The
This timeline
explains some of the changes that occurred since
the first-ever
1886 – What’s in a name?
On 8 May 1886, Dr John S Pemberton nailed the formula, but it was his bookkeeper who came up
with the name "Coca-Cola®". Frank M Robinson, suggested that “the two
Cs would look well in advertising”.
And with that,
Robinson also designed the now world famous
He wanted his
name for the new product to have an effective and dramatic style of its own. He
experimented with an elaborate Spencerian script, a form of penmanship
characteristic of that time. After consultation, the others working at
Pemberton’s company adopted the script by unanimous consent.
Drawn in flowing handwriting, Robinson’s elaborate script was very “of the moment”, and it remains one of the most recognisable trademarks in the world.

1887-1890s – Inserting
the trademark
On January 31, 1893, the logo was trademarked with the U.S. Patent Office. The words "Trade mark" are written in the tail of the "C" in Coca.

1890-1891 – Extra swirls
For one year only, the Coke logo gets a dramatic, swirly makeover.

1941-1960s – Tail tweak
The words
‘Trademark Registered’ move out of the tail of the ‘C’. The trademark is noted
below the logo, instead of inside it.
19 November 1947, the modern Spencerian script, as we know it today, is registered in Australia.

1947-1960s – The Coca-Cola Red Disc
Since 1947, the
Red Disc or “button” sign has been used to advertise
Red Disc images also appeared in print advertising into the 1960’s when the Arciform or “fish tail” signs began to be used.

1958-1960s – A fishy shape
This period
sees the script placed inside an Arciform shape, which looks like an arch. The Arciform sign (better known as the “Fishtail”
sign) was unveiled in 1958. Within a year, the Arciform design was used in
copy, signage, cartoons and on vending machines.
Unfortunately, by 1965 this design was phased out and replaced by the familiar Red Disc of earlier years. It was decided that the red circle was the strongest visual association with the trademark.

1969 – That white wave
The
Arden Square logo is unveiled. In a red box, the Coca-Cola script is underlined with a white ‘wave’, or ‘Dynamic
Ribbon Device’. This is still used today.

1982 – Diet Coke®
The 1980’s
featured memorable slogans such as “Coke is It!” and in 1982, the introduction
of Diet Coke - the first extension of the

2003 – Keeping it real
With the
introduction of the "

2007 – A classic design
A simple, bold approach with a single white ribbon.

2011 – 125 years of happiness
Coca-Cola's 125th birthday logo sees bubbles bursting from the contour bottle – a celebration of the past, present and future.

2013―2014 – Your name, that classic font
The Share a Coke campaign, swapped out the
The
first-of-its-kind campaign, was created in Sydney in 2011 and has since reached
more than 70 countries.

2016 ― “Taste the Feeling”
The uplifting
taste and iconic appeal of the original
Here’s a fun fact,
“Taste the Feeling” is the 47th major advertising slogan
Want to know more?
Try this: Coca-Cola
Slogans through the Years and How
well do you know your favourite Coke?
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