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Analysis of the Coke Cola Logo

Introduction

Coca-Cola's signet is a logotype that is a curvy script created in the form of a roll-off-

the-name. Since the logo does not relate to any of the Coca-Cola products, the logo can be

termed as non-iconic. However, since the brand is known to everyone, the company

possesses a rich brand design in history. The trademark design is not the only iconic

representation of the company; there is also the famous bottle design. The iconic logo is made

up of a white typeface in a shade of red. Alongside the logo, the company at times aligns a

slogan alongside it in marketing the brand. The logo has been changed a number of times

since its inception in 1886. However, the red and white logo has been used consistently since

1969. The changes that have been done to the logo a couple of times has always been in

relation to marketing campaigns that once saw the company change the "Coca Cola" to other

names (Koefoed). Therefore, this paper explores the history, evolution, and mutation of Coca

Cola logo across cultures. The exploration will also relate the mutation of the logo into an

efficient tool in the media environment and how the media is enriched by the logo.

History and Evolution of Coke Cola Logo

In the early times of coke, that is way before the inception of the iconic logo, or rather

the famous company logo dupped 'Coca Cola.' The founder began promoting the identity by

using simple serif fonts when advertising the drink in newspapers. The logo is one of the

most famous iconic identities in the world currently, and its curvy script was made by Frank
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Mason Robinson, who was a bookkeeper to Dr. John Pemberton, who explained that the two

C's would bring about a unique look in advertising. Frank came up with the name and created

a logotype in the form of a Spencerian script around May of 1886. The script was later

registered in 1887 as a trademark. Spencerian script was the development of the mid-19th

century and was the most used font in a number of writings and prints in the United States of

America (The Logo Creative).

Even though the aforementioned font was the first scripted version of the logo that

was commonly found used in news ads in the inception years, the trademark was not

registered because Coca-Cola did not have a physical office. However, the trademark was

registered years later. The logo went through a number of editing and iterations because, at

that time, there were no sophisticated tools for use like the ones that exist today. The

trademark was granted on the 31st day of January 1893 (The Logo Creative). The trademark

was applied with a 'C' tail curl. In the 20th and 21st centuries, the trademark has undergone a

number of changes that can be summarized in terms of year intervals (Staff). For example,

there was a tail tweak on the logo, and the words "Trademark Registered" were omitted

between 1941 and the 1960s. A fish shape was used between 1958 and 1960s and is referred

to as the age of Arciform. In 1969, the white wave was introduced, and the Arden Square

logo was unveiled. The logo was scripted in a red box which is still in use to date. The

changes that were made to the logos were all based on the cultural aspects of different regions

that the trademark was already selling in. For example, 'keeping it real' was a campaign that

in some way was culture-based (Staff).

The Success of Coca Cola Logo in the Media Environment

The success of coke company can be attributed to the support of social media

promotions. Since time immemorial, the media has had its growth from the use of just

coupons to the use of radios, TVs, and social media to promote products. Coca-Cola
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company has also had the opportunity to outgrow the changes and move with them, thereby

ensuring its success in the media environment. The first effort that coke involved the media in

order to see its success is the use of free samples of drinks which were done through offering

customers coupons. It was such a pretty idea given the fact that the media had not advanced

at that time, and vouchers were not very common. Moving to the 1970s, the company had

developed new ideas that were designed to promote the brand as well as the company's

trademark. The ideas were experimented with through the use of media and by the media.

Such ideas were meant to bring joy and happiness to customers (Fabrik Brands).

The 1971 Hilltop singers are among part of the media that brought about the success

of Coca-Cola. The former can be attributed to the performance of the song "I'd Like to Buy a

World a Coke" and the "Have a Coke and a Smile" advert of 1979. By the 1980s, there were

very nice slogans in the media that promoted the company's products. A memorable message

like "Can’t Beat the Feeling” is one of the slogans that placed coke at par in the market.

Another slogan that was Always dupped Coca-Cola” came up in 1993, and it came along

with taglines that were made with series of animations that feature polar bears (Fabrik

Brands).

Even though the market has evolved over the years, the main values and goals of the

company have remained the same. The consistency has enabled the company to stay afloat in

the media hence explaining its success over time. For years, the company has been ahead in

terms of media visibility and marketing space. The company has used the opportunity to earn

customers' attention through social media because it knew very well that it needed to sell a

product but a name too. The media has enabled Coca-Cola to build a brand voice in the

concept of happiness and the ideals of the community, such as like joy and inclusion (Fabrik

Brands).

How Figure of Coca Cola Challenges the Media

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Coca Cola trademark is the powerhouse of brand growth and culture. In social media

marketing, the company faces some challenges that can be faced by any other business or

organization. However, the media can easily get lost in the shuffle. In order to boost the

performance of a brand or trademark on social media platforms like Facebook marketing,

Coca-Cola has just made very few steps. Therefore, there are a lot of moves that the media

should control. In North America, for instance, the company has had to control the use of

social media to market its products because of its advert on a global move (Stasik).

One of the challenges that the media faces due to the company’s brand advertisement

is the engagement of consumers on an emotional level. The adverts by the company through

the media engage the emotions of customers in order to boost social media engagement. The

emotion-based advertisement of the brand is not a new thing for the company. An example of

a feeling orchestrated advert is the 1971 slogan “Buy the World a Coke,” which was fueled

by emotions. The Coca-Cola polar bears were also played on customers' emotions. Coca-Cola

uses an AI-powered framework that looks into social factors so as to predict emotional

content (Stasik).

Conclusion

The history of Coca-Cola’s logo and trademark dates back to 130 years ago and has a

wide array of changes that has taken place. The logo has been evolving based on a number of

aspects, including culture and technological advancement. This has led to the brand growing

through varied marketing strategies that required a serious use of the logo and the brand. The

trademark has also influenced social media and has had a lot of issues of concern since its

inception into the market. In other words, we can deduce that the media growth has

influenced the growth of the company and vice versa. What can be learned from the historical

development and advancement of the logo alongside the influence of the media and culture is
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that real-time social media marketing is very important. It can be speculated that the

company’s logo will rise above the cacophony of social and digital media and that the

company will in the future ensure that it engages in both. The engagement will see the

company create top-notch adverts and campaigns, and advertisement content.

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Works Cited

Fabrik Brands. "Born in the USA: Coca-Cola, The Brand That Turned Christmas Red."

Fabrik Brands, the 10th day of November 2020, fabrikbrands.com/coca-cola-the-

brand-that-turned-christmas-red/. Accessed the 26th day of February 2021.

Koefoed, Signe. "Analysis of Coca Cola logo." Behance, Oct. 2017,

www.behance.net/gallery/58324945/Analysis-af-Coca-cola-logo. Accessed the

26th day of February 2021.

The Logo Creative. "Coca-Cola Logo Evolution — Famous Logo History." Medium, the

15th day of January 2020, medium.com/@thelogocreative/coca-cola-logo-

evolution-famous-logo-history-956373c0cb70. Accessed the 26th day of

February 2021.

Staff, Journey. "Coca-Cola Logo History - Evolution of The Company Logo." The Coca-

Cola Company, 2015, www.coca-colaindia.com/stories/the-logo-story. Accessed

the 26th day of February 2021.

Stasik, Sarah. "Following Coca-Cola’s Lead for Social Media Marketing." Copyright

Crowd Content Media Inc, Feb. 2019,

www.crowdcontent.com/blog/2016/10/20/following-coca-colas-lead-for-social-

media-marketing. Accessed the 26th day of February 2021.