Brand Identity – COCA-COLA

Coca-cola is perhaps one of the most influential brands in the world. Throughout the years, Coca-Cola has set out to form its brand identity and image.

Via their logo, endorsement, and advertisements, they have established themselves as brand that is based on one universal value – happiness.

Their advertisements and images portray them as a brand that is synonymous to happiness.

They way they have strategically placed their brand logo, makes them across as a brand that is committed to working towards more sustainable communities.

The Coca-Cola logo itself is an invisible asset only defining the identity of the brand but also the very base of a loyal set of consumers.


The new line of coke bottles now have a different colour theme for different types of coke, additionally, the top of the packaging has information related to the type of coke you’re purchasing.

For example: Coke zero has black in addition to the signature coca-cola red, with the top being “Zero sugar”

This new and collective ‘One-Brand” Packaging has made the coke packaging more informative, and therefore, more in line with modern consumer wants.


Posted in Musings.

Lauren Atkinson

View posts by Lauren Atkinson

Brisbane based graphic designer aiming to help businesses find their unique visual identity. Specialising in logo design