February 20, 2006

The New Coke (Identity)

Coke Company Identity

Has everyone seen The Coca Cola Company Identity? I didn’t see similarities to Duffy’s Bahama’s logo till Be A Design Group pointed it out.

I don’t like it. It’s too abrupt and un-Coke like. But they probably wanted to really hit home the difference between Coke, the company and Coke, the drink, and showed the diversity of the products they had, and kept the recognizability that the Coke script already enjoyed. The multi-tasking logo.

Which is not necessarily a bad thing, but it does make the development that much harder.

Wolff Olins’ (with Miles Newlyn) 2004 update for Unilever my favorite case study of a identity refresh.

Does anyone know who’s behind this new Coke identity?

Posted by Karen at February 20, 2006 11:56 AM in design


Posted by: Ernest at February 20, 2006 12:45 PM

Still no clearer, is it Templin Brink Design?

Posted by: Karen at February 20, 2006 12:53 PM

hmm, i think it represents To Be Declared or something.

Posted by: Ernest at February 20, 2006 01:25 PM

The Bahamas logo was done by Chris Lee during the period Asylum was bought over by Duffy.

The new coke logo looks much like a government initiative for a Save Water Campagin or something.

Also interesting to note is this.

Posted by: Randy at February 20, 2006 01:28 PM

Randy, where did you get your info from?

Posted by: jimmy at February 20, 2006 02:33 PM

He presented it when he spoke at TP once.

Posted by: Randy at February 20, 2006 04:34 PM

he may have been working for duffy and the logo may have been done by duffy, but 1 + 1 isnt equal to 3. The logo was done by duffy in the US - check out Brand Apart for the full design credits.

Posted by: jimmy at February 20, 2006 10:44 PM

Oops, I must have heard wrongly.

Posted by: Randy at February 20, 2006 11:19 PM

I found a link on the Marmalade Identity.

Posted by: Karen at March 15, 2006 06:13 AM

too lazy to start a new entry so i’m posting here.

Hi-Res has created a creepy experience for the new movie Hard Candy. Lots to explore.

Posted by: jimmy at March 15, 2006 11:54 PM
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