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Industry Soft Drinks
Media Design & Branding
Market United States
Designer Gillian Mauldin, John Nguyen
Released January 2011

Credits & Description

Category: Logo Design
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Date of First Appearance: Jan 25 2011
Entrant Company: THE COCA-COLA COMPANY, Atlanta, USA
Senior Vice President Integrated Marketing: Wendy Clark (The Coca-Cola Company Global Design Team)
Vice President Design: David Butler (The Coca-Cola Company Global Design Team)
Design Director: Tom Farrell (The Coca-Cola Company Global Design Team)
Designer: Gillian Mauldin (The Coca-Cola Company Global Design Team)
Designer: John Nguyen (The Coca-Cola Company Global Design Team)
Media placement: Business Cards - Global Companywide Application - January 2011

Describe the brief from the client
Create a global wide company identity system for stationary and business cards that will unify the company's existing disparate brand identity under a consistent design framework for 139,600 employees in 206 countries.

Use global stationary, and specifically business cards, as a tool to generate associate conversations both internally and externally around the Coca-Cola's strategic 2020 Vision for Sustainability, Innovation and Coca-Cola's beverage portfolio.

Ensure that the stationery design system is flexible to allow all constituents to choose from a set of different iconic design elements.

The new design must be configurable through an online web tool for global access.

Describe the challenges and key objectives
Across 206 countries, every business unit and group had it own stationery design. The result was the fragmentation of the Coca-Cola identity and a potential loss of brand equity, and unnecessary costs due to duplication of efforts. TCCC wanted to simplify and streamline the identity and drive consistency.

The objective was to create a business card that would celebrate Coca-Cola's heritage but also be forward looking - we took the iconic glass contour bottle to represent 125 years of heritage and 'reframed' it by featuring the packaging innovation of the new Aluminium Coke bottle (Design Grand Prix winner 2008).

Describe how you arrived at the final design
The final design strives to be simple, iconic, and timeless to reflect the core attributes of the brand itself.

The need to handle multiple languages led to a highly flexible grid system to accommodate the variations needed across the 206 markets we were aiming to have the new stationery launch in.

The solution also includes a framework for locking up business unit and country etc. names with the iconic Coca-Cola Spenserian Script - the goal is to drive all brand equity towards the classic CC script.

Eight different card backs are conversation starters on TCCC's Sustainability, Innovation, and beverage portfolio.

Give some indication of how successful the outcome was in the market
Since February of 2011 the new identity system has been launched through a global asset management web site and is now available to nearly all 139,600 Coca-Cola Associates worldwide.

An Associate can access the site and customise their personal information and have a new set of stationary and business cards sent directly to a single regional printer for production.