Coca-Cola Refreshes Iconic Brand Identity with Typographic Twist

The iconic Coca-Cola brand has unveiled a new look, sparking both excitement and criticism. Design experts weigh in on the need for change and the impact of typography.

Coca-Cola's updated identity focuses on typography, with the introduction of the 'Better With' typeface. According to Brendan Murphy, Global Creative Director at Lippincott, loved brands are constantly battling between visibility and relevance. To remain relevant, brands must continually give loyal audiences new reasons to believe.

'Styles can be rediscovered and reinterpreted,' says Murphy, adding that Coca-Cola's approach is evolutionary, drawing on its rich archive of visual assets. The brand understands that styles can be both familiar and new, bridging generations. Examples of this approach include Mini and the Volkswagen Beetle.

Drew Coughlan, Senior Creative Director at Saffron Brand Consultants, notes that Coca-Cola's iconicity is built over time or through impressions. He believes it would be foolish to shy away from these assets because they do so much heavy lifting when it comes to building identity and recognition.

Mark Davison, Partner at Manifesto Growth Architects, says the refresh isn't about aesthetic vanity; it's about amplifying its most iconic assets. Even the most recognisable brands need to continue evolving, especially in today's tech-enabled environment where seamless integration is crucial.