Why the Coke Logo Is So Meaningful for Consumers Case Study

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Coca-Cola, in Designing Brand Identity: An Essential Guide for the Whole Branding Team

Designing brand identity necessitates having a good logo. A logo must be memorable, distinctive, practical, appropriate, simple, graphic, and able to convey the right message. The more minimal it is, the better -- this keeps it simple. Complex logos do not sell themselves because they are trying to do too much. A logo should "stick" in the mind easily and be easily seen and interpreted for the sake of allowing the consumer to quickly identify the product. A complex logo has to be studied and scrutinized and this is not fun for the consumer. Color is also important as colors send messages to consumers (Mills). Coca-Cola's logo is white cursive text on red background: the white conveys a message of trust and authority and the red conveys a message of boldness and energy.

The text of the logo is cursive and in a classical script, which goes with its "classic" theme to indicate its traditional appeal and the fact that the secret recipe is back to normal after its disastrous campaign to change it for a brief stint a couple decades ago in the 1980s when it introduced New Coke (Rothman).

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The new Coke logo was not in cursive script and was large with metallic letters on red. The classic Coke logo of today is white on red in cursive and is a throwback to the old Coke style and old Coke formula that consumers love.

The simplicity of the logo is effective in generating strong appeal and its minimalist nature, consisting of just two colors, a single script on red background, gives it a unique appearance that is both extremely recognizable and unlike any other brand logo in the cola or soft-drink sector.

The logo at first glance may not seem appropriate to a soft-drink company or brand, because its cursive script seems to suggest something almost edifying or culturally uplifting -- and yet that is exactly the brand quality that Coke wants to convey: it wants to suggest that it is on another level from other drinks, that it is a part of every family and/or social tradition/gathering. That it embodies the "good times" in a classy way.

The logo is memorable in its simplicity and gives off the right message to the consumer by suggesting that the cola is something that never….....

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