explains some of the changes that occurred since
1886 – What’s in a name?
On 8 May 1886, Dr John S Pembertonnailed 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
‘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
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
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®
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
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
first-of-its-kind campaign, was created in Sydney in 2011 and has since reached
more than 70 countries.
2016 ― “Taste the Feeling”
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?
More on Journey
- This Employee Recreated a 1962 Photo of Her Mom with a Coke Bottle
A Humble Trailblazer: Meet Mary Alexander, the First African-American Woman to Appear in
- Cover Story: The Brand Comes First
- 5 Things You Never Knew about Santa
- New Coke and New Media: Reimagining the Infamous Product Launch in the Digital Era