Brand DNA
Coca-Cola
Coca-Cola is a soft drink brand built over more than a century on one recipe, one script wordmark and one colour, sold in almost every country on earth.
38%
Primary#F40009
34%
Background#FFFFFF
14%
Secondary#FFF4F4
10%
Text#1A1A1A
4%
Surface#000000
Typography
Aa
TCCC Unity HeadlineDisplay · Bold & expressiveTCCC Unity TextText · Pill & playful
The script wordmark is the hero and is never rebuilt in another typeface. Supporting type is simple and gets out of its way.
Tone
Never
make a health or nutrition claim
target advertising at children
show anyone drinking alone as a comfort
Never says
healthydiet-friendlyenergy boostcure
Sounds like this
Real magic happens at the table.
Warm, simple and universal. Two or three words can carry a whole campaign. Optimism without irony.
Audience
Everyone, everywhere, at the moment they are thirsty and with other people.
Loves
+Ordinary moments made better
+Sharing a table
+Optimism
Loathes
×Cynicism
×Exclusivity
×Complicated messages
The hill it
would die on
would die on
Happiness is a small thing, shared, and it costs very little.
DensityBalanced
AlignmentCentred
MotionLively
AddressInformal
Coca-Cola · brand DNA at a glance
10 of 12 traits
