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    The document summarizes Coca-Cola's visual identity redesign from 2006 to present. The design strategy was to create emotional resonance through clarity, simplicity, wit, and scale. The redesign distilled the brand to its essence and presented it in a dramatic, unexpected way. It removed any elements that did not add to the brand. The new identity made the brand feel relevant in different contexts by responding to its surroundings. The rebrand has helped Coca-Cola feel fresh and started being known for great design again.

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    The document summarizes Coca-Cola's visual identity redesign from 2006 to present. The design strategy was to create emotional resonance through clarity, simplicity, wit, and scale. The redesign distilled the brand to its essence and presented it in a dramatic, unexpected way. It removed any elements that did not add to the brand. The new identity made the brand feel relevant in different contexts by responding to its surroundings. The rebrand has helped Coca-Cola feel fresh and started being known for great design again.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    80 views6 pages

    Coca Cola Turner Duckworth PDF

    Uploaded by

    The Video Editor
    The document summarizes Coca-Cola's visual identity redesign from 2006 to present. The design strategy was to create emotional resonance through clarity, simplicity, wit, and scale. The redesign distilled the brand to its essence and presented it in a dramatic, unexpected way. It removed any elements that did not add to the brand. The new identity made the brand feel relevant in different contexts by responding to its surroundings. The rebrand has helped Coca-Cola feel fresh and started being known for great design again.

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    of 6

    Coca-Cola Visual Identity

    Challenge: Make Coke feel happy, fresh and honest again


    Design strategy: Create emotional resonance with the fewest possible elements
    Brand idea: Coke brings joy
    Dates: 2006–present

    Coke’s identity had become cluttered, uninspiring and easy to ignore

    Turner Duckworth London & San Francisco


    Clarity
    Distill the brand to its essence
    Present it in a dramatic and unexpected way

    Turner Duckworth London & San Francisco


    Simplicity
    If it doesn’t add anything we take it away

    before (not our design)

    Simplicity clarifies brand relationships

    Turner Duckworth London & San Francisco


    Wit
    The brand responds to its context
    making it relevant every time it appears

    a]``geS¸`S gSaeS¸`S
    QZ]aSR ]^S\

    Turner Duckworth London & San Francisco


    Scale
    Keeps the trademark fresh

    Turner Duckworth London & San Francisco


    Results

    ?
    Coke is starting to be known for great design again. We’ve consistently been awarded new projects…
    including a rebrand of one of Coke’s majors.

    We’ve just won another Clio But don’t take our word for it.
    (but you didn’t hear it from us). Click on the movie screen to
    listen to Coke’s creative director.

    Turner Duckworth London & San Francisco

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