Brandbook Cocacola Zero

Coca-Cola Zero
Brand Identity and Design Standards

v1.0
&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.
&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY
Confidential: December 2009
Contents
Please note that updates to the Brand Identity and Design
Standards will only be made once per year.
Strategic Overview......................................................... 1.0
Identity Standards:
Core Brand Elements and Standards ............................ 2.0
Packaging Design Standards ........................................ 3.0
Point-of-Sale Design Standards .................................... 4.0
Equipment Design Standards ........................................ 5.0
Signage Design Standards ............................................ 6.0
Fleet Design Standards ................................................. 7.0
Trademark Usage Requirements ................................... 8.0
Identity Standards Management Team and Process .... 9.0
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Strategic Overview
1.0
Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring
guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand
Identity around the world.
The importance of the Brand Standards, however, is anything but utilitarian. They are central to our
ongoing commitment to:
1. Maintain authenticity and build Brand equity;
2. Leverage the scale of our System across all markets;
3. Provide more consistency and quality; and
4. Facilitate increased System productivity.
Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to
using the Brand Standards. This chapter examines both.
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Strategic Overview
1.01
Contents
What is a Brand Identity? .......................................................1.02
Why Do We Need Identity and Design Standards? ...............1.03
Who Should Use These Identity and Design Standards? ......1.04
Identity and Design Standards: Foundation ...........................1.05
Design Principles ....................................................................1.06
Strategic Framework: Overview .............................................1.07
Strategic Framework: Applied ................................................1.08
Making the Identity and Design Standards a
System-wide Success.............................................................1.09
Strategic Overview
1.02
What is a Brand Identity?

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Core Brand Elements
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Core Brand Elements in Execution
Strategic Overview
1.03
Why Do We Need Identity and Design Standards?

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the Brands HTXLty and proIRXQGOy impacts how consXPHUs
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and associate with Coca-Cola Zero.
System-wide Identity and Design Standards are a longstanding
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Brands. 7KH\HPSRZHUPDUNHWVWREXLOGIURPXQLYHUVDOUXOHV
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The Identity and Design Standards Better Position the Company to:
1. Maintain Authenticity and Build Equity
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2. Leverage the Scale of our System Across All Markets
We have an H[FHStional System in place DURXQG the JOREH; Identity
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3. Provide More Consistency and Quality Across the System
The higher RXU System-wide consistency and eIFiencieVWhe
stronger the connection that FRQVXPHUV drawIrom all they see and
hearFreating more inherent vDOXH in the Coca-Cola Zero Brand to
EHQHWWhe entire System.
4. Facilitate Increased System-wide Productivity
Consistencies achieved tKURXJK System-wide Standards allow
Ior longer-lasting materials and potential UHXseWKXs saving time
and money.
Strategic Overview
1.04
Who Should Use These Identity and Design Standards?

The VKRUWDQVZHULVDQ\RQHZKRDFWLYDWHVDQ\WKLQJIRU
the Brand Coca-Cola Zero.
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The Bottling System
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Coca-Cola Zero
Brand Identity and Design Standards
v1.0
Company
Functions
Partners,
Agencies
&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.
All Other Parties
1.05
Strategic Overview
Identity and Design Standards: Foundation

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Standards align with the Coca-Cola Zero Brand Vision and
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BVA.
ARCHETYPE: Explorer
PERSONALITY & CHARACTER
Maverick, Unconventional, Bold
Smart, Humorous, Masculine,
with a Clear Purpose
MARKET
BRAND IDENTITY SYSTEM

Black, Bold, Confident
Contour, Dynamic Ribbon
BRAND VISION
BRAND VISIO
Coca-Cola Zero Is
A Beacon Of Possibilities
BRAND
PEOPLE
Highest Emotional Ground
Category Insight
Neither a Diet Nor a Regular,
Coca-Cola Zero has the Opportunity
to Redefine the Category
Coca-Cola Zero Fusion of Taste, Zero
Sugar and a Bold Youthful Image,
Make it a Truly Unique Propostion
Competitive Environment
Game Changing Brands
That Are Battling For 21st Century
Youth (Obama, Apple...)
The Battle For Share of Heart & Mind
Will Deliver Share Of
Stomach & Wallet
Optimism
Consumer Experience & Drivers
Making Possibilities
A Reality
Inspiring you to create and explore
new paths that expand whats
possible in the world.
With one single purpose:
TO CREATE A BETTER REALITY
FOR ME, MY WORLD, THE WORLD
Product & Brand Truths
Great Tasting Refreshment.

Great Coke Taste, Zero Sugar, Uplifting
Refreshment (Physical & Emotional),
Authentic, Bold, Unconventional,
Youthful.
Human & Cultural Context

Todays Youth Have Thrown
Away The Rulebook
Fueled by an unprecedented belief in
what they can achieve; enabled by
their unlimited access to information
technology and driven by their
impatience with the status quo, they
actively define whats possible
Target
Explorers, Creators, Open-Minded
Experience Seekers
In the formative years of change
and discovery and motivated by their
need for self determination...
they are actively taking the lead
on determining who they can be.
Impulsive stars 18-24 M
(Halo to Wishful Wanabees)
AMBITION
Business:
Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020.
Brand:
Move from a great tasting diets & lights brand to a game changing brand
that inspires a new generation to define their own new positive reality.
Coca-Cola Zero: Brand Vision and Architecture (BVA)

Strategic Overview
1.06
Design Principles
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the Coca-Cola Zero Brand.
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with them.
The Coca-Cola Zero Design Principles

1. Bold Simplicity
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2. Real and Genuine
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3. Own Black
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4. Bold and Unexpected
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RIGLVFRYHU\&RNH=HURKDVOLFHQVHWRH[SORUHQHZSDWKVDQGH[SDQG
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Strategic Overview
1.07
Strategic Framework: Overview

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BVA
Design Principles
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page reviews the Design Principles.
Identity Standards
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Design Standards
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in depth there.
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Sustaining
Campaigns
Properties
Customer
Promotions
Strategic Overview
1.08
Strategic Framework: Applied

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Design Principles
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Identity Standards
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in depth there.
Design Standards
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Sustaining
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Signage
Campaigns
Fleet
Properties
Customer
Promotions
Strategic Overview
1.09
Making the Identity and Design Standards a System-wide Success

t Always consult the Identity and Design Standards
before embarking on new work.,WLVHDFKLQGLYLGXDOV
UHVSRQVLELOLW\WRHQVXUHWKDWDOOZRUNLVFUHDWHGLQFRPSOLDQFH
with the Brand Standards.
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Graphics Application across the main touchpoints of
the BrandLQFOXGLQJIRUWKHILUVWWLPHJXLGDQFHRQ
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tEnsure that any agency or partner who is working on or

creating something for the Brand has reviewed and
understands how the Identity and Design Standards relate
to their work. $JHQFLHVDQGSDUWQHUVVKRXOGRQO\DFFHVVWKH
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agreement with The Coca-Cola Company.
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should answer most if not all questions that typically
arise in the course of creating and producing work.
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Identity Standards Management Team and Process chapter
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Standards.7KLVFKDSWHUUHYLHZVLQGHWDLOWKHSURSHUXVDJH
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the Brand Standards.
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for purposes of illustrating the Brand Standards. None
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document and their locations. Main chapters include:
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Signage Design Standards
Fleet Design Standards
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Identity Standards Management Team and Process
Identity Standards:
Core Brand Elements and Standards
Coca-Cola Zero | Brand Identity and Design Standards_v1.0
2.0
Identity Standards: Core Brand Elements and Standards
2.01
Contents
Overview
2.02
Coca-Cola Zero Logo

Colors
Clear Space, Minimum Size, Scaling
Donts
Horizontal Limited Use
Horizontal Safe Area
Lock-up Specifications
20 Angled Logo
20 Safe Area
20 Cropping & Position
/RFNXS6SHFLFDWLRQV
Contour Bottle Symbol
Contour Bottle Symbol with Coca-Cola Zero Logo
Colors
Clear Space, Safe Area
Minimum Size
Dynamic Ribbon
Cropping
Colors, Usage
/RFNXS6SHFLFDWLRQV
Donts
Arden Square
Colors
Clear Space, Minimum Size
Donts
Color Palette
Donts
Typography
Headlines and Body Copy
Donts
2.03
2.04
2.05
2.06
2.07
2.08
2.09
2.10
2.11
2.12
2.13
2.14
2.15
2.16
2.17
2.18
2.19
2.20
2.23
2.24
2.25
2.26
2.28
2.29
2.30
2.31
2.32
2.33
2.34
2.35
2.36
2.37
Backgrounds: Flat Colors.......................................................

Product Photography Art Direction ......................................
Contour Glass Bottle Photography ......................................
Photography Details ............................................................
Cans, PETs, Other Packaging .............................................
2.37
2.38
2.39
2.40
2.41
2.02
Overview
Core Brand Elements are the building blocks of the Brand
Identity and Design Standards. These simple and timeless
elements play an inextricable role in portraying and protecting our
Brand across all touchpoints.
Consistently using a common set of elements enables
integrated marketing communications, innovation and maximum
System scale. It is therefore essential that any work for
the Coca-Cola Zero Brand be approached in a manner that:
Faithfully applies the Identity Standards for the Core Brand
Elements, while
Reinforcing the Design Principles (reviewed in the Strategic
Overview Chapter 1.0).
This chapter provides an overview of each Core Brand Element
heritage, equity, relevance and standards for using them.
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graphics and design templates for Packaging, POS and
Equipment are available on the Design Machine website at
www.coca-coladesignmachine.com. Please use only the approved
versions supplied there.
2.03
Coca-Cola Zero Logo

The Coca-Cola Zero Logo is the primary asset for the
Coca-Cola Zero Brand and is the preferred Logo to
represent this Brand.
The Spencerian Script, carried over from the Coca-Cola Brand,
is visually locked together with the Zero Logo, which is
designed to express the bold confidence and masculinity of
the Brand. Together they form a holistic representation of the
Coca-Cola Zero Brand that reflects the heritage of the original
Coca-Cola Trademark.
The Spencerian Script that is used for the
Coca-Cola Trademark should never be used for anything
other than the trademarks incorporating Coca-Cola
and Coke, as well as the trade names of
The Coca-Cola Company, its subsidiaries and its Bottlers.
We are committed to using the Coca-Cola Zero Logo in its
purest original form. By boldly using the Script and "Zero"
lockup on its own or in combination with other elements, we
can create executions that retain the true essence of the
Coca-Cola Brand, yet fashions an enduring and unique vision
for the Coca-Cola Zero Brand.
Use only the approved versions of the Coca-Cola Zero Logo
available on the Design Machine website.
Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors
2.04
Colors
&RORUH[HFXWLRQVRIWKH&RFD&ROD=HUR/RJRLQFOXGHWKH
standard Logo on a white background and the reversed
Logo in Coke Red and white on a black background only,
as described at right.
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colors, even if they are within the Brand color palette.
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backgrounds other than those shown here.
Standard Coca-Cola Zero Logo

Coke Red and black on a
white background.
Exceptions
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and-white print ad), use either the restricted-use
Coca-Cola Zero Logo or the restricted-use reverse
Coca-Cola Zero Logo described at right.
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where the Coca-Cola Zero Logo is etched, embossed,
sandblasted or spot varnished, the color can be the same
as the substrate of the material used.
Reversed Coca-Cola Zero Logo

Coke Red and white on a black
background.
Restricted-use Coca-Cola Zero Logo

Black on a white background.
Restricted-use Reversed
Coca-Cola Zero Logo
Reversed from a black background.
Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo
2.05
Clear Space, Minimum Size, TM Scaling, Cropping

Clear Space
Surround the Coca-Cola Zero Logo with clear space that is,
at a minimum, hyphen height i.e., equal to the height
of the hyphen connecting Coca and Cola.
Minimum Print Size
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LQFKHVZLGH
)RUWKHTM: at least 1 mm (.04 inches) in diameter.
Minimum Onscreen Size
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and the TM at least 6 pixels in diameter.
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proper reference.
TM Scaling
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the o in Zero.
:KHQXVLQJWKH&RFD&ROD=HUR/RJRLQVPDOOHUVL]HV
scale up the TM as needed to ensure legibility. Always scale
the TM from the top edge.
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of the o in Zero equals at least 1/4 of the diameter of
the TM and that it is no further away than one full diameter
of the TM.
Cropping
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SHUPDQHQWH[HFXWLRQVVXFKDVVLJQDJHYHQGLQJRUHHW
,QWKHFDVHRIWHPSRUDU\H[HFXWLRQVH[FHSWLRQVWRWKLV
rule may be granted if the market is considered mature
from a Brand equity perspective. Exceptions are meant to
have a maximum life of 3 months in market and each
exception should only happen once a year. Refer to the
Identity Standards Management Team and Process chapter
(9.0) for more information on submitting exception requests.
1h
1h
1h
1h
1h
Clear Space = h Distance
Minimum Print Size

TM Scaling (Coca-Cola Zero Logo)
Logo
Identity Standards: Core Brand Elements and Standards_Coca-Cola
_SpencerianZero
Script
2.06
Donts
Do not use any other version of the

Coke Logo. This includes variants in
existing Brand Elements or lock-ups.
Do not remove or reposition the TM.
Do not add elements.
Do not add glows to the

Coca-Cola Zero Logo.
Do not add strokes or outlines to the

Do not scale/resize the Coca-Cola Zero Logo

disproportionately.
Do not rotate the Coca-Cola Zero Logo,

except for 2 counter clockwise rotations.
Do not skew the Coca-Cola Zero Logo or

create false perspectives.
Do not distort the Coca-Cola Zero Logo.
Do notXVHXQVSHFLHGFRORUV
Do not enlarge Zero separately.
Do not reduce zero separately.
Do not create a black disk icon.
Do not place on any color other than black.
2.07

To the right is a single line, horizontal version of the
Coca-Cola Zero Logo which has been specifically designed
with limited use in mind.
Primarily, this version of the Coca-Cola Zero Logo should be
used for shelf-strips, or in a horizontal format where space is
limited and maximum impact is required.
The black background shown in Ref. 2 is preferred. Your choice
of Coca-Cola Zero Logo (Ref. 1 & 2) should be made based
upon the application - visibility and legibility should always be
maintained.
1.
The Coca-Cola Zero Logo Lock-up should not be altered.
2.
3.
4.
Identity Standards: Core Brand Elements and Standards _Coca-Cola Zero Logo
2.08

The minimum required clear space forthe Coke Zero Horizontal
Logo is equal to the height of the hyphen located between
Coca and Cola.
2.09
Apply the standards below when pairing the Coca-Cola Zero
Logo with the logo of another company for co-branding
and partnership purposes.
A legal line is a statement appearing in footnote form in
an advertisement or on packaging that indicates the identity
of the trademark owner. Generally, legal lines are
recommended although no longer required for use on
packaging, advertisements, POS and promotional materials
for TCCC products when those are the only product
trademarks depicted in the materials. However, if TCCC
trademarks are depicted with trademarks for third party
products, then use of a legal line is required. Please consult
WKH7UDGHPDUN8VDJH5HTXLUHPHQWVFKDSWHUIRUIXUWKHU
information.
Horizontal Lock-ups
The Coca-Cola Zero Logo must always sit to the left of the
other logo.
The clear space distance between the Coca-Cola Zero Logo
and the other logo must be equal to 6 times the height of
the hyphen connecting Coca and Cola. This clear space
area is shown to the right as 6 h.
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capital C in Cola and terminates at the leftmost edge of
the other logo.
$EODFNYHUWLFDOUXOHPXVWELVHFWWKHFOHDUVSDFHEHWZHHQ
the two logos.
7KHKHLJKWRIWKHYHUWLFDOUXOHPXVWHTXDOWKHKHLJKWRIWKH
Coca-Cola Zero Logo; i.e., the distance from the baseline of
the Coca-Cola Zero Logo to top edge of the capital C in Cola.
The baseline of the other logo must always sit even with
the baseline of the Coca-Cola Zero Logo.
The size height of the other logo must never exceed the
height of the Coca-Cola Zero Logo.
Vertical Lock-ups
7KHCoca-Cola Zero Logo must always sit above the other logo.
The clear space distance between the Coca-Cola Zero Logo
and the logo beneath it must be equal to 6 times the height of
the hyphen connecting Coca and Cola. This clear space
area is shown to the right as 6 h.
A black horizontal rule must bisect the clear space between
the two logos.
The width of the horizontal rule must equal the distance from
the leftmost edge of the capital C in Coca to the rightmost
edge of the RXULVK of the capital C in Cola.
The other logo must be centered directly beneath the
center point of the Coca-Cola Zero Logo, as shown in the
illustration at right.
The size height of the other logo must never exceed the
height of the Coca-Cola Zero Logo.
Horizontal Lock-up
Vertical Lock-up
Consider the overall effect of the pairing of the

Coca-Cola Zero Logo and the other logo when adjusting
the size of the latter. If the Coca-Cola Zero Logo seems in
any way overpowered by the other logo, reduce the size
of the latter until a balanced pairing is achieved.
2.10
20 Angled Logo
This 20 angled Logo should only be used on temporary materials.
The black background shown in Ref. 2 is preferred. Your choice
of Logo (Ref. 1 & 2) should be made based upon the application.
Visibility and legibility should always be maintained. Please
see application examples for guidance.
1. 20 Degr ees.
2.
3.
4.
2.11
20 Safe Area
The minimum required clear space for the Coca-Cola Zero Logo
is equal to the height of the hyphen located between
Coca and Cola.
2.12
20 Cropping & Position

The Coca-Cola Zero Logo Lock-up and positions shown below
are the 2 primary placements for the Logo to sit when not
contained within the Contour Bottle.
The Coca-Cola Zero Logo should be cropped off 2 edges
as shown.
2.13
Clear Space, Minimum Size, Scaling, Cropping

Clear Space
Surround the Coke Zero Logo with clear space that is,
at a minimum, equal to the width of the top of the k
in Coke.
Minimum Print Size

)RUWKH6FULSWDWOHDVWPPLQFKHVZLGH
For the TM: at least 1 mm (.04 inches) in diameter.

Display the Script at least 100 pixels wide and the TM at
least 6 pixels in diameter.
proper reference.
Scaling
Align the top edge of the TM with the top of
the o in Zero.
When using the Zero in smaller sizes, scale up the TM
as needed to ensure legibility. Always scale the TM from the
top edge.
Make sure the clear space between the TM and the end
of the o in Zero equals at least 1/4 of the diameter of
the TM and that it is no further away than one full diameter
of the TM.
Clear Space = x Distance
Minimum Print Size
TM Scaling (Coca-Cola Zero Logo)

2.14

At right is a single line, horizontal version of the
Coke Zero Logo which has been specifically
designed with limited use in mind.
Primarily, this version of the Logo should be used for
shelf-strips, or in a horizontal format where space is limited
and maximum impact is required.
Your choice of Logo (Ref. 1 & 2) should be made based
upon the application - visibility and legibility should always
be maintained.
1.
The Coke Zero Logo should not be altered.
2.
3.
4.
2.15

The minimum required clear space for the Coke Zero Horizontal
Logo is equal to the height of the half-circle formed inside the
top of e in Zero.
2.17

'HVLJQHGLQWKH&RQWRXU%RWWOHV\PEROL]HV&RFD&ROD
at a glance. This primary element of Brand language carries
such strong emotional resonance and universal recognition
that it is second in the world only to one other iconic trademark:
the Coca-Cola Zero Logo.
The Contour Bottles memorable curvilinear form, inspired
by the shape of a cocoa-bean pod, is so iconic that it can be
LGHQWLHGE\VLOKRXHWWHRUWRXFKDORQH
Legendary industrial designer Raymond Loewy described the
Contour Bottle as a masterpiece and ...one of the classics of
packaging history. Celebrated works by artists such as Warhol
DQG5DXVFKHQEHUJUHHFWWKH&RQWRXU%RWWOHVLQGHOLEOHUROH
as a cultural icon.
The Contour Bottle remains one of our most modern yet
timeless expressions of the uplifting experience of drinking
a Coke.
The Brand Standards include the two expressions of the
Contour Bottle shown here. The bold simplicity of the Contour
Bottle Symbol makes it an ideal choice for many touchpoints,
including those where photography is not appropriate or
necessary.
Proper use of the Contour Bottle Symbol is addressed on the
following pages. Refer to the Photography Art Direction section
of this chapter regarding the proper use of the Contour Bottle
Photo.
Use only the approved versions of the Contour Bottle Symbol
Contour Bottle Photo
Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol
2.18
Contour Bottle Symbol with Coca-Cola Zero Logo Usage

The Contour Bottle Symbol with the 3D Coca-Cola Zero Logo
is the standard for the Brand.
7KH'&RFD&ROD=HUR/RJRH[SUHVVHVWKHWUXHFXUYDWXUHRIWKH
Contour Bottle.
1HYHUXVHWKH'&RFD&ROD=HUR/RJRHOVHZKHUHWKDQRQ
the Contour Bottle Symbol.
1HYHUXVHD'&RFD&ROD=HUR/RJR
,IDQ,QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRLVWKH
primary communication of the Brand for a market, it must be
adapted to be consistent with the standard 3D form.
.HHSWKHVKDSHSURSRUWLRQVSRVLWLRQLQJDQG/RFNXSRI
the Coca-Cola Zero Logo exactly as shown in the Brand
Standards.
2QDEODFN&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW
is Coke Red and Zero is white.
2QDZKLWH&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW
is Coke Red and Zero is black.
1RRWKHUFRORUVHYHQLIWKH\UHLQWKH%UDQGFRORUSDOHWWH
are to be used.
Exception
For certain executions (e.g., Campaigns and Properties),
the shape of the Contour Bottle Symbol can be formed by
illustrations surrounding it. However, illustrations are not
permitted inside the shape of the Contour Bottle Symbol.
Caveats
7KHVKDSHRIWKH&RQWRXU%RWWOH6\PEROPXVWDOZD\V
remain the same.
7KH&RQWRXU%RWWOH6\PEROPXVWDOZD\VEHVKRZQLQLWV
entirety and never be cropped.


2.19
Colors
Show the Contour Bottle Symbol as either:
%ODFNRQDZKLWHEDFNJURXQGRU
:KLWHRQDEODFNEDFNJURXQG
Caveat
7KH&RQWRXU%RWWOH6\PEROPXVWQHYHUEHVKRZQLQRWKHU
colors, even if theyre in the Brand color palette.
Black
White
Black
Coke Red
White
2.20
Clear Space, Safe Area

Clear Space
Surround the Contour Bottle Symbol with clear space that
is, at a minimum, the x-height of the o in Cola. This clear
space area is shown at right as x.
The Contour Bottle Symbol must always be shown in its
entirety and never be cropped.
Safe Area
The safe area is only relevant for the Contour Bottle
Symbols position within the page; elements can surround it
for other executions.
Clear Space Exception
Clear space can be omitted at the top for certain applications, such as fountain cups and stadium boardings. Do,
however, keep the minimum clear space along the sides.
Clear Space
Safe Area
Clear Space Exception
2.21
Minimum Size
'RQRWVFDOHWKH&RQWRXU%RWWOH6\PEROEHORZWKHVH
minimal sizes.
Exception
If an execution necessitates using a Contour Bottle Symbol
slightly below minimum size, use only the version without the
Script. The Script must never be shown smaller than these
minimum sizes in order to assure legibility.
100
pixels
PP
proper reference.
Minimum Print Size

PPLQFKHVKLJK

100 pixels high.
2.22
Donts
Do not use an older version of the

Contour Bottle Symbol. This includes
variants in existing Brand Elements.
Do not add drop shadows or patterns

behind the Contour Bottle Symbol.
Do not add strokes or outlines to the

Contour Bottle Symbol.
Do not remove or separate the

elements of the Contour Bottle Symbol.
Do not add elements to the Contour

Bottle Symbol.
Do not alter the Spencerian Script on

the Contour Bottle Symbol.
Do not rotate the Contour Bottle

Symbol.
Do not scale/resize the Contour

Bottle Symbol disproportionately.
Do not skew the Contour Bottle

Symbol or create false perspectives.
Do not distort the Contour Bottle

Symbol.
Do notXVHXQVSHFLHGFRORUV
Do not place the Contour Bottle

Symbol on unapproved colors.
Do not place the Contour Bottle

Symbol in enclosing shapes of color
(unless they are full-EOHHGHOGV
of color).
Do not ignore the clear space,

alignment or cropping rules for the
Contour Bottle Symbol.
2.23
Dynamic Ribbon
The Dynamic Ribbon* often called the Coke wave was
LQWURGXFHGWRWKHSXEOLFLQDVSDUWRIDQHZORRNIRU
Coca-Cola. It is a graphic representation of the space
between two Coca-Cola bottles situated side by side.
With its qualities of motion and continuity, the Dynamic
Ribbon can be used to:
6XJJHVWLQQLWHRZE\VSDQQLQJOD\RXWV
3URYLGHEDODQFHWROD\RXWVFRQWDLQLQJPRUHVXUSULVLQJ
Brand Elements.
6HUYHDVDSRZHUIXOFRQQHFWLQJGHYLFHQRWRQO\EHWZHHQ
Elements, but across executions.
In the hierarchy of Brand Elements, the Dynamic Ribbon
follows the Coca-Cola Zero Logo and Contour Bottle
Symbol. While this distinctive Element is familiar to some,
its meaning and relationship to the Coca-Cola Zero Brand is
not always immediate.eep this in mind when considering
use of the Dynamic Ribbon, which is purely optional.
Refer to the following pages and the Trademark Usage
Requirements chapter .0) for standards VSHFLF to the
Dynamic Ribbon.
Use only the approved versions of the Dynamic Ribbon
* While typically known as the Dynamic Ribbon, the legal
trademark name is Dynamic Ribbon Device. Consult with
your local legal counsel for usage guidance.
Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon
2.24
Cropping
6OLJKWFURSSLQJPD\EHQHFHVVDU\EHFDXVHWKH'\QDPLF
Ribbon needs to bleed off an execution.
&URSWKH'\QDPLF5LEERQHYHQOy, with a maximum
RIRQHDFKVLGHIRUH[HFXWLRQVWKDWKDYHVSDFH
limitations and when maximum Ribbon impact
is necessary.
PD[LPXPFURSSLQJRI5LEERQFURSHYHQO\QRPRUHWKDQIURPHLWKHUHQG
2.25
Colors, Usage
Colors
)RUVXVWDLQLQJH[HFXWLRQVXVHRQO\VLOYHU
'RQRWXVHSDWWHUQVRURWKHUOOLQOLHXRIWKHDSSURYHG
solid colors.
Exception
)RUPHGLDLQZKLFKFRORULVQRWDQRSWLRQHJDEODFNDQG
white print ad), use the restricted-use Dynamic Ribbon as
shown at right.
Usage
Use the Dynamic Ribbon alone or as a connecting device
with other design elements.
Do not alter the distinctive shape of the Dynamic Ribbon
from the approved form as shown in the Brand Standards.
Do not crop the Dynamic Ribbon more than from
either end.
'RQRWRYHUODSWKH'\QDPLF5LEERQPRUHWKDQZKHQ
using it with other Brand Elements or graphics.
Do not cross a section of the Dynamic Ribbon with a
design element in a manner that obscures the identifying
thickest-thin-thick rhythm of its form.
If approved usage of the Dynamic Ribbon excludes the
Coca-Cola Zero Logo, a must be included as shown on
this page.
Dynamic Ribbon
Silver on a white background.
Restricted-use Dynamic Ribbon

Black on a white background.
Silver
White
Black
White Dynamic Ribbon

White on a black background.
Dynamic Ribbon
Silver on a white background with .
2.26
Align hyphen with the z in Zero
The Lock-up of the Dynamic Ribbon and Coca-Cola Zero Logo

creates a perfectly balanced tension between Brand icons
that represent both modernity and heritage.
Space Ratio Between the Coca-Cola Zero Logo and Ribbon
When using the Coca-Cola Zero Logo with the Dynamic
Ribbon, the space between the two must be hyphen height
i.e., equal to the height of the hyphen connecting Coca
and Cola.
7KH&RFD&ROD=HUR/RJRLVDOZD\VFHQWHUHGRYHUWKH
middle of the Dynamic Ribbon.
7KH'\QDPLF5LEERQDQGWKH&RFD&ROD=HUR/RJR
never overlap.
4h
Space between the Zero and Ribbon = h
2.27
Donts
Do not alter or distort the Dynamic

Ribbon in any way.
Do not overlap the Dynamic Ribbon

in any way with a Brand Element.
Do not allow design elements to

cover more than of the Dynamic
Ribbon or obscure its identifying
thickest-thin-thick rhythm.
Do not use any colors other than black

or white for sustaining executions
(Exception: temporary use on
Campaigns and with Properties.)
Do not omit the from the Dynamic

Ribbon if using it without the
Do not rotate the Dynamic Ribbon,

except for 90 counterclockwise
rotations.
Do not add highlights or drop

shadows to the Dynamic Ribbon.
Do not crop the Dynamic Ribbon

PRUHWKDQIURPHLWKHUHQG
Do not crop Dynamic Ribbon

unevenly.
Do notRDW the Dynamic Ribbon

within a design. The only allowable
exception is in lock-up executions
with the Coca-Cola Zero Logo
(i.e., packaging).
Do not alter the proper space ratio

for locking up the Dynamic Ribbon
and the Coca-Cola Zero Logo.
Do not move the Coca-Cola Zero Logo

to an off-center position when creating
a lock-up with the Dynamic Ribbon.
Do not alter the standard proportions

provided for the Dynamic Ribbon with
the Coca-Cola Zero Logo.
Do not use older versions of the

Dynamic Ribbon.
2.28
Arden Square
The Arden Square is the namesake of designer Elizabeth
Arden, who also created the Dynamic Ribbon. It was
introduced to the public in 1969.
The original design of the Arden Square was an ingenious
blending of three elements distinctive to Coca-Cola: The
Spencerian Script, the Dynamic Ribbon and Coke Red.
Similarly, the Coca-Cola Zero Brand's Arden Square blends
three featured elements: The Coca-Cola Zero Logo, the
Dynamic Ribbon and black.
Its exceptional scalability enables bold and simple branding
on virtually any medium. In fact, the Coca-Cola Company
$UGHQ6TXDUHPDGHIDVKLRQKLVWRU\LQWKHHDUO\
VZKHQ
it was applied in a checkerboard style to bell-bottom pants
and other popular items of apparel.
More than thirty years later, the Arden Square is still used
to capture consumers' attention, albeit in more
traditional applications.
Refer to the following pages for the standards specific to the
Arden Square.
Use only the approved versions of the Coca-Cola Zero Arden
Square available on the Design Machine website.
2.29
Identity Standards: Core Brand Elements and Standards_ Arden Square
Colors
There is only one color execution for the Coca-Cola Zero
Arden Square: Coke Red, white and silver on a black
background, as shown at right.
Exception
For media in which color is not an option (e.g., a black-andwhite print ad), use the restricted-use Arden Square: white
on a black background, as shown at far right.
Exception
Black
Coke Red
Silver
White
Black
White
2.30
Clear Space, Minimum Size

Clear Space
Surround the Arden Square with clear space that is, at a
minimum, the distance from the bottom of the o to the top of
the C in Coca. This clear space area is shown at right as x.
Minimum Print Size
)RUWKH$UGHQ6TXDUHDWOHDVWPP
LQFKHVZLGH
)RUWKH70DWOHDVWPPLQFKHVLQGLDPHWHU
'LVSOD\WKH$UGHQ6TXDUHDWOHDVWSL[HOVZLGHDQG
the at least 6 pixels in diameter.
$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDW
for proper reference.
TM Scaling
$SSO\WKHThe Coca-Cola Zero Logo TM scaling rules
specified on the Clear Space, Minimum Size, TM Scaling,
Cropping page in this chapter.
Clear Space = x Distance
Minimum Print Size
2.31
Donts
Do notXVHXQVSHFLHGFRORUVRIWKH
Arden Square.
Do not alter the shape or proportions

of the Arden Square in any way.
Do not use the restricted version

of the Arden Square, except as
VSHFLHG on the Colors page in
this chapter.
Do not ignore the clear space rules

for the Arden Square.
Do not change the placement of the

Dynamic Ribbon in the Arden Square.
Do not alter the proper space ratio

of the lock-up of the Dynamic Ribbon
and the The Coca-Cola Zero Logo.
Do not use an older version of the

Arden Square.
2.32
Color Palette
Consumers almost universally identify the very sight of black
with Coca-Cola Zero. Remember their mindset when working
with the Brand color palette: See black, think Coca-Cola Zero!
4 Primary Brand Colors: Usage
Black must predominate all executions.
Black
0XVWDSSHDULQDOOH[HFXWLRQVLQVRPHIRUPEDFNJURXQG
Contour Bottle Symbol, et al.
0XVWDOZD\VEHWKHGRPLQDQWFRORULQDQH[HFXWLRQ
Coke Red
Use it sparingly to create dynamic framing that empowers the
Black communication, keeping it fresh, bold and surprising.
Silver and White
Give top consideration when choosing secondary Brand colors
to support the primary Brand colors.
Black
Coke Red
Silver
White
PMS = Black
PMS = (no equivalent)
PMS = Opaque White
PMS = Opaque White
C = 0, M = 0, Y .
C = 4, M = 100, Y .
C = 0, M = 0, Y .
C = 0, M = 0, Y .
R = 0, G = 0, B = 0
R = 244, G = 0, B = 9
5 * %
5 * %
Hex = 000000
Hex = F40000
Hex = FFFFFF
PMS is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this document are not intended to match the
3DQWRQH&RORU6WDQGDUGV)RUDFFXUDWHVWDQGDUGVUHIHUWRWKHFXUUHQWHGLWLRQRIWKH3DQWRQH&RORU6SHFLHU*XLGH
2.33
Identity Standards: Core Brand Elements and Standards_Color Palette
Donts
pick me up
pick me up
Do not use unapproved colors.
Do not screen or tint the Brand colors.
Do not omit Coke Red from layouts.
Do not create layouts in which black

or red are not the dominant colors.
Do not use secondary Brand colors

as primary Brand colors.
Do notFKDQJHWKHVSHFLHGFRORU
breakdowns of the Brand colors.
Do not use breakdowns from previous
editions of the Brand Standards.
Do not add gradients or multiple

tones of color to the Brand colors.
Do notXVH&0<.FRORUVLIVSRWFRORU
printing is available.
Do notXVH&0<.EUHDNGRZQVLQ
onscreen executions; use RGB or
HEX breakdowns instead.
Do not ignore the color rules specic to

each Element in the Brand Standards.
Do not use unapproved colors for

the The Coca-Cola Zero Logo.
Do not add gradients or multiple

tones of color to the Brand colors.
2.34
Typography
The Brand Standards use the Gotham font family. This font
family can be purchased at www.typography.com.
Where local character language sets prohibit its use, the
local market Group should set and communicate a standard
that is as close a representation to the Gotham typeface
as possible.
Primary Font
Gotham Bold should be used for headlines on all
executions and Brand communications.
Body Copy
Gotham Book should be used for body copy on all
Brand communications.
Secondary Font
Gotham Medium should be used for functional messages
only, such as pricing or a call to action.
Substitute Font
When Gotham is unavailable, the Arial font may be used
as a replacement for internal communications or html text
only. Arial should never be used in consumer executions.
Usage Rights

The
Coca-Cola Company does not have global rights to
any of the Brand fonts.
Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Gotham Book
0123456789
Gotham Medium
0123456789
ABCDEFGHIabcdefghi0123456789
Arial Bold
ABCDEFGHIabcdefghi012349
Arial Book
Identity Standards: Core Brand Elements and Standards_Typography
2.35
Headlines and Body Copy

Headlines
6KRXOGDOZD\VEHVHWLQORZHUFDVHW\SH
6KRXOGQHYHUEHVHWLQDOOFDSV
.HUQLQJ
Body Copy
6KRXOGDOZD\VEHVHWZLWKOHDGLQJDWRIWKHIRQW
size. For example, 10 pt. type with 12 pt. leading or
9 pt. type with 11 pt. leading (as shown right center).
Should not be kerned more tightly or loosely than a
0 setting.
6KRXOGDOZD\VXVHVHQWHQFHFDSLWDOL]DWLRQUXOHV
May align XVK left, XVK right or centered as appropriate.
Pricing and Call-to-Action Copy
May vary in point size to create impact.
Call-to-action copy should always be set in all lowercase.
Currency symbols should be reduced to of the total
height of the numbers.
Use Gotham Medium for the offer and sub-head.
Use Gotham Bold for the price.
gotham bold headline

Gotham Book: 9 pt. type with 11 pt. leading.
This is an example of how to set type for Coca-Cola Zero body copy.
This is 9 pt. Gotham Book with 11 pt. leading. This is an example of how
to set type for Coca-Cola Zero body copy. This is 9 pt. Gotham Book
with 11 pt. leading.
Gotham Book: 10 pt. type with 12 pt. leading.

This is an example of how to set type for Coca-Cola Zero body
copy. This is 10 pt. Gotham Book with 12 pt. leading. This is an
example of how to set type for Coca-Cola Zero body copy.
This is 10 pt. Gotham Book with 12 pt. leading
$3.99
sub-head
offer
$3.99
sub-head
2.36
Identity Standards: Core Brand Elements and Standards_Typography
Donts
decisions, decisions ...
Any font other than

Gotham Bold
as the primary font.
Do not use fonts other than those

in the Gotham family for consumerfacing executions.
Do not use Arial in consumer-facing

executions.
Do not use any font other than

Gotham Bold as the primary
headline font.
Dont use Gotham Medium for

body copy. Dont use Gotham
Medium for body copy. Dont
use Gotham Medium for body
copy. Dont use Gotham Med
ium for body copy. Dont use
Gotham Medium for body cop
y. Dont use Gotham Medium
for body copy. Dont use Goth
am Medium for body copy. Do
nt use Gotham Medium for bo
dy copy.Dont use Gotham Me
dium for body copy. Dont use
Do not use Gotham Medium for
body copy.
5]bVO[1]\RS\aSR
W\OZO`USa^OQS
Do not use Gotham Condensed.
dont use lowercase-only typography for long

headlines or sentences. dont use lowercase-only
typography for long headlines or sentences. dont
use lowercase-only typography for long headlines
or sentences. dont use lowercase-only typography
for long headlines or sentences. dont use lowercaseonly typography for long headlines or sentences.
headlines or sentences.dont use lowercase-only
typography for long headlines or sentences.
headlines or sentences. dont use lowercase-only
typography for long headlines or sentences. dont
use
lowercase-only typography for long headlines
Do not use lowercase-only typography
or
sentences. dont use lowercase-only typography
for long headlines or sentences.
for long headlines or sentences. dont use lowercaseonly typography for long headlines or sentences.
headlines or sentences.dont use lowercase-only
typography for long headlines or sentences.
Identity Standards: Core Brand Elements and Standards_Backgrounds
2.37
Backgrounds: Flat Colors

Use the backgrounds shown at right to emphasize a
communication as well as the elements within it. Follow the
standards below to ensure consistency for the Brand
within a functional, flexible range of applications.
Black Background Color
Black is the primary background color.
8VHLWLQDVLPSOHDQGEROGZD\WRPDNHDQLPPHGLDWHDQG
familiar connection with the consumer and leverage our
ownership of black.
Black background
White background
Identity Standards: Core Brand Elements and Standards_Photography
2.38
Product Photography Art Direction

Coca-Cola Zero is nearly impossible to describe.
The product drives immediate craving for the liquid.
Coca-Cola Zero product photography should drive a desire
for the uniqueness of the ice cold liquid, the smooth
familiarity of the Contour Bottle, the multi-sensorial drinking
experience and the refreshing uplift Coca-Cola Zero
provides physically and emotionally.
Photography of the product should elicit the following types
of reactions from consumers:
&ROGDQGIL]]\
6HQVXDODQGVRIW
3ULFNO\DQGVKDUS
5HIUHVKLQJ
6XUSULVLQJ
5HOD[LQJ
'LVSRVLWLRQEULJKWHQLQJ
8QOLNHDQ\WKLQJRQWKHSODQHW
Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction
2.39
Contour Glass Bottle Photography

Gold Standard Contour Glass Bottle Photo
The Contour Bottle photo is a primary trademark for the
Coca-Cola Zero Brand and the standard by which all
future photography should be measured.
Use this Bottle photo for all product hero photography.
However, if other Bottle perspectives or angles are needed,
use this photo and the art direction outlined below as a
photography guide for Bottle shape, graphics, lighting,
condensation, ice, product color and glass color.
Approach
$OZD\VSUHVHQWWKHSURGXFWDVKHUR
0DNHVXUHHDFKSURGXFWVKRWFRQYH\VDIHHOLQJRI
ice-cold refreshment and uplift capturing that
PSHTTTTTT moment when the Bottle is uncapped.
5HPHPEHUWKDWWKHSURGXFWDGGVLFRQLFYDOXH
5HPHPEHUWKDWWKHSURGXFWVKRWPDNHVDYLVXDO
invitation to consumers to purchase and consume
the product.
Bottle Graphics
%RWWOHPRFNXSVVKRXOGEHGHYHORSHGIRUDOO
photography of the Bottle in order to maximize the
size and impact of the Coca-Cola Zero Logo.
Bottle Shape and Color
7KH1RUWK$PHULFDR]%RWWOHLVXVHGIRUWKH*OREDO
Standard Contour Bottle photo and is the best
representation of the Contour Bottle shape, color
and formation of flutes.
7KLV%RWWOHVKRXOGEHXVHGIRUDOOKHURSURGXFW
SKRWRJUDSK\DQGFDQEHREWDLQHGIURPD1RUWK
America Bottle supplier.
Angle
3URGXFWVVKRXOGEHSKRWRJUDSKHGIURQWRQDWH\HOHYHO
with very little perspective so that the bottoms of the
products are flat and can be aligned next to each other
as a range.
:KLOHDVWUDLJKWRQDSSURDFKLVSUHIHUUHGDOWHUQDWH
perspectives are permitted in special cases where
straight-on doesnt match the perspective needed.
Product Color
&RFD&ROD=HURSURGXFWVKRXOGKDYHDQRYHUDOOFRODFRORU
but should include areas of highlight (sunset oranges
and yellows) and darkness (dark chocolate) with hints
of caramel and deep red tones.
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achieved with a mix of product and water.
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or shade.
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bubbles to indicate the pshttttt of a freshly-opened
bottle.
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photo for the ideal expression of the Coca-Cola Zero
product.
Lighting
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a chrome reflective card directly behind the product
and using 2 soft boxes for the front lighting and a soft
light for back lighting.
Refreshment Cues
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but should be used sparingly and have the right
balance.
Style
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2.40
Photography Details
Uplifting Product Bubbles
Maximize Script Size
Correct Balance of Condensation
Maintain Darks and Highlights
Condensation
2.41
Cans, PETs, Other Packaging

Style
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Product Color
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DQGGDUNQHVVGDUNFKRFRODWHZLWKKLQWVRIFDUDPHODQG
GHHSUHGWRQHV
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:KHQWKHFDSLVRIIEHVXUHWRFDSWXUHWKHXSOLIWLQJEXEEOHV
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IRUWKHLGHDOH[SUHVVLRQRIWKH&RFD&ROD=HURSURGXFW
Refreshment Cues
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WKHUHIUHVKPHQWFXHVDUHSODFHGUDQGRPO\DQGYDU\LQVL]H
DQGVKDSHLQVWHDGRIFRYHULQJWKHHQWLUHSURGXFWIRU
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SKRWRRQWKHIULGJHSDFNVKRXOGEHSKRWRJUDSKHGZLWK
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RIWKHRYHUDOOGHVLJQ
Package Design Standards
&RQGHQWLDO_ 7KH&RFD&ROD&RPSDQy. All Rights Reserved.
3.0
Packaging Design Standards
3.01
Contents
Packaging: Graphic Design Standards....................................... 3.02
Overview ................................................................................ 3.03
Package Framework............................................................... 3.04
Package Archetype
3DFNDJH$UFKHW\SH6XVWDLQLQJ............................................

3DFNDJH$UFKHW\SH7KHPDWLF.............................................

Essentials of the Coca-Cola Zero Label .................................. 3.07
Printing Black
3ULQWLQJ%ODFNRQ/DEHOV.......................................................

3ULQWLQJ%ODFNRQ3DSHUERDUG...............................................

3ULQWLQJ%ODFNRQ&OHDU6KULQN:UDS.....................................

3ULQWLQJ%ODFNRQ*ODVV%RWWOHV ............................................

%ODFN&ORVXUHV.....................................................................

Color Measurement, Evaluation and Calibration
0HDVXULQJ&RORU7HPSHUDWXUH..............................................

9LVXDO&RORU(YDOXDWLRQ........................................................

1XPHULF&RORU0HDVXUHPHQW................................................

&DOLEUDWLRQDQG&HUWLILFDWLRQ.................................................

Sustaining Coca-Cola Zero Packaging Templates .................. 3.17
R]&DQ ..........................................................................

0/3(7.........................................................................

/3(7................................................................................

.......
R]$OXPLQXP%RWWOH$&/%RWWOHV&RORUDQG&RORU
R]&DQ)ULGJH3DFN.......................................................

3DSHU&XS ..........................................................................

Packaging: Form Design Standards .......................................... 3.24

The Standard Contour Bottle Form ........................................ 3.25
Industrial Design Principles for Packaging Form .................... 3.26
Elements of the Contour Bottle .............................................. 3.27
Understanding the Contour Bottle .......................................... 3.28
&RQWRXU%RWWOH(OHPHQWV$SSOLHG.........................................

'HILQLQJ(OHPHQWV...............................................................

Achieving the Contour Bottle ................................................. 3.31
*ODVV'RV.........................................................................

.......................................................................
*ODVV'RQWV

*ODVV6FDOLQJ.....................................................................

3(7'RV...........................................................................

3(7'RQWV.........................................................................

3(7'RVDQG'RQWV..........................................................

3(76FDOLQJ..............................................................

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$OXPLQXP'RQWV................................................................

$OXPLQXP6FDOLQJ..............................................................

Contour Bottle Construction................................................... 3.43
2YHUDOO3URSRUWLRQ6FKHPDWLF.............................................

2YHUDOO3URSRUWLRQ'RVDQG'RQWV......................................

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)OXWHV'RVDQG'RQWVVHFWLRQ..........................................

3LQFK:DLVW'RVDQG'RQWVIRUPDW..................................

............. 3.51
Executional Constraints for Glass, PET and Aluminum
Material and Process Considerations .......................... 3
2YHUYLHZRI([HFXWLRQDO&RQVWUDLQWV....................................

3.02
Packaging: Graphic Design Standards

The Brand Identity and Design Standards support a unified Trademark strategy for Coca-Cola,
Diet Coke/Coca-Cola light and Coca-Cola Zero. It is based on the use of iconic Brand Elements,
central to which are the Coca-Cola Zero Logo, the Contour Bottle, the Dynamic Ribbon and solid
background colors.
The following pages provide guidance on using these Elements to consistently execute the strategy
in your market.
&RQGHQWLDO'HFHPEHU
Packaging Design Standards_Graphic Design Standards
3.03
Overview
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WRDFKLHYLQJDWLPHOHVVEROGVLPSOHDQGXQLILHGH[SUHVVLRQ
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ZHLQFUHDVHGLIIHUHQWLDWLRQVKHOILPSDFW%UDQGFRQVLVWHQF\VFDOH
and cultural relevance all vital to a strong leadership position.
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'\QDPLF5LEERQWZRRIWKH%UDQGVPRVWUHFRJQL]HG
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3DFNDJLQJ6\VWHP,QWKHSDJHVWKDWIROORZWKHVHNH\%UDQG
(OHPHQWVILQGDXWKHQWLFH[SUHVVLRQWKURXJKDVWUDWHJLF
IUDPHZRUNRIEROGVLPSOLFLW\DQGRZQLQJEODFN
$OOWKHGHVLJQHOHPHQWVQHHGHGWRFUHDWHVXFFHVVIXOSDFNDJLQJ
H[HFXWLRQVIRU&RFD&ROD=HURDUHVKRZQLQWKLV6\VWHP
$SSURYHGGLJLWDOILOHVRIFXVWRPL]DEOHJUDSKLFVDQGGHVLJQ
WHPSODWHVIRU3DFNDJLQJDUHDYDLODEOHRQWKH'HVLJQ0DFKLQH
ZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP3OHDVHXVHRQO\
the approved versions supplied there.
&RQGHQWLDO'HFHPEHU
3.04
Package Framework
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6\VWHPSURYLGHVDXQLILHGDSSURDFKIRU
6XVWDLQLQJLHSHUPDQHQWH[HFXWLRQV
&DPSDLJQWHPSRUDU\H[HFXWLRQV
3URSHUWLHVWHPSRUDU\H[HFXWLRQV
BVA
Design Principles
Identity Standards
(Core Brand Elements and Standards)
Uniting them all is a design structure that ensures the

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VLWXDWLRQDOIOH[LELOLW\
Design Standards
(Core Brand Elements and Standards)
Sustaining
Campaigns
Properties
Promotions
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Packaging Design Standards_Graphic Design Standards_Package Archetype
3.05
Package Archetype: Sustaining

Front Panel: Fixed
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DSSHDUDVVKRZQDWULJKW
7KH'\QDPLF5LEERQ PXVWEHSUHVHQWRQDOOODEHOV
H[FHSW$&/JODVVERWWOHVZKHUHVSDFHSHUPLWV
7KH'\QDPLF5LEERQLVRSWLRQDORQWKHDOXPLQXP
Contour Bottle.
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'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU
'RQRWUHSODFHWKHPZLWKRWKHUHOHPHQWV
LegalText: xxx xxxx xxxxx

xxxxx xxxxx xxxxx xxxx
xxxx xxx xxxx
Visit www.Coca-Cola.com
CONTENT LINE
Front Panel
Middle Panel
Back Panel: Fixed

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6HFRQGDU\/RJR
1XWULWLRQDOLQIRUPDWLRQ
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Back Panel
Description: xxx xxxx xxxx

xxxxx xxxx xxxx
*While typically known as the Dynamic Ribbon, the legal

trademark name is Dynamic Ribbon Device. Consult with your
local legal counsel for usage guidance.
Legal Text: xxx xxxx xxxxx
xxxx xxx xxxx
Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxx
Middle Panel: Fixed

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DOZD\VEHSUHVHQWDQGDSSHDUDVVKRZQ
'RQRWPRYHUHVL]HRUDOWHUWKHP
'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU
'RQRWUHSODFHWKHPZLWKRWKHUHOHPHQWV
$Q,QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRPD\EH
used on this panel only.

xxxxx xxxx xxxx
Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
Panel order may change by market; revise order as needed.
www.Coca-Cola.com
Content Line
&RQGHQWLDO'HFHPEHU
Packaging Design Standards_Graphic Design Standards_Package Archetype
3.06
Package Archetype: Thematic

Panel order may change by market; revise order as needed.
7KH&RFD&ROD=HUR/RJRPXVWDOZD\VEHSUHVHQWDQGDSSHDU
DVVKRZQDWULJKW
7KH'\QDPLF5LEERQ PXVWEHSUHVHQWRQDOOODEHOVH[FHSW
$&/ZKHUHYHUWLFDOVSDFHLVOLPLWHG
7KH'\QDPLF5LEERQLVRSWLRQDORQWKHDOXPLQXP
Contour Bottle.
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Ribbon or their placement relative to one another.
'RQRWRYHUODSPRUHWKDQRIWKH&RFD&ROD=HUR/RJRRUWKH
5LEERQZLWKDWKHPDWLFGHVLJQ

xxxxx xxxx xxxx
LegalText: xxx xxxx xxxxx

xxxx xxx xxxx
Middle Panel: Flexible

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WRWKHULJKWRUOHIW
7KH&RFD&ROD=HUR/RJRLVDQRSWLRQDOGHVLJQHOHPHQWDQGPD\
be replaced by thematic designs on this panel only.
'RQRWRYHUODSPRUHWKDQRIWKH&RFD&ROD=HUR/RJRRUWKH
'\QDPLF5LEERQZLWKDWKHPDWLFGHVLJQ
Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
Front Panel: Fixed
webaddresshere.com
Content Line
Front Panel
Middle Panel
Back Panel
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&RFD&ROD=HUR/RJR
1XWULWLRQDOLQIRUPDWLRQ
5HF\FOHV\PERO
3URGXFWEDUFRGH

xxxxx xxxx xxxx
While typically known as the Dynamic Ribbon, the legal trademark

name is Dynamic Ribbon Device. Consult with your local legal
counsel for usage guidance.
xxxx xxx xxxx
Back Panel: Fixed
www.Coca-Cola.com
webaddresshere.com
Content Line
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3.07
Essentials of the Coca-Cola Zero Label
Coca-Cola Zero Logo

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WKH7UDGHPDUN3DFNDJLQJ6\VWHP%HLQJXWWHUO\IDPLOLDUZLWK
the &RFD&ROD=HUR/RJRDOORZVXVEHFRQWLQXDOO\VXUSULVLQJ
ZLWKRWKHUHOHPHQWV7KH6FULSWPXVW
$OZD\VEHSUHVHQWDQGWKHPRVWSUHGRPLQDQW(OHPHQW
$OZD\VEHXVHGLQLWVRULJLQDOIRUPDVVKRZQLQWKLV6\VWHP
ZLWKRXWDQ\GURSVKDGRZVRXWOLQHVRUDOWHUDWLRQVRIDQ\NLQG
$OZD\VEHVFDOHGWRILOOWKHVSDFHLQZKLFKLWLVSODFHGDV
VKRZQLQWKHLOOXVWUDWLRQ
$OZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD
black background.
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Brand color palette.
Dynamic Ribbon
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WRKHOSFRPPXQLFDWHWKHYDULRXVIODYRUV
,WPXVWDOZD\VEHSUHVHQWDQGEHXVHGLQLWVRULJLQDOIRUPDV
VKRZQLQWKLV6\VWHPZLWKRXWDQ\GURSVKDGRZVRXWOLQHVRU
DOWHUDWLRQVRIDQ\NLQG
7KH/RFNXSIRUWKH'\QDPLF5LEERQDQGWKH&RFD&ROD=HUR
/RJRLVIL[HGDQGPXVWQRWEHFKDQJHG
7KH&RFD&ROD=HUR/RJR must be centered over the
PLGGOHRIWKH'\QDPLF5LEERQ)RUGHWDLOHGJXLGDQFHRQWKH
FRUUHFW/RFNXSRIWKH&RFD&ROD=HUR/RJRDQG'\QDPLF
5LEERQSOHDVHUHIHUWRWKH/RFNXS6SHFLILFDWLRQVSDJHLQ
WKH'\QDPLF5LEERQVHFWLRQRIWKH&RUH%UDQG(OHPHQWV
DQG6WDQGDUGVFKDSWHU
7KHWZRPXVWQHYHURYHUODS
Coke Zero Logo

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SDQHORIWKHSDFNDJLQJDORQJVLGHWKHQXWULWLRQDOVWDWHPHQW
,WPXVWDOZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD
black background.
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are in the Brand color palette.
Contour Bottle (Optional Panel Graphic)
6LJQLI\LQJ&RFD&ROD=HURDWDJODQFHWKH&RQWRXU%RWWOHPXVW
$OZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD
black background.
1HYHUEHVKRZQLQRWKHUFRORUVZKHWKHURUQRWWKH\DUHLQ
the Brand color palette.
5HPDLQWKHVDPHVKDSHDOWKRXJKLWVFRQWHQWDQG
H[SUHVVLRQPD\YDU\DFURVVH[HFXWLRQV
Dynamic Ribbon
Typography
+HOYHWLFD%ROG&RQGHQVHGLVWKHSULPDU\W\SHIDFHIRU
packaging.
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QXWULWLRQDOLQIRUPDWLRQDQGLQJUHGLHQWV
Helvetica Bold Condensed
0123456789
Black
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=HURODEHOWKXVFRQVLVWHQWO\OHYHUDJLQJWKH3RZHURI%ODFN
Dynamic Ribbon
Coke Zero Logo
Coca-Cola Zero Logo

xxxxx xxxx xxxx
Black

xxxx xxx xxxx
7KH&RFD&ROD=HURODEHOLVDXQLTXHDPDOJDPRIVL[
Brand Elements.
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in accordance ZLWKWKHJXLGHOLQHVVKRZQLQWKHVHSDJHV
(OHPHQWVPXVWQRWEHUHSODFHGDOWHUHGRUUHVL]HGUHODWLYHWRRQH
DQRWKHU5HIHUWRWKHLOOXVWUDWLRQSURYLGHGDVDJHQHUDOWHPSODWH
/HDUQPRUHDERXWWKHVHIXQGDPHQWDO%UDQG(OHPHQWVLQWKH
&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
Typography
www.Coca-Cola.com
Typography
CONTENT LINE
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Packaging Design Standards_Graphic Design Standards_Printing Black
3.08
Printing Black on Labels

7RHQVXUHEROGLPSDFWIXOODEHOVRQODEHOVXEVWUDWHVIROORZ
the guidelines and ink measurements outlined in the print
VSHFLILFDWLRQVEHORZ
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ZKLWHHGJHV
Polypropylene Substrate
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VXEVWUDWHDQGODPLQDWHGWRZKLWHVXEVWUDWH
Plastic Substrate
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VXEVWUDWHDQGRYHUSULQWHGZLWKFOHDUYDUQLVK
Paper Substrate
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VXEVWUDWHDQGHLWKHURYHUSULQWHGZLWKFOHDUYDUQLVKRU
laminated.
Printed black Ink Standards
Visually match to the black Global Color Standard.
)RUPRUHJXLGDQFHSOHDVHUHIHUWR
7KH&RORU0HDVXUHPHQW(YDOXDWLRQDQG&DOLEUDWLRQSDJHV
later in this section; and
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3DOHWWHVHFWLRQRIWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV
chapter
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FRQWDFWWKH*OREDO'HVLJQ*URXS
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Packaging Design Standards_Graphic Design Standards_Printing Black
3.09
Printing Coke Red and Black & White on Paperboard

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VXEVWUDWHVIROORZWKHJXLGHOLQHVDQGLQNPHDVXUHPHQWV
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Paperboard Substrate
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Printed Coke Silver Ink Standards
Match to the black Global Color Standard visually.
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FRQWDFWWKH*OREDO'HVLJQ*URXS
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Packaging Design Standards_Graphic Design Standards_Printing Coke Red
3.10
Printing Black on Clear Shrink Wrap

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Shrink Wrap Substrate
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black ink to achieve the proper color intensity.
Printed Black Ink Standards
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3.11
Printing Black on Glass Bottles

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ACL Substrate
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glass Bottle.
Printed Black Ink Standards
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DQG$&/
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3.12
Black Closures
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Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and Calibration
3.13
Visual Color Evaluation

Visual Color Measurement
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trademarks improve.
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6\VWHPLVIRUDOOIDFHWVRIRXU&RPSDQ\VWUDGHPDUNVWREHD
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approved Visual Color Standards issued.
V I S UA L CO LO R E VA LUAT I O N P R O C E D U R E
ILLUMINATION
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appearance must be taken into consideration by printers.
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SRVLWLRQLQJRIWKHVWDQGDUGVDQGVDPSOHVDUHHVVHQWLDOWR
PDLQWDLQLQJDVWDQGDUGL]HGYLVXDOHYDOXDWLRQSURFHVV2QFHWKH
YLVXDOHYDOXDWLRQKDVWDNHQSODFHWKHUHVXOWVPXVWWKHQEH
FRQILUPHGWKURXJKWKHXVHRILQVWUXPHQWDWLRQZKHQDSSOLFDEOH
45
Visual Color Evaluation

7KHLQWHQWRIWKLVSUDFWLFHLVWRVWDQGDUGL]HWKHSURFHGXUHVIRUWKH
YLVXDOHYDOXDWLRQRISULQWHGVDPSOHV7KHVHSURFHGXUHVDUHWREH
XVHGZKHQYLVXDOO\FRPSDULQJDSULQWHGVDPSOHDJDLQVWWKH
approved Color Standard.
OBSERVER
4 5 / 0
Equipment
3URSHUOLJKWLQJRUYLHZLQJHQYLURQPHQWVVXFKDV*7,&RORU0DWFKHU
RU00DUHHVVHQWLDOIRUFRQVLVWHQWYLVXDOHYDOXDWLRQ6HHWKH
6LPXODWHG/LJKWLQJ&RQGLWLRQVFKDUWRQWKHQH[WSDJHIRUGHVLUHG
light sources.
Lighting
7KHDUHDZKHUHFRORUHYDOXDWLRQVDUHFRQGXFWHGPXVWKDYHD
ERRWKRUHQFORVHGDUHDZLWKDVWDQGDUGL]HGRYHUKHDGOLJKWLQJ
V\VWHP7KHOLJKWLQJV\VWHPPXVWEHFDSDEOHRISURYLGLQJWKH
VLPXODWHGOLJKWLQJFRQGLWLRQVGHVFULEHGRQWKHIROORZLQJSDJHV
&RQGHQWLDO'HFHPEHU
3.14
Measuring Color Temperature

Color Temperature Measuring Instruments
ASURSHUO\FDOLEUDWHGWUDFHDEOHVSHFWURUDGLRPHWHUFDQEH
used to check the color temperature and relevant parameters
RIHDFKVRXUFH
Viewing Environment
7KHDPELHQWOLJKWLQJFRQGLWLRQVPXVWQRWLQWHUIHUHZLWKWKH
FRQWUROOHGOLJKWLQJIURPERRWKVRUYLHZLQJHQYLURQPHQW
*UD\VXUURXQGFRORU0XQVHOO1DQGFXUWDLQVLIQHFHVVDUy
are to be used. $QHQFORVHGYLHZLQJURRPSDLQWHGZLWKJUD\
0XQVHOO1SDLQWLVDFFHSWDEOHLQOLHXRIDOLJKWLQJERRWK
2EVHUYHUVVKRXOGZHDUQHXWUDFRORUHGFORWKLQJRUVPRFNVVR
DVQRWWRLQXHQFHWKHUHHFWHGFRORUEDFNWRWKHVDPSOH
being evaluated.
:KHQVDPSOHVDUHEHLQJYLHZHGWKHUHVKRXOGEHQRRWKHU
items present in the booth or area other than the sample and
standard being evaluated.
,IOLJKWLVEHLQJUHHFWHGRIIZDOOVLQFORVHSUR[LPLW\WRWKH
HYDOXDWLRQDUHDWKHUHVKRXOGQRWEHDQ\GLVWUDFWLQJRU
EULJKWO\FRORUHGREMHFWVQHDUEy.
Lighting System Maintenance

3URSHUPDLQWHQDQFHLQDFFRUGDQFHZLWKWKHPDQXIDFWXUHUV
UHFRPPHQGDWLRQVRIWKHOLJKWLQJHTXLSPHQWLVHVVHQWLDOIRU
FRQVLVWHQF\RYHUWLPHDQGEHWZHHQXQLWV/DPSVDUHWREH
UHSODFHGZKHQWKHXQLWLVRXWRIVSHFLILFDWLRQIRULQWHQVLW\RU
FRORUWHPSHUDWXUH5HSODFHODPSVRQO\ZLWKWKRVHREWDLQHG
IURPWKHRULJLQDOPDQXIDFWXUHURIWKHSURGXFWLQDFFRUGDQFH
ZLWKWKHPDQXIDFWXUHUVUHFRPPHQGHGUHSODFHPHQW
schedule.
S I MUL AT ED LIGHT ING CON DIT IONS
P5,0$RY/,*+7 SOURCE
'D\OLJKWZLWKFRORUWHPSHUDWXUHRI.
S(&21'$RY/,*+7 SOURCE
&RRO:KLWH)OXRUHVFHQW&:)VRXUFHZLWKDFRORUWHPSHUDWXUHRI.
7ER7,$RY/,*+7 SOURCE
Optional: 7KLVOLJKWVRXUFHVKRXOGEHVHOHFWHGDQGVWDQGDUGL]HGE\HDFK&RPSDQ\'LYLVLRQRIILFHLI
needed. 7KHXVHRIDWHUWLDU\OLJKWVRXUFHRWKHUWKDQ&RRO:KLWH)OXRUHVFHQWLVWKHSULPDU\VWRUH
OLJKWLQJFRQGLWLRQLQWKH'LYLVLRQVJHRJUDSKLFDUHD,IWKHORFDOVWRUHOLJKWLQJFRQGLWLRQVDUHSULPDULO\
&RRO:KLWH)OXRUHVFHQW,QFDQGHVFHQW.FDQEHXVHGDVWKHWHUWLDU\OLJKWVRXUFH
U/75A9,2/(7/,*+7 SOURCE
Optional: 7KLVLVQRUPDOO\XVHGWRHYDOXDWHRSWLFDOEULJKWHQHUVZKLWHQLQJDJHQWVIOXRUHVFHQWSLJPHQWV
and dyes.
1RWH $OORIWKHDERYHLVFRYHUHGLQGHWDLOLQ $670'.)
Simulated Enclosure Size

7KHVL]HRIWKHERRWKURRPHWFVKRXOGDOORZIRUFRPIRUWDEOH
YLHZLQJ 7KHUHVKRXOGEHHQRXJKVSDFHWRYLHZDOODUHDV
IURPGLIIHUHQWDQJOHVDQGVWLOOUHPDLQLQWKHFRQWUROOHGOLJKWLQJ
environment.
&RQGHQWLDO'HFHPEHU
3.15
Numeric Color Measurement

&RORUFRPPXQLFDWHV%HFDXVHWKHFRORUVRIRXUWUDGHPDUNVDUH
VXFKDQLQWHJUDOHOHPHQWRIWKH%UDQGVLGHQWLW\LWLVFULWLFDO
WKDWRXU%UDQGFRORUVEHUHSURGXFHGZLWKXQFRPSURPLVLQJ
quality and consistency.
,QDGGLWLRQWRWKH9LVXDO&RORU6WDQGDUGVWKH&RORU6WDQGDUGV
DUHSURYLGHGHOHFWURQLFDOO\LQWKHIRUPRID0,)ILOH7KH0,)
ILOHZLOOEHVHQWYLDHPDLO7KLV'LJLWDO&RORU6WDQGDUGVKRXOG
EHGRZQORDGHGGLUHFWO\LQWR\RXU;5LWH4$0DVWHUVRIWZDUH
'RZQORDGLQJWKH'LJLWDO6WDQGDUGVGLUHFWO\LQWRWKHVRIWZDUH
HQVXUHVWKDWHYHU\RQHHYDOXDWLQJRXU%UDQGFRORUVZLOOEH
XVLQJWKHH[DFWVDPHQXPHULFYDOXHVIRUFRQVLVWHQF\
7KLV'LJLWDO&RORU6WDQGDUGFRQWDLQV
$EVROXWH/ D E 9DOXHV
6WDQGDUGL]HG,OOXPLQDQWV
6WDQGDUGL]HG2EVHUYHU
'LJLWDO7ROHUDQFHV
5HIOHFWDQFH9DOXHV
Digital Tolerances
6WDQGDUGVXVLQJWKHVSHFLILHG;5LWHHTXLSPHQWDQG4$
0DVWHUVRIWZDUHLQFRUSRUDWHWKHVSHFLILFDWLRQVVKRZQ
General Methods for Measurement

,QVWUXPHQWVPXVWEHFDOLEUDWHGZLWKWKHDVVLJQHGWLOHDQG
ZLWKLQWKHPDQXIDFWXUHUVWROHUDQFH7KHVDPSOHVL]HPXVW
EHDWOHDVWPPDQGODUJHHQRXJKIRUWKHPHDVXUHPHQW
ZLQGRZRIWKHLQVWUXPHQWWREHFRYHUHGFRPSOHWHO\,WLVDOVR
YHU\LPSRUWDQWWRHQVXUHWKDWWKHUHDUHQRSK\VLFDOGHIHFWVLQ
WKHDUHDFRORUEHLQJPHDVXUHG$QDYHUDJHRIUHDGLQJV
PD\EHWDNHQWRHQVXUHDUHSUHVHQWDWLYHUHDGLQJRIWKHVDPSOH
I N S T R U M E N TA L CO LO R M A N A G E M E N T S P E C I F I C AT I O N S
,167580(17
;RiteRU
M($685(0(17*(20(7RY

APER785(
1RVPDOOHUWKDQPP
S2)7WARE
;Rite QA Master or QA MDVWHU
),/(75$16)(5FORMA7
.M,F
S7$1'$5'OBSERVER
'egree
PR,MARY,//80,1$17
'aylight '
.
.
S(&21'$RY,//80,1$17
Cool White Fluorescent (F
7ER7,ARY,//80,1$17
Optional: 7KLVOLJKWVRXUFHVKRXOGEHVHOHFWHGDQGVWDQGDUGL]HGE\HDFKCompany 'ivision oIILFHLI

needed. 7KHXVHRIDWHUWLDU\OLJKWVRXUFHRWKHUWKDQCool White Fluorescent is the primary store
lighting condition in the 'ivisionVJHRJUDSKLFDUHD,IWKHORFDOVWRUHOLJKWLQJFRQGLWLRQVDUHSULPDULO\
Cool White FOXRUHVFHQW,QFDQGHVFHQW.FDQEHXVHGDVWKHWHUWLDU\OLJKWVRXUFH
Coke Red Only
C2/25SPACE
C,(/$%
C2/2572/(5$1&(
CMC1XPHULFWROHUDQFHVDUHVSHFLILFWRWKHLQGLYLGXDOFRORUDQGVXEVWUDWHEHLQJPHDVXUHG
&RQGHQWLDO'HFHPEHU
3.16
Calibration and Certification

Calibration and Certification of the X-Rite 939 or 530
,WLVH[WUHPHO\FULWLFDOWKDWDOOLQGLYLGXDOVZKRDUHUHVSRQVLEOHIRU
XVLQJWKH;5LWHRUFRQGXFWWKHFDOLEUDWLRQSURFHVV
FRUUHFWO\DQGFRQVLVWHQWO\7RHQVXUHDFFXUDF\WKH;5LWH
RUKDVVDIHJXDUGVWRPDLQWDLQSURSHUFDOLEUDWLRQ7KHILUVW
VDIHJXDUGLVDQLQWHUQDOFORFNWKDWZLOOSURPSWWKHXVHUWRUH
FDOLEUDWHHYHU\KRXUV$VDVHFRQGVDIHJXDUGWKHLQVWUX
PHQWZLOOSURPSWUHFDOLEUDWLRQLIWKHWHPSHUDWXUHRIWKH
LQVWUXPHQWFKDVVLVGULIWV)DKUHQKHLW7KHLQVWUXPHQWZLOO
DOZD\VDOHUWWKHXVHUZKHQLWUHTXLUHVFDOLEUDWLRQ(YHQZLWK
WKHVHVDIHJXDUGVKRZHYHULWUHPDLQVWKHREOLJDWLRQRIWKHXVHU
to ensure that calibration is done correctly.
Please note: Calibration due to temperature change occurs at a
VKLIWLQWHPSHUDWXUH
Equipment:
;5LWHRU6SHFWURSKRWRPHWHU
&0&OLJKWVRXUFH'GHJUHH
&DOLEUDWLRQWLOHZLWKFXUUHQWH[SLUDWLRQGDWH
;5LWH4$0DVWHUVRIWZDUHZLWKFRPSXWHU
1XPHULFFRORUOLEUDU\0,)
Instrument Settings
%HIRUHWDNLQJDQ\UHDGLQJVZLWKWKH;5LWHRU
HQVXUHWKDWWKHIROORZLQJIXQFWLRQVDUHVHOHFWHGZLWKLQWKH
instrument:
/ D E PRGH
'LOOXPLQDQW
REVHUYHU
&RQGHQWLDO'HFHPEHU
3.17
Sustaining Coca-Cola Zero Packaging Templates

UVHRQO\WKHDSSURYHGFXVWRPL]DEOHJUDSKLFWHPSODWHV
DYDLODEOHRQWKH'HVLJQ0DFKLQHZHEVLWH
$OZD\VIROORZWKH)L[HG%XW)OH[LEOHDSSURDFKWRHQVXUH
FRQVLVWHQWGHVLJQZKLOHFXVWRPL]LQJSDFNDJHVDVQHHGHG
Caveats
(QVXUHDWDOOWLPHVWKDWDWOHDVWRQHVWURQJO\EUDQGHGSDQHOLV
present on the package.
'RQRWSULQWUHIUHVKPHQWFXHVFRQGHQVDWLRQRULFHRQSDFNV
$OOSDFNDJHOD\RXWVPXVWEHVXEPLWWHGIRUORFDORUUHJLRQDO
DSSURYDOWKURXJKOHJDODQG%RWWOHUUHYLHZV
$OOORFDOOHJDOUHJLVWUDWLRQQRWLFHVPXVWEHDSSOLHGWRDOO
trademarks.
%DFNRISDFNDJHLQIRUPDWLRQPXVWEHDSSOLHGLQDFFRUGDQFH
ZLWKORFDOUHTXLUHPHQWVLQFOXGLQJ
*'$*XLGHOLQH'DLO\$PRXQWV
5RPDQFHRUSURPRWLRQDOFRS\
6HFRQGDU\EDFNRISDFNDJH/RJRVDVVSDFHSHUPLWV
*XLGDQFHIRUSULQWHUVPXVWEHVXSSOLHGRQDOODUWZRUNILOHV
&RQGHQWLDO'HFHPEHU
Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates
3.18
12 oz. Can

xxxxx xxxx xxxx

xxxx xxx xxxx
&RFD&ROD=HURR]&DQ
Color Specs:
Black
Pure Silver
Coke Red
White
12 OZ
00000
Content Line
&RQGHQWLDO'HFHPEHU
3.19
500ML PET
&RFD&ROD=HUR0/3(7
Content Line

xxxx xxx xxxx
00000
(no white borders)
Ingredients: xxxxx xxxxxx xxx xxxxx

xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
xxx xxxx xxx xxxx xxx xxxx xxx xxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
bleed ink to edge

xxxxx xxxx xxxx
Color Specs:
Black
Pure Silver
Coke Red
White Substrate
Bottle.
&RQGHQWLDO'HFHPEHU
3.20
2L PET
(no white borders)
bleed ink to edge
&RFD&ROD=HUR/3(7

xxxxx xxxx xxxx
Ingredients: xxxxx xxxxxx xxx

xxxxx xxx xxxxx xxx xxxxx xxxxx
xxxx xxxx xxx xxxx xxx xxxx xxx
xxxx xxx xxxxxxx xxxxxxx xxxxxxx
xxxx
Content Line
Content Line
00000

Color Specs:
Black
Pure Silver
Coke Red
White
Content Line
&RQGHQWLDO'HFHPEHU
3.21
8 oz. Aluminum Bottle, ACL Bottles: 3-Color

&RFD&ROD=HURR]$OXPLQXP%RWWOH
Color Specs:
Black
Coke Red
White
Silver Substrate
Content Line
Color Specs:
Black
Coke Red
White
$&/%RWWOH&RORU
Content Line
&RQGHQWLDO'HFHPEHU
3.22
12 oz. Can Fridge Pack

&RFD&ROD=HURR]&DQ)ULGJH3DFN
Color Specs:
Black
Pure Silver
Coke Red
White
&RQGHQWLDO'HFHPEHU
3.23
Paper Cup
,QFDVHVZKHUHWKH5HF\FOHG3(7&XSFDQQRWEHXWLOL]HG
XVHDSDSHUFXSZLWKWKLVVWDQGDUGGHVLJQ
'RQRWDOWHUWKHGHVLJQRULWVHOHPHQWVLQDQ\ZD\
For more guidance on properly using Food Service Cups in
your market, please contact the Global Packaging Group or
North America Food Service Team.
&RQGHQWLDO'HFHPEHU
3.24
Packaging: Form Design Standards

The Contour Bottle is the standard package for Coca-Cola Zero. Universally recognized, the Contour
Bottle evokes the heritage of the Coca-Cola Zero Brand and expresses the uplifting experience of
drinking a Coca-Cola Zero.
The Global Standard Contour Bottle is the archetype from which we derive the rules for packaging
executions in all markets and across a range of materials and sizes.
&RQGHQWLDO'HFHPEHU
3.25
Packaging Design Standards_Form Design Standards
The Standard Contour Bottle Form

,Q7KH&RFD&ROD&RPSDQ\FRQYLQFHGWKH8QLWHG6WDWHV
3DWHQWDQG7UDGHPDUN2IILFHWKDWWKHYHU\VKDSHRIZKDWZH
NQRZQRZDVWKH&RQWRXU%RWWOHKDGEHFRPHVRZHOONQRZQ
WKDWLWGHVHUYHGWKHVWDWXVRIDUHJLVWHUHGWUDGHPDUN$SSO\LQJ
IRUDWUDGHPDUNIRUDFRPPHUFLDOSDFNDJHZDVDPRVWXQXVXDO
DQGEROGVWHSDWWKHWLPH%XWWKH&RPSDQ\ZLVHO\NQHZWKDW
ZKHUHDVSDWHQWVHYHQWXDOO\UXQRXWDWUDGHPDUNGRHVQRWVR
DVORQJDVLWLVNHSWLQFRQWLQXRXVXVHDWUDGHPDUNODVWV
LQGHILQLWHO\
7KH&RPSDQ\SUHVHQWHGWKHFDVHWKDWWKHYHU\VKDSHLQWKHLU
ZRUGVWKHGLVWLQFWLYHO\VKDSHGFRQWRXURIWKHKREEOHVNLUW
ERWWOHZDVWKHPRVWUHFRJQL]HGFRQWDLQHULQWKHKLVWRU\RI
WKHZRUOGDQGKDGLQHIIHFWDOUHDG\WDNHQRQWUDGHPDUNVWDWXV
7KH86372DJUHHGDQGJUDQWHGDUHJLVWHUHGWUDGHPDUNWR
&RFD&RODIRUWKH&RQWRXU%RWWOH
7KLVFKDSWHUGHVFULEHVWKH&RFD&ROD=HUR&RQWRXU%RWWOH
IRUPVWDQGDUGDQGRXWOLQHVKRZWRH[HFXWHLWDFURVVYDULRXV
PDWHULDOVDQGVL]HVVSHFLILFDOO\
6WUXFWXUDOIHDWXUHVWKDWVHWWKHSDFNDJLQJVWDQGDUGIRU
the Brand.
+RZWRWUDQVODWHVWUXFWXUDOIHDWXUHVDFURVVSDFNDJLQJ
IRUPDWVDQGPDWHULDOV
'HVLJQJXLGHOLQHVLQFOXGLQJ'RVDQG'RQWV
6L]HH[WHQVLRQVDQGVFDOLQJ
0DVWHULQJWHFKQRORJLFDODQGPDQXIDFWXULQJFRQVWUDLQWV
The Standard Contour Bottle Form
Glass
PET
Aluminum
&RQGHQWLDO'HFHPEHU
3.26
Industrial Design Principles for Packaging Form

7KHVHDUHWKH'HVLJQ3ULQFLSOHVEHKLQGWKH&RQWRXU%RWWOH
DQGVKRXOGEHXVHGZKHQHYHUGHYHORSLQJSDFNDJLQJIRU
&RFD&ROD=HUR
1. Bold Simplicity
$UHWXUQWRFODULW\UHPRYDORIDOOH[WUDQHRXVQRLVHDQGVWDWLF
DURXQGWKH%UDQGWRILQGWKHEROGVLPSOHHVVHQFHRI
&RFD&ROD=HUR
2. Real Authenticity
:HOHYHUDJHDOOWKDWLVUHDORULJLQDODQGKRQHVWDERXWWKH%UDQG.
Clearly linking back to our heritage gives us the license to try
QHZthings and keep evolving.
3. Own Black
$WHYHU\WRXFKSRLQWZHZLOOOHYHUDJHWKH3RZHURI%ODFNDQG
HQVXUHLWVFRQVLVWHQF\DURXQGWKH:RUOG:HZLOOLQWHJUDWHWKH
WKUHDGRI5HGLQWRHYHU\WKLQJZHGR
4. Familiar Yet Surprising
:HGRQRWIROORZFDWHJRU\QRUPVLQVWHDGZHOHDGWKHP
:HLQWURGXFHQHZVWUDWHJLFHOHPHQWVWRFUHDWHYDULHW\
DQGIUHVKQHVVDFURVVWKH%UDQGH[SHULHQFH
&RQGHQWLDO'HFHPEHU
3.27
Elements of the Contour Bottle

7KH&RQWRXU%RWWOHRXUDUFKHW\SHDQGLQVSLUDWLRQIRUEULQJLQJ
DOORWKHUSDFNDJLQJWROLIHLVFRPSRVHGRIGLVWLQFWLYHHOHPHQWV
Black Closure
Georgia Green Color
1HFN)LQLVK
6FDOORSHG7UDQVLWLRQV
Flutes
&XUYHG/DEHO3DQHO
&RFD&ROD=HUR/RJR
Visible Product
(Bubbles)
%ODFN/DEHO
Pinch Waist
Overall Proportion
(Silhouette)
Champagne Base
&RQGHQWLDO'HFHPEHU
3.28
Understanding the Contour Bottle

7KHRULJLQDOSURMHFWEULHIIRUWKH&RQWRXU%RWWOHWKDW
ZDVJLYHQWRWKH5RRW*ODVV&RPSDQ\RI7HUUH+DXWH
,QGLDQDVSHFLILHG$JODVVSDFNDJHVRGLVWLQFWLYHDVRQH
FRQWDLQLQJ&RFD&RODVRVKDSHGWKDWHYHQLIEURNHQD
SHUVRQFRXOGWHOODWDJODQFHZKDWLWZDVVRGLVWLQJXLVKDEOH
E\WRXFKWKDWHYHQDEOLQGPDQFRXOGLGHQWLI\LW
&RQGHQWLDO'HFHPEHU
Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle
3.29
Contour Bottle Elements: Applied

Supporting Elements
Defining Elements
7KHNH\VWRFUHDWLQJRXULGHQWLWy(VVHQWLDOWRSDFNDJLQJIRUP
,GHDOZKHQHYHUIHDVLEOHEXWQRWHVVHQWLDO
True Form Elements
Black Closure
Contoured Shoulder
Flutes
1HFN)LQLVK
Georgia Green
Color
Color Palette
Visible Product
(Bubbles)
&XUYHG/DEHO
Panel
Scalloped 7ransitions
Graphic Elements
%ODFN/DEHO
Pinch Waist
Champagne Base
Overall Proportions
(Silhouette)
(relationship of elements
to each other, from base
to pinch waist to label
area to shoulder)
&RQGHQWLDO'HFHPEHU
3.30
Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle
Defining Elements
Overall Proportion
Contoured Shoulder
Flutes
Pinch Waist
Scalloped Transitions
Champagne Base
7KHRYHUDOOSURSRUWLRQLV
7KHFRQWRXURIWKHVKRXOGHU
Flutes are the vertical ribs.
7KH3LQFKWaist is located
Created by the resolution oI
Substantial and V\PEROLFRI
PDGHXSRIYHEDVLF
LVV\PPHWULFDOVOHQGHUDQG
7hey Irame the Curved
EHORZ the label and provides
the Flutes into the Curved
the integrityRIWKHSURGXFW
sections and GHQHVWKH
GHQHGE\WZRHOHJDQWDUFV
/DEHO Panel and create
the most signature element
/DEHO3DQHOWKLVGLVWLQFWLYH
the Champagne Base
iconic silhouette: 7KH
LQDZDYHIRUPDW,WVWDUWVWKH
YDU\LQJZDOOWKLFNQHVVHV
RIWKH&RQWRXU%RWWOH,W also
detail LPSDUWVDXQLTXHIHHO
HPSKDVL]HVWKH3LQFKWaist
Contoured ShoulderCurved
RZLQJDHVWKHWLFRIWKHLFRQ
in the bottle adding depth.
creates a slenderRZLQg
ZKHQWKH&RQWRXU%RWWOHLV
DQGLVZKHUHWKH)OXWHV
/DEHO Area3inch Waist
7hey also provide structure
aesthetic that is the essence
held.
terminate.
Vertical Fluting and Overall
WRDVRIWRZLQJIRUP
oIWhe icon.
Silhouette comprise the

iconic proportion and have
a VSHFLFDVSHFWUDWLR to
the overall package height.
&RQGHQWLDO'HFHPEHU
3.31
Achieving the Contour Bottle

$OWKRXJKWHFKQLFDODQGPDQXIDFWXULQJFRQVWUDLQWVFDQ
SUHYHQWWKHSHUIHFWUHSOLFDWLRQRIWKHLFRQLF&RQWRXU%RWWOH
WKHLGHDOH[HFXWLRQIRUHDFKPDWHULDOFDQEHDFKLHYHGE\
DSSO\LQJWKH'RVDQG'RQWVWKDWIROORZ
&RQGHQWLDO'HFHPEHU
Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle
3.32
Glass: Dos
Black Closure
Must use black closure.
Black 7KUHDGHG&ORVXUH
May use a black threaded
closure on a Contour Bottle.
$SSOLHG&RORU/DEHO$&/
May use $SSOLHG&RORU/DEHOV
on glass Bottles.
5ROOIHG/DEHO
0D\XVHDUROOIHGODEHORUD
split label.
Georgia Green
May use Georgia Green
GRPLQDQWZDYHOHQJWK
QPIRUJODVV%RWWOHV
Clear Glass
May useint (clear) glass Bottle.
&RQGHQWLDO'HFHPEHU
3.33
Glass: Donts
1R)OXWHV
)OXWHVPXVWDOZD\VEHSUHVHQW
on glass Contour Bottles.
7KH\DUHDGHQLQJIHDWXUH
RIWKH&RQWRXU%RWWOHDQGDUH
WHFKQLFDOO\IHDVLEOH
Straight Shoulder
7KH&RQWRXUHG6KRXOGHU
must be present in all glass
H[HFXWLRQV
Straight Waist
7KH3LQFKWaist is the most
GHQLQJIHDWXUHRIWKH&RQWRXU
%RWWOHDQGPXVWDOZD\VEH
present.
&RQGHQWLDO'HFHPEHU
&RQGHQWLDO'HFHPEHU
3.34
Glass: Scaling
Ideal
Unacceptable
Unacceptable
6FDOHSURSRUWLRQDWHO\ZKLOHVWLOO
XVLQJDFRPPRQFORVXUHVL]H
'RQWYDU\GLDPHWHUVWR
maintain a common height.
'RQWYDU\KHLJKWVWR
maintain a common diameter.
&RQGHQWLDO'HFHPEHU
3.35
PET: Dos
Black 7KUHDGHG&ORVXUH
Must use a black threaded
closure on PE7.
Short Height Closure

May use a black short
height closure on PE7.
5ROOIHG6KULQN/DEHO
0D\XVHDUROOIHGVKULQNODEHO
5ROOIHG/DEHO
0D\XVHDUROOIHGODEHO
Petaloid Base
May use a petaloid base.
&OHDU3(7
May use clear PE7.
Georgia Green Color

May tint PE7 Georgia Green.
Recycled PE7
Use highest RPE7 content
IHDVLEOH
&RQGHQWLDO'HFHPEHU
3.36
PET: Donts
Embossed
/RJo
Embossed
Ribbon
1R)OXWHV
)OXWHVPXVWDOZD\VEHSUHVHQWRQ
glass PE7H[HFXWLRQV 7KH\DUHD
GHQLQJIHDWXUHRIWKH&RQWRXU%RWWOH
DQGDUHWHFKQLFDOO\IHDVLEOH
Replacing Flutes
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RWKHUVKDSHVRUWH[WXUHV
Straight Waist
'RQRWHOLPLQDWHWKH3LQFKWaist.
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3.37
PET: Dos and Donts
&RORUHG3(7
Pigmented PE7 (opaque or translucent) Bottles must not be used.
Champagne Base
Using a Champagne Base on a
PE7%RWWOHLQVWHDGRIWKHSHWDORLGLV
SHUPLVVLEOH.HHSLQPLQGKRZHYHr
WKDWLWFRXOGDGGZHLJKWDQGFRVW
ZKLOHDGYHUVHO\DIIHFWLQJVXVWDLQDEOH
packaging outcomes.
&RQGHQWLDO'HFHPEHU
3.38
PET: Scaling
&RQGHQWLDO'HFHPEHU
3.39
PET: Scaling
Ideal
Unacceptable
Unacceptable
'RQRWYDU\GLDPHWHUVWR
'RQRWYDU\KHLJKWVWR
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3.40
Aluminum: Dos
ROPP Closure
0D\XVHDEODFN5ROOHGRQ
3LOIHU3URRI5233FORVXUH
on aluminum.
Subtle Pinch Waist

Use a subtle pinch to mimic
the Contour Bottle.
ROPP Closure
0D\XVHDEODFN5ROOHGRQ
3LOIHU3URRI5233FORVXUH
on aluminum.
Contoured Shoulder
Maintain the iconic Contoured
Shoulder.
Champagne Base
0DLQWDLQFKDPSDJQHVW\OH
base.
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3.41
Aluminum: Donts
$UWLFLDO/DEHO Area
'RQRWFUHDWHDQDUWLFLDOODEHO
area on the aluminum Contour
Bottle.
Formed Flutes
0XVWIRUHJR)OXWHVRQWKH
aluminum Contour Bottle as
LWLVQRWWHFKQLFDOO\IHDVLEOHWR
H[HFXWHWKHPSURSHUOy.
Accent Flutes
Graphic Flutes are not
authentic enough to replace
true Flutes as the scalloped
DUHDVZLOOEHORVW
Straight Waist
7KH3LQFKWaist is the most
GHQLQJIHDWXUHRIWKH&RQWRXU
%RWWOHDQGPXVWDOZD\VEH
present.
Straight Shoulder
7KH&RQWRXUHG6KRXOGHUPXVW
be present in all aluminum
&RQWRXU%RWWOHH[HFXWLRQV
6DFULFH3LQFKWaist
'RQRWVDFULFHWKHLFRQLF
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3.42
Aluminum: Scaling
Ideal
Unacceptable
Unacceptable
'RQRWYDU\GLDPHWHUVWR
'RQRWYDU\KHLJKWVWR
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3.43
Contour Bottle Construction

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'HQLQJ(OHPHQWV,WLVHVVHQWLDOWKDWLQGXVWULDOGHVLJQHUV
and engineers use this documentation in order to properly
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UHWXUQDEOHDQGUHWXUQDEOHDQG$OXPLQXPQRQUHWXUQDEOH
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DFFHVVWRWKH*OREDO3DFNDJLQJ'DWDEDVHSOHDVHFRQWDFW
'DUU\O'DZVRQDWRUYLDHPDLODW
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Packaging Design Standards_Form Design Standards _Contour Bottle Construction
3.44
Overall Proportion: Schematic

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6LOKRXHWWHDQGLWVSURSRUWLRQV'LPHQVLRQVVKRZQKHUH
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VL]HVUHIHUWRWKHSHUFHQWDJHVRUVHHWKHDGGHQGXPIRU
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&XUYHG/DEHO3DQHO
3LQFK:DLVW
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14.68 mm
8%
Neck Finish
60.07 mm
32%
Contoured Shoulder
33.00 mm
17%
Curved Label Panel
51.25 mm
27%
Pinch Waist
31.00 mm
16%
Champagne Base
Overall height: 190 mm

Percentages = % of overall height
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3.45
Overall Proportion: Dos and Donts
Correct
,QFUHDVH&XUYHG/DEHO3DQHO
'RQRWLQFUHDVHWKH&XUYHG
/DEHO3DQHOWRDGGPRUH
graphics.
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'RQRWLQFUHDVHWKH3LQFK
Waist section to increase grip.
Change Pinch WDLVW/RFDWLRQ

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overall proportions.
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3.46
Contoured Shoulder: Dos and Donts
Correct
'RXEOHDUFKHG&RQWRXUVLQZDYH
GHQHVWKHVKRXOGHrs contour in a
V\PPHWULFDOIRUPDW
Straight
'RQRWXVHDVWUDLJKW
shoulder.
Single Curve
'RQRWXVHDVKRXOGHU
FRPSULVHGRIDVLQJOHFXUYH
%RWWOH1HFN
'RQRWLQWURGXFHDWUXH
vertical to mimic a traditional
bottle neck.
Asymmetrical
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3.47
Flutes: Dos and Donts (location)
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Flutes terminate
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Correct
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RQm/ Bottles.
Bottom Only
'RQRW use Flutes solely in
the Pinch Waist area.
7op Only
'RQRWXVH)OXWHVVROHO\RQ
the Contoured Shoulder.
Continuous
'RQRWFRQWLQXH)OXWHV
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Area.
1RQH
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3.48
Flutes: Dos and Donts (frequency)
Correct
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)OXWHV
More tKDQ)OXWHV
More tKDQRFFXUUHQFHV
LVWRRIUHTXHQW
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Aluminum packaging is
H[FHSWHGDV)OXWHVDUHQRW
WHFKQLFDOO\IHDVLEOH
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3.49
Flutes: Dos and Donts (section)
Section B
Section C
Flat
'R not use Dt surIaces to GHQH Flutes
as theIorm ZLOO seemIaceted and sharp.
Concave
'RQRWXVHLQZDUGDUFKLQJ)OXWHVDV
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3.50
Pinch Waist: Dos and Donts (format)
Correct
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Angled
'RQRWXVHDQDQJXODU
Pinch Waist.
Asymmetrical
'RQRWXVHDQDV\PPHWULFDO
Pinch Waist.
Mid Pinch Area

'RQRWHOLPLQDWHWKHLFRQLF
TXDOLW\RIWKH3LQFKWaist.
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3.51
Executional Constraints for Glass, PET and Aluminum

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3(7DQGDOXPLQXPGLIIHUHQFHVLQPDWHULDOSURSHUWLHVDQG
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'HQLQJ)HDWXUHVDUHQRWGHJUDGHGRUORVW7KHIROORZLQJ
SDJHVDGGUHVVKRZWRVXFFHVVIXOO\PDQDJHWKHVHFRQVWUDLQWV
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3.52
Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum
Material and Process Considerations

7KHYHSULPDU\OLPLWDWLRQVWKDWFDQEHHQFRXQWHUHG
in creating iconic packaging are:
1. Variations
in materials
2. Variations
in closures
PE7
Glass
Aluminum
3. Variations
in labeling
processes
4.
5.
forming
processes
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3.53
Material and Process Considerations

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DQGFRVWDQGOLPLWDWLRQRIFXUUHQWWHFKQRORJ\DUHDOOIDFWRUV
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4
3
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1
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created by the product. 7KH&KDPSDJQH%DVHFDQEHDWWDLQHG
but requires a heavier Bottle.
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the divisions more structure.
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at holding carbonation in a PE7 Bottle.
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WKLVPDWHULDORQO\VLQFHRQJODVVDQG3(7WKHSURGXFWPXVWEH
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Avoid tinted plastics as they are not as cost eIIHFWLYHDV

clear resins.
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3.54
Overview of Executional Constraints

Possible
Not Possible
Challenging
Black Cap
Silhouette
Flutes
Georgia Green Color
Curved Label Panel
Pinch Waist
Neck Finish
Embossed Coca-Cola Zero Logo
Black Label
Visible Product (brown color)
Champagne Base
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Point-of-Sale Design Standards
4.0
(Work in Progress, coming 2010)
Equipment Design Standards
5.0
(Work in Progress, coming 2010)
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6.0
6.01
Contents
Overview ...................................................................................... 6.02
Permanent Signage Graphic Principles ......................................6.03
Square Format
Square Format: Arden Square .................................................. 6.04
Square Format: Contour Bottle ..................................................6.05
Horizontal Format
Horizontal Format: Coca-Cola Zero Logo and Contour Bottle......6.06
Horizontal Format: Customizable Signs.....................................6.07
Vertical Format: Customizable Signs ..........................................6.08
Pitch Boards...................................................................................6.09
Horizontal Format: Pitch Boards ................................................6.10
Umbrellas ......................................................................................6.11
6.02
Overview
The purpose of permanent signage for Coca-Cola Zero is both
simple and paramount: to tell people, You can buy Coca-Cola Zero
here. Thus the Coca-Cola Zero Permanent Sign System is an
essential component of worldwide Brand Identity and meaning.
From a tactical standpoint, proper application of the Sign System
is vital to protecting and increasing Brand impact, consistency,
scale and cultural relevance. The standards in this chapter provide
guidance for leveraging them all, in particular:
$SSO\LQJJUDSKLFVWRSHUPDQHQWVLJQDJHLQVSHFLF
environments, and
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YDULDWLRQVLQVLJQVL]HORFDWLRQDQGWUDIFDSSURDFK
$SSURYHGGLJLWDOOHVRIWKH&RUH%UDQG(OHPHQWVFXVWRPL]DEOH
graphics and design templates for signage are available on the
'HVLJQ0DFKLQHZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP
Please use only the approved versions supplied there.
6.03
Permanent Signage: Graphic Principles

The design of permanent signs must always follow a graphic
archetype that is iconic, bold, simple and without Brand
messaging. This timeless approach:
3URYLGHVDPDLQVWD\RI%UDQG,GHQWLW\ZLWKLQWKHWRWDOLW\RI
touchpoints,
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signs, and
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the shopper forms a consideration list.
7KHJUDSKLFDUFKHW\SHIRUSHUPDQHQWVLJQDJHUHHFWVWKH
following:
A. The Coca-Cola Zero Design Principles of Bold Simplicity
and the Power of Black
B. 'LVFHUQLQJXVHRIWKHVH&RUH%UDQG(OHPHQWVDVVKRZQLQ
this chapter:
Coca-Cola Zero Logo
'\QDPLF5LEERQ
&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR
%ODFN
C. Standard formats for conventional signage, as shown
in this chapter:
6TXDUH
+RUL]RQWDO
Vertical
D. The importance of creating shopper awareness from 6
PHWHUVDERXWIHHWDZDy.
SuperMarket
SuperMarket
The remaining pages in this chapter provide standards for

applying the archetype to key formats and types of permanent
signage.
SuperMarket
Signage Design Standards_Square Format
6.04
Square Format: Arden Square

The ingenious design of the Arden Square, which blends
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&RFD&ROD=HUR/RJRWKH'\QDPLF5LEERQDQGEODFN
is ideal for permanent signage with a square format.
Always apply the Design Standards for the Arden Square as
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,QSDUWLFXODU
0DLQWDLQSURSHUVFDOLQJRIWKH$UGHQ6TXDUHZKHQUHVL]LQJLW
7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH
&RFD&ROD=HUR/RJRPXVWEH&RNH5HGDQG:KLWH
7KH'\QDPLF5LEERQPXVWEHVLOYHU
No other colors, even if theyre in the Brand color palette,
are to be used.
1HYHUDGGERUGHUVRURXWOLQHVDURXQGWKH$UGHQ6TXDUH
$SSO\WKH&RFD&ROD=HUR/RJRDQG70VFDOLQJUXOHVDV
specified on WKH&OHDU6SDFH0LQLPXP6L]H706FDOLQJ
&URSSLQJSDJHLQWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV
FKDSWHU
Use only the approved versions of the Arden Square available
RQWKH'HVLJQ0DFKLQHZHEVLWH
Signage Design Standards_Square Format
6.05
Square Format: Contour Bottle

The bold simplicity of this global icon is well suited for
this format.
Always apply the Design Standards for the Contour Bottle
LFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG
(OHPHQWVDQG6WDQGDUGVFKDSWHU,QSDUWLFXODU
6XUURXQGWKH&RQWRXU%RWWOHZLWKFOHDUVSDFHWKDWLVDWD
PLQLPXPWKH[KHLJKWRIWKHDLQ&RFD7KLVFOHDUVSDFH
DUHDLVVKRZQWRWKHULJKWDV[
1HYHUXVHD'&RFD&ROD=HUR/RJRRQWKH&RQWRXU
Bottle Symbol.
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never be cropped.
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the same.
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7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH&RQWRXU
%RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQGEODFN
Coca-Cola Zero Logo. No other colors, even if theyre
in the Brand color palette, are to be used.
7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH
Contour Bottle Photo may be utilized when refreshment
cues are necessary.
Clear Space
Use only the approved versions of the Contour Bottle Symbol

and the Contour Bottle Photo available on the Design
0DFKLQHZHEVLWH
Signage Design Standards_Horizontal Format
6.06
Horizontal Format: Coca-Cola Zero Logo and Contour Bottle

Distinctive, elegant and dynamic, the Coca-Cola Zero Logo is
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LQFOXGHFXVWRPPHVVDJLQJHJDVWRUHQDPH7KHSUHIHUUHG
design approach features both the Coca-Cola Zero Logo and
the Contour Bottle as shown.
Always apply the Design Standards for the
&RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHLFRQLF
6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG
(OHPHQWVDQG6WDQGDUGVFKDSWHU,QSDUWLFXODU
6XUURXQGWKHCoca-Cola Zero Logo with clear space that is, at a
PLQLPXPK\SKHQKHLJKWLHHTXDOWRWKHKHLJKWRIWKH
hyphen connecting Coca and Cola.
1HYHUFURSWKHCoca-Cola Zero Logo.
7KHCoca-Cola Zero Logo and Contour Bottle should be of
equal height.
never be cropped.
1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle
Symbol.
0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH
Coca-Cola Zero Logo when resizing them.
7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKHVWDQGDORQH
Coca-Cola Zero LogoPXVWEH&RNH5HGDQGEODFNWKH
&RQWRXU%RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQG
black Coca-Cola Zero Logo. No other colors, even if theyre in
the Brand color palette, are to be used.
Contour Bottle Photo may be utilized when refreshment cues
are necessary.
h
h
Clear Space
Use only the approved versions of the Coca-Cola Zero Logo,

the Contour Bottle Symbol and the Contour Bottle Photo
DYDLODEOHRQWKH'HVLJQ0DFKLQHZHEVLWH
Signage Design Standards_Horizontal Format
6.07
Horizontal Format: Customizable Signs

This format can be adapted to include simple customer
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the square-format designs as shown at right and specified
below.
Always apply the Design Standards for the Arden Square
DQG&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQ
WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
7KHKHLJKWRIWKHVLJQPXVWEHHTXDOWRWKHKHLJKWRI
the Arden Square.
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utilize a square-format design on each end that features
the Arden Square only or in combination with the
Contour Bottle.
)RUH[HFXWLRQVOHVVWKDQPHWHUVZLGHXWLOL]HD
square-format design on each end that features the
Arden Square only.
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Bottle when resizing them.
0DLQWDLQWKH&RFD&ROD=HURFRORUVWDQGDUGVIRUWKH$UGHQ
6TXDUHDQG&RQWRXU%RWWOHWKHEDFNJURXQGFRORUIRUWKH
customizable area must always be white.
cues are necessary.
7KHWH[WRIWKHFXVWRPPHVVDJHVKRXOGEHVHWLQWKH
*RWKDP0HGLXPIRQW5HIHUWRWKH7\SRJUDSK\VHFWLRQLQ
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typography usage standards.
SuperMarket
SuperMarket
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SuperMarket
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Signage Design Standards_Vertical Format
6.08
Vertical Format: Customizable Signs

Use the Contour Bottle, with its distinctive curvilinear form,
IRUH[HFXWLRQVRIWKLVIRUPDW
Always apply the Design Standards for the Contour Bottle
LFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG
(OHPHQWVDQG6WDQGDUGVFKDSWHU
Always place the customizable area at the bottom of the sign.
The te[t of the custom message should be set in the Gotham
0HGLXm font. 5Hfer to the Typography section in the Core
Brand (lements and Standards chapter .0for typography
usage standards.
The customizable area must e[Wend the full width of the sign
while not e[Feeding one quarter of the total sign height.
Surround the Contour Bottle with clear space that is, at a
minimum, the [-height of the a in Coca. This clear space
area is shown to the right as [
The Contour Bottle must always be shown in its entirety and
never be cropped.
7KHVKDSHRIWKH&RQWRXU%RWWOHPXVWDOZD\VUHPDLQWKHVDPH
0DLQtain proper scaling of the Contour Bottle when resizing it
for various sign dimensions.
Never use a D Coca-Cola Zero Logo on the Contour
Bottle Symbol.
The background color must always be blackthe Contour
Bottle Symbol must be white with the Coke 5Hd and black
Coca-Cola Zero Logo. No other colors, even if theyre in the
Brand color palette, are to be used.
The Contour Bottle Symbol is the preferred artwork, but the
Contour Bottle Photo may be utilized when refreshment cues
are necessary.
SuperMarket
SuperMarket
SuperMarket
Clear Space
Signage Design Standards_Pitch Boards
6.09
Pitch Boards
Pitch boards offer a high-visibility, repeat-impression touchpoint
for the Brand in sports venues and stadiums. Applying the
Design Principle of Bold Simplicity is key for signage in these
environments, as all boards need to:
Create on-site awareness from 30-40 meters
DERXt 0 feetaway.
0D[LPL]e impact when viewed at a distance, whether live or
on television.
Be consistent in appearance, regardless of size variations
across venues.
Use the precisely optimized compositions of the
Coca-Cola Zero Logo and Contour Bottle LFRQLc Symbol or
PhotR, provided on the QH[t page, for Pitch Board designs.
Signage Design Standards_Pitch Boards
6.10
Horizontal Format: Pitch Boards

Always apply the Design Standards for the Coca-Cola Zero Logo
DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQ
WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
To ensure a quick and easy read from a distance, do not
include any Brand messaging on Pitch Boards.
1HYHUFURSWKHCoca-Cola Zero Logo.
never be cropped.
Symbol.
Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWRWXPEUHOODV
The preferred background color is black, but in venues
where black is not allowed, a white background with the
&RNH5HGDQGEODFNCoca-Cola Zero Logo and a white
Contour Bottle Symbol may be used.
The Contour Bottle Symbol is the preferred artwork, but
the Contour Bottle Photo may be utilized when refreshment
cues are necessary.
5:1 5DWLR
10:1 5DWLR
6.11
Umbrellas
Always apply the Design Standards for the Coca-Cola Zero Logo
DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH
&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
To ensure a quick and easy read from a distance, do not
include any Brand messaging on umbrellas.
1HYHUFURSWKH&RFD&ROD=HUR/RJR
never be cropped.
Symbol.
Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWRWXPEUHOODV
The preferred background color is black, but in venues
where black is not allowed, a white background with the
&RNH5HGDQGEODFNCoca-Cola Zero Logo and a white
Contour Bottle Symbol may be used.
The Contour Bottle Symbol is the preferred artwork, but the
cues are necessary.
7.0
7.01
Contents
Overview .................................................................................7.02
Fleet: Graphic Archetype ........................................................7.03
Fleet: Graphic Standards ........................................................7.04
Fleet: Paint Color Standards ...................................................7.05
Fleet: Application Standards for Graphics and Decals ..........7.06
Delivery Truck Sides ............................................................. 7.07
Delivery Truck Front ............................................................. 7.08
Delivery Truck Rear .............................................................. 7.09
Route Trucks ........................................................................ 7.10
Event Trailers ....................................................................... 7.11
Automobiles ..........................................................................7.12
Pickup Trucks .......................................................................7.13
Vans ......................................................................................7.14
7.02
Overview
By virtue of their size, fleet graphics are some of the Brands
most visible expressions of identity. Since our System both owns
and controls this potent medium, fleet graphics bring ample
opportunity and responsibility to maximize their impact.
This chapter provides the standards for doing so, in particular:
$SSO\LQJJUDSKLFVLQDSURSHUFRQVLVWHQWPDQQHUWRDOOIOHHW
vehicles (trucks, vans and automobiles), and
(QVXULQJWKDWIOHHWJUDSKLFVFRQWLQXRXVO\DQGFRQVLVWHQWO\
connect with consumers, whatever the environment and
circumstance.
Approved digital files of the Core Brand Elements and
customizable graphics for Fleet are available on the Design
Machine website at www.coca-coladesignmachine.com.
Please use only the approved versions supplied there.
7.03
Fleet: Graphic Archetype

The design of fleet graphics must always follow an established
archetype that is iconic, bold, simple and without Brand
messaging. This approach:
(QVXUHVWKDWDOOYHKLFOHVXVHGE\%RWWOHUVRI
The Coca-Cola Company make a unified visual impression.
(QVXUHVWKDWWKH%UDQG,GHQWLW\LVH[SHULHQFHGFRQVLVWHQWO\
within the totality of touchpoints.
0D[LPL]HVLPSDFWDWDOOWLPHVHYHQZKHQERWKRXUYHKLFOHV
and consumers are in motion relative to each other.
3URYLGHVDVLPSOHXQLIRUPDSSURDFKIRULPSOHPHQWDWLRQ
The archetype for fleet graphics is based upon the following:
A. The Coca-Cola Zero Design Principles of Bold Simplicity
and the Power of Black.
B. Discerning use of these Core Brand Elements, as shown
in this chapter:
&RFD&ROD=HUR/RJR
&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR
%ODFNDQG&RNH5HG
The following pages in this chapter provide standards
for applying the archetype to key types and sizes of
fleet vehicles.
7.04
Fleet: Graphic Standards

These graphic standards apply to all trucks and vehicles
used by Bottlers of The Coca-Cola Company.
In General
'RQRWLQFOXGHDQ\%UDQGPHVVDJLQJRQIOHHWJUDSKLFV
$OZD\VDSSO\WKH'HVLJQ6WDQGDUGVIRUWKH&RFD&ROD=HUR/RJR
and Contour Bottle (iconic Symbol or Photo) as provided in
the Core Brand Elements and Standards chapter (2.0).
7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNDQGWKHFRORU
standards for the &RFD&ROD=HUR/RJR and Contour Bottle
always apply. No other colors, even if theyre in the Brand color
palette, are to be used.
$SSO\WKHVWDQGDUGVVSHFLILFWRHDFKW\SHRIYHKLFOHSHUWKH
following pages.
2h
2h
h
2h
2h
Coca-Cola Zero Logo

6XUURXQGWKH&RFD&ROD=HUR/RJR with clear space that is, at a
minimum, hyphen height; i.e., equal to the height of the
1HYHUFURSWKH&RFD&ROD=HUR/RJR.
0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RFD&ROD=HUR/RJR
by following the graphic references included in this section and
scaling rules specified on the Clear Space, Minimum Size, TM
Scaling, Cropping page in the Core Brand Elements and
Standards chapter (2.0).
Contour Bottle
8VHWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWRRQO\
as specified on the following pages.
never be cropped.
1HYHUXVHD'&RFD&ROD=HUR/RJR on the Contour
Bottle Symbol.
0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RQWRXU%RWWOHE\
following the graphic references included in this section and
scaling rules specified on the Clear Space, Minimum Size, TM
Scaling, Cropping page in the Core Brand Elements and
Standards chapter (2.0).
x
h
h
h
Clear Space
7.05
Fleet: Application Standards for Graphics and Decals

Graphics foreet application support the overall Brand
Identity through visual consistency across the globe while
accommodating variations in vehicle types and styling.
In General
)ROORZWKHFDUHIXOO\GHYHORSHGVWDQGDUGVSURYLGHGKHUHWR
ensure a uniform visual impression.
6SHFLILFVWDQGDUGVIRUGHOLYHU\WUXFNVURXWHWUXFNVHYHQW
trailers, automobiles, pickup trucks and utility vans are
provided on the following pages.
Maintain proper scale of the provided graphics when resizing
them for various vehicle sizes.
Painted Graphics
2QO\WKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH6\PERO
may be painted.
1HYHUSDLQWWKH&RQWRXU%RWWOH3KRWR
2QO\RQHVWHQFLOVL]HRIWKH&RFD&ROD=HUR/RJRDQG
Contour Bottle Symbol is required for each vehicle size in
the fleet.
Create a custom stencil for each graphic, using heavy
gauge, transparent Mylar plastic.
Follow the size and clearspace guidelines for vinyl decals.
Vinyl Decals
Vinyl decals are the preferred means by which to render the
&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHLFRQLF6\PERORU
Photo) onto fleet vehicles. Affix the decals according to their
application instructions.
To determine the appropriate decal size for the Coca-Cola
=HUR/RJRDQG&RQWRXU%RWWOH
1. Measure, from top to bottom, the black space onto
which the decal will be applied (i.e., the side body panel of a
trailer, the door panel of a pickup truck).
2. Calculate the size of the decal so that its height is
approximately 50.8 - 76.2 mm (2 - 3 inches) less than the
total height of the black space.
3. While the ideal clear space around decals is approximately
50.8 - 76.2 mm (2 - 3 inches), make sure the minimum clear
space is in any case at least equal to the height of the
K\SKHQLQWKH&RFD&ROD=HUR/RJR
Fleet Design Standards_Fleet: Application Standards for Graphics and Decals
7.06
Delivery Truck Sides

Fleet graphics on large delivery trucks serve as mobile billboards.
Trailer Side Graphics
6KRZWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHRQERWKVLGHV
of the trailer.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWR
on delivery trucks, but never both on the same panel.
3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHIDUOHIWVLGHRIWKHWUDLOHU
position the Contour Bottle upright on the far right side of
the trailer.
7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH
will vary with the trailer length.
%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW
Side Cab Graphics
6KRZWKH&RFD&ROD=HUR/RJRRQERWKVLGHVRIGRRUSDQHOVRIWKH
cab portion of the truck.
&HQWUDOO\SRVLWLRQWKH%RWWOHUVQDPHDGGUHVVDQGDQ\LGHQWLILHUV
UHTXLUHGE\ODZEHQHDWKWKH&RFD&ROD=HUR/RJR
Refer to the prior page, Application Standards for Graphics and
Decals, as needed.
B o ttle r N a m e
A d d re ss
C ity, S tate Z ip
7.07
Delivery Truck Front

Front Graphic
&HQWHUWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRQWKH
cab over portion above the windshield.
6LQFHWKH&RFD&ROD=HUR/RJRLVWKHRQO\JUDSKLF
identification when the truck is viewed directly from the front, be
sure to maximize its visibility above the cab.
Decals, as needed.
7.08
Delivery Truck Rear

Rear Graphic
7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO
of the truck.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH
Photo on delivery trucks, but never both on the same panel.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN
space, ensuring equal space on each side of the decal.
,IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHVWKH
&RFD&ROD=HUR/RJRPD\EHXVHGLQVWHDGFHQWHUHGLQWKH
black space with equal space on each side of the decal.
Decals, as needed.
7.09
Route Trucks
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both
sides of the trailer.
Photo on route trucks, but never both on the same panel.
3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the
trailer; position the Contour Bottle upright on the far right side
of the trailer.
The space between the &RFD&ROD=HUR/RJR and Contour
Bottle will vary with the trailer length.
Front Graphic
&HQWHUWKH&RFD&ROD=HUR/RJR in the black space on the
cab over portion above the windshield.
$VWKH&RFD&ROD=HUR/RJR is the only graphic identification
when the truck is viewed directly from the front, be sure to
maximize its visibility above the cab.
B o ttle r N a m e
A d d re ss
C ity, S tate Z ip
Rear Graphic
7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO
of the trailer.
Photo on route trucks, but never both on the same panel.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN
space, ensuring equal space on each side of the decal.
,IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHVWKH
&RFD&ROD=HUR/RJR may be used instead, centered in the
black space with equal space on each side of the decal.
Decals, as needed.
7.10
Event Trailers
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both
sides of the trailer.
Photo on event trailers, but never both on the same panel.
7RHQVXUHWKDWWKH&RFD&ROD=HUR/RJR is always visible,
position it on the panel below the window panel that lifts up.
6KRZWKH&RQWRXU%RWWOHRQWKHYHUWLFDOSDQHOWKDWLVDORQJVLGH
the window panel. Position it upright and centered in the Coke
Red space of this panel.
Front Graphic
&HQWHUWKH&RFD&ROD=HUR/RJR in the black space above
the hitch portion of the trailer.
maximize its visibility above the vehicle pulling it.
Rear Graphic
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHUHDUGRRURIWKH
trailer. Center it in the black space, ensuring equal space
on each side of the decal.
Photo on event trailers, but never both on the same panel.
Decals, as needed.
7.11
Automobiles
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHRQERWK
sides of the automobile.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH
Photo on automobiles, but never both on the same panel.
3RVLWLRQERWKJUDSKLFVLQWKHDUHDEHWZHHQWKHIURQWDQGEDFN
wheels and below the side windows, with:
&RFD&ROD=HUR/RJR on the far left side, and
7KH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH
7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJR and Contour
Bottle will vary with the automobile length.
Front Graphic
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRI
the hood, ensuring equal space on each side of the decal.
when the automobile is viewed directly from the front, be sure
to maximize its visibility on the hood.
Rear Graphics
3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHOHIWVLGHRI
the bumper.
3RVLWLRQWKH&RQWRXU%RWWOHRQWKHULJKWVLGHRIWKHEXPSHU
Decals, as needed.
7.12
Pickup Trucks
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both
sides of the truck.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH
Photo on pickup trucks, but never both on the same panel.
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between
the front and back wheels and below the side window.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO
and bumper.
Front Graphic
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black
space of the hood, ensuring equal space on each side of
the decal.
maximize its visibility on the hood.
Rear Graphics
3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of
the truck gate.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH
of the gate.
Decals, as needed.
7.13
Vans
Side Graphic with Visible Cargo Windows
6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both
sides of the van.
Photo on vans, but never both on the same panel.
the front and back wheels and below the side window
(driver/front passenger).
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO
and bumper.
Side Graphic with No or Painted Cargo Windows
the side window (driver/front passenger) and the back edge of
the van.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHVLGHGRRU
(driver/front passenger).
Front Graphic
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black
space of the hood. Ensure:
Equal space on each side of the decal.
That the bottom edge of the decal is approximately
38.10 mm (1.5 inches) above the seam where the
hood meets the grill.
Rear Graphic
3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the left
rear door.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGHRIWKH
right rear door.
Decals, as needed.
Trademark Usage Requirements
8.0
8.01
Trademark Policies of The Coca-Cola Company

Our trademarks include some of the best-known and most
well-recognized trademarks in the world. As a result, our
trademarks are among the most valuable assets of TCCC.
If they are used properly, TCCCs valuable and distinctive
trademarks can be kept forever. However, with improper
use, we run the risk of losing one or more of our trademarks
altogether.
Because of the importance of TCCCs trademarks, it is
the policy of TCCC that all employees of TCCC must help
safeguard its trademarks and be aware of the rules and
guidelines for proper use of TCCCs trademarks. These
policies and procedures for trademark protection and use
should be followed to ensure consistent use and continued
protection of our trademarks. The policies apply regardless
of whether a proposed use of TCCCs trademarks is
internal or external.
There are a number of trademark use rules that apply to all
of TCCCs trademarks. Consistent use of TCCCs marks in
accordance with these rules strengthens the rights in
TCCCs marks and enhances their value. Exceptions, rarely,
if ever, should be made. If you believe that an exception to
any of these rules is appropriate, advance approval must be
obtained. These rules include the following:
A trademark should, whenever possible, be used as an
adjective and followed by a generic term, so that it is clear
that the trademark refers to a specific product that is of a
particular type.
Example: Drink COCA-COLA ZERO soft-drinks.
If the context is clear that the reference is to a specific
product of TCCC identified by the trademark, a trademark
can also be used as a proper noun. Trademarks of TCCC,
well known and famous trademarks (such as COCA-COLA

and COKE) can also be used as proper nouns. Example:
Correct : Enjoy a COKE ZERO.
Incorrect: I bought a ZERO yesterday.
If a trademark is used as a proper noun, care must be taken
that the trademark is not used in a way that suggests that it is
an everyday, generic term for a type of product. For this
reason, use of a trademark as a proper noun should be
evaluated on a case-by-case basis by appropriate TCCC
Trademark Counsel.
Use of our trademarks in the possessive or plural forms is
discouraged, and all such uses must be approved by the
appropriate TCCC Trademark Counsel. Example:
Correct: 2 Coca-Cola Zero products for $4
Incorrect : 2 Coke Zeros for $4
A trademark should never be used as a generic name for a
category of products, or as a verb, a common noun, or any
part of speech other than an adjective or a proper noun. Our
rights to our trademarks are strengthened and maintained
when we use them properly and do not suggest that they are
common, everyday terms that can be used to refer to
products of many companies.
In materials distributed outside TCCC, a trademark should,
whenever possible, be displayed in a format that sets it apart
from other text, makes it stand out, and indicates that it is a
trademark, such as in all CAPITAL LETTERS, in quotation
marks, or in a special script, italics, or bold print.
In creating slogans that include trademarks, do not use

hyphens to link the trademarks to other words in the slogan.
Incorrect Example: Hoorah-Coca-Cola Zero.
Do not change in any way the spelling of a word mark.
For example, do not change the spelling of
COCA-COLA ZERO so that it reads COKA-KOLA ZERO.
Beverage products should not be described as original
or genuine or otherwise identified in a way that could
suggest that others have similar products. Examples of
such exceptions are: the phrase Original Formula used
for COCA-COLA ZERO.
Brand Integrity Principles
There are certain trademark use principles that relate to the
integrity of the brands in connection with which TCCCs
trademarks are used. Those principles generally relate to
making consistent use of trademarks in a particular way and
avoiding combining the elements or identities of different
brands. They are designed to ensure that TCCCs
trademarks are used in ways that strengthen TCCCs rights
in each of its trademarks.
For trademarks that have a particular typeface, font,
presentation or design element associated with them, use
only graphic presentations that are approved.
Presenting the trademark COCA-COLA in Spencerian script.
Example: This store sells COKE, DIET COKE and

COCA-COLA ZERO.
8.02
Trademark Policies of The Coca-Cola Company

Particular typefaces, fonts, presentations and design elements
are generally associated with only one brand. Do not use
elements that have been approved for one brand with a
different brand. Example:
Correct: Using the Dynamic Ribbon Device with brand
COCA-COLA ZERO.
Incorrect: Using the Dynamic Ribbon Device with brand
FANTA.
Do not add any graphic or other design elements to an
existing trademark of TCCC without approval for the use of
those additional elements. For example, adding additional
flourishes to the letters of COCA-COLA when it is presented
in Spencerian script.
Certain of the containers and packaging used by TCCC are
proprietary to TCCC and can serve as trademarks. You must
never use the Contour Bottle on FANTA, ODWALLA, SPRITE
or other products other than COCA-COLA brand beverages.
Slogans should be used only in connection with the product
for which they are intended. Example:
Correct: Coca-Cola Zero, Its Possible.
Incorrect: Coke Zero, Obey Your Thirst.
There are many ways in which TCCCs trademarks can be
adapted, modified and/or combined with other materials.
Such variations can sometimes strengthen the original
trademark, but could sometimes be potentially damaging for
legal or other reasons. All such variations could result in the
creation of a new trademark that could infringe the rights of
other parties and therefore would need to be searched and
cleared prior to use. For these reasons, it is important that all
such proposed variations be submitted for approval to the
appropriate TCCC Trademark Counsel prior to use.
The addition of a prefix or suffix to a trademark, or otherwise

using an existing trademark as a stem for a new word or
trademark is an improper variation. Example:
Incorrect: Using words or phrases such as COKEVILLE
or ZEROtastic.
Alteration of any of the words of a slogan trademark is an
improper variation of the trademark. Example:
Incorrect: Using slogans such as That is Possible
instead of Its Possible.
There are many occasions when one or more of TCCCs
trademarks is used together with trademarks owned by others.
Such situations can arise in conjunction with sponsorship by
TCCC of events or organizations (such as the Olympics or
the FIFA World Cup), as part of joint promotional activities,
and/or in advertising or other uses by parties that have a right
to use our trademarks.
All uses of trademarks of TCCC together with trademarks
owned by other companies should be reviewed and approved
by the appropriate TCCC Trademark Counsel.
When a trademark of another party appears on packaging or
in advertising for one of TCCCs beverage products, the
relationship between the other party and TCCC must be clear
from the context, and the materials must reflect that only
TCCCs trademark is the trademark for the beverage product.
All such uses must be reviewed by the appropriate TCCC
Trademark Counsel or Operations Counsel, in accordance
with the standard practice of your Group, so that clarifying
language can be added if necessary.
With limited exceptions, legal lines must accompany our
trademarks whenever a trademark of another party appears
with one of our trademarks, whether on packaging, vending
machines, the Internet or otherwise. Such legal lines must
identify the trademarks owned by TCCC and assert TCCCs
ownership of them.
Example: XYZ is a registered trademark of XYZ Associates,

Inc. COCA-COLA ZERO and the Dynamic Ribbon
Device are trademarks of The Coca-Cola Company.
Even in cases where the third party does not require a legal
line, we still need to insert the appropriate TCCC legal line.
Every term in the corporate name The Coca-Cola Company
should have the initial letter capitalized, including the letter T
in the word The.
The trademark COCA-COLA ZERO should always be
presented as a unitary phrase, and the words Coca and
Cola and Zero should not be split on different lines
or separated. When using word processing programs,
use a non-breaking hyphen for the hyphen in
COCA-COLA ZERO.
Spencerian script that is used for the COCA-COLA trademark
should not be used for anything other than trademarks incorporating COCA-COLA, COKE, DIET COKE, COCA-COLA
LIGHT and COCA-COLA ZERO and the trade names of The
Coca-Cola Company, its subsidiaries and its bottlers.
The hyphen in COCA-COLA ZERO is an integral part of the
trademark. Always include the hyphen whenever the trademark
is displayed, even if the materials on which the graphics are
based are archival pieces that do not include the hyphen.
Do not suggest that the shape of the COCA-COLA Contour
Bottle (or any other proprietary bottle) has a functional
benefit. Refer to such bottles as containers or packaging that
are distinctive and identify TCCCs products. Example:
WRONG: The shape of the Contour Bottle makes it easier to
get a firm grip on the bottle.
Use the Dynamic Ribbon Device only in relation to the
COCA-COLA family of beverages or as a reference to
TCCC. Do not combine the Dynamic Ribbon Device with
third-party trademarks to create a new design or trademark.
Identity Standards Management Team

and Process
9.0
9.01
Contents
Standards Management Principles ........................................9.02
Standards Management Process and Accountability ............9.03
Brand Standards Council........................................................9.04
9.02
Standards Management Principles

Principles for Alignment to Standards
The Identity and Design Standards are meant to drive quality,
consistency and productivity across the System worldwide.
It is the responsibility of each entity described herein to work
towards and have a plan for aligning to the Identity and
Design Standards.
An assessment process will be put in place so that,
periodically, the Company can understand our progress.
Principles for Exceptions
The Standards, as written, should be the overwhelming norm.
Therefore, exceptions should be very limited.
A request for an exception must have a valid Business Case
and be planned in advance. No work outside of the Standards
should be started until an approval has been granted.
An exception may have a maximum presence in market of
3 months and may only be leveraged once per year.
Roll-out standards
Roll-out standards
Roll-out standards
High Level Process
Global
Group
Business Unit
Bottler/Local
Standard
(Brand, Design and Legal)
Amplification
Localization
(Brand)
Execution
(Commercialization)
Report plans and

exception requests
Report plans and

exception requests
Report plans and

exception requests
9.03
Standards Management Process and Accountability

Global
Group
Business Unit
Bottler/Local
Standard
Amplification
Localization
(Brand)
Execution
(Commercialization)
Uphold and train Groups on Identity

and Design Standards
Uphold and train Business Units on

Identity and Design Standards
Uphold and train Bottlers on Identity

and Design Standards
Responsible for implementing

Standards in Bottler/Local Projects

Standards in Global Projects

Standards in Group Projects

Standards in Business Unit Projects
Responsible for implementing and

renewing Identity and Design
Standards
Review and record exception requests

from Business Units

from Bottlers or other local entities
Deny exception requests or approve

for escalation to Global
Deny exception requests or approve

for escalation to Group

from Groups
All Exception Rights are approved at
Global
9.04
Brand Standards Council

The following are the primary contacts for reporting roll-out and adoption plans for the Brand
Standards. Where exception requests have a valid business case attached and will not live in
market for more than 3 months, these contacts will also review exception requests as per their
UROHVGHQHGRQWKHSUHYLRXVSDJHV(PDLOVWRWKH*URXSVKRXOGRQO\FRPHIURPWKDW*URXSRU
Business Units within that Group.
Global
Group
Business Unit
Bottler/Local
Standard
Amplification
Localization
(Brand) escalation to Group
Execution
(Commercialization)
Brand: Cristina Bondolowski,

Derk Hendriksen
EUG Brand: Regina Wurz-Janssens

EUG Design: Karen Fream
EUG Legal: Barry Gerber
Email: brandstandards@eur.ko.com
Design: Todd Brooks,

Lisa Motto,
Vince Voron
Legal: Danise van Vuuren-Nield,
Bernadette Drankoski
EAG Brand: Sedef Salingan Sahin

EAG Design: Elif Tokat
EAG Legal: Linda Spencer
Email: brandstandards@afr.ko.com
LatAm Brand: Cynthia Gonzalez
LatAm Design: Guido Rosales
LatAm Legal: Roxana Penagos
Email: brandstandards@la.ko.com
Pacific Brand: Shakir Moin
Pacific Design: Shakir Moin
Pacific Legal: Rachel Peterson
Email: brandstandards@apac.ko.com
Japan Brand: Santiago Bargagna
Japan Design: Hide Matsunaga
Japan Legal: Hirotoshi Adachi
Email: brandstandards@apac.ko.com
NA Brand: Caren Pasquale Seckler
NA Design: Frederic Kahn
NA Legal: Jim Dudukovich/Pamela Mallari
Email: brandstandards@na.ko.com

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Coca-Cola Zero

Brand Identity and Design Standards

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

Confidential: December 2009

Confidential: December 2009

What is a Brand Identity?

Core Brand Elements

Core Brand Elements in Execution

Confidential: December 2009

Why Do We Need Identity and Design Standards?

Confidential: December 2009

Who Should Use These Identity and Design Standards?

The Bottling System

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

All Other Parties

Confidential: December 2009

Identity and Design Standards: Foundation

BRAND IDENTITY SYSTEM

Highest Emotional Ground

Consumer Experience & Drivers

Product & Brand Truths

Great Tasting Refreshment.

Human & Cultural Context

Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020.

Coca-Cola Zero: Brand Vision and Architecture (BVA)

Confidential: December 2009

The Coca-Cola Zero Design Principles

Confidential: December 2009

Strategic Framework: Overview

Confidential: December 2009

Strategic Framework: Applied

Confidential: December 2009

Making the Identity and Design Standards a System-wide Success

tEnsure that any agency or partner who is working on or

Confidential: December 2009

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009

Identity Standards: Core Brand Elements and Standards

Coca-Cola Zero Logo

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Backgrounds: Flat Colors.......................................................

Confidential: December 2009

Identity Standards: Core Brand Elements and Standards

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009

Identity Standards: Core Brand Elements and Standards

Coca-Cola Zero Logo

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors

Standard Coca-Cola Zero Logo

Reversed Coca-Cola Zero Logo

Restricted-use Coca-Cola Zero Logo

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

Clear Space, Minimum Size, TM Scaling, Cropping

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Clear Space = h Distance

Minimum Print Size

Minimum Onscreen Size

Confidential: December 2009

Do not use any other version of the

Do not remove or reposition the TM.

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.