Coca-Cola

Brand Identity and Design Standards

v1.1

Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.

Version 1.1
v1.0 Initial launch of the Coca-Cola Brand Standards

1.0 Strategic Overview

2.0 Identity Standards: Core Brand Elements and Standards
3.0 Packaging Design Standards
6.0 Signage Design Standards
7.0 Fleet Design Standards
8.0 Trademark Usage Requirements
9.0 Identity Standards Management Team and Process

v1.1 Updates to the Coca-Cola Brand Standards, December 2009

5.0 Equipment Design Standards

- Proprietary Equipment Form
- Equipment Form Executions
6.0 Signage Design Standards
7.0 Fleet Design Standards

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Contents

Please note that updates to the Brand Identity and Design

Standards will only be made once per year.

Strategic Overview.......................................................... 1.0

Identity Standards:
Core Brand Elements and Standards............................. 2.0

Packaging Design Standards......................................... 3.0

Point-of-Sale Design Standards..................................... 4.0

Equipment Design Standards......................................... 5.0

Signage Design Standards............................................. 6.0

Fleet Design Standards.................................................. 7.0

Trademark Usage Requirements.................................... 8.0

Identity Standards Management Team and Process..... 9.0

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Strategic Overview 1.0

Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring
guidance on how to use the Brand Elements and how to design for the Coca-Cola Brand Identity
around the world.

The importance of the Brand Standards, however, is anything but utilitarian. They are central to our
ongoing commitment to:
1. Maintain authenticity and build Brand equity;
2. Leverage the scale of our System across all markets;
3. Provide more consistency and quality; and
4. Facilitate increased System productivity.

Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to
using the Brand Standards. This chapter examines both.

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Strategic Overview 1.01

Contents
What is a Brand Identity?........................................................1.02

Why Do We Need Identity and Design Standards?................1.03

Who Should Use These Identity and Design Standards?.......1.04

Identity and Design Standards: Foundation............................1.05

Design Principles.....................................................................1.06

Strategic Framework: Overview..............................................1.07

Strategic Framework: Applied.................................................1.08

Making the Identity and Design Standards a

System-wide Success..............................................................1.09

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Strategic Overview 1.02

What is a Brand Identity?

A brand identity is the totality of all touchpoints (media,
platforms, channels). A brand identity is experienced by Core Brand Elements
those who come into contact with the brand and influences
their opinion of that brand.

Central to all touchpoints are the brand’s defining – or core –

elements, the visual keys to creating an integrated, distinctive
and differentiated brand.

Core Brand Elements in Execution

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Strategic Overview 1.03

Why Do We Need Identity and Design Standards?

The Coca-Cola Brand Identity is an inextricable part of the
Brand’s equity and profoundly impacts how consumers
experience it. All executions that utilize Coca-Cola are part
of the Brand Identity, as they are what consumers see and
associate with Coca-Cola.

System-wide Identity and Design Standards are a long-

The Identity and Design Standards Better Position the Company to:
standing part of our heritage and essential to building
strong global Brands. They empower markets to build from 1. M
 aintain Authenticity and Build Equity
universal rules and conventions so that the Brand Identity Both are crucial to reinforcing and increasing the relevance of the
is experienced consistently worldwide on a daily basis and
protected across every touchpoint.
Brand to our consumers. The better we represent the Brand, the
better we can increase mindshare and protect the Brand Identity
from dilution.

2. L
 everage the Scale of our System Across All Markets
We have an exceptional System in place around the globe; Identity
and Design Standards provide equally exceptional and efficient
means to leverage it for greater consistency and speed to market.

3. P
 rovide More Consistency and Quality Across the System
The higher our System-wide consistency and efficiencies, the
stronger the connection that consumers draw from all they see and
hear, creating more inherent value in the Coca-Cola Brand to
benefit the entire System.

4. F
 acilitate Increased System-wide Productivity
Consistencies achieved through System-wide Standards allow
for longer-lasting materials and potential reuse, thus saving time
and money.

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Strategic Overview 1.04

Who Should Use These Identity and Design Standards?

The short answer is: anyone who activates anything for
the Brand Coca-Cola.

More specifically, the Brand Standards should be used

by all Company functions and the Bottling System, as
well as all partners, agencies and other parties involved
in any Coca-Cola touchpoint. The Bottling System
Always use the latest version of the Brand Standards
available on the Coca-Cola Brand Identity and Design
Standards website.

Always make sure partners, agencies and third parties

have the latest version of the Brand Standards. Before
they can obtain access, all third parties must agree to
Coca-Cola
keep the Brand Standards confidential.
Brand Identity and Design Standards
v1.0
In addition, be sure to seek local guidance for:
• Compliance with local legal regulations and mandates;
• Local legal approval of all materials prior to use in the Company Partners,
marketplace; and Functions Agencies
• Alignment of the communication objectives for your
market and/or Brands.

Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.

All Other Parties

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Strategic Overview 1.05

Identity and Design Standards: Foundation

As with all expressions of the Brand, the Identity and Design
Standards align with the Coca-Cola Brand Vision and
Architecture (BVA), as shown here. Refer to SparkCity for
ARCHETYPE: Innocent BRAND IDENTITY SYSTEM
the most recent version of the BVA.
PERSONALITY & CHARACTER Bold Simplicity:
Authentic (real), Connected, BRAND VISION Spencerian, Contour,
Ribbon, Disk, Red
Optimistic, Spontaneous Coca-Cola is
The Universal Icon of Happiness
Around the World, Every Day, 1.5 Billion Times a Day

MARKET BRAND PEOPLE

Category Insights Brand's Highest Ground Human & Cultural Context

'Re-affirming a Optimism The daily challenges of
today are giving rise to an
category of positives'
Functional specialists and perceived
increasing desire to
‘healthier’ options are de-positioning Consumer Experience & Drivers find authentic happiness
Coke. Misperceptions about …to pause, to seek simple
artificiality, caffeine, carbonation Inspiring Moments pleasures, to connect, to accept,
& empty calories hold us back to take small acts that can lead
of Uplift Everyday to big things, to re-look at the
Need to re-power the unique
functional & emotional promise Opening positivity in me, world in a positive way knowing
of Coca-Cola, reasserting the my world and the world there are plenty of reasons
positive credentials of the category to be happy

Competitive Environment Product and Brand Truths Target

Brands in the Uplifting Refreshment The believers,

'business of happiness' the dreamers,
The Secret Formula - Great Taste.
Coca-Cola has promised optimism Refreshment & Uplift.
the connectors, the
since 1886. But, ever growing pressure Misperceptions removed 'live now' spirited
from broader set of brands striving (artificiality, sugar) (in all of us)
to be in the ‘business of happiness’ Authenticity. Mythology. Focus on teen ‘wishful wannabies’
Winning daily share of mind, heart Universal Connections. & ‘popular mainstream’, reaching out
and spirit will deliver share of wallet Cultural Leadership to all 8 Billion people in the world

AMBITION
Business: Be the driving force for TM recruitment, frequency & delivery of the 2020 growth agenda
Brand: Re-affirm Coca-Cola as the defining icon of happiness in our time

Coca-Cola: Brand Vision and Architecture (BVA)

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Strategic Overview 1.06

Design Principles
The Coca-Cola Design Principles help to focus and clarify
what is – and is not – Coca-Cola.

These Principles drive the design of all touchpoints for the

Coca-Cola Brand.

Apply these Principles whenever new executions are created.

Everything that has anything to do with the Brand must align
The Coca-Cola Design Principles
with them.

1. Bold Simplicity
A return to clarity; removal of all extraneous noise and static around
the Brand to find the bold, simple essence of Coca-Cola.

2. Real Authenticity
Driven by self-determination, Coke Zero defines a unique path to a
greater destiny in a style that is true to self.

3. Power of Red
At every touchpoint, we will leverage the Power of Coke Red and
ensure its consistency around the World. We will integrate the
thread of Red into everything we do.

4. Familiar Yet Surprising

We do not follow category norms; instead, we lead them. We
introduce new strategic elements to create variety and freshness
across the Brand experience.

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Strategic Overview 1.07

Strategic Framework: Overview

The Strategic Framework is the means by which we
ensure the Brand Identity is experienced consistently by BVA
consumers and protected at every touchpoint.
Design Principles
1. The BVA, Design Principles and Identity Standards
are part of the timeless Coca-Cola Brand. Everything Identity Standards
created for the Brand ensues from them. The preceding (Core Brand Elements and Standards)
page reviews the Design Principles.

2. The Design Standards further define and articulate

Identity Standards for all Brand executions in
categories such as Packaging, POS and Equipment.
Design Standards
3. All work done across the Brand should directly leverage
Tier 1 and Identity Standards. It should also refer to
the Design Standards for touchpoints that are covered (Packaging, POS, Equipment, Signage, Fleet)
in depth there.

Sustaining Campaigns Properties Customer

Promotions

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Strategic Overview 1.08

Strategic Framework: Applied

1. The BVA, Design Principles and Identity Standards are
part of the timeless Coca-Cola Brand. Everything BVA
created for the Brand ensues from them.
Design Principles
2. The Design Standards further define and articulate
Identity Standards for all Brand executions in Identity Standards
categories such as Packaging, POS and Equipment. (Core Brand Elements and Standards)

3. All work done across the Brand should directly leverage

Tier 1 and Identity Standards. It should also refer to
the Design Standards for touchpoints that are covered
in depth there.
Design Standards

Packaging POS Equipment Signage Fleet

Sustaining Campaigns Properties Customer

Promotions

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Strategic Overview 1.09

Making the Identity and Design Standards a System-wide Success

• Always consult the Identity and Design Standards before • Consult chapters 3.0 – 7.0 for specific information on • See the Contents page for a complete list of topics in this
embarking on new work. It is each individual’s responsibility Graphics Application across the main touchpoints of document and their locations. Main chapters include:
to ensure that all work is created in compliance with the the Brand – including, for the first time, guidance on 1.0 Strategic Overview
Brand Standards. Proprietary Form for Packaging and Equipment. 2.0 Identity Standards: Core Brand Elements and Standards
3.0 Packaging Design Standards
•E
 nsure that any agency or partner who is working on or • Careful and thorough review of the Brand Standards 4.0 Point-of-Sale Design Standards
creating something for the Brand has reviewed and should answer most if not all questions that typically 5.0 Equipment Design Standards
understand how the Identity and Design Standards relate arise in the course of creating and producing work. 6.0 Signage Design Standards
to their work. Agencies and partners should only access the Should circumstances necessitate a request for specialized 7.0 Fleet Design Standards
Brand Standards if they have entered into a confidentiality guidance or an exception, the protocol described in the 8.0 Trademark Usage Requirements
agreement with The Coca-Cola Company. Identity Standards Management Team and Process chapter 9.0 Identity Standards Management Team and Process
(9.0) must be followed.
•R
 efer often to Chapter 2.0, Core Brand Elements and
Standards. This chapter reviews in detail the proper usage • All advertising materials shown in this document are
of these building blocks of Brand-authentic and consistent for purposes of illustrating the Brand Standards. None
designs, setting the stage for using all other chapters in of them can be used in the marketplace unless they are
the Brand Standards. reviewed and approved by your local legal counsel.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Identity Standards: 2.0
Core Brand Elements and Standards

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Identity Standards: Core Brand Elements and Standards 2.01

Contents
Overview..................................................................................2.02 Brand Tone of Voice................................................................2.40
Writing in the Brand Voice......................................................2.41
Spencerian Script....................................................................2.03 Brand Statements..................................................................2.42
Colors....................................................................................2.04 Don’ts.....................................................................................2.43
Clear Space, Minimum Size, ® Scaling, Cropping................2.05 Backgrounds
Lock-up Specifications...........................................................2.06 Backgrounds: Flat Colors......................................................2.44
Don’ts.....................................................................................2.07 Backgrounds: With Refreshment Cues..................................2.45
International Variants.............................................................2.08 Photography
Coke Logo................................................................................2.09 Product Photography Art Direction........................................2.46
Colors....................................................................................2.10 Contour Glass Bottle Photography.....................................2.47
Clear Space, Minimum Size, ® Scaling................................. 2.11 Photography Details...........................................................2.48
Don’ts.....................................................................................2.12 Cans, PETs, Other Packaging............................................2.49
Contour Bottle Symbol............................................................2.13 The Georgia Green Genuine Coca-Cola Glass.................2.50
Contour Bottle Symbol with Spencerian Script Usage.......... 2.14 People Photography..............................................................2.51
Colors....................................................................................2.15 Photography Style..............................................................2.52
Clear Space, Safe Area.........................................................2.16 Photography: 4 Key Principles...........................................2.53
Minimum Size........................................................................2.17 People Photography Art Direction............................2.54 - 2.61
Don’ts.....................................................................................2.18 Photography Retouching....................................................2.62
Red Disk..................................................................................2.19 Photography Color Treatment............................................2.63
Colors: Red Disk (recommended).........................................2.20 Food Photography Art Direction.............................................2.64
Colors: Red Disk with Contour Bottle....................................2.21
Clear Space, Cropping, Lock-up Specifications....................2.22
Minimum Size........................................................................2.23
Don’ts.....................................................................................2.24
Dynamic Ribbon......................................................................2.25
Cropping................................................................................2.26
Colors, Usage........................................................................2.27
Lock-up Specifications...........................................................2.28
Don’ts.....................................................................................2.29
Arden Square...........................................................................2.30
Colors....................................................................................2.31
Clear Space, Minimum Size..................................................2.32
Don’ts.....................................................................................2.33
Color Palette.............................................................................2.34
Coke Red: Global Color Standard ........................................2.35
Don’ts.....................................................................................2.36
Typography..............................................................................2.37
Headlines and Body Copy.....................................................2.38
Don’ts.....................................................................................2.39

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Identity Standards: Core Brand Elements and Standards 2.02

Overview
Core Brand Elements are the building blocks of the Brand
Identity and Design Standards. These simple and timeless
elements play an inextricable role portraying and protecting our
Brand across all touchpoints.

Consistently using a common set of elements enables integrated

marketing communications, innovation and maximum System
scale. It is therefore essential that any work for the Coca-Cola
Brand be approached in a manner that:
• Faithfully applies the Identity Standards for the Core Brand
Elements, while
• Reinforcing the Design Principles (reviewed in the Strategic
Overview Chapter 1.0).

This chapter provides an overview of each Core Brand Element –

heritage, equity, relevance – and standards for using them.

Approved digital files of the Core Brand Elements, customizable

graphics and design templates for Packaging, POS and
Equipment are available on the Design Machine website at
www.coca-coladesignmachine.com. Please use only the approved
versions supplied there.

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Identity Standards: Core Brand Elements and Standards 2.03

Spencerian Script
The Coca-Cola Spencerian Script is the primary asset for the
Coca-Cola Brand and the preferred logotype to represent it.

Distinctive, elegant and dynamic, the Spencerian Script has

been the most consistently used element of our Brand Identity
since its creation in 1886 by the Company’s first bookkeeper.
No other trademark can claim such global recognition – 94%
of the world’s population – and few carry so much goodwill
and brand equity.

The Spencerian Script that is used for the Coca-Cola

trademark should never be used for anything other than the
trademarks incorporating “Coca-Cola” and “Coke” and the
trade names of The Coca-Cola Company, its subsidiaries and
its Bottlers.

We are committed to using the Spencerian Script in its purest

original form. By boldly using the Script on its own or in
combination with other elements, we can create executions
that retain the classic essence of the Coca-Cola Brand.

Use only the approved versions of the Spencerian Script

available on the Design Machine website.

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Identity Standards: Core Brand Elements and Standards_Spencerian Script 2.04

Colors
• Color executions of the Spencerian Script include the
standard Script and the reversed Script in Coke Red and
white only, as described at right.
• The Script must never be shown in other colors, even if
they’re in the Brand color palette.
Standard Spencerian Script
• The Script must never be shown on backgrounds other
Coke Red on a white background.
than those shown here.
– Tip: When working with other backgrounds, use the
Red Disk as a way to include the Spencerian Script
in executions.

Exceptions
• For media in which color is not an option (e.g., a black-and-
white print ad), use either the reversed Spencerian Script or
restricted-use Spencerian Script as described at right. Reversed Spencerian Script
• For premiums, architectural details or other applications White on a Coke Red background.
where the Script is etched, embossed, sandblasted or
spot-varnished, the color can be the same as the substrate
of the material used.

Restricted-use Spencerian Script

Black on a white background.

Restricted-use Reversed
Spencerian Script
Reversed from a black background.

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Identity Standards: Core Brand Elements and Standards_Spencerian Script 2.05

Clear Space, Minimum Size, ® Scaling, Cropping

Clear Space
Surround the Spencerian Script with clear space that is,
at a minimum, “hyphen height” – i.e., equal to the height
of the hyphen connecting “Coca” and “Cola.”

Minimum Print Size

• For the Script: at least 15.875 mm (.625 inches) wide.
• For the ®: at least 1 mm (.04 inches) in diameter.

Minimum Onscreen Size

• Display the Script at least 100 pixels wide and the ® at
least 6 pixels in diameter.
• Always view PDFs of the Brand Standards at 100% for
proper reference.
Clear Space = h Distance

® Scaling
• Align the bottom edge of the Script ® with the bottom of
the “a” in “Cola.”
• When using the Script in smaller sizes, scale up the ®
as needed to ensure legibility. Always scale the ® from the
bottom edge.
• Make sure the clear space between the ® and the end Minimum Print Size
of the “a” in “Cola” equals at least 1/4 of the diameter of
the ® and that it is no further away than one full diameter
of the ®.

Cropping
• The Spencerian Script must not be cropped in any Minimum Onscreen Size
permanent executions, such as signage, vending or fleet.
• In the case of temporary executions, exceptions to this
rule may be granted if the market is considered mature ® Scaling (Standard Spencerian Script)
from a Brand equity perspective. Exceptions are meant to
have a maximum life of 3 months in market and each
exception should only happen once a year. Refer to the
Identity Standards Management Team and Process chapter
(9.0) for more information on submitting exception requests.

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Identity Standards: Core Brand Elements and Standards_Spencerian Script 2.06

Lock-up Specifications
Apply the standards below when pairing the Spencerian Vertical Lock-ups Horizontal Lock-up
Script with the logo of another company for co-branding • The Spencerian Script must always sit above the other logo.
and partnership purposes. • The clear-space distance between the Script and the logo
beneath it must be equal to 6 times the height of the hyphen
A legal line is a statement appearing in footnote form in connecting “Coca” and “Cola.” This clear-space area is
an advertisement or on packaging that indicates the identity shown to the right as ‘6 h.’
of the trademark owner. Generally, legal lines are • A black horizontal rule must bisect the clear space between
recommended although no longer required for use on the two logos.
packaging, advertisements, POS and promotional materials • The width of the horizontal rule must equal the distance from
for TCCC products when those are the only product the leftmost edge of the capital “C” in Coca to the rightmost
trademarks depicted in the materials. However, if TCCC edge of the flourish of the Capital “C” in “Cola.”
trademarks are depicted with trademarks for third party • The other logo must be centered directly beneath the center
products, then use of a legal line is required. Please consult point of the Script, as shown in the illustration at right.
the Trademark Usage Requirements chapter (8.0) for further • The size height of the other logo must never exceed the
information. height of the Script.

Horizontal Lock-ups Consider the overall effect of the pairing of the Script and the Vertical Lock-up
• The Spencerian Script must always sit to the left of the other logo when adjusting the size of the latter. If the Script
other logo. seems in any way overpowered by the other logo, reduce the
• The clear-space distance between the Script and the other size of the latter until a balanced pairing is achieved.
logo must be equal to 6 times the height of the hyphen
connecting “Coca” and “Cola.” This clear-space area is
shown to the right as ‘6 h.’
• The clear space begins at the end of the flourish of the
capital “C” in “Cola” and terminates at the leftmost edge of
the other logo.
• A black vertical rule must bisect the clear space between
the two logos.
• The height of the vertical rule must equal the height of the
Script; i.e., the distance from the baseline of the Script to
top edge of the capital “C” in Cola.
• The baseline of the other logo must always sit even with the
baseline of the Script.
• The size height of the other logo must never exceed the
height of the Script.

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Identity Standards: Core Brand Elements and Standards_Spencerian Script 2.07

Don’ts

Do not use older versions of the Do not place older versions of the Do not use an older version of the Do not remove or reposition the ®. Do not remove or separate the
Script with the ribbon removed. Script on the Red Disk. Script that includes variants in elements of the Script.
existing Brand Elements or lock-ups.

NEW

Do not add elements. Do not add drop shadows, strokes Do not scale/resize the Script Do not rotate the Script, except for Do not skew the Script or create
or outlines. disproportionately. 90° counterclockwise rotations. false perspectives.

Do not distort the Script. The sole Do not use unspecified colors. Do not use the restricted Script or Do not violate the cropping rules.
exception is the 3D Script permitted the reverse-restricted Script, except
for the Contour Bottle Symbol. per color specifications.

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Identity Standards: Core Brand Elements and Standards_Spencerian Script 2.08

International Variants
Shown at right are standardized variants of the
Spencerian Script for markets using non-Latin alphabets.

• Never use an International Variant without the Spencerian

Script alongside it.
• The Script must be at least the same size as the
International Variant or larger.

For additional guidance on the proper use of any Amharic Arabic Bangladesh Iran
International Variant of the Spencerian Script, consult your
local legal counsel.

Israel Japan Chinese-Mandarin Korea

Pakistan Russia Somalia Sri Lanka - Sinhalese

Sri Lanka - Tamil Taiwan Thailand

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Identity Standards: Core Brand Elements and Standards 2.09

Coke Logo
The trademark “Coke” is an abbreviation and a legal synonym
for the trademark Coca-Cola.

Keep in mind before using the Coke logo that the Coca-Cola
Spencerian Script is the primary asset for the Coca-Cola Brand
and the preferred logotype to represent it. In markets where
the Coke logo is already firmly established and has significant
Brand equity, its use may continue but is not preferred.

When using the Coke logo:

• It must always appear in close proximity to the Spencerian
Script and in such a manner that “Coca-Cola” will be the
dominant logotype.
• All designs must convey clearly – and with legal correctness –
the messages that “Coke” and “Coca-Cola” are both
registered trademarks of The Coca-Cola Company; that
“Coke” and “Coca-Cola” are one and the same; and “Coke”
means only – and exclusively – the product “Coca-Cola.”

Use only the approved versions of the Coke logo available

on the Design Machine website.

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Identity Standards: Core Brand Elements and Standards _Coke Logo 2.10

Colors
• Color executions of the Coke logo include the standard Coke
logo and the reversed Coke logo as described at right.
• The Coke logo must never be shown in other colors, even if
they’re in the Brand color palette.
• The Coke logo must never be shown on backgrounds other
than those shown here. Coke Logo
Coke Red on a white background.

Exceptions
• For media in which color is not an option (e.g., a black-and-
white print ad), use either the restricted-use Coke logo or
the restricted-use reversed Coke logo as described at right.
• For premiums, architectural details or other applications
where the Coke logo is etched, embossed, sandblasted or
spot-varnished, the color can be the same as the substrate
of the material used. Reversed Coke Logo
White on a Coke Red background.

Restricted-use Coke Logo

Black on a white background.

Restricted-use Reversed Coke Logo

Reversed from a black background.

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Identity Standards: Core Brand Elements and Standards _Coke Logo 2.11

Clear Space, Minimum Size, ® Scaling

Clear Space
Surround the Coke logo with clear space that is, at a
minimum, equal to the width of the top serif on the trunk of the
letter “k” in the word Coke. This clear-space area is shown to
the right as ‘x.’

Minimum Print Size

• For the Coke logo: at least 15.875 mm (.625 inches) wide.
• For the ®: at least 1 mm (.04 inches) in diameter.

Minimum Onscreen Size

• Display the Coke logo at least 100 pixels wide and the ® at
least 6 pixels in diameter.
• Always view PDFs of the Brand Standards at 100% for
proper reference.

® Scaling
• Align the bottom edge of the Coke ® with the bottom of the
“e” in “Coke.”
Clear Space = x Distance
• When using the Coke logo in smaller sizes, scale up the ®
as needed to ensure legibility. Always scale the ® from the
bottom edge.
• Make sure the clear space between the ® and the end of the
“e” in “Coke” equals at least 1/4 of the diameter of the ® and
that it is no further away than one full diameter of the ®.

Minimum Print Size

Minimum Onscreen Size

® Scaling

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Identity Standards: Core Brand Elements and Standards _Coke Logo 2.12

Don’ts

Do not use any other version of the Do not remove or reposition the ®. Do not add elements. Do not add drop shadows to the Do not add strokes or outlines to the
Coke logo. This includes variants in Coke logo. Coke logo.
existing Brand Elements or lock-ups.

Do not scale/resize the Coke logo Do not rotate the Coke logo, except Do not skew the Coke logo or create Do not distort the Coke logo. Do not use unspecified colors.
disproportionately. for 90° counterclockwise rotations. false perspectives.

Do not use the restricted Coke logo Do not create custom crops.
or the reverse-restricted Coke logo,
except per color specifications.

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Identity Standards: Core Brand Elements and Standards 2.13

Contour Bottle Symbol

Designed in 1915, the Contour Bottle symbolizes Coca-Cola
at a glance. This primary element of Brand language carries
such strong emotional resonance and universal recognition
that it is second in the world only to one other iconic trademark:
the Coca-Cola Spencerian Script.

The Contour Bottle’s memorable curvilinear form, inspired

by the shape of a cocoa-bean pod, is so iconic that it can be
identified by silhouette or touch alone.

Legendary industrial designer Raymond Loewy described the

Contour Bottle as “a masterpiece” and “...one of the classics of
packaging history.” Celebrated works by artists such as Warhol
and Rauschenberg reflect the Contour Bottle’s indelible role
as a cultural icon.

The Contour Bottle remains one of our most modern yet

timeless expressions of the uplifting experience of drinking
a Coke.

The Brand Standards include the two expressions of the

Contour Bottle shown here. The bold simplicity of the Contour
Bottle Symbol makes it an ideal choice for many touchpoints,
including those where photography is not appropriate or
necessary.

Proper use of the Contour Bottle Symbol is addressed on

the following pages. Refer to the Photography Art Direction
section of this chapter regarding the proper use of the
Contour Bottle Photo.

Use only the approved versions of the Contour Bottle Symbol

available on the Design Machine website.

Contour Bottle Photo Contour Bottle Symbol

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.14

Contour Bottle Symbol with Spencerian Script Usage

The Contour Bottle Symbol with the 3D Spencerian Script
is the standard for the Brand.
• The 3D Script expresses the true curvature of the
Contour Bottle.
• Never use the 3D Script elsewhere than on the Contour
Bottle Symbol.
• Never use a 2D Script.
• If an International Variant of the Script is the primary
communication of the Brand for a market, it must be
adapted to be consistent with the standard 3D form.
• Keep the shape, proportions, positioning and lock-up of
the Script exactly as shown in the Brand Standards.
• On a Coke Red Contour Bottle Symbol, use a white Script.
• On a white Contour Bottle Symbol, use a Coke Red Script.
• No other colors, even if they’re in the Brand color
palette, are to be used.

Exception
For certain executions (e.g., Campaigns and Properties),
the shape of the Contour Bottle Symbol can be formed by
illustrations surrounding it. However, illustrations are not
permitted inside the shape of the Contour Bottle Symbol.

Caveat
• The shape of the Contour Bottle Symbol must always
remain the same.
• The Contour Bottle Symbol must always be shown in its
entirety and never be cropped.

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.15

Colors
Show the Contour Bottle Symbol as either:
• Coke Red on a white background, or
• White on a Coke Red background.

Caveats
• The Contour Bottle Symbol must never be shown in other
colors, even if they’re in the Brand color palette.
• If using color is not an option (e.g., a black-and-white print
ad), do not use the Contour Bottle Symbol.

Coke Red White

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.16

Clear Space, Safe Area

Clear Space
Surround the Contour Bottle Symbol with clear space that is,
at a minimum, the x-height of the “a” in “Coca.” This clear
space area is shown at right as ‘x.’

The Contour Bottle Symbol must always be shown in its

entirety and never be cropped.

Safe Area
The safe area is only relevant for the Contour Bottle
Symbol’s position within the page; elements can surround it
for other executions.

Clear Space Exception

Clear space can be omitted at the top for certain applications,
such as fountain cups and stadium boardings. Do, however,
keep the minimum clear space along the sides.

Clear Space Safe Area

Clear Space Exception

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.17

Minimum Size
• Do not scale the Contour Bottle Symbol below these
minimal sizes.

Exception
If an execution necessitates using a Contour Bottle Symbol
slightly below minimum size, use only the version without the 19.05 mm 100
Script. The Script must never be shown smaller than these pixels
minimum sizes in order to assure legibility.

• Always view PDFs of the Brand Standards at 100% for

proper reference.

Minimum Print Size Minimum Onscreen Size

19.05 mm (.75 inches) high. 100 pixels high.

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.18

Don’ts

Do not use an older version of the Do not add drop shadows or patterns Do not add strokes or outlines to the Do not remove or separate the Do not add elements to the Contour
Contour Bottle Symbol. This includes behind the Contour Bottle Symbol. Contour Bottle Symbol. elements of the Contour Bottle Symbol. Bottle Symbol.
variants in existing Brand Elements.

Do not alter the Spencerian Script on Do not rotate the Contour Bottle Do not scale/resize the Contour Do not skew the Contour Bottle Do not distort the Contour Bottle
the Contour Bottle Symbol. Symbol. Bottle Symbol disproportionately. Symbol or create false perspectives. Symbol.

Do not use unspecified colors. Do not place the Contour Bottle Do not place the Contour Bottle Do not ignore the clear space,
Symbol on unapproved colors. Symbol in enclosing shapes of color alignment or cropping rules for the
(unless they are full-bleed fields Contour Bottle Symbol.
of color).

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Identity Standards: Core Brand Elements and Standards 2.19

Red Disk
The Spencerian Script Red Disk is an iconic representation
of the Coca-Cola Brand. With origins in the 1940’s, the Red
Disk references classic Coca-Cola 3D signage and historic
advertisements. Its circular shape, a graphic representation
of the original bottle cap, also leverages the Brand’s heritage.

Use the Disk’s built-in “clear space” as a buffer around

the Spencerian Script to ensure its prominence in layouts
that are cluttered, include partner brands or have varied
backgrounds.

Use only the approved versions of the Red Disk available

on the Design Machine website.

Red Disk

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Identity Standards: Core Brand Elements and Standards_Red Disk 2.20

Colors: Red Disk (recommended)

• The Red Disk is composed of Coke Red with black added
Red Disk
to create its distinctive 3D effect.
• The Red Disk must only be shown with the white
Spencerian Script.
• For sustaining executions, limit the background colors to Cyan Magenta
either white or Coke Red. Refer to the Point-of-Sale Design
Standards chapter (4.0) for POS examples of executions.
• For thematic and promotional purposes, other backgrounds
can be used. Yellow Black
• If printing considerations prevent use of the Red Disk, do not
substitute other versions (including the 2D Disk).

Backgrounds

White Coke Red

Red Disk on a white background Red Disk on a Coke Red background

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Identity Standards: Core Brand Elements and Standards_Red Disk 2.21

Colors: Red Disk with Contour Bottle

In 1951, the Contour Bottle was introduced as a design
Red Disk
element on the Red Disk. It was devised for use by Bottlers
in locations that were near eye level or where traffic moved
slowly. This combination of strong graphic elements
remained the cornerstone of outdoor Point-of-Sale signage Cyan Magenta
until the introduction of the Arciform (or “fishtail”) design
in 1957.

Caveats Yellow Black

• Use the Red Disk with Contour Bottle only on permanent
outdoor signage (timeless executions). Do not use it on
any other execution, including Point-of-Sale, packaging,
equipment, fleet, print, advertising or animation. Backgrounds
• Do not show the Red Disk with Contour Bottle on colored
backgrounds other than Coke Red or white for
sustaining executions.
White Coke Red

Red Disk with Contour Bottle on a white background Red Disk with Contour Bottle on a Coke Red
background

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Identity Standards: Core Brand Elements and Standards_Red Disk 2.22

Clear Space, Cropping, Lock-up Specifications

Clear Space
Surround the Red Disk with clear space that is, at a
minimum, the distance from the bottom of the “o” to the
top of the “C” in “Coca.” This clear-space area is shown
at right as ‘x.’

Cropping
• Make every attempt to use the Red Disk in full.
• When cropping of the Red Disk is necessary, crop only
to the extent that:
– The integrity of the Red Disk and its three-dimensional
aspects is retained, and
– The Spencerian Script always remains intact.

Photography is allowed to overlap the Disk but should not

touch more than 2 letters of the Spencerian Script.

Lock-ups Clear Space = x Distance

Do not use the Red Disk in lock-ups. The Red Disk is for
standalone use only. It must never be combined with other
brands or properties.

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Identity Standards: Core Brand Elements and Standards_Red Disk 2.23

Minimum Size
Minimum Print Size
• For the Red Disk: at least 25.4 mm (1 inch) in diameter.

25.4 mm (1 inch)
in diameter

Minimum Onscreen Size

• Display the Red Disk at least 112 pixels in diameter.
• Always view PDFs of the Brand Standards at 100% for
proper reference.

112 pixels
in diameter

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Identity Standards: Core Brand Elements and Standards_Red Disk 2.24

Don’ts

Do not use the Red Disk on any Do not add images to the Red Disk Do not alter the shape of the Red Do not use a 2D version of the Red Do not add elements such as text or
colored background other than other than the approved Contour Disk in any way; it must always Disk. messaging to the Red Disk.
Coke Red or white for sustaining Bottle image. remain round.
executions.

Do not change the color of the Do not move or reposition the Do not scale down the Red Disk to Do not combine the Red Disk with Do not use the Coke logo or any
Spencerian Script on the Red Disk. Spencerian Script on the Red Disk. the extent that the Script is illegible. other Brand Elements or trademarks. International Variant of the Script on
the Red Disk.

Do not place older versions of the

Do not rotate the Red Disk from its Do not add or remove highlights on Do not crop the Spencerian Script. Do not overlap the Red Disk with Script on the Red Disk.
standard horizontal format. the Red Disk. another element in a manner that
diminishes its integrity and 3D aspects.

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Identity Standards: Core Brand Elements and Standards 2.25

Dynamic Ribbon
The Dynamic Ribbon* – often called the Coke “wave” – was
introduced to the public in 1970 as part of a new look for
Coca-Cola. It is a graphic representation of the space between
two Coca-Cola bottles situated side by side.

With its qualities of motion and continuity, the Dynamic Ribbon

can be used to:
• Suggest “infinite flow” by spanning layouts.
• Provide balance to layouts containing more surprising
Brand Elements.
• Serve as a powerful connecting device not only between
Elements, but across executions.

In the hierarchy of Brand Elements, the Dynamic Ribbon

follows the Spencerian Script and Contour Bottle Symbol.
While this distinctive Element is familiar to some, its meaning
and relationship to the Coca-Cola Brand is not always
immediate. Keep this in mind when considering use of the
Dynamic Ribbon, which is purely optional.

Refer to the following pages and the Trademark Usage

Requirements chapter (8.0) for standards specific to the
Dynamic Ribbon.

Use only the approved versions of the Dynamic Ribbon

available on the Design Machine website.

*While typically known as the Dynamic Ribbon, the legal

trademark name is Dynamic Ribbon Device. Consult with
your local legal counsel for usage guidance.

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.26

Cropping
• Slight cropping may be necessary if the Dynamic Ribbon
needs to bleed off an execution.
• Crop the Dynamic Ribbon evenly, with a maximum of 10%
on each side, for executions that have space limitations
and when maximum Ribbon impact is necessary.

20% maximum cropping of Ribbon (crop evenly – no more than 10% from either end)

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.27

Colors, Usage
Colors
For sustaining executions, use only Coke Red or white.
(Exception: temporary use on Campaigns and with
Properties.) Show the Dynamic Ribbon as either:
• Coke Red on a white background, or Dynamic Ribbon Restricted-use Dynamic Ribbon
• White on a Coke Red background. Coke Red on a white background. Black on a white background.

Do not use patterns or other fill in lieu of the approved

solid colors.

Exception
• For media in which color is not an option (e.g., a black-and-
white print ad), use the restricted-use Dynamic Ribbon as
shown at right. Coke Red White Black

Usage White Dynamic Ribbon

• Use the Dynamic Ribbon alone or as a connecting device White on a Coke Red background.
with other design elements.
• Do not alter the distinctive shape of the Dynamic Ribbon
from the approved form as shown in the Brand Standards.
• Do not crop the Dynamic Ribbon more than 10% from
either end.
• Do not overlap the Dynamic Ribbon more than 5% when
using it with other Brand Elements or graphics.
• Do not cross a section of the Dynamic Ribbon with a
design element in a manner that obscures the identifying
“thickest-thin-thick” rhythm of its form.
• If approved usage of the Dynamic Ribbon excludes the
Dynamic Ribbon
Spencerian Script, a ® must be included as shown on Coke Red on a white background with ®.
this page.

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.28

Lock-up Specifications
The lock-up of the Dynamic Ribbon and Spencerian Script Align Hyphen with the “C” in Coca
creates a perfectly balanced tension between Brand icons
that represent modernity and heritage.

Space Ratio Between the Script and Ribbon

When using the Spencerian Script with the Dynamic Ribbon,
the space between the two must be “hyphen height” –
i.e., equal to the height of the hyphen connecting “Coca”
and “Cola.”
• The Script is always centered over the middle of the
Dynamic Ribbon.
• The Dynamic Ribbon and the Script never overlap.

Space Between the Script and Ribbon = h

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.29

Don’ts

Do not alter or distort the Dynamic Do not overlap the Dynamic Ribbon Do not allow design elements to Do not use any colors other than Do not omit the ® from the Dynamic
Ribbon in any way. in any way with a Brand Element. cover more than 5% of the Dynamic Coke Red or white for sustaining Ribbon if using it without the
Ribbon or obscure its identifying executions. (Exception: temporary use Spencerian Script.
“thickest-thin-thick” rhythm. on Campaigns and with Properties.)

Do not rotate the Dynamic Ribbon, Do not add highlights or drop Do not crop the Dynamic Ribbon Do not crop Dynamic Ribbon Do not ‘float’ the Dynamic Ribbon
except for 90° counterclockwise shadows to the Dynamic Ribbon. more than 10% from either end. unevenly. within a design. The only allowable
rotations. exception is in lock-up executions
with the Script (i.e., packaging).

Do not alter the proper space ratio Do not move the Script to an off- Do not alter the standard proportions Do not use older versions of the
for locking up the Dynamic Ribbon center position when creating a provided for the Dynamic Ribbon with Dynamic Ribbon.
and the Spencerian Script. lock-up with the Dynamic Ribbon. the Spencerian Script.

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Identity Standards: Core Brand Elements and Standards 2.30

Arden Square
The Arden Square is the namesake of designer Elizabeth
Arden, who also created the Dynamic Ribbon. It was
introduced to the public in 1969.

The design of the Arden Square is an ingenious blending

of three Elements distinctive to Coca-Cola: The Spencerian
Script, the Dynamic Ribbon and Coke Red.

Its exceptional scalability enables bold and simple branding

on virtually any medium. In fact, the Arden Square made
fashion history in the early 1970’s when it was applied in a
checkerboard fashion to bell-bottom pants and other popular
items of apparel.

More than thirty years later, the Arden Square is still used
to effectively capture consumers’ attention, albeit in more
traditional applications.

Refer to the following pages for standards specific to the

Arden Square.

Use only the approved versions of the Arden Square available

on the Design Machine website.

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Identity Standards: Core Brand Elements and Standards_ Arden Square 2.31

Colors
There is only one color execution of the Arden Square:
Coke Red on a white background, as shown at right.

Exception
For media in which color is not an option (e.g., a black-and-
white print ad), use the restricted-use Arden Square: black
on a white background, as shown at far right.

Coke Red White Black White

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Identity Standards: Core Brand Elements and Standards_ Arden Square 2.32

Clear Space, Minimum Size

Clear Space
Surround the Arden Square with clear space that is, at a
minimum, the distance from the bottom of the “o” to the top
of the “C” in “Coca.” This clear-space area is shown at right
as ‘x.’

Minimum Print Size

• For the Arden Square: at least 17.767 mm (.6995 inches)
wide.
• For the ®: at least 1 mm (.04 inches) in diameter.

Minimum Onscreen Size

• Display the Arden Square at least 112 pixels wide and
the ® at least 6 pixels in diameter.
• Always view PDFs of the Brand Standards at 100% for
proper reference.

® Scaling
• Apply the Spencerian Script ® scaling rules specified on
the ‘Clear Space, Minimum Size, ® Scaling, Cropping’ page
in this chapter.

Clear Space = x Distance

Minimum Print Size Minimum Onscreen Size

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Identity Standards: Core Brand Elements and Standards_ Arden Square 2.33

Don’ts

Do not use unspecified colors of the Do not alter the shape or proportions Do not change the placement of the Do not alter the proper space ratio Do not use an older version of the
Arden Square. of the Arden Square in any way. Dynamic Ribbon in the Arden Square. of the lock-up of the Dynamic Ribbon Arden Square.
and the Spencerian Script.

Ice Cold
Do not use the restricted version Do not ignore the clear-space rules
of the Arden Square, except as for the Arden Square.
specified on the Colors page in this
chapter.

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Identity Standards: Core Brand Elements and Standards 2.34

Color Palette
Consumers almost universally identify the very sight of red
and white with Coca-Cola. Remember their mindset when
working with the Brand color palette: See Red and White,
Think Coca-Cola!

3 Primary Brand Colors: Usage

Coke Red and white must predominate all executions.

Coke Red
• Must appear in all executions in some form: background,
Contour Bottle Symbol, et al.
• Must always be the dominant color in an execution.

White
Use it generously to create dynamic white space that
empowers the Coke Red communication, keeping it fresh,
bold and surprising.
Coke Red Opaque White Black
Black
Give it top consideration when choosing secondary Brand PMS = (no equivalent) PMS = (no equivalent) PMS = Black
colors to support the primary Brand colors.
C = 4, M = 100, Y = 95, K = 0 C = 0, M = 0, Y = 0, K = 0 C = 0, M = 0, Y = 0, K = 100

R = 244, G = 0, B = 9 R = 255, G = 255, B = 255 R = 0, G = 0, B = 0

An infinite range of other colors can be introduced to
the Brand to reflect a diverse and positive spirit through Hex = F40000 Hex = FFFFFF Hex = 000000
campaign executions.

PMS is a registered trademark of Pantone,® Inc. The colors shown on this page and throughout this document are not intended to match the
Pantone Color Standards. For accurate standards, refer to the current edition of the Pantone Color Specifier Guide.

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Identity Standards: Core Brand Elements and Standards_Color Palette 2.35

Coke Red: Global Color Standard

The Specular Reflectance Curve is the standard for 100.0 Specular Reflectance Curve
measuring the color of Coke Red, as there is no PMS
value for this proprietary color. 90.0

Use the Curve per the instructions provided at right. 80.0

A Production Standards Kit containing color and material Measured by:
samples is also available for specialists. 70.0 X-Rite 938
4 mm aperture
60.0 0°/ 45° geometry
Observer 10 degree
50.0
Absolute L*a* b* Values
40.0 L* 42.97
a* 65.97
30.0 b* 49.64

20.0

10.0

0.0

400 500 600 700

Illumination Viewing Instructions:

The surface being inspected and the Visual Color Standard
must be on the same plane or as close as is practical.

Observer Viewing Light Sources:

Primary Source – Daylight (D50) 5000K
45°
Secondary Source – Cool White Fluorescent (F2) 4000K
Tertiary Source – Optional (based on local store lighting
conditions)
O
bj
ec
t

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Identity Standards: Core Brand Elements and Standards_Color Palette 2.36

Don’ts

pick me up pick me up

Do not use unapproved colors. Do not screen or tint the Brand colors. Do not omit Coke Red from layouts. Do not create layouts in which Coke Do not use secondary Brand colors
Red or white are not the dominant as primary Brand colors.
colors.

Do not change the specified color Do not add gradients or multiple Do not use CMYK colors if spot color Do not use CMYK breakdowns in Do not ignore the color rules specific to
breakdowns of the Brand colors. tones of color to the Brand colors. printing is available. onscreen executions; use RGB or each Element in the Brand Standards.
Do not use breakdowns from previous HEX breakdowns instead.
editions of the Brand Standards.

Do not use unapproved colors for

the Spencerian Script.

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Identity Standards: Core Brand Elements and Standards 2.37

Typography
The Brand Standards use the Gotham font family. This font
family can be purchased at www.typography.com.

Where local character language sets prohibit its use, the

local market Group should set and communicate a standard
that is as close a representation to the Gotham typeface
Gotham Medium
as possible. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Primary Font abcdefghijklmnopqrstuvwxyz
0123456789
• Gotham Medium should be used for headlines on all
executions and Brand communications.

Body Copy
• Gotham Book should be used for body copy on all
Brand communications.
Gotham Book
Substitute Font ABCDEFGHIJKLMNOPQRSTUVWXYZ
• When Gotham is unavailable, the Arial font may be used
as a replacement for internal communications or html text
abcdefghijklmnopqrstuvwxyz
only. Arial should never be used in consumer executions. 0123456789
Secondary Font
• Gotham Bold should be used for functional messages only,
such as pricing or a call to action.
ABCDEFGHIabcdefghi0123456789
Arial Bold

Usage Rights ABCDEFGHIabcdefghi0123456789

• The Coca-Cola Company does not have global rights to Arial Book
any of the Brand fonts.

Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

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Identity Standards: Core Brand Elements and Standards_Typography 2.38

Headlines and Body Copy

Headlines
• Should always be set in lowercase type.

gotham medium headline

• Should never be set in all caps.
• kerning is -55.

Body Copy
• Should always be set with leading at +20% of the font
size. For example, 10 pt. type with 12 pt. leading or
9 pt. type with 11 pt. leading (as shown right center).
• Should not be kerned more tightly or loosely than a
“0” setting. Gotham Book: 9 pt. type with 11 pt. leading.
• Should always use sentence-capitalization rules. This is an example of how to set type for Coca-Cola body copy. This is 9 pt.
• May align flush left, flush right or centered as appropriate. Gotham Book with 11 pt. leading. This is an example of how to set type for
Coca-Cola body copy. This is 9 pt. Gotham Book with 11 pt. leading.
Pricing and Call-to-Action Copy
• May vary in point size to create impact.
• Call-to-action copy should always be set in all lowercase. Gotham Book: 10 pt. type with 12 pt. leading.
• Currency symbols should be reduced to 60% of the total This is an example of how to set type for Coca-Cola body copy. This
height of the numbers. is 10 pt. Gotham Book with 12 pt. leading. This is an example of how
• Use Gotham Medium for the offer and sub-head. to set type for Coca-Cola body copy. This is 10 pt. Gotham Book with
• Use Gotham Bold for the price.

offer
offer offer
offer
$$3.99
3.99 $$3.99
3.99
sub-head
sub-head sub-head
sub-head

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Identity Standards: Core Brand Elements and Standards_Typography 2.39

Don’ts
Don’t use Gotham Medium for
decisions, decisions ... body copy. Don’t use Gotham
Medium for body copy. Don’t
use Gotham Medium for body
copy. Don’t use Gotham Med
Any font other than
Gotham Medium
ium for body copy. Don’t use
Gotham Medium for body cop
Gotham Condensed
y. Don’t use Gotham Medium
as the primary font. for body copy. Don’t use Goth
am Medium for body copy. Do
in a large space
n’t use Gotham Medium for bo
dy copy.Don’t use Gotham Me
dium for body copy. Don’t use
Do not use fonts other than those Do not use Arial in consumer-facing Do not use any font other than Do not use Gotham Medium for Do not use Gotham Condensed.
in the Gotham family for consumer- executions. Gotham Medium as the primary body copy.
facing executions. headline font.

don’t use lowercase-only typography for long

headlines or sentences. don’t use lowercase-only
typography for long headlines or sentences. don’t
use lowercase-only typography for long headlines
or sentences. don’t use lowercase-only typography
for long headlines or sentences. don’t use lowercase-

ALL CAPS only typography for long headlines or sentences.

don’t use lowercase-only typography for long
headlines or sentences.don’t use lowercase-only
typography for long headlines or sentences.
don’t use lowercase-only typography for long
headlines or sentences. don’t use lowercase-only
typography for long headlines or sentences. don’t
Do not use all caps for any typographic
use lowercase-only typography for long headlines
Do not use lowercase-only typography
executions, as it screams advertising.
or sentences. don’t use lowercase-only typography
for long headlines or sentences.
for long headlines or sentences. don’t use lowercase-
only typography for long headlines or sentences.
don’t use lowercase-only typography for long
headlines or sentences.don’t use lowercase-only
typography for long headlines or sentences.

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Identity Standards: Core Brand Elements and Standards 2.40

Brand Tone of Voice

How do we talk to people? Like people.
Throughout our 120+ year history, simple one-word
Brand statements like ‘Drink,’ ‘Enjoy’ and ‘Always’ have
been as iconic to Coca-Cola as the color Coke Red.

Words offering refreshment cues such as ‘Ice Cold,’ ‘Delicious’

and ‘Refreshing’ are similarly part of the Coke lexicon, as are
invitational messages like ‘Have a Coke’ or the more
playful ‘Yes.’

These words succeed and inspire us today because they

represent the full expression of the Tone of Voice of
Coca-Cola: to give the Brand a point of view and a personality
to connect with the consumer.

Refer to the words and phrases outlined on the following

pages for developing the Brand Tone of Voice for executions.

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Identity Standards: Core Brand Elements and Standards_Brand Tone of Voice 2.41

Writing in the Brand Voice

It is important to always write copy in the Brand Tone of Voice.
The Brand Voice is a key element in conveying the Coca-Cola
Brand idea. It should always be refreshingly honest, genuine,
unassuming, curious, self-effacing and fun.

Context Relevancy
Use the Brand Voice to add to the context relevancy of
executions. A simple, smart bit of copy can go a long way to
setting a mood, inspiring a thought or bringing a smile.

Audience
Copy should engage the consumer while informing them
about the Brand, so make sure to write copy that relates
to the target audience. Knowing and understanding the
audience can make the Brand Voice more poignant.

Call to Action

perfect
The Brand Voice can be expressed as a call to action.
Calls to action should use language that is active, direct
and brief (generally, 5 words or less).

Typesetting the Brand Voice

Lowercase typesetting utilizing the approved fonts helps
serving
bring out the Brand Voice. Do not set headlines too large or
in all caps, as they feel more like yelling or selling than the
more confident and friendly voice of Coca-Cola.

All headlines and Brand Voice examples are for illustration

purposes only. Any use of these must be cleared by your
local legal counsel prior to use in any marketing materials.

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Identity Standards: Core Brand Elements and Standards_Brand Tone of Voice 2.42

Brand Statements
Leisure Occasion/Brand Role: Coke completes my experience when hanging with friends.

Transition Impulse Destination

open hello delicious yes

refresh and reconnect open happiness enjoy

On-the-Go Occasion/Brand Role: Coke picks me up when I’m on the go.

Transition Impulse Destination

on the go refreshment this way up yes

open on the go pick me up enjoy
3 o’clock pick-me-up open happiness you’re hot, i’m cold...perfect
running on empty? hit refresh
aaahhhh!

QSR Occasion/Brand Role: Coke is the perfect accompaniment to food.

Transition Impulse Destination

perfect serving perfect match yes

open up to flavor one taste fits all enjoy
bon appetit (or local equivalent) open happiness perfect choice
we go nice with ice

At-home Occasion/Brand Role: A meal isn’t complete without Coke.

Transition Impulse Destination

happy hour meal maker one big happy family

dinner. special. ahhh, togetherness we’re having your favorites
everyone is opening up tonight add a slice of life you can please everybody
big night in make mine with extra smiles thanks mom!
serve up smiles noodles with a side of smiles
bring ‘em to the table open happiness

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Identity Standards: Core Brand Elements and Standards_Brand Tone of Voice 2.43

Don’ts

One taste will tell

you it’s the
Get a Coke Coke is cool! grip it and get ‘em greatest drink
now! sip it! together experience you’ll
find anywhere!

Do not forget to use a voice that is Do not use a voice that is overly Do not use a voice that is not friendly Do not write copy that is out of Do not write copy that isn’t brief
conversational and invitational. confident or assertive. nor approachable. context with the execution. (generally, 5 words or less), active
and direct.

ALL CAPS Ice Cold!!!

Do not use all caps for any Do not use multiple exclamation
typographic executions. points or question marks.

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Identity Standards: Core Brand Elements and Standards_Backgrounds 2.44

Backgrounds: Flat Colors

Use the backgrounds shown at right to emphasize a
communication as well as the elements within it. Follow
the standards below to ensure consistency for the Brand
within a functional, flexible range of applications.

Coke Red Background Color

Coke Red is the primary background color.
• Use it in a simple and bold way to make an immediate
and familiar connection with the consumer and leverage
our ‘ownership’ of Coke Red.

White Background Color Coke Red background

Although always secondary to Coke Red, white as a
background color may play a bigger role than in the past.
• Use it to create space and clarity in communications.
• Use it to provide a blank canvas for other design elements
to stand out, particularly with in-store Point-of-Sale
executions.
• Use it in limited and specific applications as a background
color for equipment, but only as specified in the Graphic
Design Standards section of the Equipment Design
Standards chapter (5.0).

White background

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Identity Standards: Core Brand Elements and Standards_Backgrounds 2.45

Backgrounds: With Refreshment Cues

The Coca-Cola Red Condensation background may be
used to add refreshment cues to any execution that
holds or dispenses product and where coldness is part
of the function.

Equipment
Backgrounds with refreshment cues may be added to
equipment executions such as vending, fountain headers,
coolers and other product equipment.
• Use the correct condensation size based on the execution
size (see references at right).
• Use only photographic condensation (not illustrated). Small Condensation: Use on executions such as fountain headers.
Condensation should have the right balance and be
used sparingly.
• Condensation should vary in shape and size and be placed
randomly (avoid patterns).

Secondary Packaging
• Do not include condensation on primary packaging such as
cans or PET labels.
• Condensation may be included on secondary packs, but
it should be actual photographic condensation on a primary
package printed on the secondary package (i.e., a can on
the fridge pack).
• The backgrounds on packaging should always be solid
Coke Red. Medium Condensation: Use on executions such as barrel coolers.

Large Condensation: Use on executions such as vending equipment.

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Identity Standards: Core Brand Elements and Standards_Photography 2.46

Product Photography Art Direction

Coke is nearly impossible to describe. The product drives
immediate craving for the liquid.

Coca-Cola product photography should drive a desire for

the uniqueness of the ice cold liquid, the smooth familiarity
of the Contour Bottle, the multi-sensorial drinking experience
and the refreshing uplift Coke provides – physically and
emotionally.

Photography of the product should elicit the following types

of reactions from consumers:
• Cold and fizzy
• Sensual and soft
• Prickly and sharp
• Refreshing
• Surprising
• Relaxing
• Disposition-brightening
• Unlike anything on the planet

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Contour Glass Bottle Photography

Gold Standard Contour Glass Bottle Photo Angle
The Contour Bottle photo is a primary trademark for the • Products should be photographed front-on at eye level with
Coca-Cola Brand and the standard by which all future very little perspective so that the bottoms of the products
photography should be measured. are flat and can be aligned next to each other as a range.
• While a straight-on approach is preferred, alternate
Use this Bottle photo for all product hero photography. perspectives are permitted in special cases where straight-
However, if other Bottle perspectives or angles are needed, on doesn’t match the perspective needed.
use this photo and the art direction outlined below as a
photography guide for Bottle shape, graphics, lighting, Product Color
condensation, ice, product color and glass color. • Coca-Cola product should have an overall cola color, but
should include areas of highlight (sunset oranges and
Approach yellows) and darkness (dark chocolate) with hints of
• Always present the product as hero. caramel and deep red tones.
• Make sure each product shot conveys a feeling of ice- • The right product color for photography can be achieved
cold refreshment and uplift – capturing that “PSHTTTTTT” with a mix of product and water.
moment when the Bottle is uncapped. • The liquid must not be opaque nor a single color or shade.
• Remember that the product adds iconic value. • When the cap is off, be sure to capture the uplifting bubbles
• Remember that the product shot makes a visual invitation to indicate the ‘pshttttt’ of a freshly-opened bottle.
to consumers to purchase and consume the product. • Always reference the Gold Standard Contour Bottle photo
for the ideal expression of the Coca-Cola product.
Bottle Graphics
• The white Spencerian Script is the preferred graphic for Lighting
glass Contour Bottle hero photography. • The various product tones can be achieved by placing a
• Bottle mock-ups should be developed for all photography chrome reflective card directly behind the product and using
of the Bottle in order to maximize the size and impact of 2 soft boxes for the front lighting and a soft light for back
the Spencerian Script. lighting.

Bottle Shape and Color Refreshment Cues

• The North America 8 oz. Bottle is used for the Global • Condensation and ice can be used to add refreshment, but
Standard Contour Bottle photo and is the best representation should be used sparingly and have the right balance.
of the Contour Bottle shape, color and formation of flutes. • Utilize ice flakes or frost only when it is necessary to convey
• This Bottle should be used for all hero product photography extremely cold product.
and can be obtained from a North America Bottle supplier. • Condensation and ice should be placed randomly and vary
in size and shape.
Style • Always reference the Gold Standard Contour Bottle
• Clean, simple and bold. photo for the proper amount of condensation.
• Devoid of extraneous elements.

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Photography Details

Uplifting Product Bubbles Slightly Frosted Neck

Correct Balance of Condensation Correct Balance of Ice Flakes

Maximize Script Size Keep Ice Off the Script

Condensation Ice and Condensation

Product Darks and Highlights Maintain Darks and Highlights with a

Balance of Ice and Condensation

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Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.49

Cans, PETs, Other Packaging

Style
• As with the Contour Bottle, make the photograph clean,
simple and bold.
• Keep the shot devoid of extraneous elements.
• Use reflections at your discretion. Consider what best suits
each application.

Angles
• Angle should be straight-on at eye level with very little
perspective. This allows the bottoms of the products to be
flat and aligned next to each other as a range.
• In special cases where a straight-on approach doesn’t match
the perspective, alternate perspectives are permitted.
• A more heroic product angle can be used when it better suits
a given execution (e.g., can photos on a fridge pack).

Product Color
• Coca-Cola product should have an overall cola color, but
should include areas of highlight (sunset oranges and yellows)
and darkness (dark chocolate) with hints of caramel and deep
red tones.
• The liquid must not be opaque nor a single color or shade.
• When the cap is off, be sure to capture the uplifting bubbles
to indicate the ‘pshttttt’ of a freshly-opened Bottle.
• Reference the Gold Standard Contour Glass Bottle photo for
the ideal expression of the Coca-Cola product.

Refreshment Cues
• Condensation and ice can be used to add refreshment, but
should be used sparingly and have the right balance.
• When photographing cans and PETs together, make sure that
the refreshment cues are placed randomly and vary in size
and shape (instead of covering the entire product) for
each product shown.
• Packaging photos placed within other packaging (i.e., the can
photo on the fridge pack) should be photographed with
condensation to counterbalance the more iconic Elements
of the overall design.

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Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.50

The Georgia Green Genuine Coca-Cola Glass

The Georgia Green Genuine Coca-Cola Glass is an evocative Refreshment Cues
icon of the Coca-Cola Brand and heritage. Its proprietary bell • The Georgia Green Genuine Coca-Cola Glass should be
shape, harking back to the origins of Coca-Cola as a soda photographed with condensation that is natural in appearance.
fountain drink, heightens the sensory experience and enjoyment Make sure that it:
of drinking a refreshing Coca-Cola. – Is used sparingly and has the right balance.
– Varies in size and shape.
Usage – Is arranged in a thoughtfully-considered composition,
• Always use the Georgia Green Genuine Coca-Cola Glass instead of covering the entire glass.
anytime Coca-Cola is shown in, or being poured into, a • Do not place ice on the glass; it should appear in the
drinking glass. It’s considered “the perfect serve.” product only.
• This glass can be used as a replacement for the Bottle in • Do not use ice that is too big. The ice should add texture,
Food Service executions. but still allow the light and dark product tones to show through
and maintain the overall cola color.
Spencerian Script
• As shown, the embossed logo is the preferred representation
of the Georgia Green Genuine Coca-Cola Glass, because it
is the most authentic expression. However, if there is no other
Brand Element present in the photography, the white Script
should be used as shown.
• The embossed Script requires some retouching to achieve
optimal visibility.

Product
• Coca-Cola product should have an overall cola color, but
should include areas of highlight (sunset oranges and yellows)
and darkness (dark chocolate) with hints of caramel and deep
red tones.
• The liquid must not be opaque nor a single color or shade.
• Be sure to capture the uplifting effervescent bubbles that
indicate the product is fresh and was just poured, but be
careful not to make the effervescent bubbles look too foamy
or thick:
– Bubbles should form naturally around edge of glass and
around pieces of ice, and should never cover the entire top
of the product.
–B  ubbles should vary in size and include a few random
larger bubbles.
• Reference the Gold Standard Contour Glass Bottle photo for
the ideal expression of the Coca-Cola product. Embossed Logo White Script

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Identity Standards: Core Brand Elements and Standards_Photography 2.51

People Photography
How to Shoot a Coke Photo with People
Interestingly, strong insights to getting the best results can be
found by looking back in our past – to Haddon Sundblom’s
classic illustrations for Coca-Cola.

Each is a scene carefully designed to draw in the consumer by:

• Telling a story.
• Depicting positive imagery.
• Using defined color.
• Selecting warm, relatable characters.
• Focusing on uplifting facial expressions.

Sundblom’s illustrations vividly show that the fundamentals

of how we connect people with Coca-Cola are truly timeless,
relevant and uniquely Coke branded.

The following pages define the Coca-Cola photographic style

that reflects today’s consumer, but also retains the classic
attributes of a Coke image.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography 2.52

Photography Style
There is a signature photographic style for Coca-Cola and it
works across all occasions and around the globe. It reflects
today’s consumer while retaining the classic attributes of a
Coke image, like the one shown here.

This style is adaptable and achievable across all fields because

it supports the Coca-Cola Design Principles:
• Bold Simplicity
• Real Authenticity
• Power of Red
• Familiar Yet Surprising

By depicting diverse people drinking Coke in a range of

targeted occasions, we show people how and when Coke
fit into their lives.

This has been a constant throughout the history of

Coca-Cola: using illustrations and photographs that reinforce
Coca-Cola as a brand that stands for physical and emotional
uplift, universal social connection, optimism and joy.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography 2.53

Photography: 4 Key Principles

The Coca-Cola Key Principles are the building blocks of every
Coke photograph with people. Use them all, every time.

1. Bold Simplicity
• Compose a simple, distinctive image. Keep it free of clutter
or complicated elements.
• Compose models into simple, distinctive shapes.
• Scale the models in a simple, yet contrasting way.
• Use extreme close-ups, close-ups and wide shots, as are
relevant to the situation.
• Balance photography with Brand Elements.

2. Real Authenticity
 • Models should seem like real, everyday people. Their smiles
should be genuine and warm.
• Scenes, clothing and hair should be styled to reflect real-life
situations.
• Always avoid any sense of the shot being staged, contrived or
posed; e.g., what the models are doing, how they are placed
and how they interact with each other and their environment.

3. The Power of Red

 • Coke Red is one of the most powerful tools for communicating
our Brand. The more we use it, the more we can “own Red”
in the marketplace.
• Use Coke Red to enhance the story being told.
• Use Coke Red to make a big and bold statement, or as a
secondary accent.
• Take care not to overuse red in wardrobe and accessories.
• Balance photography with Brand Elements when using
Coke Red.

4. Familiar Yet Surprising

 • Be consistent with our timeless heritage, but create a look
and feel that is universally relevant to today’s consumers.
• Convey this principle by:
– Telling an uplifting story that consumers can connect with.
– C  apturing the right smile, posture and body language for
the models.
– Considering the use, actions and features of the model in
achieving the key objective of the photograph.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography 2.54

People Photography Art Direction

To art-direct the best people photography for Coke, keep in
mind that:
• People photography is suitable for use in advertising and
Point-of-Sale materials.
• People photography is to be used as a complement
to the other iconic design Elements in the Brand Standards.

330 mL Contour Bottle

• The 330 mL Glass Contour Bottle is the best representation
of the Contour Bottle shape for use on Out-of-Home (OOH)
executions, TV commercials and POS executions that
feature in-context occasions (with people, food, etc.).
• If this Bottle cannot be resourced, then a bottle matching
the same design attributes should be used and:
– Have a curvy contour shape.
– Be medium in height (not too tall).
– Have prominent flutes.
• There is a limited supply of the 330 mL Bottles. Please
contact the Global Design Group for information on
obtaining the Bottles for photo shoots.

Product is Hero
Never forget that the product is the hero when composing
and shooting photographs with people.
• Coca-Cola is what connects the Brand to the people.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction 2.55

Art Direction: People and Personality

People
• Real (not supermodels)
• Friendly and warm
• Aspirational
• Wide ethnic mix
• 16 - 40 years old
• Urban and stylish
• Attractive people

Personality
• Uplifting
• Expressive
• Positive
• Spontaneous
• Mischievous
• Fun
• Daring
• Intriguing
• Confident
• Natural

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction 2.56

Art Direction: Wardrobe and Accessories

Wardrobe
• Eclectic
• Real
• Authentic
• Vintage
• Subdued
• Splashes of Coke Red
• No recognizable branded clothes or messages

Accessories
• Listening to music
• Taking photos (with cell phones)
• SMS-ing
• Sitting on bikes
• Carrying in-line skates/soccer boots
• Other sports accessories (balls/rackets)
• WiFi laptop
• Splashes of red

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction 2.57

Art Direction: Hair and Make-up

• Everyday
• Not over-the-top
• Not catwalk
• Down to earth
• Diverse
• Natural

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction 2.58

Art Direction: Lighting

• Light, sunshine (not bright, no glare)
• Warm tones
• Emphasize refreshment cues
• Positive
• Diverse locations to reflect a global consumer
• Inviting, makes us want to be there

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction 2.59

Art Direction: Occasions

On-the-Go
• Simple but confident movement
• Towards camera
• Across camera
• Various (walking) paces

Hanging Out
• Sitting down
• Taking it easy
• Content, happy
• Watching the world go by
• Daydreaming

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction 2.60

Art Direction: Groups

Two’s Company
• Friends, lovers or strangers
• Connecting and engaged
• Interacting with each other
• Going somewhere
• Hanging out
• Sharing a moment

Friends and Family

• Groups
• Togetherness
• They know each other well
• Interacting
• Going somewhere together
• Sharing an experience

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction 2.61

Art Direction: People, Coke and Food

• Interacting with Coke and food
• Taking a rest
• Drinking and eating
• Always make Coke prominent in shot
• Appetizing
• Refreshing

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography 2.62

Photography Retouching
Our original Coke Girl has been retouched slightly prior to
any illustrative styles being applied. This retouching is only Original Retouched
minor and is intended to clean up any stray areas within the
image and add a natural, overall warmth. The Coke Girl
should never look too glamorous and should have a natural
appearance, so be careful not to overwork the image when
retouching. The key areas which should be considered
when retouching are:

The Coke Bottle

• Is it the correct shape?
• Is the angle correct?
• Is the Branding visible?
• Are the refreshment cues correct?
• Does the product look fresh/fizzy?

Features
• Does the skin look/feel natural?
• Does the hair look natural/healthy?
• Do the eyes draw you in?
• Are the eyes clear?
• Are the teeth white, but not false looking?

Overall Color Tone of the Image

• Does it look natural?
• Does it look warm?

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography 2.63

Photography Color Treatment

This image has been created using the following technique Step 5
and should be used as guidance only. Other images may Finally, an additional Curves adjustment layer was added Color Treatment Applied
need to be treated differently to achieve the final result. Two above the rest (again with a layer mask) to reintroduce
particular areas which should be considered when ‘color some depth into certain areas by increasing the mid-tones
treating’ your image are skin tone/color and detail. Ensure (i.e. light clothing).
that dark colors do not lose too much information (it may be
necessary to mask certain areas to help retain detail). Some of these adjustments may need to be treated
differently on certain images. Use your best judgment when
Step 1 color treating photography and base your final image upon
The black channel was selected then copied and pasted the digital Coke Girl files available on the Design Machine
into a layer above the original image. This layer was set to website.
100% multiply, then duplicated, and the opacity changed
to 50%. A second duplicate was then made and was set as Step 6
a 26% overlay. A flattened copy of the image was saved and cut out as a
layer. Two final versions were then created – one on a white
Step 2 and one on a red background.
Next, a hue/saturation adjustment layer was added and set to
-10 Saturation. Above this, a Brightness/Contrast adjustment Consideration should be given to highlights and reflections
layer was set to +30 Contrast. when placing the image on a red background. White areas
may require a red tint. If the clear area of the Bottle is placed
Step 3 against red, color should show through accordingly.
All of these newly created layers (not the original image)
were then placed within a group folder and a layer mask was
added. This mask was used to adjust and add detail back in
to the dark areas (such as the dark blue jeans) where some
detail was lost.

Step 4
Above this group layer a selective color adjustment layer was
added with a layer mask to enhance the warmth of the skin
tones.

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Identity Standards: Core Brand Elements and Standards_Photography 2.64

Food Photography Art Direction

When shooting Coke with food, apply the Key Principle
of Bold Simplicity and structure the food and product in a
balanced composition.

Role of Product
• Always present the product as hero, with prominent
placement in front of or behind food, depending on what is
appropriate for the occasion.
• Always use backlit and direct lighting to capture optimal
product color and refreshment cues.
• Always convey a feeling of ice-cold refreshment and uplift.

Art Direction for Food

• Use a mix of indulgent and healthy foods.
• Choose food that is fresh, colorful and appetizing.
• Food should be simply prepared and presented.
• Composition should be symmetrical, but not forced.
• Use bright, even lighting for a clean, fresh look.

Props
• Use “everyday” white round bowls and plates (standard size
8” plate) that have no patterns or borders.

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Packaging Design Standards 3.0

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Packaging Design Standards 3.01

Contents
Packaging: Graphic Design Standards...................................3.02 Packaging: Form Design Standards........................................3.27
Overview...............................................................................3.03 The Standard Contour Bottle Form......................................3.28
Package Framework…………...............................................3.04 Industrial Design Principles for Packaging Form................3.29
Package Archetype Elements of the Contour Bottle...........................................3.30
Package Archetype: Sustaining.........................................3.05 Understanding the Contour Bottle.......................................3.31
Package Archetype: Thematic............................................3.06 Contour Bottle Elements: Applied......................................3.32
Essentials of the Coca-Cola Label......................................3.07 Defining Elements..............................................................3.33
Printing Coke Red Achieving the Contour Bottle...............................................3.34
Printing Coke Red on Aluminum........................................3.08 Glass: Do’s.........................................................................3.35
Printing Coke Red on Labels.............................................3.09 Glass: Don’ts......................................................................3.36
Printing Coke Red on Paperboard.....................................3.10 Glass: Scaling....................................................................3.37
Printing Coke Red on Clear Shrink Wrap........................... 3.11 PET: Do’s............................................................................3.38
Printing Coke Red on Glass Bottles...................................3.12 PET: Don’ts........................................................................3.39
Coke Red Closures............................................................3.13 PET: Do’s and Don’ts.........................................................3.40
Color Measurement, Evaluation and Calibration PET: Scaling.............................................................3.41 - 3.42
Visual Color Measurement.................................................3.14 Aluminum: Do’s..................................................................3.43
Measuring Color Temperature............................................3.15 Aluminum: Don’ts...............................................................3.44
Visual Color Evaluation......................................................3.16 Aluminum: Scaling.............................................................3.45
Numeric Color Measurement.............................................3.17 Contour Bottle Construction................................................3.46
Calibration and Certification...............................................3.18 Overall Proportion: Schematic...........................................3.47
Flavor Indicators and Colors................................................3.19 Overall Proportion: Do’s and Don’ts...................................3.48
Sustaining Coca-Cola Packaging Templates.......................3.20 Contoured Shoulder: Do’s and Don’ts................................3.49
12 oz. Can..........................................................................3.21 Flutes: Do’s and Don’ts (location)......................................3.50
500ML PET........................................................................3.22 Flutes: Do’s and Don’ts (frequency)...................................3.51
2L PET...............................................................................3.23 Flutes: Do’s and Don’ts (section).......................................3.52
8 oz. Aluminum Bottle, ACL Bottles: 1-Color and 2-Color.... 3.24 Pinch Waist: Do’s and Don’ts (format)...............................3.53
12 oz. Can Fridge Pack......................................................3.25 Executional Constraints for Glass, PET and Aluminum......3.54
Paper Cup..........................................................................3.26 Material and Process Considerations......................3.55 - 3.56
Overview of Executional Constraints.................................3.57

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Packaging Design Standards 3.02

Packaging: Graphic Design Standards

The Brand Identity and Design Standards support a unified Trademark strategy for Coca-Cola,
Diet Coke/Coca-Cola light and Coca-Cola Zero. It is based on the use of iconic Brand Elements,
central to which are the Spencerian Script, the Contour Bottle, the Dynamic Ribbon and solid
background colors.

The following pages provide guidance on using these Elements to consistently execute the strategy
in your market.

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Packaging Design Standards: Graphic Design Standards 3.03

Overview
The Coca-Cola Trademark Packaging System is fundamental
to achieving a timeless, bold, simple and unified expression
of brand identity and meaning. Through its proper application
across Coca-Cola, Diet Coke/Coca-Cola light and Coca-Cola
Zero, we increase differentiation, shelf impact, Brand
consistency, scale and cultural relevance – all vital to a strong
leadership position.

An iconic design approach to the Spencerian Script and

the Dynamic Ribbon – two of the Brand’s most recognized
trademarks – forms the visual core of the Coca-Cola
Trademark Packaging System, along with a standardized
palette of background colors. In the pages that follow, these
key Brand Elements find authentic expression through a
strategic framework of bold simplicity and owning Red.

All the design elements needed to create successful packaging

executions for Coke Red are shown in this System. Brand
Standards for Diet Coke/Coca-Cola light and Coca-Cola Zero
will be separately addressed in similar systems.

Approved digital files of customizable graphics and design

templates for Packaging are available on the Design Machine
website at www.coca-coladesignmachine.com. Please use
only the approved versions supplied there.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards 3.04

Package Framework
The strategic framework for the Coca-Cola Trademark
Packaging System provides a unified approach for: BVA
• Sustaining (i.e., permanent) executions
• Campaign (temporary) executions Design Principles
• Shared (temporary) executions
Identity Standards
Uniting them all is the concept of “Freedom Within a (Core Brand Elements and Standards)
Framework:” a design structure that ensures the consistency
needed to leverage Brand equity while offering situational
flexibility.

Freedom Within a Framework yields a range of packaging

executions that can be used as is or customized to meet
strategic or tactical considerations such as key message,
consumer target and physical environment.
Design Standards
(Core Brand Elements and Standards)

Sustaining Campaigns Properties

Promotions

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards_Package Archetype 3.05

Package Archetype: Sustaining

Panel order may change by market; revise order as needed.

Front Panel: Fixed

• The Spencerian Script must always be present and appear
as shown at right.
• The Dynamic Ribbon* must be present on all labels except
ACL glass bottles.
• The Dynamic Ribbon is optional on the aluminum
Contour Bottle.
• Do not move, resize or alter the Script or Ribbon.
• Do not change their placement relative to one another.
• Do not replace them with other elements.

Middle Panel: Fixed

• The Spencerian Script and the Dynamic Ribbon must
always be present and appear as shown.
• Do not move, resize or alter them.
• Do not change their placement relative to one another.
• Do not replace them with other elements.
• An International Variant of the Script may be used on this
panel only. Front Panel Middle Panel Back Panel

Back Panel: Fixed

Always include these elements:
• Spencerian Script
• Nutritional information

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
• Coke logo xxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxx
• Recycle symbol
• Product barcode

*While typically known as the Dynamic Ribbon, the legal

xxxxxxxxxxxxxxxxxxxxxxxxxxxxx
trademark name is Dynamic Ribbon Device. Consult with
your local legal counsel for usage guidance.
xxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxx

Visit www.Coca-Cola.com

FPO
12 OZ
00000

please
Content Line recycle

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards_Package Archetype 3.06

Package Archetype: Thematic

Panel order may change by market; revise order as needed.

Front Panel: Fixed

• The Spencerian Script must always be present and appear
as shown at right.
• The Dynamic Ribbon* must be present on all labels except
ACL glass bottles.
• The Dynamic Ribbon is optional on the aluminum
Contour Bottle.
• Do not move, resize or alter the Script and Ribbon or their
placement relative to one another.
• Do not overlap more than 5% of the Script or the Ribbon
with a thematic design.

Middle Panel: Flexible

• The Dynamic Ribbon must appear, but may be slightly
shifted to the right or left.
• The Spencerian Script is an optional design element and
may be replaced by thematic designs on this panel only.
•D  o not overlap more than 5% of the Script or the Ribbon
with a thematic design. Front Panel Middle Panel Back Panel

Back Panel: Fixed

Always include these elements:
• Spencerian Script
• Nutritional information

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
• Coke logo xxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxx
• Recycle symbol
• Product barcode

*While typically known as the Dynamic Ribbon, the legal

xxxxxxxxxxxxxxxxxxxxxxxxxxxxx
trademark name is Dynamic Ribbon Device. Consult with
your local legal counsel for usage guidance.
xxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxx

Visit www.Coca-Cola.com

FPO
12 OZ
00000

please
Content Line recycle

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards 3.07

Essentials of the Coca-Cola Label

The Coca-Cola label is a unique amalgam of six Brand Coke Logo Typography
Elements. • The Coke logo must always appear on the back panel of the • Helvetica Bold Condensed is the primary typeface for
• Every package label must include all six Brand Elements, packaging alongside the nutritional statement. packaging.
according to the guidelines shown in these pages. • It must always be shown as white on a Coke Red background. • It must always be used to communicate content size,
• Elements must not be replaced, altered or resized relative • It must never be shown in other colors, whether or not they nutritional information and ingredients.
to one another. Refer to the illustration provided as a general are in the Brand color palette.
template. Helvetica Bold Condensed
• Learn more about these fundamental Brand Elements in the Contour Bottle (Optional Panel Graphic) ABCDEFGHIJKLMNOPQRSTUVWXYZ
Core Brand Elements and Standards chapter (2.0). Signifying Coca-Cola at a glance, the Contour Bottle must: abcdefghijklmnopqrstuvwxyz
• Always be shown as white on a Coke Red background. 0123456789
Spencerian Script • Never be shown in other colors, whether or not they are in
The Spencerian Script is the cornerstone design element of the Brand color palette. Coke Red
the Trademark Packaging System. Being ‘utterly familiar’ • Remain the same shape, although its content and expression Coke Red must be the predominant color on the Coke label,
with the Script allows us be continually surprising with other may vary across executions. thus consistently leveraging the Power of Red.
elements. The Script must:
• Always be present and the most predominant Element.
• Always be used in its original form as shown in this System,
without any drop shadows, outlines or alterations of any kind.
• Always be scaled to fill the space in which it is placed, as
shown in the illustration.
Dynamic Ribbon Dynamic Ribbon Coke Logo
• Always be shown as white on a Coke Red background.
• Never be used in other colors, whether or not they are in the
Brand color palette.
Spencerian Script

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Dynamic Ribbon xxxxxxxxxxxxxxxxxxxx

The Dynamic Ribbon is used to support the Brand colors and

xxxxxxxxxxxxxxxxxxxx

to help communicate the various flavors.

• It must always be present and be used in its original form as Coke Red
shown in this System, without any drop shadows, outlines or
Typography

xxxxxxxxxxxxxxxxxxxxxxxxxxxxx
alterations of any kind.
• The lock-up for the Dynamic Ribbon and the Spencerian Script
is fixed and must not be changed. xxxxxxxxxxxxxxxxxxxx

– The Script must be centered over the middle of the Dynamic

xxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxx

Ribbon. For detailed guidance on the correct lock-up of the

Script and Dynamic Ribbon, please refer to the Lock-up
Visit www.Coca-Cola.com

FPO
12 OZ
00000

Specifications page in the Dynamic Ribbon section of the

Core Brand Elements and Standards chapter (2.0). Typography please
Content Line recycle
– The two must never overlap.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards_Printing Coke Red 3.08

Printing Coke Red on Aluminum

To ensure bold, impactful decoration on aluminum substrates,
follow the guidelines outlined in the print specifications below.

Aluminum Substrate
Print a double bump of semi-opaque Coke Red ink to achieve
the proper color intensity. Both the line plate and bump plate
will be at 100% ink coverage. To minimize issues with
registration, adjust the stay away on the bump plate to printer
specification.

Base Coated Aluminum

Match to the Coke Red Global Color Standard numerically and
check quality with a visual match.

Printed Coca-Cola Red Color Standards

Match to the Coke Red Global Color Standard numerically and
check quality with a visual match.

For more guidance please refer to:

• The Color Measurement, Evaluation and Calibration pages
later in this section; and
• The Specular Reflectance Curve information in the Color
Palette section of the Core Brand Elements and Standards
chapter (2.0). Please take into consideration that due to its
reflective qualities, aluminum will typically require a visual
match.

For a visual color match on aluminum substrate, please

contact the Global Design Group.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards_Printing Coke Red 3.09

Printing Coke Red on Labels

To ensure bold, impactful labels on label substrates, follow
the guidelines and ink measurements outlined in the print
specifications below.

Always bleed the Coke Red ink to the edge in order to prevent
white edges.

Polypropylene Substrate
A single color of Coke Red should be reverse-printed on clear
substrate and laminated to white substrate.

Plastic Substrate
A single color of Coke Red should be surface-printed on white
substrate and overprinted with clear varnish.

Paper Substrate
A single color of Coke Red should be surface-printed on white
substrate and either overprinted with clear varnish or laminated.

Printed Coca-Cola Red Ink Standards

Match to the Coke Red Global Color Standard numerically.

For more guidance please refer to:

• The Color Measurement, Evaluation and Calibration pages
later in this section; and
• The Specular Reflectance Curve information in the Color
Palette section of the Core Brand Elements and Standards
chapter (2.0).

For a visual color match on polypropylene substrate, please

contact the Global Design Group.

Coke Red Global Color Standard

Absolute L*a*b* Values
L*42.97 a*65.97 b*49.64
D50/10
F2/10
DE Tolerance 2.0

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Packaging Design Standards: Graphic Design Standards_Printing Coke Red 3.10

Printing Coke Red on Paperboard

To ensure bold, impactful multi-packs on paperboard
substrates, follow the guidelines and ink measurements
outlined in the print specifications below.

Paperboard Substrate
Print a double bump of Coke Red ink to achieve the proper
color intensity. The line plate will be at 100% and bump plate
will be at 30% ink coverage. To minimize issues with
registration, adjust the stay away on the bump plate to printer
specification.

Printed Coca-Cola Red Ink Standards

Match to the Coke Red Global Color Standard numerically.

For more guidance please refer to:

• The Color Measurement, Evaluation and Calibration pages
later in this section; and
• The Specular Reflectance Curve information in the Color
Palette section of the Core Brand Elements and Standards
chapter (2.0).

For a visual color match on paperboard substrate, please

contact the Global Design Group.

Coke Red Global Color Standard

Absolute L*a*b* Values
L*42.97 a*65.97 b*49.64
D50/10
F2/10
DE Tolerance 2.0

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Packaging Design Standards: Graphic Design Standards_Printing Coke Red 3.11

Printing Coke Red on Clear Shrink Wrap

To ensure bold, impactful multi-packs on clear shrink wrap
substrates, follow the guidelines and ink measurements
outlined in the print specifications below.

Shrink Wrap Substrate

Print a single lay down of white prior to a double bump of
Coke Red ink to achieve the proper color intensity. The line
plate will be at 100% and the bump plate will be at 30% ink
coverage. To minimize issues with registration, adjust the stay
away on the bump plate to printer specification.

Printed Coca-Cola Red Ink Standards

Match to the Coke Red Global Color Standard numerically
on the individual lay downs of Coke Red and in combination.
There will be flexibility in the numerical read on the individual
lay downs. However, the combination of both reds should
match to the Coke Red Global Color Standard numerically.

For more guidance please refer to:

• The Color Measurement, Evaluation and Calibration pages
later in this section; and
• The Specular Reflectance Curve information in the Color
Palette section of the Core Brand Elements and Standards
chapter (2.0).

Coke Red Global Color Standard

Absolute L*a*b* Values
L*42.97 a*65.97 b*49.64
D50/10
F2/10
DE Tolerance 2.0

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Packaging Design Standards: Graphic Design Standards_Printing Coke Red 3.12

Printing Coke Red on Glass Bottles

To ensure bold, impactful labels on glass Contour Bottles,
follow the guidelines and ink measurements outlined in the
print specifications below.

HTL Substrate
A single color of Coke Red should be reverse-printed on white
substrate and heat transferred to a glass Bottle.

ACL Substrate
A single color of Coke Red should be surface-printed directly
on a glass Bottle.

Printed Coca-Cola Red Ink Standards

Match to the Coke Red Global Color Standard numerically
for HTL and visually for ACL.

For more guidance please refer to:

• The Color Measurement, Evaluation and Calibration pages
later in this section; and
• The Specular Reflectance Curve information in the Color
Palette section of the Core Brand Elements and Standards
chapter (2.0).

HMF Paint
Printing directly on glass with Heavy Metal Free red paint
does not deliver Coke Red appropriately and is therefore
not recommended.

Printing on a white base layer provides the correct Coke Red,

but may require a white border due to technical limitations.

The label as shown is the standard, but in markets where

technical issues may prevent compliance to HMF printing,
a thin white border is acceptable.

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Packaging Design Standards: Graphic Design Standards_Printing Coke Red 3.13

Coke Red Closures

Always utilize Coke Red color plastic substrate for closures
on all Brand Coca-Cola packs that require resealable caps.

Plastic Substrate Specs:

Translucent Red: T505-2-2

Closures Print Specs

Maximum Brilliant White ink

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration 3.14

Visual Color Measurement

Visual Color Measurement
The visual evaluation of color is subjective. By standardizing the
viewing environment and procedures, the consistency of our
trademarks improves.
 
The primary objective of The Coca-Cola Color Management
System is for all facets of our Company’s trademarks to be a
direct reflection of the quality of our Brands. First and foremost,
any reproduction of our Company Brands must visually match
approved Visual Color Standards issued.

The Color Standards represent the Final Product Appearance.

Any adjustments needed to compensate for the effects of
coatings, additives, varnishes and/or traps, etc. to the final
appearance must be taken into consideration by printers.
 
Visual Color Evaluation
The intent of this practice is to standardize the procedures for
the visual evaluation of printed samples. These procedures are
to be used when visually comparing a printed sample against
the approved Color Standard.
 
Proper viewing conditions, normal color vision and correct
positioning of the standards and samples are essential to
maintaining a standardized visual evaluation process. Once the
visual evaluation has taken place, the results must then be
confirmed through the use of instrumentation when applicable.
 
Equipment
Proper lighting or viewing environments (such as GTI ColorMatcher
or MM-1) are essential for consistent visual evaluation. See the
“Simulated Lighting Conditions” chart on the next page for desired
light sources.
 
Lighting
The area where color evaluations are conducted must have a
booth or enclosed area with a standardized overhead lighting
system. The lighting system must be capable of providing the
simulated lighting conditions described on the following pages.

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Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration 3.15

Measuring Color Temperature

Color Temperature Measuring Instruments Lighting System Maintenance
A properly calibrated, traceable spectroradiometer can be Proper maintenance in accordance with the manufacturer’s
used to check the color temperature and relevant parameters recommendations of the lighting equipment is essential for
of each source. consistency over time and between units. Lamps are to be
replaced when the unit is out of specification for intensity or
Viewing Environment color temperature. Replace lamps only with those obtained
The ambient lighting conditions must not interfere with the from the original manufacturer of the product in accordance
controlled lighting from booths or viewing environment. with the manufacturer’s recommended replacement
schedule.
Gray surround color (Munsell N/7) and curtains, if necessary,
are to be used. An enclosed viewing room painted with gray
(Munsell N/7) paint is acceptable in lieu of a lighting booth. S imulated lighting conditions
 
Primary Light Source Daylight with color temperature of 5000°K.
Observers should wear neutral-colored clothing or smocks
so as not to influence the reflected color back to the sample Secondary Light Source Cool White Fluorescent (CWF) source with a color temperature of 4000°K.
being evaluated. Tertiary Light Source Optional: This light source should be selected and standardized by each Company Division office if
  needed. The use of a tertiary light source other than Cool White Fluorescent is the primary store
lighting condition in the Division’s geographic area. If the local store lighting conditions are primarily
When samples are being viewed, there should be no other Cool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source.
items present in the booth or area other than the sample and
standard being evaluated. Ultraviolet Light Source Optional: This is normally used to evaluate optical brighteners, whitening agents, fluorescent pigments
and dyes.

If light is being reflected off walls in close proximity to the

(Note: All of the above is covered in detail in ASTM D1729-96.)
evaluation area, there should not be any distracting or brightly
colored objects nearby.

Simulated Enclosure Size

The size of the booth, room, etc. should allow for comfortable
viewing. There should be enough space to view all areas
from different angles and still remain in the controlled lighting
environment.
 

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Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration 3.16

Visual Color Evaluation

Visual Color Evaluation Procedures
Step 1: The Visual Color Standard and the sample must be
opaque. If they are not completely opaque, they must
be placed on a standardized white backing.

Step 2: Sample and Visual Color Standards should be placed

in the center of the booth or illuminated area. V isual C olor E valuation Procedure

Step 3: The Visual Color Standard and sample should be

viewed as illustrated. Illumination

Step 4: Compare the sample against the Visual Color Observer

Standard under Daylight (5000°K).
45°

Step 5: Analyze the results:

• If the sample is an acceptable match under designated
light sources, proceed to evaluate the color instrumentally
to confirm conformance. The acceptable match is to be

O
within the specified Delta E tolerance as established.

b
j ect

• If the sample is unacceptable under designated light
sources, proceed to evaluate the color instrumentally in
4 5 °/0°
order to identify the problem and give the appropriate
feedback and direction to the supplier for a revised sample.

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Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration 3.17

Numeric Color Measurement

Color communicates. Because the colors of our trademarks General Methods for Measurement
are such an integral element of the Brands’ identity, it is critical Instruments must be calibrated with the assigned tile and
that our Brand colors be reproduced with uncompromising within the manufacturer’s tolerance. The sample size must be
quality and consistency. at least 4 mm and large enough for the measurement window
  of the instrument to be covered completely. It is also very
In addition to the Visual Color Standards, the Color Standards important to ensure that there are no physical defects in the
are provided electronically in the form of a .MIF file. The .MIF area (color) being measured. An average of 3 readings may
file will be sent via email. This Digital Color Standard should be taken to ensure a representative reading of the sample.
be downloaded directly into your X-Rite QA Master software.
Downloading the Digital Standards directly into the software
I nstrumental C olor Management Specifications
ensures that everyone evaluating our Brand colors will be
using the exact same numeric values for consistency.
Instrument X-Rite® 939 or 530

This Digital Color Standard contains: Measurement Geometry 0/45

• Absolute L*a*b* Values Aperture No smaller than 3.4 mm
• Standardized Illuminants
Software X-Rite QA Master® or QA Master 2000®
• Standardized Observer
• Digital Tolerances File Transfer Format .MIF

• Reflectance Values Standard Observer 10 Degree

Primary Illuminant Daylight D50/10 5000°K

Digital Tolerances
Secondary Illuminant Cool White Fluorescent (F2) 4000°K Coke Red Only
Standards using the specified X-Rite equipment and QA
Master software incorporate the specifications shown. Tertiary Illuminant Optional: This light source should be selected and standardized by each Company Division office if
needed. The use of a tertiary light source other than Cool White Fluorescent is the primary store
lighting condition in the Division’s geographic area. If the local store lighting conditions are primarily
Cool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source.

Color Space CIELAB

Color Tolerance CMC 2:1 (Numeric tolerances are specific to the individual color and substrate being measured.)

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Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration 3.18

Calibration and Certification

Calibration and Certification of the X-Rite 939 or 530
It is extremely critical that all individuals who are responsible
for using the X-Rite 939 or 530 conduct the calibration process
correctly and consistently. To ensure accuracy, the X-Rite 939
or 530 has safeguards to maintain proper calibration. The first
safeguard is an internal clock that will prompt the user to re-
calibrate every 12 hours. As a second safeguard, the
instrument will prompt re-calibration if the temperature of the
instrument chassis drifts 7° Fahrenheit. The instrument will
always alert the user when it requires calibration. Even with
these safeguards, however, it remains the obligation of the
user to ensure that calibration is done correctly.

Please note: Calibration due to temperature change occurs at

a 10° shift in temperature.

Equipment:
• X-Rite 939 or 530 Spectrophotometer
• CMC light source D50/10 degree
• Calibration tile with current expiration date
• X-Rite QA Master software with computer
• Numeric color library (MIF)

Instrument Settings
Before taking any readings with the X-Rite 939 or 530, ensure
that the following functions are selected within the instrument:
• L*a*b* mode
• D50 illuminant
• 10º observer

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Packaging Design Standards: Graphic Design Standards 3.19

Flavor Indicators and Colors

The flavor indicators in this System feature a distinctive, cherry
hyper-realistic style and distinctive flavor colors.

• Always include a flavor illustration in the same style shown

in the Brand Standards and in the same specified colors.
• For markets that cannot show fruit or the vanilla pod on PMS 202
packaging due to local ingredients regulations:
– Remove the fruit or vanilla pod.
– Increase and reposition the size of the flavor name.
– Show the flavor name in the distinctive flavor color. lemon
– Consider showing the Dynamic Ribbon in the distinctive
flavor color.
– Consider a colored cap and pull tab for additional flavor
differentiation.
PMS 108

For further guidance, please consult your local legal counsel.

lime

PMS 368

vanilla

PMS 1215

caffeine free

CF Coke Gold

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Packaging Design Standards: Graphic Design Standards 3.20

Sustaining Coca-Cola Packaging Templates

Use only the approved customizable graphic templates
available on the Design Machine website.

Always follow the Fixed But Flexible approach to ensure

consistent design while customizing packages as needed.

Caveats
• Ensure at all times that at least one strongly branded panel
is present on the package.
• Do not print refreshment cues (condensation or ice) on packs.
• All package layouts must be submitted for local or regional
approval through legal and Bottler reviews.
• All local legal registration notices must be applied to all
trademarks.
• Back-of-package information must be applied in accordance
with local requirements, including:
– GDA (Guideline Daily Amounts).
– “Romance” or promotional copy.
– Secondary back-of-package logos (as space permits).
• Guidance for printers must be supplied on all artwork files.

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Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates 3.21

12 oz. Can
Coca-Cola 12 oz. Can
Color Specs:
Coke Red
Black
White

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates 3.22

500ML PET
Coca-Cola 500ML PET

Description: xxx xxxx xxxx

Color Specs:
xxxxx xxxx xxxx
Ingredients: xxxxx xxxxxx xxx xxxxx Coke Red

bleed ink to edge

xxx xxxxx xxx xxxxx xxxxx xxxx xxxx

(no white borders)

xxx xxxx xxx xxxx xxx xxxx xxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
Black
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
White Substrate
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
Legal Text: xxx xxxx xxxxx
xxxxx xxxxx xxxxx xxxx
xxxx xxx xxxx
00000
Content Line Visit www.Coca-Cola.com

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Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates 3.23

2L PET

Color Specs:
Coke Red

bleed ink to edge

(no white borders)
Black
White Substrate

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates 3.24

8 oz. Aluminum Bottle, ACL Bottles: 1-Color and 2-Color

Coca-Cola 8 oz. Aluminum Bottle
Color Specs:
Coke Red
Black
White Substrate

Nutrition Facts
CARBONATED WATER, HIGH FRUCTOSE CORN SYRUP, CARAMEL

www.coke.com
COLOR, PHOSPHORIC ACID, NATURAL FLAVORS, CAFFEINE.

Serv. Size 1 Bottle

Amount Per Serving
CONSUMER INFO. 1-800-438-2653
©2007 THE COCA-COLA COMPANY

2007-7003 1- 8.5 FL OZ BOTTLE

Calories 100
% Daily Value*
Total Fat 0g 0%
CAFFEINE CONTENT: 24 mg/8.5 fl oz

Sodium 35mg 1%
Total Carb. 28g 9%
Sugars 28g
Protein 0g

8.5 FL OZ (250 mL) *Percent Daily Values are based on

a 2,000 calorie diet.

ACL Bottle: 1-Color

Color Specs:
White
Represents
Product

ACL Bottle: 2-Color Color Specs:

Coke Red The label as shown is the
White standard. In markets where
technical issues may prevent
Represents compliance to Heavy Metal
Product Free printing, a thin white
border is acceptable although
not preferred.

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Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates 3.25

12 oz. Can Fridge Pack

Coca-Cola 12 oz. Can Fridge Pack
Color Specs: Color Specs:
Coke Red Coke Red
Black Black
White White

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Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates 3.26

Paper Cup
• In cases where the Recycled PET Cup cannot be utilized,
use a paper cup with this standard design.
• Do not alter the design or its elements in any way.

For more guidance on properly using Food Service Cups in

your market, please contact the Global Packaging Group or
North America Food Service team.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Packaging Design Standards 3.27

Packaging: Form Design Standards

The Contour Bottle is the standard package for Coca-Cola. Universally recognized, the Contour
Bottle evokes the heritage of the Coca-Cola Brand and expresses the uplifting experience of
drinking a Coke.

The global standard Contour Bottle is the archetype from which we derive the rules for packaging
executions in all markets and across a range of materials and sizes.

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Packaging Design Standards: Form Design Standards 3.28

The Standard Contour Bottle Form

In 1960, The Coca-Cola Company convinced the United
States Patent and Trademark Office that the very shape of
what we know now as the Contour Bottle had become so well
known that it deserved the status of a registered trademark.
Applying for a trademark for a commercial package was a
most unusual and bold step at the time. But the Company
wisely knew that whereas patents eventually run out,
a trademark does not; so as long as it is kept in continuous
use, a trademark lasts indefinitely.

The Company presented the case that the very shape – in

their words, the “distinctively shaped contour” of the “hobble
skirt bottle” – was “the most recognized container in the history
of the world” and had in effect already taken on trademark
status. The USPTO agreed and granted a registered trademark
to Coca-Cola for the Contour Bottle.

This chapter describes the Contour Bottle form standard and

outlines how to execute it across various materials and sizes,
specifically:
• Structural features that set the packaging standard for
the Brand.
• How to translate structural features across packaging
formats and materials.
• Design guidelines, including Do’s and Don’ts.
• Size extensions and scaling.
• Mastering technological and manufacturing constraints. The Standard Contour Bottle Form Glass PET Aluminum

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Packaging Design Standards: Form Design Standards 3.29

Industrial Design Principles for Packaging Form

These are the Design Principles behind the Contour Bottle and
should be used whenever developing packaging for Coca-Cola.

1. Bold Simplicity
The Contour Bottle is elegant with simple, smooth and
flowing curves shaped to fit the hand.
• The Bottle has become the most recognized container
in the world, and consistent use of the form for packaging
ensures this status is maintained.

2. Real Authenticity
As part of our culture for almost a century, the Contour
Bottle is the package most able to evoke the genuine Coke
experience for our consumers.
• Use of materials should be genuine and not forced to look
like something else.
• Transparency should allow the product to be visible.

3. The Power of Red

Coke Red is as much a symbol of Coca-Cola as the
Contour Bottle.
• Coke Red should always be used in graphics and closures
in packaging per the Brand Standards.

4. Familiar Yet Surprising

While the Contour Bottle is the most recognized container in
the world, it maintains relevance through new and surprising
executions.
• The Contour Bottle can be expressed in different materials
to meet the various needs of consumers and retailers.
• While we continue to evolve Coca-Cola packaging with
innovations in materials and processes, we must always
maintain the contour shape.

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Packaging Design Standards: Form Design Standards 3.30

Elements of the Contour Bottle

The Contour Bottle – our archetype and inspiration for bringing Coke Red Closure
all other packaging to life – is composed of distinctive elements.

Georgia Green Color Neck Finish

Scalloped Transitions Flutes

Curved Label Panel Spencerian Script

Visible Product Coke Red Label

(Bubbles)

Pinch Waist Overall Proportion

(Silhouette)

Champagne Base

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Understanding the Contour Bottle

The original project brief for the Contour Bottle that was
given to the Root Glass Company of Terre Haute, Indiana,
specified “... A glass package so distinctive as one containing
Coca-Cola, so shaped that even if broken, a person could
tell at a glance what it was, so distinguishable by touch that
even a blind man could identify it.”

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Contour Bottle Elements: Applied

Defining Elements Supporting Elements

The keys to creating our identity. Essential to packaging form. Ideal whenever feasible, but not essential.

True Form Elements

Coke Red Neck Finish Georgia Green Curved Label

Closure Color Panel
Contoured Shoulder Flutes Scalloped Transitions
Graphic Elements

Spencerian Script Coke Red Label Color Palette Visible Product

(Bubbles)
Pinch Waist Champagne Base Overall Proportions
(Silhouette)
(relationship of elements
to each other, from base
to pinch waist to label
area to shoulder)

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Defining Elements

Overall Proportion Contoured Shoulder Flutes Pinch Waist Scalloped Transitions Champagne Base

The overall proportion is The contour of the shoulder Flutes are the vertical ribs. The Pinch Waist is located Created by the resolution of Substantial and symbolic of

made up of five basic is symmetrical, slender and They frame the Curved below the label and provides the Flutes into the Curved the integrity of the product,

sections and defines the defined by two elegant arcs Label Panel and create the most signature element Label Panel, this distinctive the Champagne Base

iconic silhouette: The in a wave format. It starts the varying wall thicknesses of the Contour Bottle. It also detail imparts a unique feel emphasizes the Pinch Waist

Contoured Shoulder, Curved flowing aesthetic of the icon. in the bottle, adding depth. creates a slender, flowing when the Contour Bottle is and is where the Flutes

Label Area, Pinch Waist, They also provide structure aesthetic that is the essence held. terminate.

Vertical Fluting and Overall to a soft flowing form. of the icon.

Silhouette comprise the

iconic proportion and have

a specific aspect ratio to

the overall package height.

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Achieving the Contour Bottle

Although technical and manufacturing constraints can
prevent the perfect replication of the iconic Contour Bottle,
the ideal execution for each material can be achieved by
applying the Do’s and Don’ts that follow.

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Glass: Do’s

Coke Red Closure Red Threaded Closure Embossed Spencerian Script

Must use Coke Red closure. May use a Coke Red threaded on Label Panel
closure on a glass Contour May use embossed Script on
Bottle. Curved Label Panel of Contour
Bottles.

Applied Color Label (ACL) Roll-fed Label Pressure Sensitive Spot Label
May use Applied Color Labels May use a roll-fed label or a May use spot label on conical
on glass Bottles. split label. label panel.

Georgia Green Clear Glass

May use Georgia Green May use flint (clear) glass Bottle.
(dominant wavelength
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Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle 3.36

Glass: Don’ts

No Flutes Straight Shoulder Straight Waist

Flutes must always be present The Contoured Shoulder The Pinch Waist is the most
on glass Contour Bottles. must be present in all glass defining feature of the Contour
They are a defining feature executions. Bottle and must always be
of the Contour Bottle and are present.
technically feasible.

1984 Olympics bottle 1967 “throw-away bottle”

(deviated example) (deviated example)

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Glass: Scaling

Ideal Unacceptable Unacceptable

Scale proportionately while still Don’t vary diameters to Don’t vary heights to
using a common closure size. maintain a common height. maintain a common diameter.

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PET: Do’s

Red Threaded Closure Short Height Closure Roll-fed Shrink Label

Must use a Coke Red threaded May use a Coke Red short May use a roll-fed shrink label.
closure on PET. height closure on PET.

Roll-fed Label Petaloid Base Clear PET

May use a roll-fed label. May use a petaloid base. May use clear PET.

Georgia Green Color Recycled PET

May tint PET Georgia Green. Use highest RPET content
feasible.
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PET: Don’ts

Embossed
Logo

Embossed
Ribbon

No Flutes Replacing Flutes Straight Waist

Flutes must always be present on Flutes must never be replaced with Do not eliminate the Pinch Waist.
glass executions. They are a defining other shapes or textures.
feature of the Contour Bottle and are
technically feasible.

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PET: Do’s and Don’ts

Colored PET Champagne Base

Pigmented PET (opaque or translucent) Bottles must not be used. Using a Champagne Base on a
PET Bottle instead of the petaloid is
permissible. Keep in mind, however,
that it could add weight and cost
while adversely affecting sustainable
packaging outcomes.

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PET: Scaling

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PET: Scaling

Ideal Unacceptable Unacceptable

Scale proportionately while still Do not vary diameters to Do not vary heights to
using a common closure size. maintain a common height. maintain a common diameter.

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Aluminum: Do’s

Crown Closure ROPP Closure Contoured Shoulder

Must use a Coke Red closure May use a Coke Red Maintain the iconic Contoured
on aluminum. Rolled-on Pilfer-Proof (ROPP) Shoulder.
closure on aluminum.

Subtle Pinch Waist Champagne Base

Use a subtle pinch to mimic Maintain champagne-style
the Contour Bottle. base.

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Aluminum: Don’ts

Artificial Label Area Formed Flutes Graphic Flutes

Do not create an artificial label Must forego Flutes on the Graphic Flutes are not
area on the aluminum Contour aluminum Contour Bottle as authentic enough to replace
Bottle. it is not technically feasible to true Flutes as the scalloped
execute them properly. areas will be lost.

Straight Waist Straight Shoulder Sacrifice Pinch Waist

The Pinch Waist is the most The Contoured Shoulder must Do not sacrifice the iconic
defining feature of the Contour be present in all aluminum quality of the Pinch Waist to
Bottle and must always be Contour Bottle executions. add Flutes or a Curved Label
present. Panel in the forming process.

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Aluminum: Scaling

Ideal Unacceptable Unacceptable

Scale proportionately while still Do not vary diameters to Do not vary heights to
using a common closure size. maintain a common height. maintain a common diameter.

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Contour Bottle Construction

This section includes critical technical details for the
Defining Elements. It is essential that industrial designers
and engineers use this documentation in order to properly
integrate Defining Elements and to ensure the best possible
Contour Bottle execution.

Please note: The Global Packaging Database must be

consulted before creating a new Bottle design, as there are
already many approved size and material iterations of the
Contour Bottle in existence. The Global Packaging Database
maintains up-to-date drawings for Ultra Glass Contour
(non-returnable and returnable), PET (non-returnable and
returnable) and Aluminum (non-returnable). Always choose
the Bottle with the lowest gram weight. For access to the
Global Packaging Database, please contact Darryl Dawson
at 404.676.5582 or via email at [email protected].

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Overall Proportion: Schematic

The Ultra Glass Bottle proportions define the contour
silhouette and its proportions. Dimensions shown here 14.68 mm 8% 1 Neck Finish
represent the 237 mL NR Ultra Glass Bottle. For other
sizes, refer to the percentages or see the addendum for
specific Contour Bottle drawings.

1. Neck Finish
2. Contoured Shoulder
3. Curved Label Panel
4. Pinch Waist 60.07 mm 32% 2 Contoured Shoulder
5. Champagne Base

33.00 mm 17% 3 Curved Label Panel

51.25 mm 27%
4 Pinch Waist

31.00 mm 16% 5 Champagne Base

overall height: 190 mm

percentages = % of overall height
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Overall Proportion: Do’s and Don’ts

Correct Increase Curved Label Panel Increase Pinch Waist Change Pinch Waist Location
Do not increase the Curved Do not increase the Pinch Do not change the location of the Pinch Waist within the
Label Panel to add more Waist section to increase grip. overall proportions.
graphics.

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Contoured Shoulder: Do’s and Don’ts

Correct Straight Single Curve Bottle Neck Asymmetrical

Double-arched contour (sin-wave) Do not use a straight Do not use a shoulder Do not introduce a true Do not use an asymmetrical
defines the shoulder’s contour in a shoulder. comprised of a single curve. vertical to mimic a traditional transition with the contour.
symmetrical format. bottle neck.

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Flutes: Do’s and Don’ts (location)

Flutes terminate
at top fill point
Flutes come to a feather end 131.77 mm

Correct Bottom Only Top Only Continuous None

Flutes must always be above Do not use Flutes solely in Do not use Flutes solely on Do not continue Flutes Do not eliminate Flutes.
and below the Curved Label the Pinch Waist area. the Contoured Shoulder. through the Curved Label
Panel and span 131.77 mm Area.
on 237 mL Bottles.

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Flutes: Do’s and Don’ts (frequency)

Correct More than 10 Flutes Less than 10 Flutes No Flutes

The Contour Bottle has More than 10 occurrences Less than 10 creates an Aluminum packaging is
10 Flutes. is too frequent. unwanted faceted look. excepted as Flutes are not
technically feasible.

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Flutes: Do’s and Don’ts (section)

Section B Section C Section D

Flat Concave
Do not use flat surfaces to define Flutes, Do not use inward-arching Flutes as
as the form will seem faceted and sharp. they decrease hand comfort and hinder
high-speed conveyance.

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Pinch Waist: Do’s and Don’ts (format)

Correct Angled Asymmetrical Mid Pinch Area

A flowing, symmetrical Pinch Do not use an angular Do not use an asymmetrical Do not eliminate the iconic
Waist that is defined by arc(s). Pinch Waist. Pinch Waist. quality of the Pinch Waist.

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Executional Constraints for Glass, PET and Aluminum

When creating Contour Bottle executions in glass,
PET and aluminum, differences in material properties and
manufacturing requirements must be considered so that
Defining Features are not degraded or lost. The following
pages address how to successfully manage these constraints.

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Material and Process Considerations

The five primary limitations that can be encountered
in creating iconic packaging are:

1. V
 ariations
in materials PET
Aluminum
Glass
2. V
 ariations
in closures
and finishes

3. V
 ariations
in labeling
processes

4. D
 ifferent base
configurations

5. D
 ifferent
forming
processes

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Material and Process Considerations

Manufacturing processes, filling and capping, efficiencies
and cost, and limitation of current technology are all factors
that determine what features and details are achievable
for each of these three materials. In particular, keep these
considerations top of mind:
4
3
• Crimped metal closure • Plastic closure with tamper ring • Crimped metal closure

• Large neck finish • Thin transfer neck ring • Minimal neck finish

• Screen-printed labeling • Paper or plastic wrap labels • 4-color pad-printing and varnishing
(non-ruled surface) (ruled surface) process (non-ruled surface)
2
5
1

1. Glass has the ability to offer all of the iconic defining features and 1. The petaloid base on a PET Bottle allows us to minimize the gram 1. D
 o not attempt Flutes or Scalloped transitions. They are not
must be implemented in all Contour Bottle executions. weight of the Bottle and maintain the shape under pressure created achievable for the aluminum Contour Bottle due to the impact
by the product. The Champagne Base can be attained, but requires extrusion and necking processes used.
a heavier Bottle.
2. A variation from the standard curve of the Champagne Base will
2. Since carbonation can distort surface details of the thinner, softer occur during the aluminum forming process. This results from the
walls of PET Bottles, ensure a well-defined Flute shape by giving creation of a flat area at the base of the Bottle where the material
the divisions more structure. is too thick to be formed from the original cylindrical shape that is
created from the impact extrusion.
3. Unlike on the more fragile glass Bottle, the PET neck ring can be
thinner, thus allowing less material to be used. 3. P
 rint the aluminum Contour Bottle just like a standard can, using
a pad-printing process before the form is created. The resulting
4. Use a twist-on cap for PET Bottles, as a crown cap is not effective full graphic coverage of the package is an approved exception for
at holding carbonation in a PET Bottle. this material only, since on glass and PET the product must be
showcased through their transparent materials.
5. Avoid tinted plastics as they are not as cost effective as clear resins.

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Overview of Executional Constraints

Possible

Not Possible

Challenging

Coke Red Cap

Silhouette

Flutes

Georgia Green Color

Curved Label Panel

Pinch Waist

Neck Finish

White Spencerian Script

Embossed Spencerian Script

Coke Red Label

Visible Product (brown color)

Champagne Base

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Point-of-Sale Design Standards 4.0

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Point-of-Sale Design Standards 4.01

Contents
Overview..................................................................................4.02

POS Strategy
POS 5 Immutable Laws and Design Principles.....................4.03
POS 3-Zone Approach .........................................................4.04
Zone 1: Transition..............................................................4.05
Zone 2: Impulse.................................................................4.06
Zone 3: Destination............................................................4.07
Sustaining OBM POS Framework.........................................4.08
Transition Zone Standards.................................................4.09
Impulse Zone Standards....................................................4.10
Destination Zone Standards............................................... 4.11
OBM Photography by Zone................................................4.12
Sustaining and Temporary POS
Purpose of Sustaining and Temporary POS..........................4.13
Sustaining and Temporary POS Balance...............................4.14
Developing the Correct Message Structure...........................4.15
Leveraging Consistent Elements...........................................4.16
In-Store Campaign/Property Execution.................................4.17
Open Happiness POS Execution............................................4.18
Open Happiness In-Store Execution...........................4.19 - 4.20
Temporary Campaign Launch POS Execution......................4.21

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Point-of-Sale Design Standards 4.02

Overview
The point of sale is often regarded as the moment of truth
for brands. It is where the shopper decides which brand
to buy instead of another. It is where we want to create a
targeted, relevant dialogue with our shoppers and consumers
to help build a business “within an arm’s reach of desire.”
Simply put, it is a critical element of our business.

This chapter outlines the Design Standards for Coca-Cola

Point-of-Sale (POS) communications.

Approved digital files of customizable graphics and design

templates for POS are available on the Design Machine
website at www.coca-coladesignmachine.com. Please use
only the approved versions supplied there.

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Point-of-Sale Design Standards_POS Strategy 4.03

POS 5 Immutable Laws and Design Principles

The 5 Immutable Laws of POS Design Principles
These are the bedrock principles for developing all POS. Whether POS executions are sustaining or temporary, the
The Design Standards (see subsequent pages) follow POS materials must apply the following Design Principles:
these laws so that POS design amplifies the Brand in the
right way at the right time. 1. Bold Simplicity
• A clear information hierarchy.
1. Speak to the shopper with a message that is relevant • A clear function for each element used.
to them. • Visual impact with maximum legibility.
2. S
 implify communications to ONE shopper-relevant • Thoughtful elimination of elements that do not contribute
message. to use or function.
3. B
 e simple, be bold. Limit headlines to 5 words or less
and use only 3 visual focal points. “You know you’ve achieved perfection in design not when
4. C
 reate an emotional and intuitive connection between you have nothing more to add, but when you have nothing
shoppers and the Brand. more to take away.” – Antoine de Saint Exupery, artist
5. Humanize
 and appetize.
2. Real Authenticity
• Photography that looks and feels genuine, real and
uncontrived.
• Core Brand Elements that are leveraged in their original
form.
• Speaking in the voice of the shopper from their point
of view.

3. The Power of Red

Always use Coke Red as either a primary color or an
accent to:
• Ensure consistency of the Red Disk, color, text and other
standards.
• Create emotion, show importance or communicate
information.
• Help build Brand equity and make it ownable to
Coca-Cola.

4. Familiar Yet Surprising

• The expression of the photography, composition and
messaging makes the usage experience fresh yet
consistent across the retail environment.
• By structuring the messaging to emphasize Brand and
occasion across different Zones, we elevate shopper
engagement.

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POS 3-Zone Approach

Leverage the Shopper Environment Destination Zone
Use the dynamics of the shopper environment to devise effective
shopper messaging.

3-Zone Approach
Develop POS executions that create meaningful dialogue with
consumers as they progress through the three shopper Zones:
• Zone 1: Transition
• Zone 2: Impulse
• Zone 3: Destination

• Although these Zones are physical (i.e., they are real locations
in and around a store), they also represent the state of mind or
“need states” of the shopper.
• Use this approach whenever possible for Occasion Based
Marketing (OBM) initiatives for all three Coca-Cola Brands,
whether sustaining, thematic or shared. Impulse Zone

Transition Zone

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Zone 1: Transition
Objective: Create Awareness around the Occasion
Use the Transition Zone’s proximity to prompt a consumption
occasion and gain top-of-mind awareness before the shopper
forms a consideration list. Executions should:
• Communicate the Brand message.
• Create a connection to the occasion.

Key POS Executions for Transition Zone

• Store Front Window/Door Poster
• Sidewalk/Parking Lot Sign or Standee
• Door Handle Cling
• Internal Entrance Wall Posters
• Sidewalk Graphics

What Are the Needs in This Zone?

Efficiency:

Sensorial:

Emotional:
Transition
Educational: Zone

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Zone 2: Impulse
Objective: Allure and Entice with the Product Benefits
Use the Impulse Zone’s proximity to the till to drive
spontaneous purchase. Executions should:
• Emphasize product benefits.
• Create thirst by dramatizing the benefits.
• Communicate the Brand message.
• Create a sense of urgency.

Key POS Executions for Impulse Zone

• Cooler Door Cling/Impulse Cooler Shelf Talker
• Inside Cooler Wobbler/Shelf Strip
• Cooler/Rack Header Card
• Cooler Wrap
• Counter Mat or Mini Standee at Checkout
• Floor Graphics

What Are the Needs in This Zone?

Efficiency:

Sensorial:

Emotional:

Educational:

Impulse
Zone

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Point-of-Sale Design Standards_POS Strategy_3-Zone Approach 4.07

Zone 3: Destination
Objective: Drive Product Choice
Use the Destination Zone to drive routine and planned
purchases. Executions should:
• Grab attention.
• Focus on Brand, package and value.
• Facilitate navigation to product.

Key POS Executions for Destination Zone

• Shelf Talker/Poster
• Blades
• Display Header Card/Rack
• Shelf Strips/Visi Glide
• Display Spectaculars
• Floor Graphics

Destination
What Are the Needs in This Zone? Zone
Efficiency:

Sensorial:

Emotional:

Educational:

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Point-of-Sale Design Standards_POS Strategy 4.08

Sustaining OBM POS Framework

Regardless of occasion, the sustaining OBM POS utilizes the
Design Principles, the Shopper Laws and the 3-Zone Principles.

Approved digital files for these and other occasion images are
available on the Design Machine website. Please use only the
approved versions supplied there.

Zone 1: Transition Zone 2: Impulse Zone 3: Destination

Objective: Create awareness around the occasion. Objective: Allure and entice with the product benefits. Objective: Drive product choice.

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Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework 4.09

Transition Zone Standards

POS executions for the Transition Zone must use the following
elements, per the numbered hierarchy.

1. Occasion Photograph
• Must be the most prominent element in the layout.
• Must highlight the occasion.
• Must complement the composition.
• Should use 330 mL Glass Contour Bottle.

2. Red Disk
• Must be the second most prominent element in the layout.
• Must be placed at the highest position in the layout.
• May be cropped, preferably in one direction. Refer to the
Red Disk section of the Core Brand Elements and Standards
chapter (2.0) for further guidance.
• Photographs may partially cover the Red Disk, but the word
“Coca” must never be illegible.

3. Simple Message
• Message: Occasion
• Should be unique to the Brand and platform/occasion.
• Must target the shopper and be written from their point
of view.
• Should limit headline to 5 words or less.

4. Bold Background
• Sustaining materials must use solid Coke Red or white.
• Temporary materials may use a simple campaign-
related background.

Refer to the Core Brand Elements and Standards chapter (2.0)

for detailed guidance on Photography, Typography and Tone
of Voice.

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Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework 4.10

Impulse Zone Standards

POS executions for the Impulse Zone must use the following
elements, per the numbered hierarchy.

1. O
 ccasion Photograph
• Must be the most prominent element in the layout.
• Must provide more detail of the occasion than Transition
Zone photographs.
• May show a PET Contour Bottle in lieu of the glass
Contour Bottle.

2. Red Disk or Prominent Product Label

• Must be the second most prominent element in the layout.
• Red Disk must be placed at the highest position in the
layout.
• Red Disk may be cropped, preferably in one direction.
Refer to the Red Disk section of the Core Brand Elements
and Standards chapter (2.0) for further guidance.
• Photographs may partially cover the Red Disk, but the
word “Coca” must never be illegible.
• The Red Disk may be replaced by a close-up shot of the
Spencerian Script on a package.
• The Spencerian Script on a package must not be cropped.

3. Simple Message
• Message: Product Benefit
• Should be unique to the Brand’s product benefits.
• Must target the shopper.
• Should limit headline to 5 words or less.

4. Bold Background
• Sustaining materials must use solid Coke Red or white.
• Temporary materials may use a simple campaign-related
background.

5. Offer/Price
• Use is optional.

Refer to the Core Brand Elements and Standards chapter (2.0)

for detailed guidance on Photography, Typography and Tone
of Voice.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework 4.11

Destination Zone Standards

POS executions for the Destination Zone must use the
following elements, per the numbered hierarchy.

1. “Trademark Trinity”
• Always feature the trademark Brand choice in the
Destination Zone POS by showing the “Trademark Trinity.”
• The lead Brand for the occasion must be in the center of
the Trinity.

2. Simple Message
• Message: Drive product choice.
• Must include an offer and price.

3. Distinctive Coca-Cola Stylized Photograph

• May show a PET Contour Bottle in lieu of the glass
Contour Bottle.
• May show consumer interaction with the product.

4. Bold Background
• Sustaining materials must use solid Coke Red or white.
• Temporary materials may use a simple campaign-
related background.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework 4.12

OBM Photography by Zone

The Gold Standard
Transition Zone Impulse Zone Destination Zone
The photography featured on this page was developed to
Photography Photography Photography
represent “The Gold Standard” for OBM photography.

The Gold Standard Photography vividly expresses the

fundamentals of how we connect people with Coca-Cola
and is truly timeless, relevant and uniquely Coke branded.

Photography by Zone
We show our Coke Girl at various focal points, in each case
revealing more of the story to connect the consumer with the
Brand, occasion, product benefits and choice.

Each Zone is a scene carefully designed to draw in the

consumer by:
• Telling a story.
• Depicting positive imagery.
• Using defined color.
• Selecting warm, relatable characters.
• Focusing on uplifting facial expressions.

Illustrative Style
This photographic style is a modern interpretation of the past
which reflects today’s consumer, but also retains the classic
attributes of a Coke image.

Refer to the Photography section of the Core Brand

Elements and Standards chapter (2.0) for further guidance
on Photography Style.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards_Sustaining and Temporary POS 4.13

Purpose of Sustaining and Temporary POS

Sustaining POS Temporary POS
The purpose of sustaining POS is: The purpose of temporary POS executions is:
1. To provide a systematic approach for communicating the 1. To provide in-store support for Brand campaigns, properties
Brand consistently and effectively in-store. and seasonal executions.
2. To get the right product into the hands of the right consumer, 2. To link to the OBM framework, but deliver unique elements
in the right channel, at the right price, through the right to create news for the shopper and provide ‘familiar surprise.’
message and on the right execution. 3. To effectively leverage Core Brand Elements, secondary
3. To reinforce the Brand Identity and Design Standards. logos and events while maintaining OBM anchors, laws
and Zones.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards_Sustaining and Temporary POS 4.14

Sustaining and Temporary POS Balance

A yearly Brand Activity Plan should be made in advance
to ensure:
• An adequate balance and rotation of sustaining and
temporary POS throughout the year.
• An alignment of in-store POS with the Brand
activities and platforms.

Sustaining
MAR

AUG
MAY

NOV
OCT

DEC
APR

SEP
FEB

jUN
jAN

jUL

Temporary

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Point-of-Sale Design Standards_Sustaining and Temporary POS 4.15

Developing the Correct Message Structure

The 5 Steps for Developing Temporary POS
1. Gather available background research to identify the
Property/Campaign Values.
2. Identify the Occasion and Shopper Needs.
3. Identify the Brand Values that should be emphasized.
4. Once steps 1-3 are complete, “The Sweet Spot” for
this powerful alliance can be identified.
5. Develop a message structure across the 3 Zones for
the target channel.
Teen Needs
The Sweet Spot • Independence
Shopper
We’ve developed a process to find the common value for • Time with friends
Needs
the shopper, property/campaign and Brand. • Physical uplift
This common value is referred to as “The Sweet Spot.”

Identifying “The Sweet Spot” for a powerful alliance will

provide the guidance needed to develop the correct The Physical
messaging structure across Zones that will connect with Sweet Spot Uplift
the target consumer to drive awareness, engagement
and purchase. Happiness CCI
Campaign Coca-Cola Factory 3 Coke inspires acts
Messaging Expression Core Creative Idea Coke gives me of spirited optimism,
Include messaging that connects the consumer with the physical uplift. reaffirming a magical
ability to elicit the most
property/campaign and the occasion.
positive possibilities
in human nature.

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Point-of-Sale Design Standards_Sustaining and Temporary POS 4.16

Leveraging Consistent Elements

Design Elements
Leverage the Design Principles for temporary POS so that Sustaining
consumers see a consistent visual message throughout BTL
(Below the Line) execution points along the shopper journey.

Adapt design elements as shown in order to effectively promote

temporary needs, create impact and maintain consistency.
3 o’clock
Red Disk
• The Red Disk serves as a design anchor for consistency
pick me up
across all OBM POS.
• The Red Disk must appear in all Zone 1 ‘Transition’
executions, but is optional in Zone 2 ‘Impulse’ executions.
Red Disk Bold and Simple Distinctive Brand/Occasion
Bold Simple Backgrounds
Backgrounds Photography Messaging
Leverage the property/campaign backgrounds while
maintaining the “bold and simple” Design Principle.

Photography/Illustrations
Adapt the photography/illustrations to connect to the property/
campaign and the occasion. Always consider that the BTL
executions will need to make sense if the consumer has not
seen the ATL (Above the Line) executions.
Temporary

happiness
on the go!

Red Disk Bold and Simple Distinctive Campaign/Occasion

Campaign Backgrounds Character Illustration Messaging

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Point-of-Sale Design Standards_Sustaining and Temporary POS 4.17

In-Store Campaign/Property Execution

Leveraging “The Sweet Spot,” develop a message structure
by Zone that is relevant to the consumer and connects the
property/campaign to the occasion.

In the Transition Zone, a broad Happiness Factory In the Impulse Zone, a narrow shopper message combines In the Destination Zone, the trademark Brand choice combines
campaign connects to the occasion (“On the Go”). Brand with campaign/property values (physical uplift). with the offer/value and a nod to the campaign/property.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards 4.18

Open Happiness POS Execution

Open Happiness Campaign
The campaign is meant to be an evolution of CSoL, but can be
introduced with POS other than the current OBM materials.

The following pages will show how to leverage OH effectively

while staying true to the Zone and message principles that we
have worked so hard to embed.

Also on these pages are examples of how a campaign

can impact some parts of sustaining executions. There are
two options that show a campaign integrating applied with
sustaining POS executions, and one example of a temporary
campaign launch applied to POS executions.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards_Open Happiness POS Execution 4.19

Open Happiness In-Store Execution

Integration Option 1
In the Transition Zone, maintain the singular occasion focus. In the Impulse Zone, utilize the Open Happiness message In the Destination Zone, maintain the trademark Brand
while maintaining the OBM visual connection to the occasion. Choice with an Offer/Value message to drive decision.

Zone 1: Transition Zone 2: Impulse Zone 3: Destination

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards_Open Happiness POS Execution 4.20

Open Happiness In-Store Execution

Integration Option 2
In the Transition Zone, maintain the OBM visual connection In the Impulse Zone, utilize the Open Happiness message In the Destination Zone, maintain the trademark Brand
to the occasion while connecting to the campaign through while maintaining the OBM visual connection to the occasion. Choice with an Offer/Value message to drive decision.
messaging.

Zone 1: Transition Zone 2: Impulse Zone 3: Destination

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Point-of-Sale Design Standards_Open Happiness POS Execution 4.21

Temporary Campaign Launch POS Execution

In the Transition Zone, the Open Happiness campaign is In the Impulse Zone, the Open Happiness campaign connects In the Destination Zone, the trademark Brand Choice is
introduced and connects to the occasion through messaging. to the product benefits and has a visual connection to the maintained with an Offer/Value message to drive decision.
campaign.

Zone 1: Transition Zone 2: Impulse Zone 3: Destination

In Context Graphics:
The graphics included in this document display examples of uses of Open
Happiness and other trademarks “in context” on advertising, promotional
materials, POS and other similar executions. For example, the cropping
of Coca-Cola on the example above is an exception to the trademark
policy based on its use within the in-store zoned approach.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Equipment Design Standards
Equipment Design Standards: Graphic Design Standards
5.0 5.22

Coca-Cola || Brand
Brand Identity
Identityand
andDesign
DesignStandards_v1.1
Standards_v1.1 Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications. Confidential: 10 November 2009
Equipment Design Standards_Graphic Design Standards 5.01

Contents
Overview ...........................................................................5.02 Industrial Design Standards for Proprietary Fountain-Specific Elements............................................. 5.87
Equipment Form ................................................................5.29 3D Dynamic Ribbon: Fountain.............................. 5.88-5.89
Graphic Design Standards ...............................................5.03 Equipment Form Archetypes .........................................5.30 Reach-Out: Fountain..................................................... 5.90
Graphic Design Standards Overview ...........................5.04 Industrial Design Principles for Equipment Form ..........5.31 Staging: Coca-Cola Freestyle............................... 5.91-5.92
Equipment Graphics Principles ....................................5.05 Equipment Form Elements .............................................5.32 Staging: Fountain.......................................................... 5.93
Vending Equipment Form Elements: Applied .............................5.33 Staging: Coca-Cola Freestyle............................... 5.94-5.95
Generic Vending Archetype .........................................5.06 Defining Elements: Applied ..........................................5.34 Spencerian Script: Fountain......................................... 5.96
Generic Vending: Applied ............................................5.07 Supporting Elements: Applied ......................................5.35 Interaction Controls: Coca-Cola Freestyle........... 5.97-5.99
Generic Vending: Spencerian Script Applied to Form Element Construction ...........................................5.36 Point of Sale Guidelines: Coca-Cola Freestyle........... 5.100
Side Panel ................................................................5.08 3D Dynamic Ribbon .......................................... 5.37 - 5.40 Fountain Food Service Cup........................................ 5.101
Proprietary Vending Archetype ....................................5.09 Contour Chamfer ................................................5.41 - 5.44 Fountain Food Service Cup: Elements............. 5.102-5.104
Proprietary Vending: Spencerian Script Header .........5.10 Asymmetric Header ............................................5.45 - 5.46 Fountain Food Service Cup: Product Colors.............. 5.105
Proprietary Vending: Spencerian Script Header Uplifting ..............................................................5.47 - 5.50 Horizontal Vender......................................................... 5.106
Applied ......................................................................5.11 Reach-out ...........................................................5.51 - 5.53 Horizontal Vender: Overarching Elements Applied.... 5.107
Proprietary Vending: Spencerian Script Side Panel ....5.12 Sculpted Flow .....................................................5.54 - 5.59 Vending: Mx Superchill: Specific Elements................ 5.108
Proprietary Vending: Spencerian Script Applied to Staging and Shelves ..........................................5.60 - 5.62 Vending: Mx Superchill..................................... 5.109-5.111
Side Panel.................................................................5.13 Spencerian Script .........................................................5.63 Vending: SCool48 Superchill: Specific Elements....... 5.112
Proprietary Vending: Spencerian Script Placement Standards for Coke Red .....................................5.64 - 5.65 Vending: SCool48 Superchill............................ 5.113-5.115
Summary...................................................................5.14 Equipment Construction ................................................5.66 Coca-Cola Equipment Form Executions Overview....... 5.116
Proprietary Vending: Spencerian Script– Cooler-Specific Elements .............................................5.67 Industrial Design Elements: A Transformation Tool......5.117
International Variants ................................................5.15 3D Dynamic Ribbon .........................................5.68 - 5.69 Workhorse Cooler: 7 Series..........................................5.118
Coolers Contour Chamfer .......................................................5.70 Workhorse Cooler: 5 Series..........................................5.119
Generic Cooler: Header ..............................................5.16 Reach-out ..................................................................5.71 Workhorse Cooler: 3 Series..........................................5.120
Generic Cooler: Headers Applied ................................5.17 Sculpted Flow ............................................................5.72 Workhorse Cooler: Retrofit Kit...................................... 5.121
Generic Cooler: Spencerian Script Side Panel ...........5.18 Shelves ......................................................................5.73 Single Door Cooler: Retrofit Kit.................................... 5.122
Proprietary Cooler Archetype ......................................5.19 Ribbon Toe Grill .........................................................5.74 Double Door Cooler: Retrofit Kit................................... 5.123
Proprietary Cooler: Spencerian Script Header ............5.20 Vender-Specific Elements ............................................5.75 Cooler and Warmer: Delivery........................................5.124
3D Dynamic Ribbon ...................................................5.76 Color, Material, Finish Guidelines................................. 5.125
Proprietary Cooler: Spencerian Script Header
Uplifting ......................................................................5.77 Materials Standards: Coke Red........................... 5.126-5.129
Applied........................................................................5.21
Proprietary Cooler: Spencerian Script Side Panel Reach-out ........................................................5.78 - 5.79
Applied ......................................................................5.22 Interaction Zone .........................................................5.80
Proprietary Cooler: Graphic Zones..............................5.23 Physical User Interface ....................................5.81 - 5.84
Proprietary Cooler: Graphic Zones Applied .................5.24 Staging .......................................................................5.85
Fountain Overview: Form Elements ..............................................5.86
Generic Fountain .........................................................5.25
Proprietary Fountain Archetype ...................................5.26
Proprietary Fountain: Spencerian Script .....................5.27
Barrel Coolers
Generic Barrel Cooler..................................................5.28

Coca-Cola | Brand Identity and Design Standards_v1.0 Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications. Confidential: 10 November 2009
Equipment Design Standards_Graphic Design Standards 5.02

Overview
Of all the many ways in which we offer our products to
consumers and bring the refreshment promise of our Brands
to life, none is more important to creating the right immediate-
consumption experience than cold-drink equipment. It offers the
ultimate moment for consumers to connect with our Brands.

Immediate Consumption is defined as a beverage consumption

occasion that occurs shortly after purchase of a personal-sized
package in an ideal, ready-to-drink state.

Immediate Consumption transaction growth is critical to our

current and future business because:
• Strength in Immediate Consumption drives long-term System
financial health.
• Immediate Consumption packages play a major role in
consumer recruitment and long-term Brand health.
• Immediate Consumption spans a wide range of beverage
occasions, many relatively untapped by the System.
• Continuing to focus significant resources on Immediate
Consumption offers significant opportunities to drive increased
growth across markets beyond the growth momentum that
exists today.

Approved digital files of customizable graphics and design

templates are available on the Design Machine website at
www.coca-coladesignmachine.com. Please use only the
approved versions supplied there.

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Equipment Design Standards_Graphic Design Standards 5.03

Graphic Design Standards

This section reviews the application of Coca-Cola branded graphics to these equipment forms:
• Generic Equipment, which is designed to industry standards for use by many companies; and
• Proprietary Equipment, which has been designed specifically for Coca-Cola to communicate
the Brand Identity.

For guidance on Point-of-Sale application for equipment, please refer to the Point-of-Sale Design
Standards chapter (4.0) of the Brand Identity and Design Standards.

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Equipment Design Standards: Graphic Design Standards 5.04

Graphic Design Standards Overview

This section addresses permanent graphics as applied to the
header, side panels and specific zones on generic and
proprietary equipment.

For guidance on temporary graphics applied to equipment at

the point of sale, refer to the Point-of-Sale Design Standards
chapter (4.0).

Generic Equipment Proprietary Equipment

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Equipment Design Standards: Graphic Design Standards 5.05

Equipment Graphics Principles

Equipment provides a powerful linkage between consumers
and our Brands. By virtue of its size and dimensional profile, Build awareness
every piece of equipment – whether vending or cooler – is for from a distance through
all intents and purposes a retail space for the System. graphics and form.

This means that as sustaining equipment executions are

created, they should be held to the same strategic
considerations as a store.

• Equipment should create awareness from 6 meters (about

20 feet) away and always by leveraging the:
– Power of Red.
– Spencerian Script.
– Overall structure of Proprietary Equipment (reviewed in
the following section, Industrial Design Standards for
Proprietary Equipment Form).

• Equipment should entice consumers who are within one

meter (about 3 feet) away, via:
– Targeted execution materials that are aligned with local
market POS strategy.
– Design Elements in Proprietary Form.

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Equipment Design Standards: Graphic Design Standards_Vending 5.06

Generic Vending Archetype

Sustaining Graphics Examples of Graphics Applied to Solid-Door Venders
• Must be used on equipment that will be in the market for
five years or longer.

Occasion Based Marketing (OBM) Graphics

• Must follow the rules developed specifically for the OBM
campaign.
• Must be refreshed regularly during the life of the campaign.

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Equipment Design Standards: Graphic Design Standards_Vending 5.07

Generic Vending: Applied

Rules of Usage: Sustaining Graphics Examples of Graphics Applied to Solid-Door Venders
• The Elements shown must be used and may be scaled to fit
the various forms available.
• Coke Red must be used as the background color.
• The Spencerian Script must be used on the front panel.
• The Script (or an International Variant, if desired) must be
used on both side panels.
– Place the Script (or Variant) so that it reads from bottom
to top.
• Refreshment cues (i.e., condensation) may be added to the
front and side panels.

For detailed guidance on leveraging the Spencerian Script

and other Coca-Cola Design Elements, refer to the Core
Brand Elements and Standards chapter (2.0) of the Brand
Standards.

Left Side Panel Front Right Side Panel

Left Side Panel Front Right Side Panel

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Equipment Design Standards: Graphic Design Standards_Vending 5.08

Generic Vending: Spencerian Script Applied to Side Panel

Spencerian Script on Side Panel
• Must be scaled so that it visually fills the entire area while
at the same time applying the following clear space rule:
– Surround the Script with clear space that is, at a
minimum, 2 times the height of the hyphen connecting
“Coca” and “Cola.” This clear-space area is shown to
the right as ‘2h.’
• Must be shown only in the color white.
• Must be placed so that it reads from bottom to top. (This
also applies to International Variants, if used.)
• Must be centered from left to right and allow ‘4h’ from Clear Space = 2h Distance
the top.
• Should be positioned near the top when there is extra width
on the panel. This also applies to other generic equipment.

Left Side Panel Right Side Panel

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Equipment Design Standards: Graphic Design Standards_Vending 5.09

Proprietary Vending Archetype

Rules of Usage Examples of Graphics Applied to Proprietary Vending Archetypes
Graphics should be applied to Proprietary Vending Forms in a
manner that complements the overall form of the equipment
and supports Coca-Cola design standards.

For detailed guidance on creating Proprietary Structures like

these, refer to the following section, Industrial Design
Standards for Proprietary Equipment Form.

Solid-Door Vender Window Vender

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Equipment Design Standards: Graphic Design Standards_Vending 5.10

Proprietary Vending: Spencerian Script Header

Spencerian Script on Header Panel
• Must be placed in the product portfolio zone so that it is
optimally scaled and optically centered.

Spencerian Script: Ideal Clear Space

The Script must be surrounded with clear space that is, at
a minimum, equal to the area shown to the near right as ‘x.’
This area is bordered by the inside left edge of the bowl of
the capital “C” in “Coca” and the outside edge of the top-right
curve of the adjacent “o.”
Ideal Clear Space = x Distance Acceptable Clear Space = x Distance
Spencerian Script: Acceptable Clear Space
The Script may be surrounded with clear space that is, at a
minimum, equal to the area shown to the far right as ‘x.’ This
area is defined by the width of the “o” in “Coca.”

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Equipment Design Standards: Graphic Design Standards_Vending 5.11

Proprietary Vending: Spencerian Script Header Applied

The ideal graphics approach for Proprietary Vending, The Spencerian Script is acceptably scaled and The Script is not optimally scaled and violates
with the Spencerian Script optimally scaled and optically optically centered. clear-space rules.
centered.

The Script is not optically centered.

Front View Front View Front View

Ideal Acceptable Unacceptable

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Equipment Design Standards: Graphic Design Standards_Vending 5.12

Proprietary Vending: Spencerian Script Side Panel

Spencerian Script on Side Panel
• Must be surrounded with clear space that is, at a minimum,
equal to the inside height of the letter “a” in “Cola.” This
clear-space area is shown to the right as ‘x.’
• Must be placed within the quadrant as shown.
• Must be placed so that it reads from bottom to top. (This
also applies to International Variants, if used.)

Please note: The clear-space specifications for proprietary

vending side panels differ from the clear-space specifications
for generic vending side panels.
Clear Space = x Distance

x x
x

x
x x
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Equipment Design Standards: Graphic Design Standards_Vending 5.13

Proprietary Vending: Spencerian Script Applied to Side Panel

The ideal graphics approach for Proprietary Vending, with It is acceptable to center the Script in the third Do not make the Script too large or violate
the Spencerian Script: quadrant of the side panel. clear-space rules.
• Must be centered in the first quadrant of the side panel.
• Must be surrounded with uniform clear space.

Do not place the Script outside of a quadrant.

Side View Side View Side View

Ideal Acceptable Unacceptable

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Equipment Design Standards: Graphic Design Standards_Vending 5.14

Proprietary Vending: Spencerian Script Placement Summary

The ideal graphics approach for Proprietary Vending,
with the Spencerian Script:
• Must be shown on the front panel and both side
panels.
• Must be placed on the side panels so that it reads
from bottom to top. (This also applies to International
Variants, if used.)

Side View Front View Side View The Script is too large.

Ideal Unacceptable

• It is acceptable to show the Script only on the

front panel if branding the side panels with
graphics for Occasion Based Marketing (OBM)
or other executions.

Side View Front View Side View

Acceptable

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Equipment Design Standards: Graphic Design Standards_Vending 5.15

Proprietary Vending: Spencerian Script – International Variants

Learn more about general usage of the Script in the Core
Brand Elements and Standards chapter (2.0) of the Brand
Standards.

• The Spencerian Script should always be used predominantly

on the front of equipment.
• International Variants may replace the Spencerian Script
on the side panels only.
Amharic Arabic Bangladesh Iran

Israel Japan Chinese-Mandarin Korea

The Coke logo must not be used on equipment.

Pakistan Russia Somalia Sri Lanka - Sinhalese

Sri Lanka - Tamil Taiwan Thailand

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Equipment Design Standards: Graphic Design Standards_Coolers 5.16

Generic Cooler: Header

Sustaining Graphics Example of Graphics Applied to Generic Cooler Headers
Because Cooler Equipment headers are essentially long-
term sustaining elements in the Brand’s communications
strategy, they must feature Brand Elements in a highly
iconic manner.

Condensation elements added

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Equipment Design Standards: Graphic Design Standards_Coolers 5.17

Generic Cooler: Headers Applied

Rules of Usage: Sustaining Graphics
• Coke Red must be used as the background color of the
header to maximize Brand awareness from a distance.
• The Spencerian Script must be shown on the left side
of the header.
• The Contour Bottle must be shown on the right side of
the header.
• Refreshment cues (i.e., condensation elements) may be
added to the header.
• The front glass of the header may be used for POS and
targeted communication activities. Please refer to the
Point-of-Sale Design Standards chapter (4.0) for guidance
in using POS materials.

• Side panels may feature either the Spencerian Script or

the Contour Bottle as shown at right.

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Equipment Design Standards: Graphic Design Standards_Coolers 5.18

Generic Cooler: Spencerian Script Side Panel

Spencerian Script on Side Panel
• Must be scaled so that it visually fills the entire area while
at the same time applying the following clear-space rule.
– Surround the Script with clear space that is, at a minimum,
2 times the height of the hyphen connecting “Coca” and
“Cola.” This clear-space area is shown to the right as ‘2h.’
• Must be shown only in the color white.
• Must be placed so that it reads from bottom to top.
(This also applies to International Variants, if used.)
• Must be centered from left to right and allow ‘4h’ from
the top. Clear Space = 2h Distance
• Should be positioned near the top when there is extra width
on the panel. This also applies to other generic equipment.

Left Side Panel Right Side Panel

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Equipment Design Standards: Graphic Design Standards_Coolers 5.19

Proprietary Cooler Archetype

Rules of Usage Examples of Graphics Applied to Proprietary Cooler Archetypes
• The Spencerian Script must be used. It is the only acceptable
trademark for Proprietary Structures. Consult with your local
legal counsel for usage guidance.
• Graphics must be applied to Proprietary Cooler Archetypes in
a manner that complements the overall form of the equipment
and supports Coca-Cola design standards.

For detailed guidance on creating Proprietary Structures like

these, refer to the following section, Industrial Design
Standards for Proprietary Equipment Form.

Single-Door Cooler Open-Front Cooler

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Equipment Design Standards: Graphic Design Standards_Coolers 5.20

Proprietary Cooler: Spencerian Script Header

Spencerian Script on Header Panel
• Must be placed in the product portfolio zone so that it is
optimally scaled and optically centered.

Spencerian Script: Ideal Clear Space

The Script must be surrounded with clear space that is, at
a minimum, equal to the area shown to the near right as ‘x.’
This area is bordered by the inside left edge of the bowl of
the capital “C” in “Coca” and the outside edge of the top-right
curve of the adjacent “o.”
Ideal Clear Space = x Distance Acceptable Clear Space = x Distance
Spencerian Script: Acceptable Clear Space
The Script may be surrounded with clear space that is, at a
minimum, equal to the area shown to the far right as ‘x.’ This
area is defined by the width of the “o” in “Coca.”

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Equipment Design Standards: Graphic Design Standards_Coolers 5.21

Proprietary Cooler: Spencerian Script Header Applied

The ideal graphics approach for Proprietary Coolers, The Spencerian Script is acceptably scaled and The Script is not optimally scaled and violates
with the Spencerian Script optimally scaled and optically optically centered. clear-space rules.
centered.

The Script is not optically centered.

Front View Front View Front View

Ideal Acceptable Unacceptable

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Equipment Design Standards: Graphic Design Standards_Coolers 5.22

Proprietary Cooler: Spencerian Script Side Panel Applied

Spencerian Script Side Panel
• Must be surrounded with clear space that is, at a minimum,
equal to the inside height of the letter “a” in “Cola.” This
clear-space area is shown to the right as ‘x.’
• Must be placed within the quadrant as shown.
• Must be placed on the side panels so that it reads from
bottom to top. (This also applies to International Variants,
if used.)

Please note: The clear-space specifications for proprietary

cooler side panels differ from the clear-space specifications
for generic cooler side panels. Clear Space = x Distance

x x
x

x
x x
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Equipment Design Standards: Graphic Design Standards_Coolers 5.23

Proprietary Cooler: Graphic Zones

Left Side of Cooler
The left side must only show the Spencerian Script graphic.
Zone 1
Front of Cooler
Temporary graphics may be applied to the glass door of the
cooler in Zone 3 as indicated. For graphic executions on
glass doors, make sure there is maximum product portfolio
visibility through the door.

Right Side of Cooler Zone 2

There are two options for applying graphics to this side.

Option 1: If the Spencerian Script is used in Zone 1, use an

execution graphic in Zone 2.
Option 2: If the Script is used in Zone 2, use an execution
graphic in Zone 1. Zone 3

Wraparound
• Decals must only wrap on the right side, since the left
side of coolers must always show the Spencerian Script.
• It is acceptable for a graphic to extend around to the front
from the side panel. For this wraparound execution, make
sure there is maximum product portfolio visibility through
the glass door.

Refer to the following page for examples, and consult with

the Global Brand Team about any custom executions outside
the parameters of the Brand Standards.

Left Side Front Right Side

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Equipment Design Standards: Graphic Design Standards_Coolers 5.24

Proprietary Cooler: Graphic Zones Applied

The examples shown below are for temporary – not
sustaining – usage. Remember, temporary graphics should
be changed on a regular basis until they are replaced with
the sustaining standard.

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Equipment Design Standards: Graphic Design Standards_Fountain 5.25

Generic Fountain
Rules of Usage Examples of Graphics Applied to Generic Fountain Forms
As dispensing is a primary Food Service occasion, Generic
Fountain dispensers should create awareness as well as
attract and entice consumers.

• Coke Red must be used as the background color on the

header panel.
• Brand Elements must be used to communicate the Brand
and refreshment.
• The Spencerian Script must always be shown.
• Graphics must be applied to Generic Fountain Forms in
a manner that complements the overall form of the
equipment and supports Coca-Cola design standards.
• Refreshment cues (i.e., condensation elements) may be
added, as shown in the bottom left visual.

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Equipment Design Standards: Graphic Design Standards_Fountain 5.26

Proprietary Fountain Archetype

Rules of Usage Example of Graphics Applied to Proprietary Fountain Archetype
This Proprietary Fountain dispenser is designed for use in
Food Service venues.

•F
 or this equipment only, place the Spencerian Script in a
horizontal format on the top half of the side panels. This
application ensures that the Script is not obscured by floor
cabinetry, etc., to either side of the dispenser.

For detailed guidance on creating this Proprietary Structure,

refer to the following section, Industrial Design Standards for
Proprietary Equipment Form.

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Equipment Design Standards: Graphic Design Standards_Fountain 5.27

Proprietary Fountain: Spencerian Script

For Jet, place the Spencerian Script on the left side panel
of the dispenser. This example shows the red Script on a
metallic silver panel. Match logo to print:
C = 4
15.85" M = 100 5.86"
Place the Contour Bottle Symbol on the right side panel. Y = 95
On both panels, the foreground graphics are screen printed K = 0
on the back side of clear panel material.

Match to PMS 877 Silver, Match to PMS 877 Silver,

100% opacity. 100% opacity.

50.76" 50.23"

Left Side Panel Upper and Lower Doors Right Side Panel

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Equipment Design Standards: Graphic Design Standards_Barrel Coolers 5.28

Generic Barrel Cooler

Rules of Usage Examples of Graphics Applied to Generic Barrel Coolers
Barrel Coolers are an important part of activating our Brand
and making our product portfolio available to consumers at
key points in their shopping and purchasing journey.

• Feature bold and simple graphics on Barrel Coolers to

generate consumer awareness from a distance.
• Coke Red must be used as the background color.
• The Spencerian Script must be shown – either as a
standalone element or by featuring the Contour Bottle.
• The Script must not be cropped.
• The Red Disk must not be used.
• Refreshment cues (i.e., condensation elements) may be
added to the executions as shown.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form 5.29

Industrial Design Standards for Proprietary Equipment Form

This section identifies the proprietary elements for the Coca-Cola Equipment Form System and
specifies their hierarchy of use, while providing guidance on:

• Properly using these assets to implement a consistent visual system that communicates the
Coca-Cola Brand Identity.
• Reducing implementation time and costs for getting new equipment straight to market.
• Briefing agencies or vendors on equipment deliverables.

Examples provided throughout this section typically show an ideal execution that meets trademark
standards as well as acceptable alternatives and unacceptable versions.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form 5.30

Equipment Form Archetypes

Coolers and vending equipment fulfill a critical role for the
immediate-consumption occasion in that they protect, chill and
showcase the product portfolio. In addition, equipment can be
leveraged as a valuable media asset and Brand-building tool.

This section provides guidance on using Coca-Cola Brand

Elements and Form Elements to improve the consumer
experience, create a “store within a store” for the product
portfolio and specifically how to:

• L  everage Coca-Cola Brand equities to create Form Elements

that are alluring to consumers.
• Apply cooler- and vender-specific elements to differentiate
from competitors’ equipment.
• Translate Brand Elements to form design elements across
equipment platforms and materials.
• D
 esign interaction and product staging zones to enhance
and personalize the experience.

Solid-Door Vender Window Vender Single-Door Cooler Open-Front Cooler

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form 5.31

Industrial Design Principles for Equipment Form

The Industrial Design Principles and subsequent Form
Elements are essential to all Coca-Cola equipment and have
been inspired by Coca-Cola trademarks and iconography,
Coca-Cola Design Principles, Brand Vision and Values of
Consumer Experience. Subsequent pages provide
specifications for using each Form Element.

1. Bold Simplicity
Expressed through consistent use of modular components
and common design elements. A strategy for:
• Simplifying and unifying equipment.
• Thoughtfully eliminating elements that do not contribute
to use or function.

2. Real Authenticity
Expressed through:
• Materials that look and feel genuine, real, uncontrived.
• Design that is driven by meeting needs.
• Design that is modern, yet links back to the Brand heritage.

3. The Power of Red

Always used – as either a primary color or an accent – to:
• Ensure consistency across all executions.
• Create emotion, show importance or communicate a
hierarchy for information and usage.

4. Familiar Yet Surprising

• Its expression makes the usage experience fresh yet
consistent across all equipment.
• By changing its emphasis across different locations or
occasions, we elevate that special moment of personal
delight/sensory amazement for users.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form 5.32

Equipment Form Elements

Spencerian Script

Asymmetric Header Uplifting

3D Dynamic Ribbon Reach-out

Contour Chamfer Sculpted Flow

Coke Red Staging

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Elements 5.33

Equipment Form Elements: Applied

Defining Elements Supporting Elements

Elements that create the equipment identity. Ideal whenever feasible, but not essential.
Essential to equipment form.

3D Dynamic Ribbon Contour Chamfer Asymmetric Header Reach-out Sculpted Flow Staging

Uplifting Coke Red Spencerian Script

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Elements 5.34

Defining Elements: Applied

3D Dynamic Ribbon Contour Chamfer Asymmetric Header Uplifting Spencerian Script Coke Red

This element amplifies the Through its abstract Its asymmetric proportion An upward orientation This globally recognized The Power of Red must be

3D Dynamic Ribbon to a soft application of the iconic creates a surprising yet creates visual lift, which trademark and Brand icon leveraged on all equipment.

3D shape. Contour Bottle, this element balanced form. communicates positivity, must be present on all

directly references the connection and optimism. equipment.

Brand heritage.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Elements 5.35

Supporting Elements: Applied

Use any or all of three Supporting Form Elements in
addition to the required Defining Form Elements. Reach-out Sculpted Flow Staging

Placing the beverage product Translates liquid forms into Showcases the product as

portfolio at the nearest point flowing 3D proportion and hero to consumers at the

to the user provides them sculpted surfaces. point of delivery.

more approachable and

accessible choices.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form 5.36

Form Element Construction

Form Elements

3D Dynamic Ribbon Staging

Contour Chamfer Spencerian Script Scaling

Asymmetric Header Coke Red

Uplifting

Reach-out

Sculpted Flow

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.37

3D Dynamic Ribbon
• The 3D Dynamic Ribbon must be located at the edge of the
product portfolio.
• Its interpretation as a 3D element must call attention to the
handle interface.
• It must extend along the entire vertical length of the
equipment – with no clear space at top or bottom – unless
functional issues make this infeasible.

3D Dynamic Ribbon Form Interpretation

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.38

3D Dynamic Ribbon
Examples For Portrait-oriented Equipment Only

Ribbon is not vertical.  ibbon does not

R  o not crop or stretch
D
fit width. the Ribbon to fit inside
Ribbon is not recognizable a shape.
because the "thickest-thin-
thick" rule (defined on next
page) was not followed.

80% of total length

Front View Front View

Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.39

3D Dynamic Ribbon
• Always follow the “thickest-thin-thick” rule: the 3D Dynamic
Ribbon must be thickest at the bottom, thin in the middle
and thick at the top.
• The top of the 3D Dynamic Ribbon must always meet with
the highest point on the equipment.

Thickest

Thick

Thin Thin

Thickest
Thick

Ribbon and equipment can be mirrored when  hickest-thin-thick rule

T
functionality calls for it. not followed. (Thickest
incorrectly placed at top.)

Front View

Acceptable Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.40

3D Dynamic Ribbon
The standard 3D Dynamic Ribbon.

Too vertical in shape.

Properly mirrored, cropped, rotated and Not properly integrated, thus obscuring the
proportionately scaled. Use these versions to suit product portfolio and compromising functionality.
a range of applications.

Front View Front View

Ideal Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.41

Contour Chamfer
The Contour Chamfer follows the shape of the Contour
Bottle: low waisted, wider around the midsection and
narrower toward the top.

Narrows to
the top

Widens

Low waist

Contour Bottle Form Interpretation

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.42

Contour Chamfer
• Create uplift by emphasizing the low waist and height. • Make the inner contour more pronounced than the outer contour.
• Contours need not be symmetrically the same. Modify them to best
suit the arrangement of the product portfolio, the placement of the
3D Dynamic Ribbon and their interaction.

Read about using the Asymmetric Header starting later in this section.

Outer Contour Outer Contour Outer Contour Outer Contour

opens up

3. Slight narrowing

2. Slight
More height = More height = 4. Gradual augmentation
more uplift more uplift curvature

Low waist 1. Waist Slight waist Straight

5. Tighter
curvature

Inner Contour Inner Contour Inner Contour Inner Contour

Front View Side View Front View Side View

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.43

Contour Chamfer

Low waist
 xaggerated curves, resulting in
E
Low waist Contours follow the guidelines oversized equipment

Front View Front View

Ideal Unacceptable

Low waist
No defined waist
 ontour modifications maintain
C
Low waist the ideal proportion of curves Too straight

Front View Front View

Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.44

Contour Chamfer
• The sculpture of the Contour Chamfer must be delimited by
the ellipse form.
• Follow the progression of surface sculpting below to create
distinct highlights on the edges of the Chamfer, indicated
here in yellow.

Section A

Section B

Section C

Section D

Top View

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.45

Asymmetric Header
The peak of the Asymmetric Header originates in a flowing
curve in the Spencerian Script.

Asymmetric Detail
on Spencerian Script Form Interpretation

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.46

Asymmetric Header
• The top profile must follow the ellipse form. • This top profile is too pointed because its curve
• The 3D Dynamic Ribbon always forms the peak doesn’t follow the ellipse form.
and is raised.

Front View Front View

Ideal Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.47

Uplifting
Placed between the Contour Chamfer and the 3D Dynamic
Ribbon, the Uplifting effect presents the product portfolio
of drinks in a visually lifted manner.

Uplifting Form Interpretation

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.48

Uplifting
As much of the product portfolio as possible must be
displayed. Fully utilize the Uplifting effect with a low waist
and a top that is significantly wider than the bottom.

• Low waist. • Low waist. • No defined waist.

• Product portfolio is fully displayed. • Uplifting effect is fully utilized. • Product portfolio is not well displayed.
• Uplifting effect is fully utilized. • No Uplifting effect.

Top width

Longer
height for
uplift

Low waist No defined

waist

Bottom width
When product portfolio arrangements are fully packed, it is
acceptable for some bottles to be hidden or partially hidden.

Front View Front View Front View

Ideal Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.49

Uplifting
• Extend the Uplifting effect by continuing the white color
from the apex of the facade to the roof.
• The top of the cooler should be the same color as
the header.
– If the equipment header is red, the roof must be red.
– If the equipment header is white, the roof must be white.

Top View

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.50

Uplifting
The roof of the equipment must have: • Flat back. • Angled corners.
• Correct profiles.
• Optimum radius on all four corners.

• Small corner radius.

• Front and back profiles do not follow profile

• Larger offset from exterior. of the exterior.
• Wider corner radius. • Overly wide corner radius.

Top View Top View Top View

Ideal Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.51

Reach-out
Create a more approachable and accessible choice for
the user by placing the product portfolio within the curvature
of the facade.

Reach-out Form Interpretation

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.52

Reach-out
• The curvature of the front facade must be elliptical
and symmetric.

Top View

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.53

Reach-out
• Curvature is optimal. • Curvature is more pointed but • Curvature is too round.
still acceptable.

• Curvature is too flat.

Top View Top View Top View

Ideal Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.54

Sculpted Flow
The Sculpted Flow animates the side surfaces, imparting an
overall sculpted shape. It must be used on both side panels.

Sculpted Flow Form Interpretation

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.55

Sculpted Flow
• Divide the side panel with a flow curve that follows the
proportions shown at right.
• Ensure optimum spacing for the Spencerian Script.
For detailed guidance on properly using the Spencerian
Script, refer to the Graphic Design Standards section of
this chapter.

Tangent to end

Scale the Script to ensure

good visibility.

Gradual curvature

Tangent to end

Side View

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.56

Sculpted Flow
• The Spencerian Script is optimally placed. • The Script scaling, division of side panel and • Flow curve is too vertical.
• The side panel is optimally divided. curvature are properly adjusted for a taller unit. • Curvature does not follow defined proportions.
• Curvature follows defined proportions.

• Side panel is not optimally divided.

• Right section is too wide, thus crowding the Script.

Side View Side View Side View

Ideal Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.57

Sculpted Flow
• Convex and concave surfaces must be optimally balanced
as shown.

Section A

Section B

Section C

Situate the most

convex and concave
areas in this section.

Section D

Top View

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.58

Sculpted Flow
• The Sculpted Flow must meet at a single point on • Line-ups of equipment further emphasize the
a flat plane. Sculpted Flow through the crevices that naturally
form between contiguous side panels.

Top View

Front View

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.59

Sculpted Flow
Slightly convex • Convexity is too exaggerated.
Slightly concave

Most convex and

concave area

Slightly concave Too convex

• Concavity is so exaggerated that flow curves

Slightly convex
cannot touch on a single plane.
Too concave

Concave

Convex

Top View Top View Side Perspective

Ideal Unacceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.60

Staging and Shelves

Staging showcases the product to consumers at the point of
delivery. Use staging as a theatrical event of lights and action
to heighten the consumer experience by presenting the bottle
as the hero and celebrating the moment of delivery.

Staging Form Interpretation

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.61

Staging and Shelves

Ideally, staging for coolers includes:

• Shelf fronts that are illuminated to showcase • Shelves that are slanted to drive bottles to the • The Spencerian Script on the front of
the top of the products. front and ensure that all bottles are aligned at each shelf.
the front.

Front
light

Down light

Light tube

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.62

Staging and Shelves

Ideally, the point of delivery for bottles includes:
• Vent ports with illuminated interiors that spotlight bottles.
• Delivery of bottles in the upright position.
• Use of light in a sequence to create a build-up of emotions
that ends in the delivery.

Bottle must be
delivered in an
upright position.

Light the vent

ports from inside.

Build emotions through use of light in a sequence.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction 5.63

Spencerian Script
This globally recognized trademark and Brand icon must
be present on all equipment and always appear on the
front header.

For detailed guidance on properly using the Spencerian

Script and other Coca-Cola design elements, refer to the
Proprietary Vending: Spencerian Script Header and Header
Applied pages in the Graphic Design Standards section of
this chapter.

Spencerian Script Spencerian Script Applied to Form

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Standards for Coke Red

• Coke Red must be used on all equipment as either a
primary or accent color to ensure consistency across all
executions.
• Use this iconic color to create emotions such as positivity
and surprise, show importance or communicate a hierarchy
for information and usage.
• Leverage the Power of Red with care and forethought.
• Other colors may be used to enhance an application;
for example, dark red may be added to emphasize the
interaction panel or silver to impart a night-life experience.
• A Production Standards Kit containing color and material
samples is available for specialists.

Coke Red Coke Red Applied to Form

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Standards for Coke Red

In all cases, refer to the Material and Color Standards addendum for specifications on use of Coke Red.

Vending Vending Vending

• Use dark red on the Interaction Zone. • The sides and Interaction Zone may both be • The white header must be used to emphasize
Coke Red. product portfolio Uplift.
• A red header is not acceptable in vending.

Coolers Coolers Coolers

•U
 se Coke Red on the sides and center area. • Use Coke Red on the sides. • Coke Red must be used to emphasize product
• Use white on the center area. portfolio Uplift.
• The use of white is unacceptably disproportionate
to the use of Coke Red on this cooler.

Ideal Acceptable Unacceptable

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form 5.66

Equipment Construction
This section includes critical technical and design details of
each of the Form Elements applied to specific equipment
forms. It is essential that industrial designers and engineers
use this documentation in order to properly integrate Defining
Elements and to ensure the best possible equipment
execution.

Other equipment application examples can be reviewed in

the addendum.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction 5.67

Cooler-Specific Elements

Form Elements Cooler-Specific Elements

3D Dynamic Ribbon Staging Shelves/Staging

Contour Chamfer Spencerian Script Scaling Ribbon Toe Grill

Asymmetric Header Coke Red

Uplifting
+
Reach-out
For guidance on constructing the Elements noted
in light gray, refer to their respective pages in this
Sculpted Flow chapter.

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3D Dynamic Ribbon
Single-Door Cooler Original Option A
• To ensure sufficient product portfolio showcasing, adjust the Mirrored body + mirrored handle.
handle to one side as much as possible while maintaining
the 3D Dynamic Ribbon proportions. Peak Peak
• The color of the 3D Dynamic Ribbon handle must be either
white or silver. No other colors are permitted, even if they
are in the Brand color palette.

Option B
Handle moved to the right.
Back
Profile of handle transitions from a ribbon to a grip shape. Peak

Front
Light tube

Grip shape

Side Perspective Top View Left Perspective Right Perspective

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3D Dynamic Ribbon
Open-Front Cooler
• To ensure sufficient product portfolio showcasing, adjust the
handle to one side as much as possible while maintaining
the 3D Dynamic Ribbon proportions.
• The color of the 3D Dynamic Ribbon handle must be either
white or silver. No other colors are permitted, even if they
are in the Brand color palette.

Raised profile

Dynamic Ribbon profile

Raised profile

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Contour Chamfer

Moving
backwards

Chamfer
profile
Twisting
forward

Moving
backwards

Left Edge Right Edge

To create this curve, refer to the The Contour Chamfer creates a curve
Contour Chamfer pages that appear in which, on the side view, expresses the
the preceding section of this chapter. uplifting of the product portfolio.

Top View Front View Side View

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Reach-out
• Apply Reach-out to both Single-Door, Double-Door and
Window Coolers.

Curvature is an offset of the Uplifting Slight curvature with Curvature to follow shelf
element. small radius. profile (to balance with
component size).

Top View Side View

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Sculpted Flow
• To enable greater product portfolio visibility from the sides, • Optimal proportion of regular • Regular chamfer proportion
create a material break on the side surfaces by combining chamfer. is bolder, but acceptable.
a regular chamfer with the Sculpted Flow element. • Side product portfolio with
Uplifting effect.
Uplifting effect

Side product
portfolio does
not have
Uplifting effect.

Regular chamfer
size is not
proportional.

Regular chamfer
size is not
proportional.

Side View Side View Side View

Ideal Acceptable Unacceptable

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Shelves
• Shape shelves with a gravity feed and a curved front • Locate the debossed Spencerian Script on
profile; both help to empower user selection. the left side of shelves.
• Use lighting to enhance refreshment cues in product Price tag
presentation. holder

Gravity feed

Light tube Side View

Rows of dividers
depends on bottle
capacity.

Front Curved profile is an

light offset of the product
portfolio Reach-out.

Down light Side View

Light tube

Front View Front View

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Ribbon Toe Grill

Located at the Cooler bottom, the vents are molded and Glass Dimensions
flushed with a layer of glass. 30
R7

50
A
A
24

169
175
Molded vents Glass layer Front View

Vent Dimensions
Check
draft
angle

25
R1 Top View

Section A-A 26

181
7
Front View Side View

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Vender-Specific Elements

Form Elements Vender-Specific Elements

3D Dynamic Ribbon Staging Interaction Zone

Contour Chamfer Spencerian Script Scaling Physical User Interface

Asymmetric Header Coke Red

Uplifting
+
Reach-out
For guidance on constructing the Elements noted
in light gray, refer to their respective pages in this
Sculpted Flow chapter.

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3D Dynamic Ribbon
• Adjusted as a divider between the product portfolio
and Interaction Zone.

Front View

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Uplifting
Window Vender
Shelves are simple in shape and equipped with lighting
to guide user selection.

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Reach-out
Solid-Door Vender Solid-Door Vender: Bottle Graphic
The interior is a soft neutral background that allows the The bottle graphic is located above the Direct Access Button
products to be the heroes. and is backlit.

Small radius

Depends on
packaging

Curved profile is
an offset of the
product portfolio
Reach-out.

Gradual
curvature

Top View Side View Side View

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Reach-out
Window Vender
The Uplifting product portfolio is a soft neutral background
that allows the products to be the heroes.

Small radius

Curvature is an offset of
the Uplifting element.

Top View Side View

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Interaction Zone
Located between the 3D Dynamic Ribbon and the Contour Solid-Door Vender
Chamfer, the Interaction Zone is the platform for interaction Surface is raised to peak at the Ribbon.
rings and Staging.

The Interaction Zone shape is a resolution between the 3D

Dynamic Ribbon and the Contour Chamfer.

Ensure space for Physical

User Interface (refer to the
Physical User Interface
pages in this section).

Left Profile (refer to the Right Profile (refer to the

3D Dynamic Ribbon Contour Chamfer pages in
pages in this section). this section).
Top View

Front View

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Physical User Interface

Located on the Interaction Zone and Uplifting product • By grouping interfaces into functional islands, users can • Use round shapes for the payment interface.
portfolio, the user interface guides the user to a more be intuitively guided from a to b (see diagram at right).
accessible and intuitive choice-making experience. • The three primary islands are Card/Cash Input, Phone
Payment and Staging.

Cash/Card Input Islands

R7.00
6
7 R18

R17
R 9.00
a
7
b
Phone Payment Islands

R10.00
R12

7
7

• Use rectangular shapes for staging, information input, etc.

Staging Islands
R42
10

R42

R23

R42

Front View

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Physical User Interface

Arrangement • Payment islands shown here are too far apart.
• Arrange modules to fit the Interaction Zone in a well-spaced
manner.
• Make allowances for proper use of product graphics.

Gap should be at least 15 mm.

•P
 ayment islands must be closer to each other
than shown here in order to create a more
intuitive user association.

Too tight Too near

the edge

Open-Window Vender Solid-Door Vender

Front View Front View Front View

Ideal Acceptable Unacceptable

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Physical User Interface

Solid-Door Vender
• Locate Direct Access Buttons below drinks to guide users in
making selections.
• Use a light ring to intuitively guide the user through the
entire selection process and induce sensory amazement.

Direct Access Buttons Card/Cash Input Group Phone Input Group Collection Group
1. Push button 2. Pay 3. Pay by phone 4. Collect drink and change
• Button lights up • Credit card input • Phone scanner • Door opens
•D rink information appears in display on the • Coin input • Password input • Light animates
Interaction Zone • Coin return lever • Coin return collection

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Physical User Interface

Window Vender
• If Direct Access Buttons cannot be near product, use a Direct
Access Dial to guide users through the selection process.
• Use a light ring to intuitively guide the user through the entire
selection process and induce sensory amazement.

Direct Access Dial Card/Cash Input Group Phone Input Group Collection Group
1. Rotate dial to select drink 2. Pay 3. Pay by phone 4. Collect drink and change
• Shelf below selected drink lights up • Credit card input • Phone scanner • Door opens
•D rink information appears in display on • Coin input • Password input • Light animates
the right • Coin return lever • Coin return collection

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Staging
• Use the Interaction Zone to stage an animated • Heighten and personalize the moment when the user
celebration of light and sound during the bottle delivery. first sees the drink by using different lighting behaviors
and sounds.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form 5.86

Overview: Form Elements

Use Element

Don’t Use Element

Equipment-Specific

3D Dynamic Ribbon

Contour Chamfer

Asymmetric Header

Uplifting

Reach-out

Sculpted Flow

Staging

Spencerian Script Scaling

Coke Red

Shelves

Ribbon Toe Grill

Interaction Zone

Physical User Interface

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Fountain-Specific Elements

E
D
B
9 7
C
A

Fountain Elements Coca-Cola Freestyle™Specific Form Elements

1 3D Dynamic Ribbon 7 Staging A Contour Cradle

2 Contour Chamfer 8 Logo Scale B Ellipse

3 Asymmetric Header 9 Coke (R) Red C Ribbon Cuprest

4 Uplifting
+ D Nozzle Shroud

5 Reach-Out E Physical Interface

6 Sculptured Flow

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3D Dynamic Ribbon: Fountain

3D Dynamic Ribbon is proportioned and positioned
to one side to allow for sufficient space to showcase
the product offering portfolio, which is shown on the
user interface LCD screen.

This particular version of the 3D Dynamic Ribbon is

a specially approved derivative of the original
Dynamic Ribbon Device trademark. The special
exception was allowed to proportionally apply the
Dynamic Ribbon Device to the front facing of the
Coca-Cola Freestyle™ dispenser. For future use of
the Dynamic Ribbon Device on fountain equipment,
one should note this application is an exception, not
a standard or a norm.

The 3D Dynamic Ribbon device is back-lit by LED

light sources located underneath, and evenly
dispersed by deflective graphics panel. The color of
the LEDs is pure white.

Lighted 3D Dynamic Ribbon Unlighted 3D Dynamic Ribbon

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3D Dynamic Ribbon: Fountain

When using the derivative 3D Dynamic Ribbon on
fountain equipment, care must be taken to keep its
proportions in check. Below are some examples of
what is allowed and what is not allowed.

Ideal Exception Unacceptable Unacceptable

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Reach-Out: Fountain
On Coca-Cola Freestyle™ equipment, the principle of
Reach-Out is used to make the dispenser more
approachable and comfortable to use. The overall
gesture of the dispenser unit leans towards the user
to make reaching the user interface easier. At the
same time, the scalloping concave effect of the 3D
Dynamic Ribbon, especially on the lower door allows
users to stand close to the unit without feeling like
they are going to accidentally sweep the unit with their
feet. The center part also reaches out more towards
the user to increase the accessibility.

Lower center of the unit is concave Side view shows the dispenser leaning forward Center of the dispenser is rounded out

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Staging: Coca-Cola Freestyle TM

The nozzle shroud is designed to aid the consumer

interaction by providing a linear target to align the cup
to the product stream. The nozzle shroud illuminates
the consumer interaction stage via LED light sources
embedded within the nozzle shroud lens. The primary
purpose of the nozzle shroud lighting is to light up the
stage. The secondary purpose is to illuminate itself to
indicate to the consumer that it is an interaction focal
point. The tertiary purpose is to light up the product
stream to aid in product targeting and to celebrate its
attributes.

The color of the nozzle shroud lighting is pure white.

It cycles from 0%, 50%, and 100% intensity,
depending on use states, to conserve energy.

Nozzle Shroud

Ellipse

Ice Lever

Ribbon Cuprest

Contour Cradle

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Staging: Coca-Cola Freestyle TM

The ellipse is the personal zone in which a consumer

holds or stages the cup into to dispense a beverage. It is
a strong form departure from the current existing fountain
equipment. It provides a cave like interaction zone, where
a single consumer feels ownable and more approachable.
On the functional side, it does provide a protected space,
during the dispense and readying the beverage, where
surrounding airborne or sneezed contaminants will not
intrude into. The intent here is to create a personal “for-
me” space where the consumers feel more intimate while
interacting with the dispenser equipment.

Nozzle Shroud

Ellipse

Ice Lever

Ribbon Cuprest

Contour Cradle

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Staging: Fountain
The ice lever is one of the first objects consumers The centrally placed “ICE” text is a modified font
touch when approaching a fountain dispenser. As from a base font style found in a design /
one of the most prominent jewel items on this engineering program package called Pro-E. The
dispenser, it is cast from stainless steel material, rectalinear style of this font works nicely with the
electro-polished, and laser etched to its final part. As monolithique structure language of the exterior
the final finish of the ice lever is polished metal, laser form.
etched slightly matte foreground of “ICE” text sets off
nicely against its reflective background.

Because of the laser etched text, which is a surface

treatment to the base material, there are no gaps or
crevices for the crew to clean out during the end of
day clean cycle.

Nozzle Shroud

Ellipse

Ice Lever

Ribbon Cuprest

Contour Cradle

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Staging: Coca-Cola Freestyle TM

The ribbon cuprest, named so because of the use of The entire cuprest can be considered a jewel element,
the Dynamic Ribbon Device as the foundation of the but more pointedly, the cuprest’s center disc is the
horizontal runner ribs of the cuprest, is where the actual jewel element. It is polished and brought up to
consumer stages cups. It is made from stamped a high reflection level to differentiate itself from the
stainless steel metal. It is brushed, polished, then brushed stainless steel surrounding. The mating part
electroplated to give its sheen. for the cuprest is the similarly manufactured stainless
steel metallic ellipse liner. The cuprest nests into the
lined pocket created by the ellipse liner part.

The cuprest part is designed to accommodate multiple

staging of cups, as well as allow large volumes of
spilled liquid content through to the drain.

Nozzle Shroud

Ellipse

Ice Lever

Ribbon Cuprest

Contour Cradle

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Staging: Coca-Cola Freestyle TM

The contour cradle is perhaps the one feature that visually

and physically ties all consumer interaction touch points on
the dispenser together. More to the point, the contour cradle
connects the dots for the consumer the sequence of events
which need to take place in order to successfully complete
the task of selecting and pouring a beverage from the
Coca-Cola Freestyle™ dispenser. Whether the consumer’s
interaction begins with the user interface screen or the push
of the ice lever, the two said zones need to funnel the
consumer to the next step. The lighting used throughout the
unit helps sequence the user to appropriate next steps, and
also the metallic jewel elements aforementioned tie the
physical interaction touch points for the consumer. The
contour cradle helps create a boundary set by the interaction
touch point elements.

Nozzle Shroud

Ellipse

Ice Lever

Ribbon Cuprest

Contour Cradle

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Spencerian Script: Fountain

For the Coca-Cola Freestyle™ dispenser, the
Coca-Cola script is placed on the left side panel of
the dispenser. This example shows the red script on
metallic silver panel.

The right side panel holds the Coca-Cola Contour

Bottle icon silhouette. In both panels, the foreground
graphics are screen printed on the back side.

Left side panel Upper and lower doors Right side panel

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Interaction Controls: Coca-Cola Freestyle TM

For consumer interaction with the Coca-Cola User interface zone is surrounded by graphical dither This projected capacitance screen zone is where the
Freestyle™ dispenser, there are primarily 3 pattern to provide a more refined feel and integrated user makes the beverage selections. Because the
interaction control zones. They are, the user interface visual appearance to the screen. screen is actually integrated with the door exterior
screen, where branded beverage selections are shell, there is no seam and no crevices to clean.
When layered with graphical menu content, the
made, the pour button, which initiates the beverage
rounded dither pattern enhances appearance of the
pour cycle, and the ADA interface zone, where seated
circular brand icons.
or otherwise disabled persons can equally access the
dispenser.

User
Interface
Screen

Pour
Button

ADA
Interface

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Interaction Controls: Coca-Cola Freestyle TM

For consumer interaction with the Coca-Cola The pour button, also known as Push-To-Pour Button,
Freestyle™ dispenser, there are primarily 3 is an electromechanical button, actuated by a physical
interaction control zones. They are, the user interface push by the user. Synchronized with the user
screen, where branded beverage selections are interface, it pulses before the user pushes it, and blinks
made, the pour button, which initiates the beverage rapidly while the user pushes and holds it down to pour
pour cycle, and the ADA interface zone, where seated a beverage. It only becomes active when the user has
or otherwise disabled persons can equally access the successfully navigated through the user interface
dispenser. menus. It is made of chromed and laser etched main
body, surrounded by a soft translucent membrane, and
protected by a scratch resistant top coat for longer life
cycle.

User
Interface
Screen

Pour
Button

ADA
Interface

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Interaction Controls: Coca-Cola Freestyle TM

For consumer interaction with the Coca-Cola The “ADA keypad” is put in place to conform to
Freestyle™ dispenser, there are primarily 3 regulating bodies that address the needs of seated
interaction control zones. They are, the user interface users, or people on wheelchairs. As a user
screen, where branded beverage selections are approaches the dispenser, she will see that only the
made, the pour button, which initiates the beverage wheelchair access symbol on the right is lit up and
pour cycle, and the ADA interface zone, where seated visible. This is done through dead-fronting techniques.
or otherwise disabled persons can equally access the Touching the wheelchair symbol makes the rest of the
dispenser. ADA navigational keypad light up, and also cues up the
user interface to a dedicated ADA high contrast screen
menu. Using left, right, and enter keys, the user can
freely select the beverage of their choice, then touch
“POUR” to dispense the beverage. At any given time,
during which the ADA keypad is engaged, the user can
also interact with the dispenser by using the standard
user interface screen above. This allows maximum
freedom for seated users, depending on their motor
capabilities, to choose how they wish to interface with
the dispenser.

User
Interface
Screen

Pour
Button

ADA
Interface

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Point of Sale Guidelines: Coca-Cola Freestyle TM

Under no circumstances may the Coca-Cola

Freestyle™ dispenser be displayed with POS
material, co-branding logos, instructional decals,
chain specific promotional information, or any other
stickers, decals, transfers, markers, labels on any of
the exterior surfaces of the dispenser unit.

The design intent of the exterior is visually clean for

the consumer, and physically easy to clean for the
customer. Careful consideration has been given to
the exterior design and all consumer facing
components of this dispenser, so it is important to
recognize and respect the purposeful visual
cleanliness.

Ideal Unacceptable

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 Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific 5.101

Fountain Food Service Cup

The design of the fountain food service cup, also known Glass bottles and cups are typically formed by heating, High speed injection molding process used to produce
as the Chalice Cup, involved translating the equities of blowing, and trimming the glass base material. the Chalice plastic cup design requires a center and
the existing Coke Contour Bottle and the Coke Bell Because the mold used in this process does not require outer mold which is very common to the molding
Shaped Glass. While not everything was translatable, a metal tool inside of the formed cup, undercuts and process. Lenient draft angles are kept on the side wall
the rolled lip, Georgia Green color, the contour (or deep details are allowed and are within glass forming to allow the cups to be formed and stacked, and also to
pinch), and the flutes were equities we could tweak criteria, given that extremely sharp corners are avoided. be easily pulled apart for serving.
and re-apply.

Rolled Lip

Rolled Lip
Rolled Lip
Georgia Green

Georgia Green Georgia Green

Contour

Contour

Contour

Flutes Flutes
Vibes

Coke Contour Glass Bottle Coke Bell Shaped Glass Coke Chalice Plastic Cup
Not Stackable Not Stackable Stackable
Process: Blow Molding Process: Blow Molding Process: Injection Molding

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific 5.102

Fountain Food Service Cup: Elements

Lid Profile

Script Embossment Graphic Label

Vibe Detail Georgia Green Tint Material

Contour Bottle Icon Stepped Base

Silhouette

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Fountain Food Service Cup: Elements

Defining Elements Supporting Elements

Silhouette Lid Profile Graphic Label Script Embossment

Vibe Detail Contour Bottle Icon Stepped Base Georgia Green

Tint Material

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific 5.104

Fountain Food Service Cup: Elements

Silhouette Lid Profile Vibe Detail Contour Bottle Icon Graphic Label Script Embossment

Much like the Coke The lid profile is driven Through embossing the At the very center of the The graphic application Coca-Cola script is
contour glass bottle, the by function. The high vibe, or creating waves, cup is the Coke contour on the food service cup embossed on the side
cup also follows the rise shape keeps the lid the Coke bottle is bottle in line art form. is very minimally applied. wall of the cup lid. The
family resemblance of clean from crew eminating a positive line The entirety of the bottle Per the allowable printed script is clear and
the curves seen on the handling, keeps the art of the silhouette, shape is textured with graphic space, the without any colors
silhouette. product from spilling while providing strength Mold-Tech #11345 Coca-Cola script used applied. This script can
over, and aids in and gripability to the specification. here is maximized. also be felt by the
inserting the drinking cup. consumer.
straw.

Stepped Base Georgia Green Tint

The stepped base of the Following the legacy of

cup gives it a distinct the Coke contour glass
appearance, as well as bottle, the plastic cup
give it a stable base to also makes use of the
keep against tipping. Georgia Green color in
its base material.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific 5.105

Fountain Food Service Cup: Product Colors

The clear see-thru cup is design and tinted with a variety
of fountain dispensed product in mind. The use of the
Coke red band around the Coca-Cola script makes
the script pop even when surrounded by competing
vibrant colors.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction 5.106

Horizontal Vender: Specific Elements

4
2

5 A

Form Elements Horizontal Vender Specific Form Elements

1 Dynamic Ribbon (applied) 7 Interaction Panel (applied) A User Interface (applied)

2 Contour Chamfer 8 Logo Scale (applied) B Staging

3 Asymmetric Header (applied) 9 Coke ® Red (Applied) +

4 Uplifting Portfolio (applied)

5 Portfolio Reach-out (applied)

6 Sculpted flow

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 Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.107

Horizontal Vender: Overarching Elements Applied

The Dynamic Ribbon is placed on the right edge to fit
components while still maintaining the Thick-Thin-
Thickest Rule, and still at the peak of the asymmetric
header

As the Dynamic Ribbon is the peak of the equipment,

the Asymmetric Header therefore leans towards the
right.

Card/Cash Input
Islands

Phone Payment
Islands

Delivery
Island
(Coin Return
is located in
Staging, Size
of staging is
Horizontal Vender reduced.)

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 Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.108

Vending Mx Superchill: Specific Elements

3

9 4 A

2
6

Form Elements Jet Specific Form Elements

1 Dynamic Ribbon 7 Interaction Panel A Dynamuc Ribbon Diagonal

2 Contour Chamfer 8 Logo Scale B Delivery Gates

3 Asymmetric Header 9 Coke ® Red +

4 Uplifting Portfolio

5 Portfolio Reach-out

6 Sculpted flow

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.109

Vending: Mx Superchill
The Dynamic Ribbon is used to accentuate the
transformation that takes place between room
temperature and the -6° cooled bottle. The Dynamic
ribbon should never be cut or interrupted.

As the Dynamic Ribbon is the peak of the equipment,

the Asymmetric Header therefore leans towards the
right.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.110

Vending: Mx Superchill
The superchilled bottle is delivered by pulling the
Delivery Gates outward

The 3 drawers allow for 3 different brands per unit.

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 Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.111

Vending: Mx Superchill
The Dynamic Ribbon, the Coca-Cola logo, the portfolio
images and the temperature is back lit for maximum
impact and consumer allure.

The temperature display monitors the temperature at

which the drink will be delivered.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.112

Vending: SCool48 Superchill: Specific Elements

3
9

4 A

6
2
7

B
5

Form Elements Jet Specific Form Elements

1 Dynamic Ribbon 7 Interaction Panel A Dynamic Ribbon Diagonal

2 Contour Chamfer 8 Logo Scale (applied) B Delivery Gates

3 Asymmetric Header (applied) 9 Coke ® Red (Applied) +

4 Uplifting Portfolio (applied)

5 Portfolio Reach-out (applied)

6 Sculpted flow

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.113

Vending: SCool48 Superchill

The Dynamic Ribbon is used to accentuate the
transformation that takes place between room
temperature and the -6° cooled bottle. The Dynamic
ribbon should never be cut or interrupted.

As the Dynamic Ribbon is the peak of the equipment,

the Asymmetric Header therefore leans towards the
right

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.114

Vending: SCool48 Superchill

The Delivery Gate is a translucent flap pushes inward to
access the superchilled bottle. This flap doubles as the
portfolio display.

This unit allows for 2 brands.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

 Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific 5.115

Vending: SCool48 Superchill

The Dynamic Ribbon, the Coca-Cola logo, the portfolio
images and the temperature is back lit for maximum
impact and consumer allure.

The temperature display monitors the temperature at

which the drink will be delivered.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.116

Coca-Cola Equipment Form Executions Overview

The following section depicts a variety of examples which correctly demonstrate the exibility
of the Equipment System, including how the Form Elements should be applied to different
equipment configurations and Brand activations. The executions that are illustrated and
discussed are the results of executional constraints and take into consideration regional-specific
needs relative to local manufacturing equipment models and target costs.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.117

Industrial Design Elements: A Transformation Tool

The design elements are used as a tool to transform a
technical package into a differentiated equipment,
embodying the 3D interpretation of Coca Cola brand
values.

GENERIC PROPRIETARY

3D VIS

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.118

Workhorse Cooler: 7 Series

GENERIC PROPRIETARY

3D VIS

Global Premium Execution

Workhorse Cooler (7 series)

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.119

Workhorse Cooler: 5 Series

GENERIC PROPRIETARY

3D VIS

Global 5 Series Execution

Workhorse Cooler

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.120

Workhorse Cooler: 3 Series

GENERIC PROPRIETARY

3D VIS

Global 3 Series Execution

Workhorse Cooler

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.121

Workhorse Cooler: Retrofit Kit

GENERIC PROPRIETARY

3D VIS

In Market Application
Global of Retro-Fit Kit
Workhorse Cooler

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.122

Single Door Cooler: Retrofit Kit

GENERIC PROPRIETARY

3D VIS

North America In Market Application

True GDM 26 of Retro-Fit Kit

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.123

Double Door Cooler: Retrofit Kit

GENERIC PROPRIETARY

3D VIS

In Market Application
UK
of Retro-Fit Kit
True GDM 35

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions 5.124

Cooler and Warmer: Delivery

GENERIC PROPRIETARY

3D VIS

Domino’s Cooler and Application of 3D VIS

Warmer

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards 5.125

Color, Material, Finish Guidelines

The Coca-Cola Global Design group provides color,
material and finishes guidelines chips for equipment
prototype design. Use this as a guide when building
executions. A complete set of color, material, finish
chips can be provided upon request.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards 5.126

Materials Standards: Coke Red

Solid Door Vendor

C Matrix The purest and most natural expression of the Coca- -Cola Design Principles: Bold
D
E
COCA-COLA / SOLID DOOR VENDOR Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising.

PARTS SIGNATURE CONTOUR ASYMMETRIC INTERACTION PORTFOLIO ACTIVATION

RIBBON CHAMFER + FLOW HEADER
INTERACTION PANEL INTERFACE STAGING INTERIOR INTERFACE

(1) Frame
E (1) Frame
B A B
(1) Interior
(1) Inner Layer (2) Cover

Shape C
(2) Front
Proportion
(2) Exterior Layer
(2) Surface (1) RING
A
D
(2) BUTTON

KEY VIEW ON CMF: PMS OPAQUE COKE RED (1) RED LOGO ON COKE RED (1) COKE RED (1) RED TRANSLUSCENT (1) PMS OPAQUE (1)DEPENDS ON FLEXIBLE
WHITE OR WHITE BKGD TRANSLUSCENT (BACKLIT) CONTENT
COKE RED COLOR Color (2) DARK SILVER
WHITE
SILVER PMS 877 (2) CLEAR (2) TRANSPARENT (2) TRANSPARENT (2) BRUSHED
SENSORIAL EXPERIENCE PMS 8403C ALUMINUM

PLASTIC PAINT (1) PLASTIC PLASTIC (1) RUBBER OR (1) PLASTIC / RUBBER (1) PLASTIC (1) PLASTIC TRANSPARENCY
Material (2) GLASS PLASTIC (2) PLASTIC (2) GLASS (2) ALUMINIUM
(2) PLASTIC
USE:
ON THE GO SEMI GLOSS (1) SEMI GLOSS MIRRORED (1) MATT
HIGH GLOSS (1) MATT (1) SEMI GLOSS (1) SEMI GLOSS FLEXIBLE
RETAILER Finish / Texture (2) HIGH GLOSS MATT *REFER (2) MATT (VERY (2) MATT (VERY FINE (2) HIGH GLOSS (2) MATT (VERY
WORK/CAMPUS TO SAMPLE FINE TEXTURE) TEXTURE) FINE TEXTURE)

WHITE LIGHT (2) LOGO EDGE UNIFORMLY FRAME IS UNIFORMLY LIT UNIFORM WHITE DEPENDS ON
Light UNIFORMLY X LIGHTING
X LIT WHITE SPOTLIGHTS
SIDEWARDS, BOTTOM, TOP
LIGHT CONTENT
X
LIT UNIFORMLY LIT

PMS OPAQUE (2) ETCHED PRODUCT PRODUCT FLOATING GRAPHIC

Graphic X WHITE LOGO BEHIND GLASS
X GRAPHIC
X X GRAPHIC (NO CLEAR
BORDER)

Sound X X X X X YES X X X

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards 5.127

Materials Standards: Coke Red

Window Vendor

C Matrix The purest and most natural expression of the Coca- -Cola Design Principles: Bold

E
COCA-COLA / WINDOW VENDOR Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising.

PARTS SIGNATURE CONTOUR ASYMMETRIC INTERACTION PORTFOLIO ACTIVATION

RIBBON CHAMFER + FLOW HEADER
INTERACTION PANEL INTERFACE STAGING INTERIOR INTERFACE

D
B (1) Frame (1) Frame
A E
B (1) Inner Layer
(2) Cover
Shape C (2) Front
Proportion
(3) Interior (1) Interior
(2) Exterior Layer
(2) Surface
A D

PMS OPAQUE COKE RED (1) RED LOGO ON COKE RED (1) COKE RED (1) RED TRANSLUSCENT (1) PMS OPAQUE TRANSLUSCENT FLEXIBLE
KEY VIEW ON CMF:
WHITE OR WHITE BKGD TRANSLUSCENT (BACKLIT) WHITE
COKE RED COLOR Color SILVER PMS 877 (2) CLEAR (2) DARK SILVER (2) TRANSPARENT (2) TRANSPARENT
SENSORIAL EXPERIENCE PMS 8403C (3) DARK MIRRORED

PLASTIC PAINT (1) PLASTIC PLASTIC (1) RUBBER OR (1) PLASTIC / RUBBER (1) PLASTIC PLASTIC TRANSPARENCY
Material (2) GLASS PLASTIC (2) PLASTIC (2) GLASS
(2) PLASTIC (3) PLASTIC
USE:
ON THE GO SEMI GLOSS HIGH GLOSS (1) SEMI GLOSS MIRRORED (1) MATT (1) MATT (1) SEMI GLOSS SEMI GLOSS FLEXIBLE
RETAILER Finish / Texture (2) HIGH GLOSS MATT *REFER (2) MATT (VERY (2) MATT (FINE TEXTURE) (2) HIGH GLOSS
WORK/CAMPUS TO SAMPLE FINE TEXTURE) (3) HIGH GLOSS

WHITE LIGHT (2) LOGO EDGE UNIFORMLY FRAME IS UNIFORMLY LIT UNIFORM WHITE DEPENDS ON

Light UNIFORMLY X LIGHTING

X LIT WHITE SPOTLIGHTS
SIDEWARDS, BOTTOM, TOP
LIGHT CONTENT
INTEGRATED IN X
LIT TAG HOLDER

PMS OPAQUE (2) ETCHED PRODUCT PRODUCT FLOATING GRAPHIC

Graphic X WHITE LOGO BEHIND GLASS
X GRAPHIC
X X GRAPHIC (NO CLEAR
BORDER)

YES
Sound X X X X X X X X

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards 5.128

Materials Standards: Coke Red

Open Cooler

A
C
Matrix The purest and most natural expression of the Coca- -Cola Design Principles: Bold
COCA-COLA / SINGLE DOOR COOLER Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising.

PARTS SIGNATURE CONTOUR ASYMMETRIC INTERACTION PORTFOLIO ACTIVATION

RIBBON CHAMFER + FLOW HEADER
INTERIOR SHELF

D
D
A B (1) Front
B (1) Inner Layer

Shape C (2) Middle

(1) Top
Proportion & Bottom (2) 2nd Surface
(2) Exterior Layer (3) Logo

(3) Front (4) Price tag

PMS OPAQUE COKE RED (1) PMS OPAQUE DARK SILVER (1) COKE RED (1) CLEAR FLEXIBLE
WHITE OR WHITE LOGO PMS 8403C (2) PMS OPAQUE WHITE (2) FROSTED
Color
SILVER PMS 877 ON RED BKGD (3) TRANSPARENT (3) DEBOSSED
KEY VIEW ON CMF: (2) CLEAR
COKE RED COLOR
SENSORIAL EXPERIENCE PLASTIC PAINT (1) PLASTIC RUBBER (1) PLASTIC (1) PLASTIC TRANSPARENCY
Material (2) GLASS (2) PLASTIC (4) PLASTIC SHEET
(3) GLASS

USE:
SEMI GLOSS HIGH GLOSS (1) SEMI GLOSS SOFT MATT (1) SEMI GLOSS SEMI GLOSS FLEXIBLE
ON THE GO Finish / Texture (2) HIGH GLOSS (2) SEMI GLOSS
RETAILER (3) HIGH GLOSS
WORK/CAMPUS
WHITE LIGHT (2) LOGO EDGE TUBE LIGHT INTEGRATED IN SHELF
Light
SIHLOUETTE
UNIFORMLY X LIGHTING
X UNIFORM INTERIOR WHITE LIGHT
(COLOR DEPENDS ON CONTENT)
X
LIT

PMS OPAQUE (2) ETCHED (4) CLEAR PRICE TAG FLOATING GRAPHIC
Graphic X WHITE LOGO BEHIND GLASS
X X WITH COLORED GRAPHIC (NO CLEAR
BORDER)

Sound
X X X X X X X

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards 5.129

Materials Standards: Coke Red

Single Door Cooler

C A Matrix The purest and most natural expression of the Coca- -Cola Design Principles: Bold
COCA-COLA / OPEN COOLER Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising.

PARTS SIGNATURE CONTOUR ASYMMETRIC INTERACTION PORTFOLIO ACTIVATION

RIBBON CHAMFER + FLOW HEADER
INTERIOR SHELF
B
B D (1) Front
A
(1) Inner Layer

Shape C (2) Middle

(1) Top
D Proportion and
Bottom (2) 2nd Surface
(2) Exterior Layer (3)Logo

(4) Price Tag

(3) Front

X
PMS OPAQUE COKE RED (1) PMS OPAQUE (1) COKE RED (1) CLEAR FLEXIBLE
Color WHITE OR WHITE LOGO (2) PMS OPAQUE WHITE (2) FROSTED
KEY VIEW ON CMF: SILVER PMS 877 ON RED BKGD (3) TRANSPARENT (3) DEBOSSED
COKE RED COLOR (2) CLEAR
SENSORIAL EXPERIENCE PLASTIC PAINT (1) PLASTIC (1) PLASTIC (1) PLASTIC TRANSPARENCY
Material (2) GLASS
X (2) PLASTIC
(3) GLASS
(4) PLASTIC SHEET

USE:
ON THE GO SEMI GLOSS HIGH GLOSS (1) SEMI GLOSS (1) SEMI GLOSS SEMI GLOSS FLEXIBLE
RETAILER Finish / Texture (2) HIGH GLOSS
X (2) SEMI GLOSS
(3) HIGH GLOSS
WORK/CAMPUS
WHITE LIGHT (2) LOGO EDGE UNIFORM INTERIOR WHITE LIGHT TUBE LIGHT INTEGRATED IN SHELF
Light UNIFORMLY X LIGHTING
X (COLOR DEPENDSN CONTENT)
X
LIT

PMS OPAQUE (2) ETCHED (4) CLEAR PRICE TAG FLOATING GRAPHIC
Graphic X WHITE LOGO BEHIND GLASS
X X WITH COLORED GRAPHIC (NO CLEAR BORDER)

Sound X X X X X X X

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Signage Design Standards 6.0

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Signage Design Standards 6.01

Contents
Overview..................................................................................6.02

Permanent Signage Graphic Principles..................................6.03

Square Format
Square Format: Arden Square...............................................6.04
Square Format: Contour Bottle..............................................6.05
Horizontal Format
Horizontal Format: Spencerian Script and Contour Bottle.....6.06
Horizontal Format: Customizable Signs................................6.07
Vertical Format: Customizable Signs......................................6.08
Pitch Boards............................................................................6.09
Horizontal Format: Pitch Boards............................................6.10
Umbrellas.................................................................................6.11

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Signage Design Standards 6.02

Overview
The purpose of permanent signage for Coca-Cola is both simple
and paramount: to tell people, “You can buy Coca-Cola here.” Thus
the Coca-Cola Permanent Sign System is an essential component
of worldwide Brand Identity and meaning.

From a tactical standpoint, proper application of the Sign System

is vital to protecting and increasing Brand impact, consistency,
scale and cultural relevance. The standards in this chapter provide
guidance for leveraging them all, in particular:
• Applying graphics to permanent signage in specific environments,
and
• Maximizing the visibility of graphics to accommodate variations in
sign size, location and traffic approach.

Approved digital files of the Core Brand Elements, customizable

graphics and design templates for Signage are available on the
Design Machine website at www.coca-coladesignmachine.com.
Please use only the approved versions supplied there.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Signage Design Standards 6.03

Permanent Signage: Graphic Principles

The design of permanent signs must always follow a graphic
archetype that is iconic, bold, simple and without Brand
messaging. This timeless approach:
• Provides a mainstay of Brand Identity within the totality of
touchpoints,
• Leverages the typically long display life of permanent signs,
and
• Prompts consumption and top-of-mind awareness before
the shopper forms a consideration list.

The graphic archetype for permanent signage reflects the

following:
A. The Coca-Cola Design Principles of Bold Simplicity and
the Power of Red.
B. D iscerning use of these Core Brand Elements, as shown in

SuperMarket
this chapter:
• Spencerian Script
• Dynamic Ribbon
• Contour Bottle (iconic Symbol or Photo)
• Coke Red
C. Standard formats for conventional signage, as shown in
this chapter:
• Square
• Horizontal

SuperMarket
• Vertical
D. The importance of creating shopper awareness from 6
meters (about 20 feet) away.

The remaining pages in this chapter provide standards for

applying the archetype to key formats and types of permanent
signage.

SuperMarket

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Signage Design Standards_Square Format 6.04

Square Format: Arden Square

The ingenious design of the Arden Square, which blends three
distinctive Coca-Cola Core Brand Elements (Spencerian Script,
the Dynamic Ribbon and Coke Red), is ideal for permanent
signage with a square format.

Always apply the Design Standards for the Arden Square as

provided in the Core Brand Elements and Standards chapter
(2.0). In particular:
•M  aintain proper scaling of the Arden Square when resizing it.
• The background color must always be Coke Red; the
Spencerian Script and Dynamic Ribbon must be white. No
other colors, even if they’re in the Brand color palette, are to
be used.
•N  ever add borders or outlines around the Arden Square.
• Apply the Spencerian Script ® scaling rules as specified on
the ‘Clear Space, Minimum Size, ® Scaling, Cropping’ page
in the Core Brand Elements and Standards chapter (2.0).

Use only the approved versions of the Arden Square available

on the Design Machine website.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Signage Design Standards_Square Format 6.05

Square Format: Contour Bottle

The bold simplicity of this global icon is well suited for this
format.

Always apply the Design Standards for the Contour Bottle

(iconic Symbol or Photo) as provided in the Core Brand
Elements and Standards chapter (2.0). In particular:
• Surround the Contour Bottle with clear space that is, at a
minimum, the x-height of the “a” in “Coca.” This clear-space
area is shown to the right as ‘x.’
x
• Never use a 2D Spencerian Script on the Contour Bottle
Symbol.
• The Contour Bottle must always be shown in its entirety and
never be cropped.
• The shape of the Contour Bottle must always remain the
same.
• Maintain proper scaling of the Contour Bottle when resizing it.
• The background color must always be Coke Red; the Contour
Bottle Symbol must be white with Coke Red Spencerian Clear Space
Script. No other colors, even if they’re in the Brand color
palette, are to be used.
• The Contour Bottle Symbol is the preferred artwork, but
the Contour Bottle Photo may be utilized when refreshment
cues are necessary.

Use only the approved versions of the Contour Bottle Symbol

and the Contour Bottle Photo available on the Design Machine
website.

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Signage Design Standards_Horizontal Format 6.06

Horizontal Format: Spencerian Script and Contour Bottle

Distinctive, elegant and dynamic, the Spencerian Script is a h
natural fit for horizontal-format executions that do not include h
custom messaging (e.g., a store name). The preferred design
approach features both the Spencerian Script and Contour h
Bottle as shown.

Always apply the Design Standards for the Spencerian Script

and the Contour Bottle (iconic Symbol or Photo) as provided
in the Core Brand Elements and Standards chapter (2.0). h
In particular:
• Surround the Spencerian Script with clear space that is, at h
a minimum, “hyphen height;” i.e., equal to the height of the Clear Space
hyphen connecting “Coca” and “Cola.”
• Never crop the Spencerian Script.
• The Spencerian Script and Contour Bottle should be of
equal height.
• The Contour Bottle must always be shown in its entirety and
never be cropped.
• Never use a 2D Spencerian Script on the Contour Bottle
Symbol.
• Maintain proper scaling of the Contour Bottle and the
Spencerian Script when resizing them.
• The background color must always be Coke Red; the
standalone Spencerian Script must be white; the Contour
Bottle Symbol must be white with Coke Red Spencerian
Script. No other colors, even if they’re in the Brand color
palette, are to be used.
• The Contour Bottle Symbol is the preferred artwork, but
the Contour Bottle Photo may be utilized when refreshment
cues are necessary.

Use only the approved versions of the Spencerian Script, the

Contour Bottle Symbol and the Contour Bottle Photo available
on the Design Machine website.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Signage Design Standards_Horizontal Format 6.07

Horizontal Format: Customizable Signs

This format can be adapted to include simple customer
messaging (e.g., a store name) by book-ending the sign with

SuperMarket
the square-format designs as shown at right and specified
below.

Always apply the Design Standards for the Arden Square and
Contour Bottle (iconic Symbol or Photo) as provided in the
Core Brand Elements and Standards chapter (2.0).
• The height of the sign must be equal to the height of the
Arden Square.
• For executions more than 2 meters (about 6 ½ feet) wide,
utilize a square-format design on each end that features the
Arden Square only or in combination with the Contour Bottle.
• For executions less than 2 meters wide, utilize the Red Disk
Icon and the Contour Bottle.
SuperMarket
• Maintain proper scaling of the Arden Square and Contour
Bottle when resizing them.
• Maintain the Coca-Cola color standards for the Arden Square Use this verion only for executions more than 2 meters (about 6 ½ feet) wide.
and Contour Bottle; the background color for the
customizable area must always be white.
• The Contour Bottle Symbol is the preferred artwork, but the

SuperMarket
Contour Bottle Photo may be utilized when refreshment cues
are necessary.
• The text of the custom message should be set in the Gotham
Medium font. Refer to the Typography section in the Core
Brand Elements and Standards chapter (2.0) for typography
usage standards. Use this version only for executions more than 2 meters (about 6 ½ feet) wide.

SuperMarket
Use this verion only for executions less than 2 meters wide.

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Signage Design Standards_Vertical Format 6.08

Vertical Format: Customizable Signs

Use the Contour Bottle, with its distinctive curvilinear form,
for executions of this format.

Always apply the Design Standards for the Contour Bottle

(iconic Symbol or Photo) as provided in the Core Brand
Elements and Standards chapter (2.0).
• Always place the customizable area at the bottom of the sign.
• The text of the custom message should be set in the Gotham
Medium font. Refer to the Typography section in the Core
Brand Elements and Standards chapter (2.0) for typography
usage standards.
• The customizable area must extend the full width of the sign
while not exceeding one quarter of the total sign height.
• Surround the Contour Bottle with clear space that is, at a x
minimum, the x-height of the “a” in “Coca.” This clear-space
area is shown to the right as ‘x.’
• The Contour Bottle must always be shown in its entirety and
never be cropped.
• The shape of the Contour Bottle must always remain the same.
• Maintain proper scaling of the Contour Bottle when resizing it
for various sign dimensions.
• Never use a 2D Spencerian Script on the Contour Bottle
Symbol.
• The background color must always be Coke Red; the Contour
Bottle Symbol must be white with Coke Red Spencerian Script.
No other colors, even if they’re in the Brand color palette, are
to be used.
• The Contour Bottle Symbol is the preferred artwork, but the
Contour Bottle Photo may be utilized when refreshment cues
SuperMarket SuperMarket SuperMarket
are necessary. Clear Space

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Signage Design Standards 6.09

Pitch Boards
Pitch boards offer a high-visibility, repeat-impression touchpoint
for the Brand in sports venues and stadiums. Applying the
Design Principle of Bold Simplicity is key for signage in these
environments, as all boards need to:
•C  reate on-site awareness from 30-40 meters (about 120
feet) away.
• Maximize impact when viewed at a distance, whether live or
on television.
• Be consistent in appearance, regardless of size variations
across venues.

Use the precisely optimized compositions of the Spencerian

Script and Contour Bottle (iconic Symbol or Photo), provided
on the next page, for pitch board designs.

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Signage Design Standards_Pitch Boards 6.10

Horizontal Format: Pitch Boards

Always apply the Design Standards for the Spencerian Script 5:1
and the Contour Bottle (iconic Symbol or Photo) as provided
in the Core Brand Elements and Standards chapter (2.0).
• To ensure a quick and easy read from a distance, do not
include any Brand messaging on pitch boards.
• Surround the Spencerian Script with clear space that is, at 5:1 Ratio
a minimum, “hyphen height;” i.e., equal to the height of the
hyphen connecting “Coca” and “Cola.” 10:1
• Never crop the Spencerian Script.
• The Spencerian Script and Contour Bottle should be of
equal height.
• The Contour Bottle must always be shown in its entirety
and never be cropped. 10:1 Ratio
• Never use a 2D Spencerian Script on the Contour Bottle
Symbol.
• Maintain proper scaling of the Contour Bottle and the
Spencerian Script when resizing them to fit pitch boards.
• The background color must always be Coke Red; the
standalone Spencerian Script must be white; the Contour
Bottle Symbol must be white with Coke Red Spencerian
Script. No other colors, even if they’re in the Brand color
palette, are to be used.
• The Contour Bottle Symbol is the preferred artwork, but the
Contour Bottle Photo may be utilized when refreshment
cues are necessary.

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Signage Design Standards 6.11

Umbrellas
Always apply the Design Standards for the Spencerian Script
and the Contour Bottle (iconic Symbol or Photo) as provided in
the Core Brand Elements and Standards chapter (2.0).
• To ensure a quick and easy read from a distance, do not
include any Brand messaging on umbrellas.
• Surround the Spencerian Script with clear space that is, at a
minimum, “hyphen height;” i.e., equal to the height of the
hyphen connecting “Coca” and “Cola.”
• Never crop the Spencerian Script.
• The Contour Bottle must always be shown in its entirety and
never be cropped.
• Never use a 2D Spencerian Script on the Contour Bottle
Symbol.
• Maintain proper scaling of the Contour Bottle and the
Spencerian Script when resizing them to fit umbrellas.
• The preferred background color is Coke Red, but in venues
where red is not allowed, a white background with Coke Red
Spencerian Script and a Coke Red Contour Bottle Symbol
may be used.
• The Contour Bottle Symbol is the preferred artwork, but the
Contour Bottle Photo may be utilized when refreshment cues
are necessary.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Fleet Design Standards 7.0

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Fleet Design Standards 7.01

Contents
Overview..................................................................................7.02

Fleet: Graphic Archetype.........................................................7.03

Fleet: Graphic Standards.........................................................7.04
Fleet: Paint Color Standards....................................................7.05
Fleet: Application Standards for Graphics and Decals...........7.06
Delivery Truck Sides............................................................7.07
Delivery Truck Front.............................................................7.08
Delivery Truck Rear..............................................................7.09
Route Trucks........................................................................7.10
Event Trailers........................................................................7.11
Automobiles..........................................................................7.12
Pickup Trucks.......................................................................7.13
Vans......................................................................................7.14

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Fleet Design Standards 7.02

Overview
By virtue of their size, fleet graphics are some of the Brand’s
most visible expressions of identity. Since our System both owns
and controls this potent medium, fleet graphics bring ample
opportunity – and responsibility – to maximize their impact.

This chapter provides the standards for doing so, in particular:

• Applying graphics in a proper, consistent manner to all fleet
vehicles (trucks, vans and automobiles), and
• Ensuring that fleet graphics continuously and consistently
connect with consumers, whatever the environment and
circumstance.

Approved digital files of the Core Brand Elements and

customizable graphics for Fleet are available on the Design
Machine website at www.coca-coladesignmachine.com.
Please use only the approved versions supplied there.

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Fleet Design Standards 7.03

Fleet: Graphic Archetype

The design of fleet graphics must always follow an established
archetype that is iconic, bold, simple and without Brand
messaging. This approach:
• Ensures that all vehicles used by Bottlers of The Coca-Cola
Company make a unified visual impression.
• Ensures that the Brand Identity is experienced consistently
within the totality of touchpoints.
• Maximizes impact at all times, even when both our vehicles
and consumers are in motion relative to each other.
•P  rovides a simple, uniform approach for implementation.

The archetype for fleet graphics is based upon the following:

A. The Coca-Cola Design Principles of Bold Simplicity and the
Power of Red.
B. Discerning use of these Core Brand Elements, as shown in
this chapter:
• Spencerian Script
• Contour Bottle (iconic Symbol or Photo)
• Coke Red

The following pages in this chapter provide standards for

applying the archetype to key types and sizes of fleet vehicles.

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Fleet Design Standards 7.04

Fleet: Graphic Standards

These graphic standards apply to all trucks and vehicles used Use only the approved versions of the Spencerian Script,
by Bottlers of The Coca-Cola Company. Contour Bottle Symbol and Contour Bottle Photo available on
the Design Machine website.
In General
• Do not include any Brand messaging on fleet graphics.
• Always apply the Design Standards for the Spencerian Script h
and Contour Bottle (iconic Symbol or Photo) as provided in
the Core Brand Elements and Standards chapter (2.0). h
• The background color must always be Coke Red and the
color standards for the Spencerian Script and Contour Bottle
always apply. No other colors, even if they’re in the Brand
color palette, are to be used. h
• Apply the standards specific to each type of vehicle, per the
following pages. h

Spencerian Script h
• Surround the Spencerian Script with clear space that is, at a
minimum, “hyphen height;” i.e., equal to the height of the
hyphen connecting “Coca” and “Cola.” h
• Never crop the Spencerian Script. x
• Maintain proper scaling when resizing the Spencerian Script
by following the graphic references included in this section
and scaling rules specified on the ‘Clear Space, Minimum
h
Size, ® Scaling, Cropping’ page in the Core Brand Elements
and Standards chapter (2.0).

Clear Space
Contour Bottle
• Use the Contour Bottle Symbol or Contour Bottle Photo only
as specified on the following pages.
• The Contour Bottle must always be shown in its entirety and
never be cropped.
• Never use a 2D Spencerian Script on the Contour Bottle
Symbol.
• Maintain proper scaling when resizing the Contour Bottle by
following the graphic references included in this section and
scaling rules specified on the ‘Clear Space, Minimum Size,
® Scaling, Cropping’ page in the Core Brand Elements and
Standards chapter (2.0).

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Fleet Design Standards 7.05

Fleet: Paint Color Standards

Fleet color standards support the overall Brand Identity by Paint Application
providing visual consistency around the world. Central to Do not paint reflectors, chrome, rubber or glass.
these standards is leveraging the Coca-Cola Design Principle
of the Power of Red. Coke Red Paint
Apply to cab, body, rear, bumpers, mirror mounts, mirror
To assure uniformity in the appearance of fleet graphics, all backs, delivery truck interiors and pickup truck beds.
personnel involved in painting vehicles should familiarize
themselves with the procedures specified here. White Paint
If painting the graphics, apply white to the Spencerian Script
Paint Quality and the Contour Bottle Symbol (3D Script inside the Contour
Test all paint before use to assure durability, color retention Bottle Symbol remains Coke Red).
and fade resistance. Tests should include evaluations of
overall stability and weathering characteristics. Black Paint
Apply black to the chassis, exposed surfaces below cabs,
Coke Red Color Standards paintable cab interiors and wheel wells.
Follow these color specifications for Coke Red, developed
for fleet use by Ciba Specialty Chemicals. Always reference
the following specifications: 100.0 Specular Reflectance Curve
• Substrate: metal
• Primer: light gray, 2K-PU 90.0
• Binder System: 2K-PU
80.0
• Colorimetry values by X-Rite 938
► 4 mm (0.1575 inches) aperture and 0°/45° geometry

► 10° Observer (CIE 1976)

70.0
Reflectance %

• Viewing light source: Daylight (D50) 5000K

60.0

Target these Absolute L*a*b* Values for the Coke Red 50.0
Global Color Standard:
L* 42.97 a* 65.97 b* 49.64 40.0

30.0

20.0

10.0

0.0

400 500 600 700

nanometers

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Fleet Design Standards 7.06

Fleet: Application Standards for Graphics and Decals

Graphics for fleet application support the overall Brand Painted Graphics
Identity through visual consistency across the globe while • Only the Spencerian Script and Contour Bottle Symbol may
accommodating variations in vehicle types and styling. be painted.
− Never paint the Contour Bottle Photo.
In General • Only one stencil size of the Spencerian Script and Contour
• Follow the carefully developed standards provided here to Bottle Symbol is required for each vehicle size in the fleet.
ensure a uniform visual impression. –C  reate a custom stencil for each graphic, using heavy
• Specific standards for delivery trucks, route trucks, event gauge, transparent Mylar plastic.
trailers, automobiles, pickup trucks and utility vans are – Follow the size and clear-space guidelines for vinyl decals.
provided on the following pages.
• Maintain proper scale of the provided graphics when resizing Use only the approved versions of the Spencerian Script,
them for various vehicle sizes. Contour Bottle Symbol and Contour Bottle Photo available on
the Design Machine website.
Vinyl Decals
Vinyl decals are the preferred means by which to render the
Spencerian Script and Contour Bottle (iconic Symbol or Photo)
onto fleet vehicles. Affix the decals according to their
application instructions.

To determine the appropriate decal size for the Spencerian

Script and Contour Bottle:
1. Measure, from top to bottom, the Coke Red space onto
which the decal will be applied (i.e., the side body panel of
a trailer, the door panel of a pickup truck).
2. C
 alculate the size of the decal so that its height is
approximately 50.8 - 76.2 mm (2 - 3 inches) less than the
total height of the Coke Red space.
3. W
 hile the ideal clear space around decals is approximately
50.8 - 76.2 mm (2 - 3 inches), make sure the minimum clear
space is in any case at least equal to the height of the
hyphen in the Spencerian Script.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.07

Delivery Truck Sides

Fleet graphics on large delivery trucks serve as mobile billboards.

Trailer Side Graphics

• Show the Spencerian Script and Contour Bottle on both sides of
the trailer.
– Use either the Contour Bottle Symbol or Contour Bottle Photo
on delivery trucks, but never both on the same panel.
• Position the Spencerian Script on the far left side of the trailer;
position the Contour Bottle upright on the far right side of the
trailer.
–The space between the Spencerian Script and Contour Bottle
will vary with the trailer length.
• Both graphics should be of equal height.

Side Cab Graphics

• Show the Spencerian Script on both sides of door panels of the
cab portion of the truck.
• Centrally position the Bottler’s name, address and any identifiers
required by law beneath the Spencerian Script.

Refer to the prior page, ‘Application Standards for Graphics and

Decals,’ as needed.

Bottler Name
Address
City, State Zip

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.08

Delivery Truck Front

Front Graphic
• Center the Spencerian Script in the Coke Red space on the
“cab over” portion above the windshield.
• As the Spencerian Script is the only graphic identification
when the truck is viewed directly from the front, be sure to
maximize its visibility above the cab.

Refer to the prior page, ‘Application Standards for Graphics

and Decals,’ as needed.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.09

Delivery Truck Rear

Rear Graphic
• The Contour Bottle is the preferred graphic for the rear panel
of the truck.
− Use either the Contour Bottle Symbol or Contour Bottle
Photo on delivery trucks, but never both on the same panel.
• Position the Contour Bottle upright and centered in the Coke
Red space, ensuring equal space on each side of the decal.
• If vertical space is limited (e.g., trucks with lift gates), the
Spencerian Script may be used instead, centered in the Coke
Red space with equal space on each side of the decal.

Refer to the prior page, ‘Application Standards for Graphics

and Decals,’ as needed.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.10

Route Trucks
Side Graphics
• Show the Spencerian Script and the Contour Bottle on both
sides of the trailer.
– Use either the Contour Bottle Symbol or Contour Bottle
Photo on route trucks, but never both on the same panel.
• Position the Spencerian Script on the far left side of the
trailer; position the Contour Bottle upright on the far right side
of the trailer.
– The space between the Spencerian Script and Contour
Bottle will vary with the trailer length.
•B  oth graphics should be of equal height.

Front Graphic Bottler Name

Address

•C  enter the Spencerian Script in the Coke Red space on the City, State Zip

“cab over” portion above the windshield.

• As the Spencerian Script is the only graphic identification
when the truck is viewed directly from the front, be sure to
maximize its visibility above the cab.

Rear Graphic
• The Contour Bottle is the preferred graphic for the rear panel
of the trailer.
− Use either the Contour Bottle Symbol or Contour Bottle
Photo on route trucks, but never both on the same panel.
• Position the Contour Bottle upright and centered in the Coke
Red space, ensuring equal space on each side of the decal.
• If vertical space is limited (e.g., trucks with lift gates), the
Spencerian Script may be used instead, centered in the Coke
Red space with equal space on each side of the decal.

Refer to the prior page, ‘Application Standards for Graphics

and Decals,’ as needed.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.11

Event Trailers
Side Graphics
• Show the Spencerian Script and Contour Bottle on both
sides of the trailer.
− Use either the Contour Bottle Symbol or Contour Bottle
Photo on event trailers, but never both on the same panel.
• To ensure that the Spencerian Script is always visible,
position it on the panel below the window panel that lifts up.
• Show the Contour Bottle on the vertical panel that is
alongside the window panel. Position it upright and centered
in the Coke Red space of this panel.

Front Graphic
• Center the Spencerian Script in the Coke Red space above
the hitch portion of the trailer.
• As the Spencerian Script is the only graphic identification
when the truck is viewed directly from the front, be sure to
maximize its visibility above the vehicle pulling it.

Rear Graphic
• Position the Contour Bottle upright on the rear door of the
trailer. Center it in the Coke Red space, ensuring equal
space on each side of the decal.
– Use either the Contour Bottle Symbol or Contour Bottle
Photo on event trailers, but never both on the same panel.

Refer to the prior page, ‘Application Standards for Graphics

and Decals,’ as needed.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.12

Automobiles
Side Graphics
• Show the Spencerian Script and the Contour Bottle on
both sides of the automobile.
– Use either the Contour Bottle Symbol or the Contour Bottle
Photo on automobiles, but never both on the same panel.
• Both graphics should be of equal height.
• Position both graphics in the area between the front and
back wheels and below the side windows, with:
− The Spencerian Script on the far left side, and
− The Contour Bottle upright on the far right side.
• The space between the Spencerian Script and Contour
Bottle will vary with the automobile length.

Front Graphic
• Centrally position the Spencerian Script in the Coke Red
space of the hood, ensuring equal space on each side of
the decal.
• As the Spencerian Script is the only graphic identification
when the automobile is viewed directly from the front, be
sure to maximize its visibility on the hood.

Rear Graphics
•P osition the Spencerian Script on the left side of the bumper.
• Position the Contour Bottle on the right side of the bumper.
• Both graphics should be of equal height.

Refer to the prior page, ‘Application Standards for Graphics

and Decals,’ as needed.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.13

Pickup Trucks
Side Graphics
• Show the Spencerian Script and Contour Bottle on both
sides of the truck.
– Use either the Contour Bottle Symbol or the Contour Bottle
Photo on pickup trucks, but never both on the same panel.
• Both graphics should be of equal height.
• Centrally position the Spencerian Script in the area between
the front and back wheels and below the side window.
• Position the Contour Bottle upright between the back wheel
and bumper.

Front Graphic
• Centrally position the Spencerian Script in the Coke Red
space of the hood, ensuring equal space on each side of
the decal.
• As the Spencerian Script is the only graphic identification
when the truck is viewed directly from the front, be sure to
maximize its visibility on the hood.

Rear Graphics
• Position the Spencerian Script on the far left side of the
truck gate.
• Position the Contour Bottle upright on the far right side of
the gate.
• Both graphics should be of equal height.

Refer to the prior page, ‘Application Standards for Graphics

and Decals,’ as needed.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.14

Vans
Side Graphic with Visible Cargo Windows
• Show the Spencerian Script and the Contour Bottle on both
sides of the van.
– Use either the Contour Bottle Symbol or Contour Bottle
Photo on vans, but never both on the same panel.
• Centrally position the Spencerian Script in the area between
the front and back wheels and below the side window (driver/
front passenger).
• Position the Contour Bottle upright between the back wheel
and bumper.
• Both graphics should be of equal height.

Side Graphic with No or Painted Cargo Windows

• Centrally position the Spencerian Script in the area between
the side window (driver/front passenger) and the back edge
of the van.
• Position the Contour Bottle to the right of the Spencerian
Script.
• Both graphics should be of equal height.

Front Graphic
• Centrally position the Spencerian Script in the Coke Red
space of the hood. Ensure:
– Equal space on each side of the decal.
– That the bottom edge of the decal is approximately 38.10
mm (1.5 inches) above the seam where the hood meets
the grill.

Rear Graphic
• Position the Spencerian Script on the far left side of the left
rear door.
• Position the Contour Bottle upright on the far right side of
the right rear door.
• Both graphics should be of equal height.

Refer to the prior page, ‘Application Standards for Graphics

and Decals,’ as needed.

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Trademark Usage Requirements 8.0

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Trademark Usage Requirements 8.01

Trademark Policies of The Coca-Cola Company

Our trademarks include some of the best-known and most well known and famous trademarks (such as COCA-COLA In creating slogans that include trademarks, do not use
well-recognized trademarks in the world. As a result, our and COKE) can also be used as proper nouns. Example: hyphens to link the trademarks to other words in the slogan.
trademarks are among the most valuable assets of TCCC.
If they are used properly, TCCC’s valuable and distinctive Correct : Enjoy a COKE. Incorrect Example: Hoorah-Coca-Cola
trademarks can be kept forever. However, with improper Incorrect: I bought a ZERO yesterday.
use, we run the risk of losing one or more of our trademarks Do not change in any way the spelling of a word mark. For
altogether. If a trademark is used as a proper noun, care must be taken example, do not change the spelling of “COCA-COLA” so
that the trademark is not used in a way that suggests that it that it reads “COKA-KOLA.”
Because of the importance of TCCC’s trademarks, it is is an everyday, generic term for a type of product. For this
the policy of TCCC that all employees of TCCC must help reason, use of a trademark as a proper noun should be Beverage products should not be described as “original” or
safeguard its trademarks and be aware of the rules and evaluated on a case-by-case basis by appropriate TCCC “genuine” or otherwise identified in a way that could suggest
guidelines for proper use of TCCC’s trademarks. These Trademark Counsel. that others have similar products. Examples of such
policies and procedures for trademark protection and use exceptions are: the phrase “Original Formula” used for
should be followed to ensure consistent use and continued Use of our trademarks in the possessive or plural forms is COCA‑COLA CLASSIC.
protection of our trademarks. The policies apply regardless discouraged, and all such uses must be approved by the
of whether a proposed use of TCCC’s trademarks is appropriate TCCC Trademark Counsel. Example: Brand Integrity Principles
internal or external. There are certain trademark use principles that relate to the
Correct: 2 Coca-Cola products for $4 integrity of the brands in connection with which TCCC’s
There are a number of trademark use rules that apply to all Incorrect : 2 Cokes for $4 trademarks are used. Those principles generally relate to
of TCCC’s trademarks. Consistent use of TCCC’s marks in making consistent use of trademarks in a particular way and
accordance with these rules strengthens the rights in TCCC’s A trademark should never be used as a generic name for a avoiding “combining” the elements or identities of different
marks and enhances their value. Exceptions, rarely, if ever, category of products, or as a verb, a common noun, or any brands. They are designed to ensure that TCCC’s
should be made. If you believe that an exception to any of part of speech other than an adjective or a proper noun. Our trademarks are used in ways that strengthen TCCC’s rights
these rules is appropriate, advance approval must be obtained. rights to our trademarks are strengthened and maintained in each of its trademarks.
These rules include the following: when we use them properly and do not suggest that they are
common, everyday terms that can be used to refer to For trademarks that have a particular typeface, font,
A trademark should, whenever possible, be used as an products of many companies. presentation or design element associated with them, use
adjective and followed by a generic term, so that it is clear only graphic presentations that are approved.
that the trademark refers to a specific product that is of a In materials distributed outside TCCC, a trademark should,
particular type. whenever possible, be displayed in a format that sets it apart Presenting the trademark COCA‑COLA in Spencerian script.
from other text, makes it stand out, and indicates that it is a
Example: Drink COCA-COLA soft-drinks. trademark, such as in all CAPITAL LETTERS, in “quotation
marks,” or in a special script, italics, or bold print.
If the context is clear that the reference is to a specific product
of TCCC identified by the trademark, a trademark can also be Example: This store sells COKE, DIET COKE and
used as a proper noun. Trademarks of TCCC that are very COKE ZERO.

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Trademark Usage Requirements 8.02

Trademark Policies of The Coca-Cola Company

Particular typefaces, fonts, presentations and design elements The addition of a prefix or suffix to a trademark, or otherwise Example: XYZ is a registered trademark of XYZ Associates,
are generally associated with only one brand. Do not use using an existing trademark as a “stem” for a new word or Inc. COCA-COLA and the Dynamic Ribbon Device
elements that have been approved for one brand with a trademark is an improper variation. Example: are registered trademarks of The Coca-Cola
different brand. Example: Company.
Incorrect: U
 sing words or phrases such as “COKEVILLE”
Correct: Using the Dynamic Ribbon Device with brand or “ZEROtastic.” Even in cases where the third party does not require a legal
COCA-COLA. line, we still need to insert the appropriate TCCC legal line.
Alteration of any of the words of a slogan trademark is an
Incorrect: Using the Dynamic Ribbon Device with brand improper variation of the trademark. Example: Every term in the corporate name “The Coca-Cola Company”
FANTA. should have the initial letter capitalized, including the letter “T”
Incorrect: U
 sing slogans such as “Happiness is Open” in the word “The.”
Do not add any graphic or other design elements to an instead of “Open Happiness.”
existing trademark of TCCC without approval for the use of The trademark “COCA-COLA” should always be presented as
those additional elements. For example, adding additional There are many occasions when one or more of TCCC’s a unitary phrase, and the words “Coca” and “Cola” should not
flourishes to the letters of COCA-COLA when it is presented trademarks is used together with trademarks owned by others. be split on different lines or separated. When using word
in Spencerian script. Such situations can arise in conjunction with sponsorship by processing programs, use a “non-breaking hyphen” for the
TCCC of events or organizations (such as the Olympics or the hyphen in “COCA-COLA.”
Certain of the containers and packaging used by TCCC are FIFA World Cup), as part of joint promotional activities, and/or
proprietary to TCCC and can serve as trademarks. You must in advertising or other uses by parties that have a right to use Spencerian script that is used for the “COCA‑COLA” trademark
never use the Contour Bottle on FANTA, ODWALLA, SPRITE our trademarks. should not be used for anything other than trademarks
or other products other than COCA-COLA brand beverages. incorporating “COCA‑COLA” and “COKE,” and the trade names
All uses of trademarks of TCCC together with trademarks of The Coca‑Cola Company, its subsidiaries and its bottlers.
Slogans should be used only in connection with the product owned by other companies should be reviewed and approved
for which they are intended. Example: by the appropriate TCCC Trademark Counsel. The hyphen in “COCA‑COLA” is an integral part of the
trademark. Always include the hyphen whenever the trademark
Correct: Coca-Cola Open Happiness When a trademark of another party appears on packaging or is displayed, even if the materials on which the graphics are
Incorrect: Coke, Obey Your Thirst in advertising for one of TCCC’s beverage products, the based are archival pieces that do not include the hyphen.
relationship between the other party and TCCC must be clear
There are many ways in which TCCC’s trademarks can be from the context, and the materials must reflect that only Do not suggest that the shape of the COCA‑COLA Contour
adapted, modified and/or combined with other materials. TCCC’s trademark is the trademark for the beverage product. Bottle (or any other proprietary bottle) has a functional benefit.
Such variations can sometimes strengthen the original All such uses must be reviewed by the appropriate TCCC Refer to such bottles as containers or packaging that are
trademark, but could sometimes be potentially damaging for Trademark Counsel or Operations Counsel, in accordance distinctive and identify TCCC’s products. Example: WRONG:
legal or other reasons. All such variations could result in the with the standard practice of your Group, so that clarifying “The shape of the Contour Bottle makes it easier to get a firm
creation of a new trademark that could infringe the rights of language can be added if necessary. grip on the bottle.”
other parties and therefore would need to be searched and
cleared prior to use. For these reasons, it is important that all With limited exceptions, legal lines must accompany our Use the Dynamic Ribbon Device only in relation to the
such proposed variations be submitted for approval to the trademarks whenever a trademark of another party appears “COCA‑COLA” family of beverages or as a reference to TCCC.
appropriate TCCC Trademark Counsel prior to use. with one of our trademarks, whether on packaging, vending Do not combine the Dynamic Ribbon Device with third-party
machines, the Internet or otherwise. Such legal lines must trademarks to create a new design or trademark.
identify the trademarks owned by TCCC and assert TCCC’s
ownership of them.
Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009
Identity Standards Management Team 9.0
and Process

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Identity Standards Management Team and Process 9.01

Contents
Standards Management Principles.........................................9.02

Standards Management Process and Accountability.............9.03

Brand Standards Council........................................................9.04

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Identity Standards Management Team and Process 9.02

Standards Management Principles

Principles for Alignment to Standards
• The Identity and Design Standards are meant to drive quality,
consistency and productivity across the System worldwide.
• It is the responsibility of each entity described herein to work
towards and have a plan for aligning to the Identity and
Design Standards.
• An assessment process will be put in place so that,
periodically, the Company can understand our progress.

Principles for Exceptions

• The Standards, as written, should be the overwhelming norm.
Therefore, exceptions should be very limited.
• A request for an exception must have a valid Business Case
and be planned in advance. No work outside of the Standards
should be started until an approval has been granted.
• An exception may have a maximum presence in market of
3 months and may only be leveraged once in a year.

Roll out standards Roll out standards Roll out standards

High Level Process

Global Group Business Unit Bottler/Local

Standard Amplification Localization Execution

(Brand, Design and Legal) (Brand, Design and Legal) (Brand) (Commercialization)

Report plans and Report plans and Report plans and

exception requests exception requests exception requests

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Identity Standards Management Team and Process 9.03

Standards Management Process and Accountability

Global Group Business Unit Bottler/Local

Standard Amplification Localization Execution

(Brand, Design and Legal) (Brand, Design and Legal) (Brand) (Commercialization)

   
• Uphold and train Groups on Identity •U
 phold and train Business Units on • Uphold and train Bottlers on Identity • Responsible for implementing
and Design Standards Identity and Design Standards and Design Standards Standards in Bottler/Local Projects

• Responsible for implementing •R

 esponsible for implementing • Responsible for implementing
Standards in Global Projects Standards in Group Projects Standards in Business Unit Projects

• Responsible for implementing and •R

 eview and record exception requests • Review and record exception requests
renewing Identity and Design from Business Units from Bottlers or other local entities
Standards
•D
 eny exception requests or approve • Deny exception requests or approve
• Review and record exception requests for escalation to Global for escalation to Group
from Groups

• All Exception Rights are approved at

Global

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Identity Standards Management Team and Process 9.04

Brand Standards Council

The following are the primary contacts for reporting roll out and adoption plans for the Brand roles defined on the previous pages. Emails to the Group should only come from that Group or
Standards. Where exception requests have a valid business case attached and will not live in Business Units within that Group.
market for more than 3 months, these contacts will also review exception requests as per their

Global Group Business Unit Bottler/Local

Standard Amplification Localization Execution

(Brand, Design and Legal) (Brand, Design and Legal) (Brand) escalation to Group (Commercialization)

 
Brand: C
 ristina Bondolowski, EUG Brand: Regina Wurz-Janssens
Derk Hendriksen EUG Design: Karen Fream
EUG Legal: Barry Gerber
Design: Todd Brooks, Email: [email protected]
Vince Voron
EAG Brand: Sedef Salingan Sahin
Legal: Danise van Vuuren-Nield, EAG Design: Elif Tokat
Bernadette Drankoski EAG Legal: Linda Z. Spencer
Email: [email protected]

LatAm Brand: Cynthia Gonzalez

LatAm Design: Guido Rosales
LatAm Legal: Roxana Penagos
Email: [email protected]

Pacific Brand: Shakir Moin

Pacific Design: Shakir Moin
Pacific Legal: Rachel Peterson
Email: [email protected]

Japan Brand: Santiago Bargagna

Japan Design: Hide Matsunaga
Japan Legal: Hirotoshi Adachi
Email: [email protected]

NA Brand: Caren Pasquale Seckler

NA Design: Frederic Kahn
NA Legal: Jim Dudukovich/Pamela Modlari
Email: [email protected]

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009

Identity Standards Management Team and Process 9.05

Coca-Cola | Brand Identity and Design Standards_v1.1 Confidential: 10 November 2009