Professional Documents
Culture Documents
Internal Department, Program and Initiative Logos: The Coca-Cola Company Visual Identity
Internal Department, Program and Initiative Logos: The Coca-Cola Company Visual Identity
Internal Department, Program and Initiative Logos: The Coca-Cola Company Visual Identity
Program
Name
2h
Internal Corporate
Departments, programs
Department
h
2h
• The name of the department or
initiative must sit centrally aligned
horizontally to the logo.
h
Program 4.5h
Name
h
• The clear space distance between
the Script and the dividing line,
and then the dividing line and the
department name is 4x’.
2h
Initiative
h h
the name must be equal to the height 4.5h
Name
of the hyphen connecting “Coca” and h
x
“Cola.” This is shown as ‘h’. 4.5h
2h
h
Examples
5by20
Global QSE
Council
Marketing
Investment
Tools
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
Internal Corporate
Departments, programs
and initiative lock-ups
(continued)
Example
Marketing &
Agency Platform
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
Internal Corporate
Departments, programs
and initiative lock-ups
(continued)
Use this logo when the department
name requires a secondary
description or sub department.
x 4x 4x
Two Line
2h
guidance below:
4.5h
Department
• The Spencerian Script must always h
Example
Technical &
Supply Chain
Quality, Safety
& Environment
The Coca-Cola Company Visual Identity
Icons
The Coca-Cola Company Visual Identity
Icons
Back to purity.
Back to simplicity.”
– Dieter Rams
Think about proper metaphors and Enough space Visual unity
brainstorm on the possible symbols
Ensure all the elements of your icons Check if line weights, corner sizes, color
Write down all the associations you have enough space and air. palette, level of detailing and design
have to depict the essence of an icon. elements stay the same across the
Use dictionaries and word sets to find whole set.
keywords, synonyms and definitions of
the icon’s concept. Then simplify the idea
until you find an object that translates the
abstract concept clearly.
The Coca-Cola Company Visual Identity
Icons
Understanding
Use a mix of metaphors and real-world
objects. Simplify the idea until you find
an object that translates the abstract
concept clearly.
“Check your meeting invitation “The Coca-Cola Company, “Now, more than ever before, it’s
list twice. Balance inclusivity with The Coca-Cola Foundation and critical we each find time to take
the minimum number of people local bottlers have donated 12,000 breaks and rest.”
needed to move a topic forward.” meals.”
The Coca-Cola Company Visual Identity
Icons
Computer
The Coca-Cola Company Visual Identity
Icons
“Pets need to be walked, children need to be fed and sometimes we’re competing with our
partners who have conference calls occurring at the same time.”
The Coca-Cola Company Visual Identity
Icons
Enough Space
Ensure all the elements of your icons
have enough space and air.
The Coca-Cola Company Visual Identity
Icons
Visual Unity
Check if line weights, corner sizes
and radiuses, color palette, level of
detailing and design elements stay the
same across the whole set.
Examples
The Coca-Cola Company Visual Identity
Icons
Examples
The Coca-Cola Company Visual Identity
Digital
The Coca-Cola Company Visual Identity
Digital
Use contrast effectively Be consistent Use color carefully Let text breathe
Unique elements in digital design should Elements that behave the same should Color should not be overused within Text in the digital space needs to be easy
stand apart from one another. Good look the same. But it is just as important the digital space. It can be used for to read. Make sure text is well spaced and
contrast can be achieved using elements for elements that are different to appear highlighting or to guide attention, but has plenty of room to breathe. Minimal copy
like color, tone, size and shape in order to different than each other. This should should not be the only differentiator. is recommended for digital applications. In
allow the viewer’s eye to flow naturally. be applied to functionality, navigation, The gradient should be used minimally addition to spacing, it is recommended to
content, and presentation. and secondary colors only to highlight or limit the number of different font sizes to
guide you through the experience. two weights.
The Coca-Cola Company Visual Identity
Digital
Emails
We have reduced
Digital Signage the carbon
Why this works:
footprint of the
• Easy to read text for optimal legibility drink in your
• No visual clutter
• Balance between text and graphics hand by 24%
• Color is used carefully and only to
draw attention to elements or a call
since 2010
to action (CTA) Investing in a better
shared future.
Note: These are work examples, not Own it, take accountability.
templates, however your designs
should follow the same
overarching principles.
Infographics
Email Signatures
AVOID using
different colors
for links or social
icons
The Coca-Cola Company Visual Identity
Purpose
The Coca-Cola Company Visual Identity
Purpose
Vision
LOVED BRANDS, DONE SUSTAINABLY,
FOR A BETTER SHARED FUTURE.
Purpose Statement
Primary Use:
White text against the
gradient background.
Purpose Statement
Secondary Use:
Gradient text on a white background.
REFRESH
THE WORLD.
MAKE A
DIFFERENCE.
The Coca-Cola Company Visual Identity
LOVED BRANDS.
Purpose
Connected Pillars
DONE SUSTAINABLY.
FOR A BETTER
SHARED FUTURE.
DO THE RIGHT THING.
The Coca-Cola Company Visual Identity
Purpose
Culture Behaviors
OUR VALUES
behaviors of our company purpose (or
other supporting text) appear.
ARE DEVELOPED
BY OUR PEOPLE.
Clear Space
x = cap height
The Coca-Cola Company Visual Identity
Experiential/Events
The Coca-Cola Company Visual Identity
Experimental/Events
Prioritize legibility Avoid visual clutter Create balance between text Use appropriately contrasting colors
Make sure event signage is legible and graphics
In order to keep event signage legible, Consider the lighting in the environment
and readable. Illegible signage and keep overall design simple, without Seek to create balance in your designs to where your designs will be located. For
wayfinding makes the visitor unsure using a lot of background patterns or make them pleasing to the eye but also example, in low-light settings, high-contrast
and confused. complicated images that compete with consider how readable your designs will designs will be most effective. Color does
important text. It is recommended to use be based on viewing distance and height. affect mood and influence so be aware of
only 40% for content, with the remaining color choices when designing.
60% negative space.
Investing
in a better
shared future.
Own it, take
accountability.
The Coca-Cola Company Visual Identity
Experimental/Events
Thank you