Coca-Cola shifts brand logo to top of can in “uplifting” visual metaphor redesign

16 Apr 2021 --- The Coca-Cola Company is unveiling a new can design system for the Coca-Cola trademark in its first global packaging redesign in five years. 

The changes apply to Coca-Cola, Coca-Cola Zero Sugar and Coca-Cola Light, as an evolution of the “One Brand” strategy launched worldwide in 2016 to provide a “simple and intuitive navigation system.”

As an “uplifting” visual metaphor, the new design raises the Coca-Cola logo to the top of the label. To further simplify the design, added elements such as the red disc are removed to “elevate the iconic trademarks with global consistency,” says the company.

Iconic red revamp
The design is built on the brand’s original and iconic red color. Coca-Cola pairs red with white Spencerian script, while Coca-Cola Light maintains its signature silver background and red logo.

Coca-Cola Zero Sugar will feature a black Spencerian script on red cans.Coca-Cola Zero Sugar will feature a black script on red cans while bottles will be coupled with black bottle caps for a distinguished look. 

 The global rollout will take place this year. The Netherlands, for example, will start with Coca-Cola Light in May, with Coca-Cola Zero Sugar and Coca-Cola to follow later this year.

Keeping the spirit alive
The new design system is Coca-Cola’s latest initiative to raise consumer spirits during the COVID-19 pandemic. 

At the start of the year, the FMCG giant replaced its logo on its aluminum cans and plastic bottles with a series of “inspiring” resolutions in an “Open To Better” initiative for the year ahead. 

Coca-Cola customers could customize their beverages online, filling in on-pack phrases such as “I will never ____ without you again” or “This year I will ____.”

Signaling sustainability
The recyclability of Coca-Cola’s bottles also remains integral to the company’s brand communication. Last year, Coca-Cola Sweden swapped its brand logo with on-pack label messages stating “Recycle me again” on fully recycled bottles to encourage responsible post-use bottle disposal.

In other eco-friendly efforts, Coca-Cola launched a sip-sized rPET bottle, transitioned Sprite bottles from green to clear plastic for easier recycling and is currently trialing a paper bottle in Hungary.

By Anni Schleicher