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Coca Cola Evolution

This gives a detailed history of Coca-Cola

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38 views

Coca Cola Evolution

This gives a detailed history of Coca-Cola

Uploaded by

goldeneiffel84
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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The Coca-Cola logo, a globally recognized trademark, has evolved significantly over

the years, reflecting the brand’s rich history and growth. It all started in 1886, when
Dr. John S. Pemberton, a pharmacist in Atlanta, Georgia, formulated the drink's
original recipe. While Pemberton is credited with creating the Coca-Cola formula, the
brand’s iconic logo owes its existence to Frank M. Robinson, Pemberton's
bookkeeper. Robinson not only suggested the name "Coca-Cola®" but also designed
the brand's famous script logo, drawing on Spencerian script, which was popular in
the late 19th century. After some discussion, the Pemberton team unanimously
adopted the flowing cursive design, which has become one of the most recognized
logos in the world.

The Evolution of the Coca-Cola Logo


The Coca-Cola logo has undergone various changes throughout its history, each
reflecting shifts in design trends, marketing strategies, and branding needs.
Between 1887 and the 1890s, the logo was first trademarked with the U.S. Patent
Office. At this time, the words "Trademark" were incorporated into the tail of the "C"
in Coca. This early version of the logo set the foundation for future iterations. By
1890, the logo took on a more ornate, swirly look, a dramatic transformation that
reflected the artistic trends of the time. However, this iteration was short-lived, and
by 1891, the company had returned to a simpler version.

As Coca-Cola grew as a brand, the logo evolved further. Between 1941 and the
1960s, a more modern version of the Spencerian script logo emerged, this time with
the trademark symbol appearing below the logo, emphasizing its registered status.
This version of the logo was also registered in other countries, including Australia,
marking the beginning of Coca-Cola’s global expansion.

Iconic Branding Elements: The Red Disc and Beyond


In 1947, Coca-Cola introduced the Red Disc, a design feature that became central to
the brand’s outdoor advertising. The Red Disc, with its bold color and simplicity,
made the logo pop in various environments, from billboards to storefronts. In 1958,
the brand debuted the Arciform sign, also known as the Fishtail sign, which added
another dimension to Coca-Cola’s visual identity. The Arciform sign became a staple
in advertisements, vending machines, and even cartoons, further embedding the
brand into popular culture.

By 1969, Coca-Cola revealed another evolution in its branding with the introduction
of the Arden Square logo. This iteration featured the white "Dynamic Ribbon
Device," or the classic wave underlining the logo in a red box. This "wave" became
one of the most defining features of the Coca-Cola logo and has endured through
the years as a key design element.
The Introduction of Diet Coke and the Rise of Flavor Variants
The early 1980s marked a major milestone for Coca-Cola with the introduction of
Diet Coke in 1982. For the first time, the iconic script was replaced by a bold, slab
serif font, reflecting the clean and modern aesthetic of the era. The shift from
cursive to block letters helped to differentiate Diet Coke from the original formula
while maintaining the Coca-Cola identity through the use of the color red. This new
branding quickly became associated with Diet Coke's own personality and identity.

Through the decades, Coca-Cola introduced several flavors and variations of its
classic formula. Cherry Coke, for instance, was launched in 1985, capitalizing on
consumers’ penchant for mixing cherry syrup into their fountain drinks. Although
flavored Coke had existed in unofficial forms for years, the introduction of Cherry
Coke cemented Coca-Cola’s approach to innovation and flavor exploration.

The same year, Coca-Cola launched one of its most controversial products—New
Coke. In an effort to respond to Pepsi's growing market share, Coca-Cola
reformulated its signature drink and introduced the new recipe as a replacement for
the original. However, New Coke was met with widespread backlash. Loyal fans
demanded the return of the original formula, prompting the company to bring back
"Coca-Cola Classic" just months after the debut of New Coke. This episode has since
become a cautionary tale for brands: sometimes, changing a beloved product can
lead to unintended consequences.

Coca-Cola’s Contour Bottle: An Icon of Design


Long before New Coke, however, Coca-Cola made another significant mark on the
beverage industry with the introduction of its distinctive bottle design. The first
Coca-Cola bottles were created in 1899, featuring metal stoppers. These early
bottles represented a departure from the soda fountain tradition, making Coca-Cola
more accessible to consumers outside of soda shops.

In 1915, Coca-Cola took a step further with the introduction of its "Contour Bottle,"
designed by the Root Glass Company in Terre Haute, Indiana. The goal was to create
a bottle so distinctive that it could be recognized by touch alone, even in the dark.
The design became a massive success and was patented the same year. The
Contour Bottle’s curved shape became so iconic that it was trademarked in 1977,
an unusual feat for packaging at the time.

The Modern Era: Coke in Cans, Sustainability, and Global Campaigns


Coca-Cola introduced its first can in 1960, featuring the outline of the Contour Bottle
on the label to ensure that consumers didn’t mistake it for a different product. This
marked a significant moment for the brand, as cans began to complement the
already ubiquitous bottles. The company continued to innovate in packaging, and
by 1993, Coca-Cola made the switch to PET plastic bottles, which were touted as
being more environmentally friendly due to their recyclability. In 2009, the company
introduced the PlantBottle, a fully recyclable plastic bottle made partially from
plant-based materials.

Coca-Cola’s marketing campaigns have also evolved to reflect cultural moments. In


2011, Coca-Cola celebrated its 125th anniversary with a special logo featuring
bubbles rising from its Contour Bottle, symbolizing the brand’s past, present, and
future. Two years later, Coca-Cola launched its "Share a Coke" campaign, where
bottles and cans were personalized with first names. This campaign became a
global phenomenon, and it’s still ongoing, with new iterations such as adding
popular song lyrics to bottles.

In 2016, Coca-Cola unified its brand under the "Taste the Feeling" campaign,
consolidating all Coca-Cola products—Classic Coke, Diet Coke, Coke Zero—under the
same branding approach. This marked a significant change in Coca-Cola’s strategy,
with the Red Disc logo acting as the unifying symbol of the Coca-Cola family.

Coca-Cola’s Role in Shaping Pop Culture: Santa Claus and Beyond


Coca-Cola has had a profound impact on pop culture, most notably through its
association with the modern image of Santa Claus. In the 1920s, Coca-Cola’s
advertisements began to feature a jolly, rotund Santa, a stark departure from earlier
depictions of Santa as thin and even elfin. The company credits its artist, Haddon
Sundblom, with creating the wholesome, jovial version of Santa that we recognize
today. This portrayal became so popular that it has become synonymous with
Christmas itself, forever linking Coca-Cola to holiday celebrations.

Continued Innovation and Market Leadership


Today, Coca-Cola remains a leader in the beverage industry, constantly exploring
new products and innovations. With beverages like Coke Zero, introduced in 2005,
and Coca-Cola Freestyle machines, which allow customers to mix flavors, the
company continues to push boundaries while maintaining its core identity. In 2018,
Coca-Cola ventured into frozen beverages with the release of a Lemon Coke slushy
in Japan, packaged in reusable pouches.
The evolution of Coca-Cola, from its humble beginnings at soda fountains to its
global dominance, is a testament to the brand's ability to adapt and innovate while
remaining true to its roots. The story of Coca-Cola is not just one of product
evolution but of branding genius, cultural influence, and an enduring commitment
to refresh the world.

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