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Currently 1790 logos in db. |
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The Coca-Cola Design Case
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Logo of the Day - Coca-Cola
Coca-Cola syrup (named after two of its original ingredients, coca leaves and kola nuts) was invented in 1886 by Dr John Styth Pemberton and sold in local chemists, mixed with carbonated water. Within a couple of years, he sold his invention to an Atlanta businessman, Asa Candler, who began marketing the product in earnest. He ensured the trademark appeared on a wide range of merchandise.
At the first evidence of competition, Coke set itself up as the genuine article and of superior quality to any rivals. In 1899, Candler sold the bottling rights in the US for the royal sum of $1. However, it wasn’t until this century that Coke’s marketing really took off, when its president, Robert Woodruff, defined Coca-Cola’s mission as “to be within arm’s reach of desire” around the world. Distribution has always been a key part of its strategy, illustrated best when the US entered the Second World War. Woodruff immediately announced that Coca-Cola would go wherever American GIs went, at a cost of five cents a bottle. By the end of the war, five billion bottles had been consumed.
This strategy was more than an exercise in building troop morale; it ensured Coke attained global reach. Advertising has always been at the crux of Coke’s strategy, and in 1911 its budget was more than $1m. A milestone came in 1971, with the ‘Hill Top’ ad, which was simultaneously broadcast worldwide. Post-Vietnam, with America’s image in dire straits, Coke’s response was to produce an ad declaring world peace. ‘Hill Top’ showed young people from 30 countries, each in their national costume, singing about “buying the world a home and furnishing it with love”. The tagline? ‘I’d like to buy the world a Coke’.
The ultimate Coca-Cola icon, the contoured bottle, was the result of a competition held in 1913 to “find a bottle anyone could recognise, even in the dark; a bottle unique in the world”. The winning design was created by the CJ Root Glass Company. But it hasn’t all been a smooth ride for Coke. In 1985, there was public outcry when it changed its formula, forcing it to reintroduce the original product as Coca-Cola Classic. More recently it was criticised for its handling of the contamination scare in Belgium, when it failed to react quickly enough. Its last set of results posted in the US showed an 11% decline in sales for the third quarter of 1999. Its full-year results for 1998 saw pre-tax profit fall by 14% to $5.2bn, making it the first-ever earnings drop reported by the soft drinks giant. Global sales remain relatively constant at $18.8bn. However, Coke has bounced back before and its current position is remarkable.
Worldwide, Coke has two of the three top-selling soft drinks: Coca-cola and Diet Coke. Its closet rival, Pepsi, is the second best-selling soft drink in the world. Coke sells half of all soft drinks consumed in the world, is distributed to more than 200 countries, has the best recognised commercial trademark in the world today and is the biggest brand in the world.
World's finest selection of logosgoodlogo!com is dedicated to the artform of the logotype and its accompanied corporate identity.
We hope to serve you here with the finest selection of logos, selected and submitted by everyone
from all over the world. With our voting and rating system and our classification in categories we
would like to give you a multidimensional view on the best logos for different purposes. We accomplish
this by letting you select different categories and styles per top-listing. Please feel free to try!
In our extended info pages of logos you can also see these classifications. But that's not all! You can also
find info on by whom a specific logo was designed, where it's from, some trivia and of course our statistics generated
by our visitors.
With our design cases we like to give you an insight on how a good corporate identity is remained through
time via minor corrections on the logo. Over a longer time-span resulting in a seemingly natural evolution
of the logo, whereby, in case of a good redesign-job, the logo will remain its characteristics and all
of its style elements.
You can also check out some of our articles in the background info section on the site. Here you will find
articles on what makes a 'good' logo; what colors are best to be used, should a logo be really simple or are there
any hidden values in logo design? You can all find out, just click here!
Or if you are just looking for a logo? Just type its name in our search box available on top of every
page throughout our site.
In the era of multimedia like television and internet and the ever smaller getting competitive
gap between companies, image is everything. On the internet for instance a company is almost
completely presented by graphics and texts. No longer not only the performance of a product
or service is the most important thing. The Look & Feel and the image of using and being seen with this
product or service is just as important. For this and for some people a lot more reasons, the
logo of a company and its overall branding is very much important.
By buying for example a car you're not just buying the car and its performance and luxurious
interior, you also buy yourself an image created by good branding of marketeers and of course designers.
These days a company without clear and clean branding won't last as long as it did posess these elements.
Finally we apologize for the small number of logos currently in our database. But of course you can help by
submitting us your alltime favorite logo or logos.
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