- 1 1887–1941
- 2 1891–1941
- 3 1941–present
- 3.1 1950–2000
- 3.2 1958–1969
- 3.3 1969–1987, 2016–present
- 3.4 1985–1987, 2019 (limited)
- 3.5 1987–2009
- 3.6 1987–2000
- 3.7 1993–1999
- 3.8 1995?
- 3.9 1996–1999
- 3.10 1999–2002
- 3.11 2002–2009
- 3.12 2002–present
- 3.13 2006–2009
- 3.14 2007–2017
- 3.15 2007–2016
- 3.16 2009–present
- 3.17 2016–2021
- 3.18 2021–present
In 1950, the wordmark was placed in a red circle once again, but this time a portrait of a Coca-Cola bottle was seen behind the script. This version was used on a Coca-Cola commercial in 1985, and was seen most prominently in advertising from 1993 until 2000. It is still used on some vending machines, road signs, store signs and advertising signs today.
From 1958 to 1969, the script was commonly seen in an Arciform shape commonly known as the "Fishtail".
In 1969, the script was accompanied by the famous "Dynamic Ribbon" or "White Swirl" for the first time. The two elements were combined to create a new logo called the "Arden Square". In 1971, the "Hilltop" advert was broadcast on television, accompanied by this logo and the now-famous "It's the Real Thing" slogan for the very first time. Starting in 1985, the script was only used on packaging in a very small size, and the below "Coke" logo took pride of place until 1987. Lippincott & Marguiles was the agency behind this design change.
1985–1987, 2019 (limited)
On April 23, 1985, the original formula for Coca-Cola was changed for the first time ever, in response to Pepsi gaining more sales at the time. However, there was a large outcry against this change in formula, and customers began boycotting The Coca-Cola Company, who eventually decided to return the drink to its original formula (albeit with cane sugar replaced by a cheaper alternative). During the "New Coke" period, the logo above would be far more prominent than the traditional 1941 logo when placed on packaging for cans and bottles. This logo is still used in some countries today, albeit in modified forms.
In May 2019, to promote the third season of Stranger Things (which takes place in the year "New Coke" was introduced), the formula was brought back for a limited time.
The photos above are from Landor Associates' 1986 undertaking to revitalise the Coca-Cola and Coke brands.
In 1987, the company's traditional branding returned after the failure of New Coke. However, it now varied from country to country; the US, for example, included "Classic" in small writing underneath the script to distinguish it from the failed New Coke product. This would continue to be used in conjunction with the bold 1985 Coke logo (depending on the country) until 2000.
In creating this brand refresh, Landor Associates created 800 different designs that combined the "Coca-Cola" or "Coke" wordmarks with the "Dynamic Ribbon". In the chosen solution, the curve was integrated with the Spencerian script by having it drawn through the second "O". An additional silver ribbon was added to the curve, and the Spencerian script was redrawn to be slightly straightened up.
Advertisements and television commercials
Beginning in 1993, it was common for the Coca-Cola script to be in a circle (and sometimes still is), and the circle itself to have a green banner above it reading "Always". The two main advertising campaigns emphasized this, their names being the "Polar Bears" and the "Christmas Trucks". During this period, most of the branding from 1986 would be used, with the circular icon normally being for corporate uses such as on vending machines and memorabilia. However, depending on the country, the bottle symbol was used more often on packaging.
|BETTER LOGO NEEDED|
In 1996, this version of "Always Coca-Cola" red disc began to be used on cans and bottles, with "always" appearing in English, Italian, Polish, Portuguese and French.
In the same year, a drop shadow was added to the 1987 logo.
In October 1999, Coca-Cola launched its "enjoy" advertising campaign, with the script being placed on a bottle cap of a green-tinted Coke bottle opening. This logo was used on cans and bottles until 2002, and was also seen at the bottom of Regal Cinemas' website until 2017.
In 2002, the "Dynamic Ribbon" was redesigned, and packaging began to differ worldwide as a result. This branding change was made as an attempt to unify all of the different countries' Coke branding under one design, which included the addition of yellow to the ribbon. This objective succeeded, although some countries still used elements of Coke's 1987 and 1990s branding. During this period, the two "Coke" logos in use were modernized, and the company launched the "Coca-Cola... Real" campaign. This logo still appears on some soda fountains.
This version of the 1941 script without the "Dynamic Ribbon" is used on bottle caps.
The Coca-Cola logo inside the contour bottle silhouette was introduced with The Coke Side of Life campaign in 2006. In the Philippines, the campaign is known as "Buhay Coke, Buksan Mo".
A simplified design created by Turner Duckworth was introduced in early 2007. By now, the Coca-Cola logo was surrounded by various elements from three different branding eras, being that of 1969, 1987 and 2002. The Coca-Cola Company therefore believed a complete overhaul was needed, and it was decided to strip the branding back to basics, with just the script and the simplified "Dynamic Ribbon" design. This logo was introduced on cans and bottles worldwide starting in 2007. In 2009, the word "Classic" was removed since it was no longer needed to distinguish it from the former "New Coke" in the United States. It now looks a lot similar to the 1969 logo, except the ribbon has been modified and appears less thicker.
In late 2007, the red disc was given a cleaner feel.
In January 2009, the "Open Happiness" campaign was launched, with the Coca-Cola logo inside the contour bottle silhouette being altered. The bottle silhoutte was also slightly modified. This logo still used on cans and PET bottle labels in some countries.
In January 2016, Coca-Cola introduced a two-dimensional version of their classic "red disc" logo, with the worldwide slogan "Taste the Feeling", under the "One Brand" strategy. The slogan was later changed to "Together Tastes Better" on June 30, 2020.
On September 29, 2021, Coca-Cola unveiled a distorted variant of the script (which resembles the one from the 2009 bottle logo), along with a new slogan "Real Magic". The new look on cans and bottles were unveiled earlier on April 8, 2021.