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S T E P H E N
C A T A P A N O
T A
C O
B R A N D
H I S T O R Y
A N D
I N T R O D U C T I O N
B R A N D
1886
E A R L Y
H I S T O R Y
A N D
P R O G R E S S I O N
1900s
1940
1960
1985
1960
1985
F O U N D E R S
20 0 9
L O G O
M A R K S
S T O C K
S Y M B O L
U N U S E D
C O N C E P T S
A N N I V E R S A R Y
This logo was developed to celebrate the 125th
anniversary of Coca Cola. This logo was chosen
because of its ability to be versitile amongst media
and application use. We believe it accurately
represents the brand and its evolution over the
past 125 years.
U N U S E D
C O N C E P T S
P A R T N E R S H I P
The purpose of this logo was to emuate a
partnership of some sorts between two brands
that were related. Coca Cola is a large supplier
of movie theatre beverages and being that amc
is such a well known theatre the merger is ideal.
U N U S E D
C O N C E P T S
R E T R O
L O G O
U N U S E D
C O N C E P T S
S A L E / S T A T E M E N T
The holiday logo was designed in order to show
Coca Colas support and endorsement of
Christmas. As a long time sponsor of Santa Claus,
Coca feels that this logo displaying the silver bell
between the contour bottles will work well with
our campaign.
U N U S E D
C O N C E P T S
O F F I C I A L
A W A R D
U N U S E D
C O N C E P T S
S O C I A L
M E D I A
U N U S E D
C O N C E P T S
B R A N D
S T A N D A R D S
M A N U A L
F O R
G R A P H I C S
BRAND
IDENTITY
&
DESIGN
PRINCIPLES
COKE IS HAPPINESS
Brand Vision
Real Authenticity
Power of Red
Target
The Believers, the dreamers, the connectors, the live
now spirited (in all of us). Focus on teen wishful
wannabies and popular mainstream, extending
outward to all 8 billion people in the world.
Personality
Authentic (real); Connected; Optimistic; Spontaneous.
Bold Simplicity
A return to clarity; removal of all extraneous noise
and static around the Brand to find the bold, simple
essence of Coca-Cola.
CORE
BRAND
ELEMENTS
IMAGE IS EVERYTHING
/ /
S P E N C E R I A N
S C R I P T
/ /
C O N T O U R
B O T T L E
L O G O
IMAGE IS EVERYTHING .2
/ /
D Y N A M I C
R I B B O N
C O L O R
P A L E T T E
Coke Red
PMS = (no equivalent)
C = 4, M = 100, Y = 95, K = 0
R = 244, G = 0, B = 9
Hex = F40000
White
PMS = Opaque White
C = 0, M = 0, Y = 0, K = 0
R = 255, G = 255, B = 255
Hex = FFFFFF
Black
PMS = Black
C = 0, M = 0, Y = 0, K = 100
R = 0, G = 0, B = 0
Hex = 000000
Silver
PMS = Opaque White
C = 0, M = 0, Y = 0, K = 0
R = 255, G = 255, B = 255
TYPOGRAPHY
AND
LAYOUT
P R I M A R Y
T Y P E
F A M I L Y
/ /
S U B S T I T U T E
GOTHAM BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
GOTHAM BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
GOTHAM MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
F O N T
ARIAL BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ARIAL BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
SLOGANS
AND
TERMINOLOGY
MARKETING
FLEET
COMPANY TOUR BUS
CORPORATE CAR
A MESSAGE
FROM OUR
CHAIR
ENJOY
A Breif Bio and Introduction
Muhtar Kent is Chairman of the Board and
Chief Executive Officer of The Coca-Cola
Company, a position he has held since
April 2009. Previously he was President
and Chief Executive Officer and earlier,
President and Chief Operating Officer. Mr.
Kent joined The Coca-Cola Company in
Atlanta in 1978, holding a variety of
marketing and operations leadership
positions over the course of his career. In
1985, he became General Manager of
Coca-Cola Turkey and Central Asia.
Beginning in 1989, he served as President
of the Company's East Central Europe
Division and Senior Vice President of CocaCola International, with responsibility for 23
countries. In 1995, Mr. Kent was named
Managing Director of Coca-Cola AmatilEurope, covering bottling operations in 12
countries. In 1999, he became President and
CEO of the Efes Beverage Group, a
diversified beverage company with CocaCola and beer operationsacross Southeast
Europe, Turkey and Central Asia.
Mr. Kent returned to The Coca-Cola
Company in 2005 as President and Chief
Operating Officer of the Company's North
Asia, Eurasia and Middle East Group, an
organization serving a broad and diverse
region that included China, Japan and
Russia. Less than a year later, he became
President of Coca-Cola International,
leading all of the Company's operations
outside North America. Mr. Kent holds a
Bachelor of Science degree in Economics
from the University of Hull in England and
a Master of Science degree in
Administrative Sciences from Cass Business
School, City University London. Active in
the global business community, Mr. Kent is
co-chair of The Consumer Goods Forum, a
fellow of the Foreign Policy Association, a
member of the Business Roundtable, a
past Chairman of the U.S.-China Business
Council and Chairman Emeritus of the U.S.
ASEAN Business Council. He also was
recently appointed as a member of the
A D V E R T I S M E N T
C A M P A I G N
F E A T U R E D
I N
I N
A D V E R T I S M E N T
C A M P A I G N
P R O D U C T
C O C A
F A C I N G
C O L A
R E T R O
M E S S A G E
B L A C K
A D V E R T I S M E N T
S O C I A L
C A M P A I G N
M E D I A
P U B L I C
R E L A T I O N S
P R O D U C T
S T A Y
A C T I V E
B O A R D S
L I M I T E D
E D I T I O N
C A S E
C O L L E C T O R
B O T T L E
O P E N E R
HAN D MAD E WO O D E N E X TE R I O R C A S E
CU S TO M E N G R AVI N G FO R G O LD P L ATI N G
B U I LD I N G P ROCE S S
K O
S T O C K
M A R K E T
I N F O G R A P H I C
C H A R T
P O I N T
O F
S A L E
D I S P L A Y
C O C A
C O L A
P. O . S .