soourtrademark scripthasbeentranslatedbothvisuallyandverbally.Everybitasiconicandrecognizableasouroriginalscript,theseiterationsareourpassportintoeverycorneroftheworld. 01 02 03 04 01 ChinaMandarin 02 ChinaTaiwan 05 06 07 08 03 Hebrew 04 Bengali 09 10 11 05 Hindi 06 ArabicEgypt 07 Japan 08 Global 09 SouthKorea 10 Russia 11 Thailand TM XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXX 330ml XXXmlXXXml XXXXXXXXXXXXXXXXXXXXXXX XXXkJ/XXXkJ/ XXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXkcalXkcalX XXXXXXXXXXXXXXXXXXXXXXXXXXXX XgXgX XXXXXXXXXXXXXXXXXXXXXXXXXXXX XgXgX XXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXX XgXgX XgXgX XXXXXXXXXXXXXXXXXXXXX XXXXX XXXgXXXgX XgXgX ZEROSU