I also didn't expect that Pepsi just changed its new Chinese logo last month:
I didn't expect it to be Coca-Cola's turn to change the LOGO this month.
You're really active in the beverage industry!
Here's the thing:
Recently, Coca-Cola released a new logo:
How so?
Here's how I reacted:
The first time I saw this LOGO, I had a feeling of what this thing was...
The brand words "CocaCola" can be vaguely seen, but the design of the new logo is broken and chaotic in many places.
Just ask which good person's LOGO is sparse and broken?
Specifically, let's take a look at the comparison of the before and after logos:
This new LOGO,No matter how you look at it, it's not a serious LOGO.。。。
In fact, Coca-Cola's new logo was designed and created by extracting images from real-life flattened cans.
This is a global external campaign recently launched by Coca-Cola, "Recycle Me", which uses tools such as mechanical presses and vacuum cleaners to mimic the different shapes of cans that people squeeze before recycling, and then crush cans to extract images to make a logo, using eye-catching creative logos to promote sustainability and encourage people to participate in recycling activities.
The idea, developed by WPP Open X and the Ogilvy New York agency, was first introduced in Latin America.
On the other hand, Coca-Cola was once rated as the world's largest plastic polluter, and since 2018, Coca-Cola has launched the "No Waste in the World" plan, which is also promoting its "No Waste in the World" strategy.
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Let's look at it from a creative point of view, Coca-Cola is also familiar with this way of using LOGO to express public welfare ideas.
In 2021, Coca-Cola launched a new logo design and a new advertising slogan "Real Magic" with the concept of "hugging":
Inspired by the Coca-cola inscription on the packaging of Coca-Cola aluminum cans and glass bottles, the beginning and end of the word are visually retracted because of the curved bottle.
The meaning is that hugging is the magic that transforms life from ordinary to different.
Earlier, Coca-Cola also took out the streamer elements in its own logo to play with creativity, and launched a creative poster of "A World Without Waste".
Coca-Cola has lightly transformed the ribbon design in its logo into a guiding gesture, and the gesture is directed at the trash can on the side.
Remind people not to forget to throw the bottle garbage in the trash after drinking~
Bright colors and creative gestures have both elements of Coca-Cola and an eco-friendly value output.
The Coca-Cola logo is known as one of the most recognized trademarks in the world, and it is good at using small changes in brand symbols to create new concepts, and convey values in a simple way