Coca-Cola has launched a new global visual identity system, the company said in a statement, as part of a push for greater brand consistency across more than 200 markets.
The refreshed system is built around the principle of making every Coca-Cola execution "unmistakably Coca-Cola," the company said. The rollout has begun across Latin America, Europe, the Middle East and Asia.
What's changing?
The new identity leans further into Coca-Cola's core visual assets. These include the Coca-Cola ribbon, one of the brand's most recognisable assets, first introduced in 1969.
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The red and white palette, the Dynamic Ribbon, the Arden Square and the Spencerian script will now feature more prominently on packaging, retail spaces, cooling equipment and digital platforms.
Coca-Cola Zero Sugar gets a distinct treatment within the same system, with bold typography, a black ribbon across the cans, and black bottle caps on PET packaging, the company said.
Arnab Roy, President, Coca-Cola Global Category, said the brand has a responsibility to keep evolving even as it remains one of the most recognised names globally. Rapha Abreu, Global Vice President of Design, said the aim is to deliver "one recognizable brand experience to consumers" through a single, seamless visual identity.
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To support the rollout, Coca-Cola has also introduced a new Brand Center along with Design Intelligence tools for its internal design and marketing teams and its network of agency partners, aimed at maintaining consistency at scale.
Coca-Cola beverages are consumed in more than 200 markets, with over 2.2 billion servings a day, making brand consistency at this scale a significant undertaking.
