Coca-Cola Refreshes Its Brand Identity

Coca-Cola has unveiled a new brand identity, and design experts are weighing in on whether it was necessary. The refresh focuses on typography, introducing the 'Better With' typeface.

Brendan Murphy, Global Creative Director at Lippincott, believes that even loved brands must continually adapt to remain relevant. He notes that while familiarity builds trust, overexposure can make a brand fade into the background.

Murphy argues that Coca-Cola has taken an evolutionary approach, drawing on its rich archive of visual assets and memories built over generations. This allows the brand to bridge generations by feeling both familiar and new.

Drew Coughlan, Senior Creative Director at Saffron Brand Consultants, emphasizes the importance of leveraging iconic assets like the Coca-Cola logo and Coke Red. He believes that JRK's work strengthens and extends the brand's iconicity across various markets and touchpoints.

Mark Davison, Partner at Manifesto Growth Architects, argues that critics are missing the point: the refresh is not about aesthetic vanity but amplifying the brand's most iconic assets to sustain growth in a rapidly changing retail environment.