The Coca-Cola Company Visual Identity
Internal department, program and
initiative logos
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
The borrow and build
approach
We build master brand equity The Coca-Cola Company loans brand
and coherence across corporate equity and momentum to the program...
departments within The Coca-Cola
Company Visual Identity System
Program
Name
The program pays equity back into
the master brand by adhering to the
consistent system VIS.
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos x 4x 4x
2h
Internal Corporate
Departments, programs
Department
h
and initiative lock-ups
4.5h
To create a custom lock-up, follow the
guidance below: 2h
• The Spencerian Script must always
sit to the left of the name. x 4x 4x
2h
• The name of the department or
initiative must sit centrally aligned
horizontally to the logo.
h
Program 4.5h
Name
h
• The clear space distance between
the Script and the dividing line,
and then the dividing line and the
department name is 4x’.
2h
• The first clear space begins at the
end of the “a” in “Cola” and terminates
at the dividing line. The second clear
space begins at the dividing line and x 4x 4x
terminates at the leftmost hard edge 2h
of the department name.
• The space between lines of text in Three Line 4.5h
Initiative
h h
the name must be equal to the height 4.5h
Name
of the hyphen connecting “Coca” and h
x
“Cola.” This is shown as ‘h’. 4.5h
2h
h
Use the hyphen as the unit of measure
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
Examples
5by20
Global QSE
Council
Marketing
Investment
Tools
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
Internal Corporate
Departments, programs
and initiative lock-ups
(continued)
Apply the standards below when the
name to the right of the Spencerian x 4x 4x
Script has more than 16 characters on
2h
one line:
• The character size for the double-line
name reduces to 3h h
Very Long Two Line
Program Name
h
3h
• The space between lines of text in
the name must be equal to the height
of the hyphen connecting “Coca” and
“Cola.” This is shown as ‘h.’ 2h
• The name of the department or
initiative must sit centrally aligned
horizontally to the logo.
Use the hyphen as the unit of measure
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
Example
Marketing &
Agency Platform
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
Internal Corporate
Departments, programs
and initiative lock-ups
(continued)
Use this logo when the department
name requires a secondary
description or sub department.
x 4x 4x
To create a custom lock-up, follow the
Two Line
2h
guidance below:
4.5h
Department
• The Spencerian Script must always h
sit to the left of the name.
• The clear space distance between
the Script and the department name
must be equal to the width of the top Secondary Two
side of the hyphen connecting “Coca” Line Description 2h
and “Cola.” This clear space area is
shown as ‘x.’
• The clear space begins at the end of
the flourish of the capital “C” in “Cola”
and terminates at the leftmost hard
edge of the name.
• The space between lines of text in
the name must be equal to the height
of the hyphen connecting “Coca” and
“Cola.” This is shown as ‘h.’ x
• The character size for the
department name measures 4.5h
h
• The character size for the description
or sub department name measures 3h
Use the hyphen as the unit of measure
The Coca-Cola Company Visual Identity
Internal department, program
initiative logos
Example
Technical &
Supply Chain
Quality, Safety
& Environment
The Coca-Cola Company Visual Identity
Icons
The Coca-Cola Company Visual Identity
Icons
Icon Design Principles
Even when design trends change,
icon design remains based on the
principles of consistency, legibility Understand what icon set you have Clarity and simplicity Geometric shapes
and clarity. to create
Remove all details that don’t help to Wherever possible, use simple, firm
Consider where it will be used and what communicate the concept of an icon, shapes to draw all the necessary lines. It
it should represent. Decide which icons rather they make your icons heavy and makes your icon set firm, attractive and
“Good design is as little as possible. require a metaphor and which are noisy. persuasive.
real-world objects.
Less, but better – because it
concentrates on the essential aspects,
and the products are not burdened
with non-essentials.
Back to purity.
Back to simplicity.”
– Dieter Rams
Think about proper metaphors and Enough space Visual unity
brainstorm on the possible symbols
Ensure all the elements of your icons Check if line weights, corner sizes, color
Write down all the associations you have enough space and air. palette, level of detailing and design
have to depict the essence of an icon. elements stay the same across the
Use dictionaries and word sets to find whole set.
keywords, synonyms and definitions of
the icon’s concept. Then simplify the idea
until you find an object that translates the
abstract concept clearly.
The Coca-Cola Company Visual Identity
Icons
Understanding
Use a mix of metaphors and real-world
objects. Simplify the idea until you find
an object that translates the abstract
concept clearly.
Metaphor Real-World Both
Context: Context: Context:
“Check your meeting invitation “The Coca-Cola Company, “Now, more than ever before, it’s
list twice. Balance inclusivity with The Coca-Cola Foundation and critical we each find time to take
the minimum number of people local bottlers have donated 12,000 breaks and rest.”
needed to move a topic forward.” meals.”
The Coca-Cola Company Visual Identity
Icons
Clairity and Simplicity
Remove all details that don’t help to
communicate the concept of an icon.
Simplify the idea until you find an
object that translates the abstract
concept clearly.
Computer
The Coca-Cola Company Visual Identity
Icons
Clairity and Simplicity
Remove all details that don’t help to
communicate the concept of an icon.
Simplify the idea until you find an
object that translates the abstract
concept clearly.
“Give your colleagues grace”
Context:
“Pets need to be walked, children need to be fed and sometimes we’re competing with our
partners who have conference calls occurring at the same time.”
The Coca-Cola Company Visual Identity
Icons
Enough Space
Ensure all the elements of your icons
have enough space and air.
The Coca-Cola Company Visual Identity
Icons
Visual Unity
Check if line weights, corner sizes
and radiuses, color palette, level of
detailing and design elements stay the
same across the whole set.
Line Weight Corner Radius
Line weights should be consistent Avoid 90˚corners if possible to give
and use rounded butt caps a softer, approachable feel
The Coca-Cola Company Visual Identity
Icons
Examples
The Coca-Cola Company Visual Identity
Icons
Examples
The Coca-Cola Company Visual Identity
Digital
The Coca-Cola Company Visual Identity
Digital
Digital Design Principles
Context is king Focus on clarity Find the space Create balance
Understanding and adapting design Make it simple, clear, and accurate. For Avoid clutter. Make it easy for the user to Seek to create balance in your digital
for the context in which it is being a digital interface to be effective, people navigate through your designed digital designs to make them pleasing to the eye.
received is critical to its success. It must be able to recognize what it is and space. Leave generous room for elements A balanced piece of design, combined
allows the design to be understood and understand when and how to use it. to ‘breathe’ with negative space to allow with the smart use of space, provides a
interpreted correctly. Clear design predicts what will happen the eye to focus on the positive elements. solid structure and foundation on which to
when the viewer interacts with it, and create your designs.
ensures a successful interaction.
Use contrast effectively Be consistent Use color carefully Let text breathe
Unique elements in digital design should Elements that behave the same should Color should not be overused within Text in the digital space needs to be easy
stand apart from one another. Good look the same. But it is just as important the digital space. It can be used for to read. Make sure text is well spaced and
contrast can be achieved using elements for elements that are different to appear highlighting or to guide attention, but has plenty of room to breathe. Minimal copy
like color, tone, size and shape in order to different than each other. This should should not be the only differentiator. is recommended for digital applications. In
allow the viewer’s eye to flow naturally. be applied to functionality, navigation, The gradient should be used minimally addition to spacing, it is recommended to
content, and presentation. and secondary colors only to highlight or limit the number of different font sizes to
guide you through the experience. two weights.
The Coca-Cola Company Visual Identity
Digital
Emails
Why this works:
• Easy to read text for optimal legibility
• No visual clutter
• Balance between text and graphics
• Color is used carefully and only to
draw attention to elements or a calls
to action (CTA)
The Coca-Cola Company Visual Identity
Digital
We have reduced
Digital Signage the carbon
Why this works:
footprint of the
• Easy to read text for optimal legibility drink in your
• No visual clutter
• Balance between text and graphics hand by 24%
• Color is used carefully and only to
draw attention to elements or a call
since 2010
to action (CTA) Investing in a better
shared future.
Note: These are work examples, not Own it, take accountability.
templates, however your designs
should follow the same
overarching principles.
Find me on Connect or your
Digital Assistant mobile app.
The Coca-Cola Company Visual Identity
Digital
Infographics
Why this works:
• No visual clutter
• Balance between text
• and graphics
• Color is used to guide the viewer
to the most important content
The Coca-Cola Company Visual Identity
Digital
Option 1: Logo
Email Signatures
Option 2: Logo & Color Bar
The Coca-Cola Company Visual Identity
Digital
Keep additional
links and social
media icons black
Email Signature
AVOID using
different colors
for links or social
icons
The Coca-Cola Company Visual Identity
Purpose
The Coca-Cola Company Visual Identity
Purpose
Vision
LOVED BRANDS, DONE SUSTAINABLY,
FOR A BETTER SHARED FUTURE.
Our vision is to craft the brands and choice
of drinks that people love, to refresh them in
body and spirit. And done in ways that create
a more sustainable business and better
shared future that makes a difference in
people’s lives, communities and our planet.
The Coca-Cola Company Visual Identity
Purpose
Purpose Statement
Primary Use:
White text against the
gradient background.
There are no other use cases
where the gradient is used as
a background.
The Coca-Cola Company Visual Identity
Purpose
Purpose Statement
Secondary Use:
Gradient text on a white background.
There are no other use cases where
gradient text is used.
The Coca-Cola Company Visual Identity
Purpose ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
Typeface
We use TCCC Unity Black to create
hierarchy in titles.
REFRESH
THE WORLD.
MAKE A
DIFFERENCE.
The Coca-Cola Company Visual Identity
LOVED BRANDS.
Purpose
Connected Pillars
The secondary color palette on a white
background is used when the three
pillars of our vision statement (or other
supporting text) appear.
DONE SUSTAINABLY.
FOR A BETTER
SHARED FUTURE.
DO THE RIGHT THING.
The Coca-Cola Company Visual Identity
Purpose
Culture Behaviors
The secondary color palette on a white
background is used when the culture
OUR VALUES
behaviors of our company purpose (or
other supporting text) appear.
ARE DEVELOPED
BY OUR PEOPLE.
OWN IT, TAKE
ACCOUNTABILITY.
The Coca-Cola Company Visual Identity
Purpose
Clear Space
The clear space around the type on
the gradient is the cap height of the
first capital letter. The white border
around the gradient is half the cap
height of the first capital letter.
x = cap height
The Coca-Cola Company Visual Identity
Experiential/Events
The Coca-Cola Company Visual Identity
Experimental/Events
Design Principles for Events
Prioritize legibility Avoid visual clutter Create balance between text Use appropriately contrasting colors
Make sure event signage is legible and graphics
In order to keep event signage legible, Consider the lighting in the environment
and readable. Illegible signage and keep overall design simple, without Seek to create balance in your designs to where your designs will be located. For
wayfinding makes the visitor unsure using a lot of background patterns or make them pleasing to the eye but also example, in low-light settings, high-contrast
and confused. complicated images that compete with consider how readable your designs will designs will be most effective. Color does
important text. It is recommended to use be based on viewing distance and height. affect mood and influence so be aware of
only 40% for content, with the remaining color choices when designing.
60% negative space.
Keep the fonts simple
Legibility is critical, which means that
typefaces need to be easy to read.
Minimal copy is recommended for
event settings.
The Coca-Cola Company Visual Identity
Experimental/Events
Banners and signs
Examples
When creating banners or signs
4.6M
women
for event spaces make sure to limit
distractions and create a visual hierarchy empowered Loved brands.
Done Sustainably.
that matches the viewer’s needs. Provide by 2019
strong, concise information and clear
context. Be consistent and remember Our values are developed
less is more.
by our people.
Why this works:
• Easy to read text for optimal legibility
• No visual clutter
• Balance between text and graphics
• Consistency throughout all banners
Note: These are work examples, not
templates, however your designs should
follow the same overarching principles.
Investing
in a better
shared future.
Own it, take
accountability.
The Coca-Cola Company Visual Identity
Experimental/Events
Banners and Signs
Examples
The Coca-Cola Company Visual Identity The Coca-Cola Company Visual Identity
Thank you
