The Coca-Cola Company has unveiled a new global visual identity system aimed at creating a more consistent and recognisable brand presence across more than 200 markets.
Announced on Monday (20), the refreshed identity is being rolled out across Latin America, Europe, the Middle East and Asia, with updated branding to appear on packaging, retail environments, equipment and digital platforms.
The company said the new system builds on Coca-Cola's most recognisable brand assets, including its signature red and white colour palette, the Dynamic Ribbon, Arden Square and Spencerian script, with the aim of making every brand execution “unmistakably Coca-Cola”.
“Coca-Cola is one of the most recognised brands in the world, and with that comes a responsibility to keep evolving,” said Arnab Roy, president of Coca-Cola Global Category.
“This refresh is about being clearer and more consistent in how we show up, wherever people experience our brand. By building on the things people already know and love, we're creating a stronger foundation for growth while staying unmistakably Coca-Cola.”
As part of the update, Coca-Cola Zero Sugar is receiving a revised visual identity that draws more closely on the heritage of the flagship Coca-Cola brand while retaining its own distinctive elements. Changes include larger “Zero Sugar” text, a more prominent black Dynamic Ribbon on cans and black bottle caps on PET bottles.
Rapha Abreu, global vice president of design at The Coca-Cola Company, said the unified identity would help deliver a consistent consumer experience worldwide.
“For over a century, Coca-Cola has been a global symbol of optimism and authenticity. Now, with one seamless visual identity, we can deliver one recognisable brand experience to consumers,” Abreu said.