Styleguide Coca Cola PDF

Coca-Cola Zero
Brand Identity and Design Standards

v1.0
&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009
Contents
Please note that updates to the Brand Identity and Design

Standards will only be made once per year.
Strategic Overview......................................................... 1.0
Identity Standards:
Core Brand Elements and Standards ............................ 2.0
Packaging Design Standards ........................................ 3.0
Point-of-Sale Design Standards .................................... 4.0
Equipment Design Standards ........................................ 5.0
Signage Design Standards ............................................ 6.0
Fleet Design Standards ................................................. 7.0
Trademark Usage Requirements ................................... 8.0
Identity Standards Management Team and Process .... 9.0
&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQGHQWLDO'HFHPEHU
Strategic Overview 1.0
Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring
guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand
Identity around the world.
The importance of the Brand Standards, however, is anything but utilitarian. They are central to our
ongoing commitment to:
1. Maintain authenticity and build Brand equity;
2. Leverage the scale of our System across all markets;
3. Provide more consistency and quality; and
4. Facilitate increased System productivity.
Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to
using the Brand Standards. This chapter examines both.
Contents
What is a Brand Identity? .......................................................1.02
Why Do We Need Identity and Design Standards? ...............1.03
Who Should Use These Identity and Design Standards? ......1.04
Identity and Design Standards: Foundation ...........................1.05
Design Principles ....................................................................1.06
Strategic Framework: Overview .............................................1.07
Strategic Framework: Applied ................................................1.08
Making the Identity and Design Standards a

System-wide Success.............................................................1.09

What is a Brand Identity?

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SODWIRUPVFKDQQHOV$EUDQGLGHQWLW\LVH[SHULHQFHGE\ y Core Brand Elements
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Core Brand Elements in Execution

Why Do We Need Identity and Design Standards?

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the Brands HTXLty and proIRXQGOy impacts how consXPHUs
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and associate with Coca-Cola Zero.
System-wide Identity and Design Standards are a longstanding

The Identity and Design Standards Better Position the Company to:
part oIRXU heritage and essential to EXLOGLQJVWURQJJOREDO
Brands. 7KH\HPSRZHUPDUNHWVWREXLOGIURPXQLYHUVDOUXOHV 1. Maintain Authenticity and Build Equity
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2. Leverage the Scale of our System Across All Markets

We have an H[FHStional System in place DURXQG the JOREH; Identity
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3. Provide More Consistency and Quality Across the System

The higher RXU System-wide consistency and eIFiencieVWhe
stronger the connection that FRQVXPHUV drawIrom all they see and
hearFreating more inherent vDOXH in the Coca-Cola Zero Brand to
EHQHWWhe entire System.
4. Facilitate Increased System-wide Productivity

Consistencies achieved tKURXJK System-wide Standards allow
Ior longer-lasting materials and potential UHXseWKXs saving time
and money.

Who Should Use These Identity and Design Standards?

The VKRUWDQVZHULVDQ\RQHZKRDFWLYDWHVDQ\WKLQJIRU
the Brand Coca-Cola Zero.
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All Other Parties

Identity and Design Standards: Foundation

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Standards align with the Coca-Cola Zero Brand Vision and ARCHETYPE: Explorer BRAND IDENTITY SYSTEM
$UFKLWHFWXUH%9$DVVKRZQKHUH PERSONALITY & CHARACTER Black, Bold, Confident
Maverick, Unconventional, Bold Contour, Dynamic Ribbon
7KH&RFD&ROD=HUR%UDQGLVSRVLWLRQHGWRWDUJHW\HDU Smart, Humorous, Masculine, BRAND VISION
with a Clear Purpose BRAND VISIO
ROGPDOHVZKRDUHIXHOHGE\DQXQSUHFHGHQWHGEHOLHILQZKDW Coca-Cola Zero Is
WKH\FDQDFKLHYHDQGGULYHQE\DQLPSDWLHQFHZLWKWKHVWDWXV A Beacon Of Possibilities
TXR&RFD&ROD=HURVSHDNVWRLQGLYLGXDOVZKRDUHLQWKHLU
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DFWLYHO\WDNLQJWKHOHDGLQGHWHUPLQLQJZKRWKH\FDQEH MARKET BRAND PEOPLE
Category Insight Highest Emotional Ground Human & Cultural Context
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BVA.
Neither a Diet Nor a Regular,
Coca-Cola Zero has the Opportunity Optimism Todays Youth Have Thrown
Away The Rulebook
to Redefine the Category
Coca-Cola Zero Fusion of Taste, Zero Fueled by an unprecedented belief in
Sugar and a Bold Youthful Image, what they can achieve; enabled by
Consumer Experience & Drivers their unlimited access to information
Make it a Truly Unique Propostion
Making Possibilities technology and driven by their
impatience with the status quo, they
A Reality actively define whats possible
Competitive Environment Inspiring you to create and explore
new paths that expand whats
Game Changing Brands possible in the world.
That Are Battling For 21st Century With one single purpose: Target
Youth (Obama, Apple...) TO CREATE A BETTER REALITY Explorers, Creators, Open-Minded
The Battle For Share of Heart & Mind FOR ME, MY WORLD, THE WORLD Experience Seekers
Will Deliver Share Of
Stomach & Wallet In the formative years of change
and discovery and motivated by their
Product & Brand Truths need for self determination...
they are actively taking the lead
Great Tasting Refreshment. on determining who they can be.
Impulsive stars 18-24 M
Great Coke Taste, Zero Sugar, Uplifting (Halo to Wishful Wanabees)
Refreshment (Physical & Emotional),
Authentic, Bold, Unconventional,
Youthful.
AMBITION
Business: Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020.
Brand: Move from a great tasting diets & lights brand to a game changing brand
that inspires a new generation to define their own new positive reality.
Coca-Cola Zero: Brand Vision and Architecture (BVA)

Design Principles
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the Coca-Cola Zero Brand.
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(YHU\WKLQJWKDWKDVDQ\WKLQJWRGRZLWKWKH%UDQGPXVWDOLJQ The Coca-Cola Zero Design Principles
with them.
1. Bold Simplicity
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2. Real and Genuine

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3. Own Black
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4. Bold and Unexpected

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RIGLVFRYHU\&RNH=HURKDVOLFHQVHWRH[SORUHQHZSDWKVDQGH[SDQG
ZKDWVSRVVLEOH

Strategic Framework: Overview

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Design Principles
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DUHSDUWRIWKH&RFD&ROD=HUR%UDQG(YHU\WKLQJ Identity Standards
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page reviews the Design Principles.
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Design Standards
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in depth there.
Sustaining Campaigns Properties Customer
Promotions

Strategic Framework: Applied

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in depth there.
Design Standards
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Sustaining Campaigns Properties Customer
Promotions

Making the Identity and Design Standards a System-wide Success

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with the Brand Standards. 3URSULHWDU\)RUPIRU3DFNDJLQJDQG(TXLSPHQW ,GHQWLW\6WDQGDUGV&RUH%UDQG(OHPHQWVDQG6WDQGDUGV
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creating something for the Brand has reviewed and should answer most if not all questions that typically (TXLSPHQW'HVLJQ6WDQGDUGV
understands how the Identity and Design Standards relate arise in the course of creating and producing work. Signage Design Standards
to their work. $JHQFLHVDQGSDUWQHUVVKRXOGRQO\DFFHVVWKH 6KRXOGFLUFXPVWDQFHVQHFHVVLWDWHDUHTXHVWIRUVSHFLDOL]HG Fleet Design Standards
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agreement with The Coca-Cola Company. Identity Standards Management Team and Process chapter Identity Standards Management Team and Process
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the Brand Standards. UHYLHZHGDQGDSSURYHGE\\RXUORFDOOHJDOFRXQVHO

Identity Standards: 2.0
Core Brand Elements and Standards
Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009
Identity Standards: Core Brand Elements and Standards 2.01
Contents
Overview 2.02 Backgrounds: Flat Colors....................................................... 2.37
Product Photography Art Direction ...................................... 2.38
Coca-Cola Zero Logo 2.03 Contour Glass Bottle Photography ...................................... 2.39
Colors 2.04 Photography Details ............................................................ 2.40
Clear Space, Minimum Size, Scaling 2.05 Cans, PETs, Other Packaging ............................................. 2.41
Donts 2.06
Horizontal Limited Use 2.07
Horizontal Safe Area 2.08
Lock-up Specifications 2.09
20 Angled Logo 2.10
20 Safe Area 2.11
20 Cropping & Position 2.12
/RFNXS6SHFLFDWLRQV 2.13
Horizontal Limited Use 2.14
Horizontal Safe Area 2.15
Contour Bottle Symbol 2.16
Contour Bottle Symbol with Coca-Cola Zero Logo 2.17
Colors 2.18
Clear Space, Safe Area 2.19
Minimum Size 2.20
Dynamic Ribbon 2.23
Cropping 2.24
Colors, Usage 2.25
/RFNXS6SHFLFDWLRQV 2.26
Donts 2.28
Arden Square 2.29
Colors 2.30
Clear Space, Minimum Size 2.31
Donts 2.32
Color Palette 2.33
Donts 2.34
Typography 2.35
Headlines and Body Copy 2.36
Donts 2.37
Overview
Core Brand Elements are the building blocks of the Brand
Identity and Design Standards. These simple and timeless
elements play an inextricable role in portraying and protecting our
Brand across all touchpoints.
Consistently using a common set of elements enables

integrated marketing communications, innovation and maximum
System scale. It is therefore essential that any work for
the Coca-Cola Zero Brand be approached in a manner that:
Faithfully applies the Identity Standards for the Core Brand
Elements, while
Reinforcing the Design Principles (reviewed in the Strategic
Overview Chapter 1.0).
This chapter provides an overview of each Core Brand Element

heritage, equity, relevance and standards for using them.
$SSURYHGGLJLWDOOHVRIWKH&RUH%UDQG(OHPHQWVFXVWRPL]DEOH
graphics and design templates for Packaging, POS and
Equipment are available on the Design Machine website at
www.coca-coladesignmachine.com. Please use only the approved
versions supplied there.
Coca-Cola Zero Logo

The Coca-Cola Zero Logo is the primary asset for the
Coca-Cola Zero Brand and is the preferred Logo to
represent this Brand.
The Spencerian Script, carried over from the Coca-Cola Brand,

is visually locked together with the Zero Logo, which is
designed to express the bold confidence and masculinity of
the Brand. Together they form a holistic representation of the
Coca-Cola Zero Brand that reflects the heritage of the original
Coca-Cola Trademark.
The Spencerian Script that is used for the

Coca-Cola Trademark should never be used for anything
other than the trademarks incorporating Coca-Cola
and Coke, as well as the trade names of
The Coca-Cola Company, its subsidiaries and its Bottlers.
We are committed to using the Coca-Cola Zero Logo in its

purest original form. By boldly using the Script and "Zero"
lockup on its own or in combination with other elements, we
can create executions that retain the true essence of the
Coca-Cola Brand, yet fashions an enduring and unique vision
for the Coca-Cola Zero Brand.
Use only the approved versions of the Coca-Cola Zero Logo

available on the Design Machine website.
Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors 2.04
Colors
&RORUH[HFXWLRQVRIWKH&RFD&ROD=HUR/RJRLQFOXGHWKH
standard Logo on a white background and the reversed
Logo in Coke Red and white on a black background only,
as described at right.
7KH&RFD&ROD=HUR/RJRPXVWQHYHUEHVKRZQLQRWKHU
Standard Coca-Cola Zero Logo
colors, even if they are within the Brand color palette.
Coke Red and black on a
7KH&RFD&ROD=HUR/RJRPXVWQHYHUEHVKRZQRQ white background.
backgrounds other than those shown here.
Exceptions
)RUPHGLDLQZKLFKFRORULVQRWDQRSWLRQHJDEODFN
and-white print ad), use either the restricted-use
Coca-Cola Zero Logo or the restricted-use reverse
Coca-Cola Zero Logo described at right. Reversed Coca-Cola Zero Logo
)RUSUHPLXPVDUFKLWHFWXUDOGHWDLOVRURWKHUDSSOLFDWLRQV Coke Red and white on a black
background.
where the Coca-Cola Zero Logo is etched, embossed,
sandblasted or spot varnished, the color can be the same
as the substrate of the material used.
Restricted-use Coca-Cola Zero Logo

Black on a white background.
Restricted-use Reversed
Coca-Cola Zero Logo
Reversed from a black background.
Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.05
Clear Space, Minimum Size, TM Scaling, Cropping

Clear Space 1h 1h
Surround the Coca-Cola Zero Logo with clear space that is,
at a minimum, hyphen height i.e., equal to the height
of the hyphen connecting Coca and Cola. 1h
Minimum Print Size

)RUWKH&RFD&ROD=HUR/RJRDWOHDVWPP 1h
LQFKHVZLGH
)RUWKHTM: at least 1 mm (.04 inches) in diameter.
Minimum Onscreen Size

'LVSOD\WKH&RFD&ROD=HUR/RJRDWOHDVWSL[HOVZLGH
and the TM at least 6 pixels in diameter. 1h
$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU Clear Space = h Distance
proper reference.
TM Scaling
$OLJQWKHWRSHGJHRIWKH70ZLWKWKHWRSRI
the o in Zero.
:KHQXVLQJWKH&RFD&ROD=HUR/RJRLQVPDOOHUVL]HV
scale up the TM as needed to ensure legibility. Always scale
the TM from the top edge. Minimum Print Size
0DNHVXUHWKHFOHDUVSDFHEHWZHHQWKH70DQGWKHHQG
of the o in Zero equals at least 1/4 of the diameter of
the TM and that it is no further away than one full diameter
of the TM.
Cropping
7KH&RFD&ROD=HUR/RJRPXVWQRWEHFURSSHGLQDQ\ Minimum Onscreen Size
SHUPDQHQWH[HFXWLRQVVXFKDVVLJQDJHYHQGLQJRUHHW
,QWKHFDVHRIWHPSRUDU\H[HFXWLRQVH[FHSWLRQVWRWKLV TM Scaling (Coca-Cola Zero Logo)
rule may be granted if the market is considered mature
from a Brand equity perspective. Exceptions are meant to
have a maximum life of 3 months in market and each
exception should only happen once a year. Refer to the
Identity Standards Management Team and Process chapter
(9.0) for more information on submitting exception requests.
Identity Standards: Core Brand Elements and Standards_Coca-Cola
_SpencerianZero Logo
Script 2.06
Donts
Do not use any other version of the Do not remove or reposition the TM. Do not add elements. Do not add glows to the Do not add strokes or outlines to the
Coke Logo. This includes variants in Coca-Cola Zero Logo. Coca-Cola Zero Logo.
existing Brand Elements or lock-ups.
Do not scale/resize the Coca-Cola Zero Logo Do not rotate the Coca-Cola Zero Logo, Do not skew the Coca-Cola Zero Logo or Do not distort the Coca-Cola Zero Logo. Do notXVHXQVSHFLHGFRORUV
disproportionately. except for 2 counter clockwise rotations. create false perspectives.
Do not enlarge Zero separately. Do not reduce zero separately. Do not create a black disk icon. Do not place on any color other than black.
Horizontal Limited Use

To the right is a single line, horizontal version of the
Coca-Cola Zero Logo which has been specifically designed
with limited use in mind.
Primarily, this version of the Coca-Cola Zero Logo should be

used for shelf-strips, or in a horizontal format where space is
limited and maximum impact is required.
The black background shown in Ref. 2 is preferred. Your choice

of Coca-Cola Zero Logo (Ref. 1 & 2) should be made based 1.
upon the application - visibility and legibility should always be
maintained.
The Coca-Cola Zero Logo Lock-up should not be altered.
2.
3.
4.
Identity Standards: Core Brand Elements and Standards _Coca-Cola Zero Logo 2.08
Horizontal Safe Area

The minimum required clear space forthe Coke Zero Horizontal
Logo is equal to the height of the hyphen located between
Coca and Cola.
Lock-up Specifications
Apply the standards below when pairing the Coca-Cola Zero Vertical Lock-ups Horizontal Lock-up
Logo with the logo of another company for co-branding 7KHCoca-Cola Zero Logo must always sit above the other logo.
and partnership purposes. The clear space distance between the Coca-Cola Zero Logo
and the logo beneath it must be equal to 6 times the height of
A legal line is a statement appearing in footnote form in the hyphen connecting Coca and Cola. This clear space
an advertisement or on packaging that indicates the identity area is shown to the right as 6 h.
of the trademark owner. Generally, legal lines are A black horizontal rule must bisect the clear space between
recommended although no longer required for use on the two logos.
packaging, advertisements, POS and promotional materials The width of the horizontal rule must equal the distance from
for TCCC products when those are the only product the leftmost edge of the capital C in Coca to the rightmost
trademarks depicted in the materials. However, if TCCC edge of the RXULVK of the capital C in Cola.
trademarks are depicted with trademarks for third party The other logo must be centered directly beneath the
products, then use of a legal line is required. Please consult center point of the Coca-Cola Zero Logo, as shown in the
WKH7UDGHPDUN8VDJH5HTXLUHPHQWVFKDSWHUIRUIXUWKHU illustration at right.
information. The size height of the other logo must never exceed the
height of the Coca-Cola Zero Logo.
Vertical Lock-up
Horizontal Lock-ups
The Coca-Cola Zero Logo must always sit to the left of the Consider the overall effect of the pairing of the
other logo. Coca-Cola Zero Logo and the other logo when adjusting
The clear space distance between the Coca-Cola Zero Logo the size of the latter. If the Coca-Cola Zero Logo seems in
and the other logo must be equal to 6 times the height of any way overpowered by the other logo, reduce the size
the hyphen connecting Coca and Cola. This clear space of the latter until a balanced pairing is achieved.
area is shown to the right as 6 h.
7KHFOHDUVSDFHEHJLQVDWWKHHQGRIWKHRXULVKRIWKH
capital C in Cola and terminates at the leftmost edge of
the other logo.
$EODFNYHUWLFDOUXOHPXVWELVHFWWKHFOHDUVSDFHEHWZHHQ
the two logos.
7KHKHLJKWRIWKHYHUWLFDOUXOHPXVWHTXDOWKHKHLJKWRIWKH
Coca-Cola Zero Logo; i.e., the distance from the baseline of
the Coca-Cola Zero Logo to top edge of the capital C in Cola.
The baseline of the other logo must always sit even with
the baseline of the Coca-Cola Zero Logo.
The size height of the other logo must never exceed the
height of the Coca-Cola Zero Logo.
20 Angled Logo
This 20 angled Logo should only be used on temporary materials.
The black background shown in Ref. 2 is preferred. Your choice

of Logo (Ref. 1 & 2) should be made based upon the application.
Visibility and legibility should always be maintained. Please
see application examples for guidance.
1. 20 Degr ees. 2.
3. 4.
20 Safe Area
The minimum required clear space for the Coca-Cola Zero Logo
is equal to the height of the hyphen located between
Coca and Cola.
20 Cropping & Position

The Coca-Cola Zero Logo Lock-up and positions shown below
are the 2 primary placements for the Logo to sit when not
contained within the Contour Bottle.
The Coca-Cola Zero Logo should be cropped off 2 edges

as shown.
Clear Space, Minimum Size, Scaling, Cropping

Clear Space
Surround the Coke Zero Logo with clear space that is,
at a minimum, equal to the width of the top of the k
in Coke.
Minimum Print Size

)RUWKH6FULSWDWOHDVWPPLQFKHVZLGH
For the TM: at least 1 mm (.04 inches) in diameter.

Display the Script at least 100 pixels wide and the TM at
least 6 pixels in diameter.
$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU
proper reference.
Scaling
Align the top edge of the TM with the top of
the o in Zero.
When using the Zero in smaller sizes, scale up the TM
as needed to ensure legibility. Always scale the TM from the
top edge. Clear Space = x Distance
Make sure the clear space between the TM and the end
of the o in Zero equals at least 1/4 of the diameter of
the TM and that it is no further away than one full diameter
of the TM.
Minimum Print Size
TM Scaling (Coca-Cola Zero Logo)
Horizontal Limited Use

At right is a single line, horizontal version of the
Coke Zero Logo which has been specifically
designed with limited use in mind.
Primarily, this version of the Logo should be used for

shelf-strips, or in a horizontal format where space is limited
and maximum impact is required.
Your choice of Logo (Ref. 1 & 2) should be made based

upon the application - visibility and legibility should always
be maintained. 1.
The Coke Zero Logo should not be altered.
2.
3.
4.
Horizontal Safe Area

The minimum required clear space for the Coke Zero Horizontal
Logo is equal to the height of the half-circle formed inside the
top of e in Zero.
Contour Bottle Symbol

'HVLJQHGLQWKH&RQWRXU%RWWOHV\PEROL]HV&RFD&ROD
at a glance. This primary element of Brand language carries
such strong emotional resonance and universal recognition
that it is second in the world only to one other iconic trademark:
the Coca-Cola Zero Logo.
The Contour Bottles memorable curvilinear form, inspired

by the shape of a cocoa-bean pod, is so iconic that it can be
LGHQWLHGE\VLOKRXHWWHRUWRXFKDORQH
Legendary industrial designer Raymond Loewy described the

Contour Bottle as a masterpiece and ...one of the classics of
packaging history. Celebrated works by artists such as Warhol
DQG5DXVFKHQEHUJUHHFWWKH&RQWRXU%RWWOHVLQGHOLEOHUROH
as a cultural icon.
The Contour Bottle remains one of our most modern yet

timeless expressions of the uplifting experience of drinking
a Coke.
The Brand Standards include the two expressions of the

Contour Bottle shown here. The bold simplicity of the Contour
Bottle Symbol makes it an ideal choice for many touchpoints,
including those where photography is not appropriate or
necessary.
Proper use of the Contour Bottle Symbol is addressed on the

following pages. Refer to the Photography Art Direction section
of this chapter regarding the proper use of the Contour Bottle
Photo.
Use only the approved versions of the Contour Bottle Symbol

Contour Bottle Photo Contour Bottle Symbol
Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.18
Contour Bottle Symbol with Coca-Cola Zero Logo Usage

The Contour Bottle Symbol with the 3D Coca-Cola Zero Logo
is the standard for the Brand.
7KH'&RFD&ROD=HUR/RJRH[SUHVVHVWKHWUXHFXUYDWXUHRIWKH
Contour Bottle.
1HYHUXVHWKH'&RFD&ROD=HUR/RJRHOVHZKHUHWKDQRQ
the Contour Bottle Symbol.
1HYHUXVHD'&RFD&ROD=HUR/RJR
,IDQ,QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRLVWKH
primary communication of the Brand for a market, it must be
adapted to be consistent with the standard 3D form.
.HHSWKHVKDSHSURSRUWLRQVSRVLWLRQLQJDQG/RFNXSRI
the Coca-Cola Zero Logo exactly as shown in the Brand
Standards.
2QDEODFN&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW
is Coke Red and Zero is white.
2QDZKLWH&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW
is Coke Red and Zero is black.
1RRWKHUFRORUVHYHQLIWKH\UHLQWKH%UDQGFRORUSDOHWWH
are to be used.
Exception
For certain executions (e.g., Campaigns and Properties),
the shape of the Contour Bottle Symbol can be formed by
illustrations surrounding it. However, illustrations are not
permitted inside the shape of the Contour Bottle Symbol.
Caveats
7KHVKDSHRIWKH&RQWRXU%RWWOH6\PEROPXVWDOZD\V
remain the same.
7KH&RQWRXU%RWWOH6\PEROPXVWDOZD\VEHVKRZQLQLWV
entirety and never be cropped.
Colors
Show the Contour Bottle Symbol as either:
%ODFNRQDZKLWHEDFNJURXQGRU
:KLWHRQDEODFNEDFNJURXQG
Caveat
7KH&RQWRXU%RWWOH6\PEROPXVWQHYHUEHVKRZQLQRWKHU
colors, even if theyre in the Brand color palette.
Black White
Black Coke Red
White
Clear Space, Safe Area

Clear Space
Surround the Contour Bottle Symbol with clear space that
is, at a minimum, the x-height of the o in Cola. This clear
space area is shown at right as x.
The Contour Bottle Symbol must always be shown in its

entirety and never be cropped.
Safe Area
The safe area is only relevant for the Contour Bottle
Symbols position within the page; elements can surround it
for other executions.
Clear Space Exception

Clear space can be omitted at the top for certain applica-
tions, such as fountain cups and stadium boardings. Do,
however, keep the minimum clear space along the sides.
Clear Space Safe Area
Clear Space Exception
Minimum Size
'RQRWVFDOHWKH&RQWRXU%RWWOH6\PEROEHORZWKHVH
minimal sizes.
Exception
If an execution necessitates using a Contour Bottle Symbol
slightly below minimum size, use only the version without the PP 100
Script. The Script must never be shown smaller than these pixels
minimum sizes in order to assure legibility.
$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU
proper reference.
Minimum Print Size Minimum Onscreen Size

PPLQFKHVKLJK 100 pixels high.
Donts
Do not use an older version of the Do not add drop shadows or patterns Do not add strokes or outlines to the Do not remove or separate the Do not add elements to the Contour
Contour Bottle Symbol. This includes behind the Contour Bottle Symbol. Contour Bottle Symbol. elements of the Contour Bottle Symbol. Bottle Symbol.
variants in existing Brand Elements.
Do not alter the Spencerian Script on Do not rotate the Contour Bottle Do not scale/resize the Contour Do not skew the Contour Bottle Do not distort the Contour Bottle
the Contour Bottle Symbol. Symbol. Bottle Symbol disproportionately. Symbol or create false perspectives. Symbol.
Do notXVHXQVSHFLHGFRORUV Do not place the Contour Bottle Do not place the Contour Bottle Do not ignore the clear space,
Symbol on unapproved colors. Symbol in enclosing shapes of color alignment or cropping rules for the
(unless they are full-EOHHGHOGV Contour Bottle Symbol.
of color).
Dynamic Ribbon
The Dynamic Ribbon* often called the Coke wave was
LQWURGXFHGWRWKHSXEOLFLQDVSDUWRIDQHZORRNIRU
Coca-Cola. It is a graphic representation of the space
between two Coca-Cola bottles situated side by side.
With its qualities of motion and continuity, the Dynamic

Ribbon can be used to:
6XJJHVWLQQLWHRZE\VSDQQLQJOD\RXWV
3URYLGHEDODQFHWROD\RXWVFRQWDLQLQJPRUHVXUSULVLQJ
Brand Elements.
6HUYHDVDSRZHUIXOFRQQHFWLQJGHYLFHQRWRQO\EHWZHHQ
Elements, but across executions.
In the hierarchy of Brand Elements, the Dynamic Ribbon

follows the Coca-Cola Zero Logo and Contour Bottle
Symbol. While this distinctive Element is familiar to some,
its meaning and relationship to the Coca-Cola Zero Brand is
not always immediate.eep this in mind when considering
use of the Dynamic Ribbon, which is purely optional.
Refer to the following pages and the Trademark Usage

Requirements chapter .0) for standards VSHFLF to the
Dynamic Ribbon.
Use only the approved versions of the Dynamic Ribbon

* While typically known as the Dynamic Ribbon, the legal

trademark name is Dynamic Ribbon Device. Consult with
your local legal counsel for usage guidance.
Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.24
Cropping
6OLJKWFURSSLQJPD\EHQHFHVVDU\EHFDXVHWKH'\QDPLF
Ribbon needs to bleed off an execution.
&URSWKH'\QDPLF5LEERQHYHQOy, with a maximum
RIRQHDFKVLGHIRUH[HFXWLRQVWKDWKDYHVSDFH
limitations and when maximum Ribbon impact
is necessary.
PD[LPXPFURSSLQJRI5LEERQFURSHYHQO\QRPRUHWKDQIURPHLWKHUHQG
Colors, Usage
Colors
)RUVXVWDLQLQJH[HFXWLRQVXVHRQO\VLOYHU
'RQRWXVHSDWWHUQVRURWKHUOOLQOLHXRIWKHDSSURYHG
solid colors.
Dynamic Ribbon Restricted-use Dynamic Ribbon
Exception Silver on a white background. Black on a white background.
)RUPHGLDLQZKLFKFRORULVQRWDQRSWLRQHJDEODFNDQG
white print ad), use the restricted-use Dynamic Ribbon as
shown at right.
Usage
Use the Dynamic Ribbon alone or as a connecting device
with other design elements.
Do not alter the distinctive shape of the Dynamic Ribbon Silver White Black
from the approved form as shown in the Brand Standards.
Do not crop the Dynamic Ribbon more than from White Dynamic Ribbon
either end. White on a black background.
'RQRWRYHUODSWKH'\QDPLF5LEERQPRUHWKDQZKHQ
using it with other Brand Elements or graphics.
Do not cross a section of the Dynamic Ribbon with a
design element in a manner that obscures the identifying
thickest-thin-thick rhythm of its form.
If approved usage of the Dynamic Ribbon excludes the
Coca-Cola Zero Logo, a must be included as shown on
this page.
Dynamic Ribbon
Silver on a white background with .
Lock-up Specifications
The Lock-up of the Dynamic Ribbon and Coca-Cola Zero Logo Align hyphen with the z in Zero
creates a perfectly balanced tension between Brand icons
that represent both modernity and heritage.
Space Ratio Between the Coca-Cola Zero Logo and Ribbon

When using the Coca-Cola Zero Logo with the Dynamic
Ribbon, the space between the two must be hyphen height
i.e., equal to the height of the hyphen connecting Coca
and Cola.
7KH&RFD&ROD=HUR/RJRLVDOZD\VFHQWHUHGRYHUWKH
middle of the Dynamic Ribbon.
7KH'\QDPLF5LEERQDQGWKH&RFD&ROD=HUR/RJR
never overlap.
4h
Space between the Zero and Ribbon = h
Donts
Do not alter or distort the Dynamic Do not overlap the Dynamic Ribbon Do not allow design elements to Do not use any colors other than black Do not omit the from the Dynamic
Ribbon in any way. in any way with a Brand Element. cover more than of the Dynamic or white for sustaining executions Ribbon if using it without the
Ribbon or obscure its identifying (Exception: temporary use on Coca-Cola Zero Logo.
thickest-thin-thick rhythm. Campaigns and with Properties.)
Do not rotate the Dynamic Ribbon, Do not add highlights or drop Do not crop the Dynamic Ribbon Do not crop Dynamic Ribbon Do notRDW the Dynamic Ribbon
except for 90 counterclockwise shadows to the Dynamic Ribbon. PRUHWKDQIURPHLWKHUHQG unevenly. within a design. The only allowable
rotations. exception is in lock-up executions
with the Coca-Cola Zero Logo
(i.e., packaging).
Do not alter the proper space ratio Do not move the Coca-Cola Zero Logo Do not alter the standard proportions Do not use older versions of the
for locking up the Dynamic Ribbon to an off-center position when creating provided for the Dynamic Ribbon with Dynamic Ribbon.
and the Coca-Cola Zero Logo. a lock-up with the Dynamic Ribbon. the Coca-Cola Zero Logo.
Arden Square
The Arden Square is the namesake of designer Elizabeth
Arden, who also created the Dynamic Ribbon. It was
introduced to the public in 1969.
The original design of the Arden Square was an ingenious

blending of three elements distinctive to Coca-Cola: The
Spencerian Script, the Dynamic Ribbon and Coke Red.
Similarly, the Coca-Cola Zero Brand's Arden Square blends
three featured elements: The Coca-Cola Zero Logo, the
Dynamic Ribbon and black.
Its exceptional scalability enables bold and simple branding

on virtually any medium. In fact, the Coca-Cola Company
$UGHQ6TXDUHPDGHIDVKLRQKLVWRU\LQWKHHDUO\
VZKHQ
it was applied in a checkerboard style to bell-bottom pants
and other popular items of apparel.
More than thirty years later, the Arden Square is still used
to capture consumers' attention, albeit in more
traditional applications.
Refer to the following pages for the standards specific to the

Arden Square.
Use only the approved versions of the Coca-Cola Zero Arden

Square available on the Design Machine website.
Identity Standards: Core Brand Elements and Standards_ Arden Square 2.29
Colors
There is only one color execution for the Coca-Cola Zero
Arden Square: Coke Red, white and silver on a black
background, as shown at right.
Exception
For media in which color is not an option (e.g., a black-and-
white print ad), use the restricted-use Arden Square: white
on a black background, as shown at far right.
Exception
Black Coke Red Silver White Black White
Clear Space, Minimum Size

Clear Space
Surround the Arden Square with clear space that is, at a
minimum, the distance from the bottom of the o to the top of
the C in Coca. This clear space area is shown at right as x.
Minimum Print Size

)RUWKH$UGHQ6TXDUHDWOHDVWPP
LQFKHVZLGH
)RUWKH70DWOHDVWPPLQFKHVLQGLDPHWHU

'LVSOD\WKH$UGHQ6TXDUHDWOHDVWSL[HOVZLGHDQG
the at least 6 pixels in diameter.
$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDW
for proper reference.
TM Scaling
$SSO\WKHThe Coca-Cola Zero Logo TM scaling rules
specified on the Clear Space, Minimum Size, TM Scaling,
Cropping page in this chapter.
Clear Space = x Distance
Minimum Print Size Minimum Onscreen Size
Donts
Do notXVHXQVSHFLHGFRORUVRIWKH Do not alter the shape or proportions Do not change the placement of the Do not alter the proper space ratio Do not use an older version of the
Arden Square. of the Arden Square in any way. Dynamic Ribbon in the Arden Square. of the lock-up of the Dynamic Ribbon Arden Square.
and the The Coca-Cola Zero Logo.
Do not use the restricted version Do not ignore the clear space rules
of the Arden Square, except as for the Arden Square.
VSHFLHG on the Colors page in
this chapter.
Color Palette
Consumers almost universally identify the very sight of black
with Coca-Cola Zero. Remember their mindset when working
with the Brand color palette: See black, think Coca-Cola Zero!
4 Primary Brand Colors: Usage

Black must predominate all executions.
Black
0XVWDSSHDULQDOOH[HFXWLRQVLQVRPHIRUPEDFNJURXQG
Contour Bottle Symbol, et al.
0XVWDOZD\VEHWKHGRPLQDQWFRORULQDQH[HFXWLRQ
Coke Red
Use it sparingly to create dynamic framing that empowers the
Black communication, keeping it fresh, bold and surprising.
Silver and White

Give top consideration when choosing secondary Brand colors
Black Coke Red Silver White
to support the primary Brand colors.
PMS = Black PMS = (no equivalent) PMS = Opaque White PMS = Opaque White
C = 0, M = 0, Y . C = 4, M = 100, Y . C = 0, M = 0, Y . C = 0, M = 0, Y .
R = 0, G = 0, B = 0 R = 244, G = 0, B = 9 5 * % 5 * %
Hex = 000000 Hex = F40000 Hex = FFFFFF
PMS is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this document are not intended to match the
3DQWRQH&RORU6WDQGDUGV)RUDFFXUDWHVWDQGDUGVUHIHUWRWKHFXUUHQWHGLWLRQRIWKH3DQWRQH&RORU6SHFLHU*XLGH
Identity Standards: Core Brand Elements and Standards_Color Palette 2.33
Donts
pick me up pick me up
Do not use unapproved colors. Do not screen or tint the Brand colors. Do not omit Coke Red from layouts. Do not create layouts in which black Do not use secondary Brand colors
or red are not the dominant colors. as primary Brand colors.
Do notFKDQJHWKHVSHFLHGFRORU Do not add gradients or multiple Do notXVH&0<.FRORUVLIVSRWFRORU Do notXVH&0<.EUHDNGRZQVLQ Do not ignore the color rules specic to
breakdowns of the Brand colors. tones of color to the Brand colors. printing is available. onscreen executions; use RGB or each Element in the Brand Standards.
Do not use breakdowns from previous HEX breakdowns instead.
editions of the Brand Standards.
Do not use unapproved colors for Do not add gradients or multiple

the The Coca-Cola Zero Logo. tones of color to the Brand colors.
Typography
The Brand Standards use the Gotham font family. This font
family can be purchased at www.typography.com.
Where local character language sets prohibit its use, the

local market Group should set and communicate a standard
that is as close a representation to the Gotham typeface
Gotham Bold
as possible. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Primary Font abcdefghijklmnopqrstuvwxyz
0123456789
Gotham Bold should be used for headlines on all
executions and Brand communications.
Body Copy
Gotham Book should be used for body copy on all
Brand communications.
Gotham Book
Secondary Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gotham Medium should be used for functional messages
only, such as pricing or a call to action.
abcdefghijklmnopqrstuvwxyz
0123456789
Substitute Font
When Gotham is unavailable, the Arial font may be used
as a replacement for internal communications or html text
only. Arial should never be used in consumer executions.
Gotham Medium
Usage Rights
ABCDEFGHIJKLMNOPQRSTUVWXYZ

The Coca-Cola Company does not have global rights to abcdefghijklmnopqrstuvwxyz
0123456789
any of the Brand fonts.
ABCDEFGHIabcdefghi0123456789
Arial Bold
ABCDEFGHIabcdefghi012349
Arial Book
Identity Standards: Core Brand Elements and Standards_Typography 2.35
Headlines and Body Copy

Headlines
6KRXOGDOZD\VEHVHWLQORZHUFDVHW\SH
6KRXOGQHYHUEHVHWLQDOOFDSV
.HUQLQJ gotham bold headline
Body Copy
6KRXOGDOZD\VEHVHWZLWKOHDGLQJDWRIWKHIRQW
size. For example, 10 pt. type with 12 pt. leading or
9 pt. type with 11 pt. leading (as shown right center).
Should not be kerned more tightly or loosely than a Gotham Book: 9 pt. type with 11 pt. leading.
0 setting. This is an example of how to set type for Coca-Cola Zero body copy.
6KRXOGDOZD\VXVHVHQWHQFHFDSLWDOL]DWLRQUXOHV This is 9 pt. Gotham Book with 11 pt. leading. This is an example of how
May align XVK left, XVK right or centered as appropriate. to set type for Coca-Cola Zero body copy. This is 9 pt. Gotham Book
with 11 pt. leading.
Pricing and Call-to-Action Copy
May vary in point size to create impact. Gotham Book: 10 pt. type with 12 pt. leading.
Call-to-action copy should always be set in all lowercase. This is an example of how to set type for Coca-Cola Zero body
Currency symbols should be reduced to of the total copy. This is 10 pt. Gotham Book with 12 pt. leading. This is an
height of the numbers. example of how to set type for Coca-Cola Zero body copy.
Use Gotham Medium for the offer and sub-head.
This is 10 pt. Gotham Book with 12 pt. leading
Use Gotham Bold for the price.
offer
$3.99 $3.99
sub-head sub-head
Identity Standards: Core Brand Elements and Standards_Typography 2.36
Donts
Dont use Gotham Medium for
decisions, decisions ... body copy. Dont use Gotham
Medium for body copy. Dont
use Gotham Medium for body
copy. Dont use Gotham Med
Any font other than
Gotham Bold
ium for body copy. Dont use
Gotham Medium for body cop
5]bVO[1]\RS\aSR
y. Dont use Gotham Medium
as the primary font. for body copy. Dont use Goth
am Medium for body copy. Do
W\OZO`USa^OQS
nt use Gotham Medium for bo
dy copy.Dont use Gotham Me
dium for body copy. Dont use
Do not use fonts other than those Do not use Arial in consumer-facing Do not use any font other than Do not use Gotham Medium for Do not use Gotham Condensed.
in the Gotham family for consumer- executions. Gotham Bold as the primary body copy.
facing executions. headline font.
dont use lowercase-only typography for long

headlines or sentences. dont use lowercase-only
typography for long headlines or sentences. dont
use lowercase-only typography for long headlines
or sentences. dont use lowercase-only typography
for long headlines or sentences. dont use lowercase-
only typography for long headlines or sentences.
headlines or sentences.dont use lowercase-only
typography for long headlines or sentences.
headlines or sentences. dont use lowercase-only
typography for long headlines or sentences. dont
use lowercase-only typography for long headlines
Do not use lowercase-only typography
or sentences. dont use lowercase-only typography
for long headlines or sentences.
for long headlines or sentences. dont use lowercase-
only typography for long headlines or sentences.
headlines or sentences.dont use lowercase-only
typography for long headlines or sentences.
Identity Standards: Core Brand Elements and Standards_Backgrounds 2.37
Backgrounds: Flat Colors

Use the backgrounds shown at right to emphasize a
communication as well as the elements within it. Follow the
standards below to ensure consistency for the Brand
within a functional, flexible range of applications.
Black Background Color

Black is the primary background color.
8VHLWLQDVLPSOHDQGEROGZD\WRPDNHDQLPPHGLDWHDQG
familiar connection with the consumer and leverage our
ownership of black.
Black background
White background
Identity Standards: Core Brand Elements and Standards_Photography 2.38
Product Photography Art Direction

Coca-Cola Zero is nearly impossible to describe.
The product drives immediate craving for the liquid.
Coca-Cola Zero product photography should drive a desire

for the uniqueness of the ice cold liquid, the smooth
familiarity of the Contour Bottle, the multi-sensorial drinking
experience and the refreshing uplift Coca-Cola Zero
provides physically and emotionally.
Photography of the product should elicit the following types

of reactions from consumers:
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5HIUHVKLQJ
6XUSULVLQJ
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8QOLNHDQ\WKLQJRQWKHSODQHW
Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.39
Contour Glass Bottle Photography

Gold Standard Contour Glass Bottle Photo Angle
The Contour Bottle photo is a primary trademark for the 3URGXFWVVKRXOGEHSKRWRJUDSKHGIURQWRQDWH\HOHYHO
Coca-Cola Zero Brand and the standard by which all with very little perspective so that the bottoms of the
future photography should be measured. products are flat and can be aligned next to each other
as a range.
Use this Bottle photo for all product hero photography. :KLOHDVWUDLJKWRQDSSURDFKLVSUHIHUUHGDOWHUQDWH
However, if other Bottle perspectives or angles are needed, perspectives are permitted in special cases where
use this photo and the art direction outlined below as a straight-on doesnt match the perspective needed.
photography guide for Bottle shape, graphics, lighting,
condensation, ice, product color and glass color. Product Color
&RFD&ROD=HURSURGXFWVKRXOGKDYHDQRYHUDOOFRODFRORU
Approach but should include areas of highlight (sunset oranges
$OZD\VSUHVHQWWKHSURGXFWDVKHUR and yellows) and darkness (dark chocolate) with hints
0DNHVXUHHDFKSURGXFWVKRWFRQYH\VDIHHOLQJRI of caramel and deep red tones.
ice-cold refreshment and uplift capturing that 7KHULJKWSURGXFWFRORUIRUSKRWRJUDSK\FDQEH
PSHTTTTTT moment when the Bottle is uncapped. achieved with a mix of product and water.
5HPHPEHUWKDWWKHSURGXFWDGGVLFRQLFYDOXH 7KHOLTXLGPXVWQRWEHRSDTXHQRUDVLQJOHFRORU
5HPHPEHUWKDWWKHSURGXFWVKRWPDNHVDYLVXDO or shade.
invitation to consumers to purchase and consume :KHQWKHFDSLVRIIEHVXUHWRFDSWXUHWKHXSOLIWLQJ
the product. bubbles to indicate the pshttttt of a freshly-opened
bottle.
Bottle Graphics $OZD\VUHIHUHQFHWKH*ROG6WDQGDUG&RQWRXU%RWWOH
%RWWOHPRFNXSVVKRXOGEHGHYHORSHGIRUDOO photo for the ideal expression of the Coca-Cola Zero
photography of the Bottle in order to maximize the product.
size and impact of the Coca-Cola Zero Logo.
Lighting
Bottle Shape and Color 7KHYDULRXVSURGXFWWRQHVFDQEHDFKLHYHGE\SODFLQJ
7KH1RUWK$PHULFDR]%RWWOHLVXVHGIRUWKH*OREDO a chrome reflective card directly behind the product
Standard Contour Bottle photo and is the best and using 2 soft boxes for the front lighting and a soft
representation of the Contour Bottle shape, color light for back lighting.
and formation of flutes.
7KLV%RWWOHVKRXOGEHXVHGIRUDOOKHURSURGXFW Refreshment Cues
SKRWRJUDSK\DQGFDQEHREWDLQHGIURPD1RUWK &RQGHQVDWLRQDQGLFHFDQEHXVHGWRDGGUHIUHVKPHQW
America Bottle supplier. but should be used sparingly and have the right
balance.
Style
&OHDQVLPSOHDQGEROG
'HYRLGRIH[WUDQHRXVHOHPHQWV
Photography Details
Uplifting Product Bubbles Correct Balance of Condensation
Maximize Script Size Maintain Darks and Highlights
Condensation
Cans, PETs, Other Packaging

Style
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VLPSOHDQGEROG
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8VHUHIOHFWLRQVDW\RXUGLVFUHWLRQ&RQVLGHUZKDWEHVW
VXLWVHDFKDSSOLFDWLRQ
Angles
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SHUVSHFWLYH7KLVDOORZVWKHERWWRPVRIWKHSURGXFWVWREH
IODWDQGDOLJQHGQH[WWRHDFKRWKHUDVDUDQJH
,QVSHFLDOFDVHVZKHUHDVWUDLJKWRQDSSURDFKGRHVQW
PDWFKWKHSHUVSHFWLYHDOWHUQDWHSHUVSHFWLYHVDUHSHUPLWWHG
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Package Design Standards 3.0
&RQGHQWLDO_ 7KH&RFD&ROD&RPSDQy. All Rights Reserved. Confidential: December 2009

Packaging Design Standards 3.01
Contents
Packaging: Graphic Design Standards....................................... 3.02 Packaging: Form Design Standards .......................................... 3.24
Overview ................................................................................ 3.03 The Standard Contour Bottle Form ........................................ 3.25
Package Framework............................................................... 3.04 Industrial Design Principles for Packaging Form .................... 3.26
Package Archetype Elements of the Contour Bottle .............................................. 3.27
3DFNDJH$UFKHW\SH6XVWDLQLQJ............................................
Understanding the Contour Bottle .......................................... 3.28
3DFNDJH$UFKHW\SH7KHPDWLF.............................................
&RQWRXU%RWWOH(OHPHQWV$SSOLHG.........................................

Essentials of the Coca-Cola Zero Label .................................. 3.07 'HILQLQJ(OHPHQWV...............................................................

Printing Black Achieving the Contour Bottle ................................................. 3.31
3ULQWLQJ%ODFNRQ/DEHOV.......................................................
*ODVV'RV.........................................................................

3ULQWLQJ%ODFNRQ3DSHUERDUG...............................................
.......................................................................
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*ODVV6FDOLQJ.....................................................................

3ULQWLQJ%ODFNRQ*ODVV%RWWOHV ............................................
3(7'RV...........................................................................

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3(7'RQWV.........................................................................

Color Measurement, Evaluation and Calibration 3(7'RVDQG'RQWV..........................................................

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3(76FDOLQJ..............................................................

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$OXPLQXP6FDOLQJ..............................................................

Sustaining Coca-Cola Zero Packaging Templates .................. 3.17 Contour Bottle Construction................................................... 3.43
R]&DQ ..........................................................................
2YHUDOO3URSRUWLRQ6FKHPDWLF.............................................

0/3(7.........................................................................
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3LQFK:DLVW'RVDQG'RQWVIRUPDW..................................

Executional Constraints for Glass, PET and Aluminum ............. 3.51
Material and Process Considerations .......................... 3
2YHUYLHZRI([HFXWLRQDO&RQVWUDLQWV....................................


Packaging: Graphic Design Standards
The Brand Identity and Design Standards support a unified Trademark strategy for Coca-Cola,
Diet Coke/Coca-Cola light and Coca-Cola Zero. It is based on the use of iconic Brand Elements,
central to which are the Coca-Cola Zero Logo, the Contour Bottle, the Dynamic Ribbon and solid
background colors.
The following pages provide guidance on using these Elements to consistently execute the strategy
in your market.
Packaging Design Standards_Graphic Design Standards 3.03
Overview
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WRDFKLHYLQJDWLPHOHVVEROGVLPSOHDQGXQLILHGH[SUHVVLRQ
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and cultural relevance all vital to a strong leadership position.
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'\QDPLF5LEERQWZRRIWKH%UDQGVPRVWUHFRJQL]HG
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ZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP3OHDVHXVHRQO\
the approved versions supplied there.
Package Framework
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6\VWHPSURYLGHVDXQLILHGDSSURDFKIRU BVA
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Identity Standards
Uniting them all is a design structure that ensures the (Core Brand Elements and Standards)
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Design Standards
(Core Brand Elements and Standards)
Sustaining Campaigns Properties
Promotions
Packaging Design Standards_Graphic Design Standards_Package Archetype 3.05
Package Archetype: Sustaining

Panel order may change by market; revise order as needed.
Front Panel: Fixed

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DSSHDUDVVKRZQDWULJKW
7KH'\QDPLF5LEERQ PXVWEHSUHVHQWRQDOOODEHOV
xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx
Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx
H[FHSW$&/JODVVERWWOHVZKHUHVSDFHSHUPLWV Description: xxx xxxx xxxx
xxxxx xxxx xxxx
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Contour Bottle.
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'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU
'RQRWUHSODFHWKHPZLWKRWKHUHOHPHQWV
xxxxxxx xxxxxxx xxxx

Middle Panel: Fixed LegalText: xxx xxxx xxxxx
xxxxx xxxxx xxxxx xxxx
xxxx xxx xxxx
7KH&RFD&ROD=HUR/RJRDQGWKH'\QDPLF5LEERQPXVW
DOZD\VEHSUHVHQWDQGDSSHDUDVVKRZQ Visit www.Coca-Cola.com
'RQRWPRYHUHVL]HRUDOWHUWKHP
'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU
CONTENT LINE
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$Q,QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRPD\EH
used on this panel only. Front Panel Middle Panel Back Panel
Back Panel: Fixed

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6HFRQGDU\/RJR
1XWULWLRQDOLQIRUPDWLRQ
3URGXFWEDUFRGH Description: xxx xxxx xxxx
Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
5HF\FOHV\PERO
xxxxx xxxx xxxx

*While typically known as the Dynamic Ribbon, the legal
trademark name is Dynamic Ribbon Device. Consult with your
local legal counsel for usage guidance.

Legal Text: xxx xxxx xxxxx
xxxx xxx xxxx
www.Coca-Cola.com
Content Line
Packaging Design Standards_Graphic Design Standards_Package Archetype 3.06
Package Archetype: Thematic

Panel order may change by market; revise order as needed.
Front Panel: Fixed

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DVVKRZQDWULJKW
7KH'\QDPLF5LEERQ PXVWEHSUHVHQWRQDOOODEHOVH[FHSW
Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
$&/ZKHUHYHUWLFDOVSDFHLVOLPLWHG

Description: xxx xxxx xxxx
xxxxx xxxx xxxx
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Contour Bottle.
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Ribbon or their placement relative to one another.
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5LEERQZLWKDWKHPDWLFGHVLJQ

LegalText: xxx xxxx xxxxx
Middle Panel: Flexible

xxxx xxx xxxx
7KH'\QDPLF5LEERQPXVWDSSHDUEXWPD\EHVOLJKWO\VKLIWHG Visit www.Coca-Cola.com
WRWKHULJKWRUOHIW webaddresshere.com
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be replaced by thematic designs on this panel only. Content Line
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Back Panel: Fixed

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5HF\FOHV\PERO Description: xxx xxxx xxxx
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While typically known as the Dynamic Ribbon, the legal trademark
name is Dynamic Ribbon Device. Consult with your local legal
counsel for usage guidance.

xxxx xxx xxxx
www.Coca-Cola.com
webaddresshere.com
Content Line
Essentials of the Coca-Cola Zero Label

7KH&RFD&ROD=HURODEHOLVDXQLTXHDPDOJDPRIVL[ Coke Zero Logo Typography
Brand Elements. 7KH&RNH=HUR/RJRPXVWDOZD\VDSSHDURQWKHEDFN +HOYHWLFD%ROG&RQGHQVHGLVWKHSULPDU\W\SHIDFHIRU
(YHU\SDFNDJHODEHOPXVWLQFOXGHDOOVL[%UDQG(OHPHQWV SDQHORIWKHSDFNDJLQJDORQJVLGHWKHQXWULWLRQDOVWDWHPHQW packaging.
in accordance ZLWKWKHJXLGHOLQHVVKRZQLQWKHVHSDJHV ,WPXVWDOZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD ,WPXVWDOZD\VEHXVHGWRFRPPXQLFDWHFRQWHQWVL]H
(OHPHQWVPXVWQRWEHUHSODFHGDOWHUHGRUUHVL]HGUHODWLYHWRRQH black background. QXWULWLRQDOLQIRUPDWLRQDQGLQJUHGLHQWV
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/HDUQPRUHDERXWWKHVHIXQGDPHQWDO%UDQG(OHPHQWVLQWKH are in the Brand color palette. Helvetica Bold Condensed
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Contour Bottle (Optional Panel Graphic) abcdefghijklmnopqrstuvwxyz
Coca-Cola Zero Logo 6LJQLI\LQJ&RFD&ROD=HURDWDJODQFHWKH&RQWRXU%RWWOHPXVW 0123456789
7KH&RFD&ROD=HUR/RJRLVWKHFRUQHUVWRQHGHVLJQHOHPHQWRI $OZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD
WKH7UDGHPDUN3DFNDJLQJ6\VWHP%HLQJXWWHUO\IDPLOLDUZLWK black background. Black
the &RFD&ROD=HUR/RJRDOORZVXVEHFRQWLQXDOO\VXUSULVLQJ 1HYHUEHVKRZQLQRWKHUFRORUVZKHWKHURUQRWWKH\DUHLQ %ODFNPXVWEHWKHSUHGRPLQDQWFRORURQWKH&RFD&ROD
ZLWKRWKHUHOHPHQWV7KH6FULSWPXVW the Brand color palette. =HURODEHOWKXVFRQVLVWHQWO\OHYHUDJLQJWKH3RZHURI%ODFN
$OZD\VEHSUHVHQWDQGWKHPRVWSUHGRPLQDQW(OHPHQW 5HPDLQWKHVDPHVKDSHDOWKRXJKLWVFRQWHQWDQG
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$OZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD Dynamic Ribbon Dynamic Ribbon Coke Zero Logo
black background.
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Brand color palette.
Coca-Cola Zero Logo
Dynamic Ribbon Description: xxx xxxx xxxx
xxxxx xxxx xxxx
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WRKHOSFRPPXQLFDWHWKHYDULRXVIODYRUV Black
,WPXVWDOZD\VEHSUHVHQWDQGEHXVHGLQLWVRULJLQDOIRUPDV
VKRZQLQWKLV6\VWHPZLWKRXWDQ\GURSVKDGRZVRXWOLQHVRU Typography
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/RJRLVIL[HGDQGPXVWQRWEHFKDQJHG Legal Text: xxx xxxx xxxxx
7KH&RFD&ROD=HUR/RJR must be centered over the

xxxx xxx xxxx
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Packaging Design Standards_Graphic Design Standards_Printing Black 3.08
Printing Black on Labels

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the guidelines and ink measurements outlined in the print
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VXEVWUDWHDQGODPLQDWHGWRZKLWHVXEVWUDWH
Plastic Substrate
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VXEVWUDWHDQGRYHUSULQWHGZLWKFOHDUYDUQLVK
Paper Substrate
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VXEVWUDWHDQGHLWKHURYHUSULQWHGZLWKFOHDUYDUQLVKRU
laminated.
Printed black Ink Standards

Visually match to the black Global Color Standard.
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7KH&RORU0HDVXUHPHQW(YDOXDWLRQDQG&DOLEUDWLRQSDJHV
later in this section; and
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3DOHWWHVHFWLRQRIWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV
chapter
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FRQWDFWWKH*OREDO'HVLJQ*URXS
Packaging Design Standards_Graphic Design Standards_Printing Black 3.09
Printing Coke Red and Black & White on Paperboard

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VXEVWUDWHVIROORZWKHJXLGHOLQHVDQGLQNPHDVXUHPHQWV
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Paperboard Substrate
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Printed Coke Silver Ink Standards

Match to the black Global Color Standard visually.
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Packaging Design Standards_Graphic Design Standards_Printing Coke Red 3.10
Printing Black on Clear Shrink Wrap

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Shrink Wrap Substrate

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black ink to achieve the proper color intensity.
Printed Black Ink Standards

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Printing Black on Glass Bottles

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glass Bottle.
Printed Black Ink Standards

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Black Closures
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Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and Calibration 3.13
Visual Color Evaluation

Visual Color Measurement
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trademarks improve.
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approved Visual Color Standards issued.
ILLUMINATION
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appearance must be taken into consideration by printers.
Visual Color Evaluation

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Equipment
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light sources.
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Measuring Color Temperature

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schedule.
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and dyes.
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environment.
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&RORUFRPPXQLFDWHV%HFDXVHWKHFRORUVRIRXUWUDGHPDUNVDUH General Methods for Measurement
VXFKDQLQWHJUDOHOHPHQWRIWKH%UDQGVLGHQWLW\LWLVFULWLFDO ,QVWUXPHQWVPXVWEHFDOLEUDWHGZLWKWKHDVVLJQHGWLOHDQG
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quality and consistency. EHDWOHDVWPPDQGODUJHHQRXJKIRUWKHPHDVXUHPHQW
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Calibration and Certification

Calibration and Certification of the X-Rite 939 or 530
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to ensure that calibration is done correctly.
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Equipment:
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instrument:
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Sustaining Coca-Cola Zero Packaging Templates

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DYDLODEOHRQWKH'HVLJQ0DFKLQHZHEVLWH
$OZD\VIROORZWKH)L[HG%XW)OH[LEOHDSSURDFKWRHQVXUH
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Caveats
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present on the package.
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$OOSDFNDJHOD\RXWVPXVWEHVXEPLWWHGIRUORFDORUUHJLRQDO
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trademarks.
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Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3.18
12 oz. Can
&RFD&ROD=HURR]&DQ
Color Specs:
Black
Pure Silver
xxxxx xxxx xxxx Coke Red

White

xxxx xxx xxxx
Visit www.Coca-Cola.com
12 OZ
00000
Content Line
500ML PET
&RFD&ROD=HUR0/3(7
xxxxx xxxx xxxx
Color Specs:
Ingredients: xxxxx xxxxxx xxx xxxxx
Black
bleed ink to edge

xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
(no white borders)

xxx xxxx xxx xxxx xxx xxxx xxx xxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx Pure Silver
Coke Red
White Substrate
xxxx xxx xxxx
00000
Content Line Visit www.Coca-Cola.com
Bottle.
2L PET
&RFD&ROD=HUR/3(7
Color Specs:
bleed ink to edge

Black
(no white borders)

xxxxx xxxx xxxx
Ingredients: xxxxx xxxxxx xxx
xxxxx xxx xxxxx xxx xxxxx xxxxx
xxxx xxxx xxx xxxx xxx xxxx xxx
xxxx xxx xxxxxxx xxxxxxx xxxxxxx
Pure Silver
Coke Red
White
xxxx Content Line 00000
Visit www.Coca-Cola.com

Content Line Content Line
8 oz. Aluminum Bottle, ACL Bottles: 3-Color

&RFD&ROD=HURR]$OXPLQXP%RWWOH
Color Specs:
Black
Coke Red
White
Silver Substrate
Content Line
$&/%RWWOH&RORU Color Specs:

Black
Coke Red
White
Content Line
12 oz. Can Fridge Pack

&RFD&ROD=HURR]&DQ)ULGJH3DFN
Color Specs:
Black
Pure Silver
Coke Red
White
Paper Cup
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XVHDSDSHUFXSZLWKWKLVVWDQGDUGGHVLJQ
'RQRWDOWHUWKHGHVLJQRULWVHOHPHQWVLQDQ\ZD\
For more guidance on properly using Food Service Cups in

your market, please contact the Global Packaging Group or
North America Food Service Team.
Packaging: Form Design Standards
The Contour Bottle is the standard package for Coca-Cola Zero. Universally recognized, the Contour
Bottle evokes the heritage of the Coca-Cola Zero Brand and expresses the uplifting experience of
drinking a Coca-Cola Zero.
The Global Standard Contour Bottle is the archetype from which we derive the rules for packaging
executions in all markets and across a range of materials and sizes.
Packaging Design Standards_Form Design Standards 3.25
The Standard Contour Bottle Form

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6WUXFWXUDOIHDWXUHVWKDWVHWWKHSDFNDJLQJVWDQGDUGIRU
the Brand.
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IRUPDWVDQGPDWHULDOV
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6L]HH[WHQVLRQVDQGVFDOLQJ
0DVWHULQJWHFKQRORJLFDODQGPDQXIDFWXULQJFRQVWUDLQWV The Standard Contour Bottle Form Glass PET Aluminum
Industrial Design Principles for Packaging Form

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1. Bold Simplicity
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2. Real Authenticity
:HOHYHUDJHDOOWKDWLVUHDORULJLQDODQGKRQHVWDERXWWKH%UDQG.
Clearly linking back to our heritage gives us the license to try
QHZthings and keep evolving.
3. Own Black
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HQVXUHLWVFRQVLVWHQF\DURXQGWKH:RUOG:HZLOOLQWHJUDWHWKH
WKUHDGRI5HGLQWRHYHU\WKLQJZHGR
4. Familiar Yet Surprising

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Elements of the Contour Bottle

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DOORWKHUSDFNDJLQJWROLIHLVFRPSRVHGRIGLVWLQFWLYHHOHPHQWV
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Visible Product %ODFN/DEHO

(Bubbles)
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(Silhouette)
Champagne Base
Understanding the Contour Bottle

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Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle 3.29
Contour Bottle Elements: Applied
Defining Elements Supporting Elements

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True Form Elements
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Color Panel
Contoured Shoulder Flutes Scalloped 7ransitions
Graphic Elements
%ODFN/DEHO Color Palette Visible Product

(Bubbles)
Pinch Waist Champagne Base Overall Proportions
(Silhouette)
(relationship of elements
to each other, from base
to pinch waist to label
area to shoulder)
Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle 3.30
Defining Elements
Overall Proportion Contoured Shoulder Flutes Pinch Waist Scalloped Transitions Champagne Base
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sections and GHQHVWKH GHQHGE\WZRHOHJDQWDUFV /DEHO Panel and create the most signature element /DEHO3DQHOWKLVGLVWLQFWLYH the Champagne Base
iconic silhouette: 7KH LQDZDYHIRUPDW,WVWDUWVWKH YDU\LQJZDOOWKLFNQHVVHV RIWKH&RQWRXU%RWWOH,W also detail LPSDUWVDXQLTXHIHHO HPSKDVL]HVWKH3LQFKWaist
Contoured ShoulderCurved RZLQJDHVWKHWLFRIWKHLFRQ in the bottle adding depth. creates a slenderRZLQg ZKHQWKH&RQWRXU%RWWOHLV DQGLVZKHUHWKH)OXWHV
/DEHO Area3inch Waist 7hey also provide structure aesthetic that is the essence held. terminate.
Vertical Fluting and Overall WRDVRIWRZLQJIRUP oIWhe icon.
Silhouette comprise the
iconic proportion and have
a VSHFLFDVSHFWUDWLR to
the overall package height.
Achieving the Contour Bottle

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Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.32
Glass: Dos
Black Closure Black 7KUHDGHG&ORVXUH

Must use black closure. May use a black threaded
closure on a Contour Bottle.
$SSOLHG&RORU/DEHO$&/ 5ROOIHG/DEHO

May use $SSOLHG&RORU/DEHOV 0D\XVHDUROOIHGODEHORUD
on glass Bottles. split label.
Georgia Green Clear Glass

May use Georgia Green May useint (clear) glass Bottle.
GRPLQDQWZDYHOHQJWK
QPIRUJODVV%RWWOHV
Glass: Donts
1R)OXWHV Straight Shoulder Straight Waist

)OXWHVPXVWDOZD\VEHSUHVHQW 7KH&RQWRXUHG6KRXOGHU 7KH3LQFKWaist is the most
on glass Contour Bottles. must be present in all glass GHQLQJIHDWXUHRIWKH&RQWRXU
7KH\DUHDGHQLQJIHDWXUH H[HFXWLRQV %RWWOHDQGPXVWDOZD\VEH
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Glass: Scaling
Ideal Unacceptable Unacceptable
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PET: Dos
Black 7KUHDGHG&ORVXUH Short Height Closure 5ROOIHG6KULQN/DEHO

Must use a black threaded May use a black short 0D\XVHDUROOIHGVKULQNODEHO
closure on PE7. height closure on PE7.
5ROOIHG/DEHO Petaloid Base &OHDU3(7

0D\XVHDUROOIHGODEHO May use a petaloid base. May use clear PE7.
Georgia Green Color Recycled PE7

May tint PE7 Georgia Green. Use highest RPE7 content
IHDVLEOH &RQGHQWLDO'HFHPEHU
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PET: Donts
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glass PE7H[HFXWLRQV 7KH\DUHD RWKHUVKDSHVRUWH[WXUHV
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PET: Dos and Donts
&RORUHG3(7 Champagne Base

Pigmented PE7 (opaque or translucent) Bottles must not be used. Using a Champagne Base on a
PE7%RWWOHLQVWHDGRIWKHSHWDORLGLV
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packaging outcomes.
PET: Scaling
PET: Scaling

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Aluminum: Dos
ROPP Closure ROPP Closure Contoured Shoulder

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3LOIHU3URRI5233FORVXUH 3LOIHU3URRI5233FORVXUH Shoulder.
on aluminum. on aluminum.
Subtle Pinch Waist Champagne Base

Use a subtle pinch to mimic 0DLQWDLQFKDPSDJQHVW\OH
the Contour Bottle. base.
Aluminum: Donts
$UWLFLDO/DEHO Area Formed Flutes Accent Flutes

'RQRWFUHDWHDQDUWLFLDOODEHO 0XVWIRUHJR)OXWHVRQWKH Graphic Flutes are not
area on the aluminum Contour aluminum Contour Bottle as authentic enough to replace
Bottle. LWLVQRWWHFKQLFDOO\IHDVLEOHWR true Flutes as the scalloped
H[HFXWHWKHPSURSHUOy. DUHDVZLOOEHORVW
Straight Waist Straight Shoulder 6DFULFH3LQFKWaist

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GHQLQJIHDWXUHRIWKH&RQWRXU be present in all aluminum TXDOLW\RIWKH3LQFKWaist to
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present. 3DQHOLQWKHIRUPLQJSURFHVV
Aluminum: Scaling

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Contour Bottle Construction

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'HQLQJ(OHPHQWV,WLVHVVHQWLDOWKDWLQGXVWULDOGHVLJQHUV
and engineers use this documentation in order to properly
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Packaging Design Standards_Form Design Standards _Contour Bottle Construction 3.44
Overall Proportion: Schematic

7KH8OWUD*ODVV%RWWOHSURSRUWLRQVGHQHWKH&RQWRXU
6LOKRXHWWHDQGLWVSURSRUWLRQV'LPHQVLRQVVKRZQKHUH 14.68 mm 8% 1 Neck Finish
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3LQFK:DLVW 60.07 mm 32% 2 Contoured Shoulder
&KDPSDJQH%DVH
33.00 mm 17% 3 Curved Label Panel
51.25 mm 27%
4 Pinch Waist
31.00 mm 16% 5 Champagne Base
Overall height: 190 mm

Percentages = % of overall height
Overall Proportion: Dos and Donts
Correct ,QFUHDVH&XUYHG/DEHO3DQHO ,QFUHDVH3LQFKWaist Change Pinch WDLVW/RFDWLRQ

'RQRWLQFUHDVHWKH&XUYHG 'RQRWLQFUHDVHWKH3LQFK 'RQRWFKDQJHWKHORFDWLRQRIWKH3LQFKWDLVWZLWKLQWKH
/DEHO3DQHOWRDGGPRUH Waist section to increase grip. overall proportions.
graphics.
Contoured Shoulder: Dos and Donts
Correct Straight Single Curve %RWWOH1HFN Asymmetrical

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Flutes: Dos and Donts (location)
Flutes terminate
DWWRSILOOSRLQW
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Correct Bottom Only 7op Only Continuous 1RQH

)OXWHVPXVWDOZD\VEHDERYH 'RQRW use Flutes solely in 'RQRWXVH)OXWHVVROHO\RQ 'RQRWFRQWLQXH)OXWHV 'RQRWHOLPLQDWH)OXWHV
DQGEHORZWKH&XUYHG/DEHO the Pinch Waist area. the Contoured Shoulder. WKURXJKWKH&XUYHG/DEHO
3DQHODQGVSDQPP Area.
RQm/ Bottles.
Flutes: Dos and Donts (frequency)
Correct More tKDQ)OXWHV /HVVtKDQ)OXWHV 1R)OXWHV

7KH&RQWRXU%RWWOHKDV More tKDQRFFXUUHQFHV /HVVtKDQFUHDWHVDQ Aluminum packaging is
)OXWHV LVWRRIUHTXHQW XQZDQWHGIDFHWHGORRN H[FHSWHGDV)OXWHVDUHQRW
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Flutes: Dos and Donts (section)
Section B Section C 6HFWLRQ'
Flat Concave
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as theIorm ZLOO seemIaceted and sharp. WKH\GHFUHDVHKDQGFRPIRUWDQGKLQGHU
KLJKVSHHGFRQYH\DQFH.
Pinch Waist: Dos and Donts (format)
Correct Angled Asymmetrical Mid Pinch Area

ARZLQJV\PPHWULFDO3LQFK 'RQRWXVHDQDQJXODU 'RQRWXVHDQDV\PPHWULFDO 'RQRWHOLPLQDWHWKHLFRQLF
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Executional Constraints for Glass, PET and Aluminum

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SDJHVDGGUHVVKRZWRVXFFHVVIXOO\PDQDJHWKHVHFRQVWUDLQWV
Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum 3.52
Material and Process Considerations

7KHYHSULPDU\OLPLWDWLRQVWKDWFDQEHHQFRXQWHUHG
in creating iconic packaging are:
1. Variations
in materials PE7
Aluminum
Glass
2. Variations
in closures
3. Variations
in labeling
processes
4.
5.
forming
processes
Material and Process Considerations

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DQGFRVWDQGOLPLWDWLRQRIFXUUHQWWHFKQRORJ\DUHDOOIDFWRUV
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4
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2
5
1
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created by the product. 7KH&KDPSDJQH%DVHFDQEHDWWDLQHG H[WUXVLRQDQGQHFNLQJSURFHVVHVXVHG
but requires a heavier Bottle.
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6LQFHFDUERQDWLRQFDQGLVWRUWVXUIDFHGHWDLOVRIWKHWKLQQHrVRIWHU RFFXUGXULQJWKHDOXPLQXPIRUPLQJSURFHVV7KLVUHVXOWVIURPWKH
ZDOOVRI3(7%RWWOHVHQVXUHDZHOOGHQHG)OXWHVKDSHE\JLYLQJ FUHDWLRQRIDDWDUHDDWWKHEDVHRIWKH%RWWOHZKHUHWKHPDWHULDO
the divisions more structure. LVWRRWKLFNWREHIRUPHGIURPWKHRULJLQDOF\OLQGULFDOVKDSHWKDWLV
FUHDWHGIURPWKHLPSDFWH[WUXVLRQ
8QOLNHRQWKHPRUHIUDJLOHJODVV%RWWOHWKH3(7 neck ring can be
thinnerWKXVDOORZLQJOHVVPDWHULDOWREHXVHG 3ULQWWKHDOXPLQXP&RQWRXU%RWWOHMXVWOLNHDVWDQGDUGFDQXVLQJ
DSDGSULQWLQJSURFHVVEHIRUHWKHIRUPLVFUHDWHG7KHUHVXOWLQJ
8VHDWZLVWRQFDSIRU3(7%RWWOHVDVDFURZQFDSLVQRWHIIHFWLYH IXOOJUDSKLFFRYHUDJHRIWKHSDFNDJHLVDQDSSURYHGH[FHSWLRQIRU
at holding carbonation in a PE7 Bottle. WKLVPDWHULDORQO\VLQFHRQJODVVDQG3(7WKHSURGXFWPXVWEH
VKRZFDVHGWKURXJKWKHLUWUDQVSDUHQWPDWHULDOV
Avoid tinted plastics as they are not as cost eIIHFWLYHDV
clear resins.
Overview of Executional Constraints
Possible
Not Possible
Challenging
Black Cap
Silhouette
Flutes
Georgia Green Color
Curved Label Panel
Pinch Waist
Neck Finish
Embossed Coca-Cola Zero Logo
Black Label
Visible Product (brown color)
Champagne Base
Point-of-Sale Design Standards 4.0
(Work in Progress, coming 2010)
Equipment Design Standards 5.0
(Work in Progress, coming 2010)
&RQGHQWLDO_7KH&RFD&ROD&RPSDQ\$OO5LJKWV5HVHUYHG1RWHWRXVHUV9LVXDOVRQWKHSDJHVDUHIRULOOXVWUDWLYHSXUSRVHVRQO\5HIHUWR'GUDZLQJVIRUGHWDLOHGVSHFLFDWLRQV Confidential: December 2009

Signage Design Standards 6.0
Contents
Overview ...................................................................................... 6.02
Permanent Signage Graphic Principles ......................................6.03

Square Format
Square Format: Arden Square .................................................. 6.04
Square Format: Contour Bottle ..................................................6.05
Horizontal Format
Horizontal Format: Coca-Cola Zero Logo and Contour Bottle......6.06
Horizontal Format: Customizable Signs.....................................6.07
Vertical Format: Customizable Signs ..........................................6.08
Pitch Boards...................................................................................6.09
Horizontal Format: Pitch Boards ................................................6.10
Umbrellas ......................................................................................6.11
Overview
The purpose of permanent signage for Coca-Cola Zero is both
simple and paramount: to tell people, You can buy Coca-Cola Zero
here. Thus the Coca-Cola Zero Permanent Sign System is an
essential component of worldwide Brand Identity and meaning.
From a tactical standpoint, proper application of the Sign System

is vital to protecting and increasing Brand impact, consistency,
scale and cultural relevance. The standards in this chapter provide
guidance for leveraging them all, in particular:
$SSO\LQJJUDSKLFVWRSHUPDQHQWVLJQDJHLQVSHFLF
environments, and
0D[LPL]LQJWKHYLVLELOLW\RIJUDSKLFVWRDFFRPPRGDWH
YDULDWLRQVLQVLJQVL]HORFDWLRQDQGWUDIFDSSURDFK
$SSURYHGGLJLWDOOHVRIWKH&RUH%UDQG(OHPHQWVFXVWRPL]DEOH
graphics and design templates for signage are available on the
'HVLJQ0DFKLQHZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP
Please use only the approved versions supplied there.
Permanent Signage: Graphic Principles

The design of permanent signs must always follow a graphic
archetype that is iconic, bold, simple and without Brand
messaging. This timeless approach:
3URYLGHVDPDLQVWD\RI%UDQG,GHQWLW\ZLWKLQWKHWRWDOLW\RI
touchpoints,
/HYHUDJHVWKHW\SLFDOO\ORQJGLVSOD\OLIHRISHUPDQHQW
signs, and
3URPSWVFRQVXPSWLRQDQGWRSRIPLQGDZDUHQHVVEHIRUH
the shopper forms a consideration list.
7KHJUDSKLFDUFKHW\SHIRUSHUPDQHQWVLJQDJHUHHFWVWKH
following:
A. The Coca-Cola Zero Design Principles of Bold Simplicity
and the Power of Black
B. 'LVFHUQLQJXVHRIWKHVH&RUH%UDQG(OHPHQWVDVVKRZQLQ
SuperMarket
this chapter:
Coca-Cola Zero Logo
'\QDPLF5LEERQ
&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR
%ODFN
C. Standard formats for conventional signage, as shown
in this chapter:
6TXDUH
+RUL]RQWDO
Vertical
SuperMarket
D. The importance of creating shopper awareness from 6
PHWHUVDERXWIHHWDZDy.
The remaining pages in this chapter provide standards for

applying the archetype to key formats and types of permanent
signage.
SuperMarket
Signage Design Standards_Square Format 6.04
Square Format: Arden Square

The ingenious design of the Arden Square, which blends
WKUHHGLVWLQFWLYH&RFD&ROD=HUR&RUH%UDQG(OHPHQWV
&RFD&ROD=HUR/RJRWKH'\QDPLF5LEERQDQGEODFN
is ideal for permanent signage with a square format.
Always apply the Design Standards for the Arden Square as

SURYLGHGLQWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
,QSDUWLFXODU
0DLQWDLQSURSHUVFDOLQJRIWKH$UGHQ6TXDUHZKHQUHVL]LQJLW
7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH
&RFD&ROD=HUR/RJRPXVWEH&RNH5HGDQG:KLWH
7KH'\QDPLF5LEERQPXVWEHVLOYHU
No other colors, even if theyre in the Brand color palette,
are to be used.
1HYHUDGGERUGHUVRURXWOLQHVDURXQGWKH$UGHQ6TXDUH
$SSO\WKH&RFD&ROD=HUR/RJRDQG70VFDOLQJUXOHVDV
specified on WKH&OHDU6SDFH0LQLPXP6L]H706FDOLQJ
&URSSLQJSDJHLQWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV
FKDSWHU
Use only the approved versions of the Arden Square available

RQWKH'HVLJQ0DFKLQHZHEVLWH
Signage Design Standards_Square Format 6.05
Square Format: Contour Bottle

The bold simplicity of this global icon is well suited for
this format.
Always apply the Design Standards for the Contour Bottle

LFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG
(OHPHQWVDQG6WDQGDUGVFKDSWHU,QSDUWLFXODU
6XUURXQGWKH&RQWRXU%RWWOHZLWKFOHDUVSDFHWKDWLVDWD
PLQLPXPWKH[KHLJKWRIWKHDLQ&RFD7KLVFOHDUVSDFH
DUHDLVVKRZQWRWKHULJKWDV[
[
1HYHUXVHD'&RFD&ROD=HUR/RJRRQWKH&RQWRXU
Bottle Symbol.
7KH&RQWRXU%RWWOHPXVWDOZD\VEHVKRZQLQLWVHQWLUHW\DQG
never be cropped.
7KHVKDSHRIWKH&RQWRXU%RWWOHPXVWDOZD\VUHPDLQ
the same.
0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHZKHQUHVL]LQJLW
7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH&RQWRXU
%RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQGEODFN Clear Space
Coca-Cola Zero Logo. No other colors, even if theyre
in the Brand color palette, are to be used.
7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH
Contour Bottle Photo may be utilized when refreshment
cues are necessary.
Use only the approved versions of the Contour Bottle Symbol

and the Contour Bottle Photo available on the Design
0DFKLQHZHEVLWH
Signage Design Standards_Horizontal Format 6.06
Horizontal Format: Coca-Cola Zero Logo and Contour Bottle

Distinctive, elegant and dynamic, the Coca-Cola Zero Logo is h
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LQFOXGHFXVWRPPHVVDJLQJHJDVWRUHQDPH7KHSUHIHUUHG
h
design approach features both the Coca-Cola Zero Logo and
the Contour Bottle as shown.
Always apply the Design Standards for the h

&RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHLFRQLF
6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG h
(OHPHQWVDQG6WDQGDUGVFKDSWHU,QSDUWLFXODU Clear Space
6XUURXQGWKHCoca-Cola Zero Logo with clear space that is, at a
PLQLPXPK\SKHQKHLJKWLHHTXDOWRWKHKHLJKWRIWKH
hyphen connecting Coca and Cola.
1HYHUFURSWKHCoca-Cola Zero Logo.
7KHCoca-Cola Zero Logo and Contour Bottle should be of
equal height.
never be cropped.
1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle
Symbol.
0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH
Coca-Cola Zero Logo when resizing them.
7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKHVWDQGDORQH
Coca-Cola Zero LogoPXVWEH&RNH5HGDQGEODFNWKH
&RQWRXU%RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQG
black Coca-Cola Zero Logo. No other colors, even if theyre in
the Brand color palette, are to be used.
Contour Bottle Photo may be utilized when refreshment cues
are necessary.
Use only the approved versions of the Coca-Cola Zero Logo,

the Contour Bottle Symbol and the Contour Bottle Photo
DYDLODEOHRQWKH'HVLJQ0DFKLQHZHEVLWH
Signage Design Standards_Horizontal Format 6.07
Horizontal Format: Customizable Signs

This format can be adapted to include simple customer
PHVVDJLQJHJDVWRUHQDPHE\ERRNHQGLQJWKHVLJQZLWK
SuperMarket
the square-format designs as shown at right and specified
below.
Always apply the Design Standards for the Arden Square

DQG&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQ
WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
7KHKHLJKWRIWKHVLJQPXVWEHHTXDOWRWKHKHLJKWRI
the Arden Square.
)RUH[HFXWLRQVPRUHWKDQPHWHUVDERXWIHHWZLGH
utilize a square-format design on each end that features
the Arden Square only or in combination with the
Contour Bottle.
)RUH[HFXWLRQVOHVVWKDQPHWHUVZLGHXWLOL]HD
SuperMarket
square-format design on each end that features the
Arden Square only.
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Bottle when resizing them.
0DLQWDLQWKH&RFD&ROD=HURFRORUVWDQGDUGVIRUWKH$UGHQ
6TXDUHDQG&RQWRXU%RWWOHWKHEDFNJURXQGFRORUIRUWKH
SuperMarket
customizable area must always be white.
cues are necessary.
7KHWH[WRIWKHFXVWRPPHVVDJHVKRXOGEHVHWLQWKH
*RWKDP0HGLXPIRQW5HIHUWRWKH7\SRJUDSK\VHFWLRQLQ
8VHWKLVYHUVLRQRQO\IRUH[HFXWLRQVPRUHWKDQPHWHUVZLGH
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typography usage standards.
Signage Design Standards_Vertical Format 6.08
Vertical Format: Customizable Signs

Use the Contour Bottle, with its distinctive curvilinear form,
IRUH[HFXWLRQVRIWKLVIRUPDW
Always apply the Design Standards for the Contour Bottle

LFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG
(OHPHQWVDQG6WDQGDUGVFKDSWHU
Always place the customizable area at the bottom of the sign.
The te[t of the custom message should be set in the Gotham
0HGLXm font. 5Hfer to the Typography section in the Core
Brand (lements and Standards chapter .0for typography
usage standards.
The customizable area must e[Wend the full width of the sign
while not e[Feeding one quarter of the total sign height.
Surround the Contour Bottle with clear space that is, at a [
minimum, the [-height of the a in Coca. This clear space
area is shown to the right as [
The Contour Bottle must always be shown in its entirety and
never be cropped.
7KHVKDSHRIWKH&RQWRXU%RWWOHPXVWDOZD\VUHPDLQWKHVDPH
0DLQtain proper scaling of the Contour Bottle when resizing it
for various sign dimensions.
Never use a D Coca-Cola Zero Logo on the Contour
Bottle Symbol.
The background color must always be blackthe Contour
Bottle Symbol must be white with the Coke 5Hd and black
Coca-Cola Zero Logo. No other colors, even if theyre in the
Brand color palette, are to be used.
The Contour Bottle Symbol is the preferred artwork, but the
Contour Bottle Photo may be utilized when refreshment cues
SuperMarket SuperMarket SuperMarket
are necessary. Clear Space
Signage Design Standards_Pitch Boards 6.09
Pitch Boards
Pitch boards offer a high-visibility, repeat-impression touchpoint
for the Brand in sports venues and stadiums. Applying the
Design Principle of Bold Simplicity is key for signage in these
environments, as all boards need to:
Create on-site awareness from 30-40 meters
DERXt 0 feetaway.
0D[LPL]e impact when viewed at a distance, whether live or
on television.
Be consistent in appearance, regardless of size variations
across venues.
Use the precisely optimized compositions of the

Coca-Cola Zero Logo and Contour Bottle LFRQLc Symbol or
PhotR, provided on the QH[t page, for Pitch Board designs.
Signage Design Standards_Pitch Boards 6.10
Horizontal Format: Pitch Boards

Always apply the Design Standards for the Coca-Cola Zero Logo
DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQ
WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
To ensure a quick and easy read from a distance, do not
include any Brand messaging on Pitch Boards.
6XUURXQGWKHCoca-Cola Zero Logo with clear space that is, at a 5:1 5DWLR
1HYHUFURSWKHCoca-Cola Zero Logo.
never be cropped.
Symbol. 10:1 5DWLR
Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWRWXPEUHOODV
The preferred background color is black, but in venues
where black is not allowed, a white background with the
&RNH5HGDQGEODFNCoca-Cola Zero Logo and a white
Contour Bottle Symbol may be used.
The Contour Bottle Symbol is the preferred artwork, but
the Contour Bottle Photo may be utilized when refreshment
cues are necessary.
Umbrellas
Always apply the Design Standards for the Coca-Cola Zero Logo
DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH
&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU
To ensure a quick and easy read from a distance, do not
include any Brand messaging on umbrellas.
6XUURXQGWKHCoca-Cola Zero Logo with clear space that is, at a
1HYHUFURSWKH&RFD&ROD=HUR/RJR
never be cropped.
Symbol.
Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWRWXPEUHOODV
The preferred background color is black, but in venues
where black is not allowed, a white background with the
&RNH5HGDQGEODFNCoca-Cola Zero Logo and a white
Contour Bottle Symbol may be used.
The Contour Bottle Symbol is the preferred artwork, but the
cues are necessary.
Fleet Design Standards 7.0
Contents
Overview .................................................................................7.02
Fleet: Graphic Archetype ........................................................7.03

Fleet: Graphic Standards ........................................................7.04
Fleet: Paint Color Standards ...................................................7.05
Fleet: Application Standards for Graphics and Decals ..........7.06
Delivery Truck Sides ............................................................. 7.07
Delivery Truck Front ............................................................. 7.08
Delivery Truck Rear .............................................................. 7.09
Route Trucks ........................................................................ 7.10
Event Trailers ....................................................................... 7.11
Automobiles ..........................................................................7.12
Pickup Trucks .......................................................................7.13
Vans ......................................................................................7.14
Overview
By virtue of their size, fleet graphics are some of the Brands
most visible expressions of identity. Since our System both owns
and controls this potent medium, fleet graphics bring ample
opportunity and responsibility to maximize their impact.
This chapter provides the standards for doing so, in particular:

$SSO\LQJJUDSKLFVLQDSURSHUFRQVLVWHQWPDQQHUWRDOOIOHHW
vehicles (trucks, vans and automobiles), and
(QVXULQJWKDWIOHHWJUDSKLFVFRQWLQXRXVO\DQGFRQVLVWHQWO\
connect with consumers, whatever the environment and
circumstance.
Approved digital files of the Core Brand Elements and

customizable graphics for Fleet are available on the Design
Machine website at www.coca-coladesignmachine.com.
Please use only the approved versions supplied there.
Fleet: Graphic Archetype

The design of fleet graphics must always follow an established
archetype that is iconic, bold, simple and without Brand
messaging. This approach:
(QVXUHVWKDWDOOYHKLFOHVXVHGE\%RWWOHUVRI
The Coca-Cola Company make a unified visual impression.
(QVXUHVWKDWWKH%UDQG,GHQWLW\LVH[SHULHQFHGFRQVLVWHQWO\
within the totality of touchpoints.
0D[LPL]HVLPSDFWDWDOOWLPHVHYHQZKHQERWKRXUYHKLFOHV
and consumers are in motion relative to each other.
3URYLGHVDVLPSOHXQLIRUPDSSURDFKIRULPSOHPHQWDWLRQ
The archetype for fleet graphics is based upon the following:

A. The Coca-Cola Zero Design Principles of Bold Simplicity
and the Power of Black.
B. Discerning use of these Core Brand Elements, as shown
in this chapter:
&RFD&ROD=HUR/RJR
&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR
%ODFNDQG&RNH5HG
The following pages in this chapter provide standards

for applying the archetype to key types and sizes of
fleet vehicles.
Fleet: Graphic Standards

These graphic standards apply to all trucks and vehicles
used by Bottlers of The Coca-Cola Company.
In General
'RQRWLQFOXGHDQ\%UDQGPHVVDJLQJRQIOHHWJUDSKLFV
$OZD\VDSSO\WKH'HVLJQ6WDQGDUGVIRUWKH&RFD&ROD=HUR/RJR 2h
and Contour Bottle (iconic Symbol or Photo) as provided in
the Core Brand Elements and Standards chapter (2.0). 2h
7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNDQGWKHFRORU h
standards for the &RFD&ROD=HUR/RJR and Contour Bottle
always apply. No other colors, even if theyre in the Brand color
palette, are to be used. 2h
$SSO\WKHVWDQGDUGVVSHFLILFWRHDFKW\SHRIYHKLFOHSHUWKH
following pages.
2h
Coca-Cola Zero Logo
6XUURXQGWKH&RFD&ROD=HUR/RJR with clear space that is, at a
minimum, hyphen height; i.e., equal to the height of the h
1HYHUFURSWKH&RFD&ROD=HUR/RJR.
h
0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RFD&ROD=HUR/RJR
by following the graphic references included in this section and
x
scaling rules specified on the Clear Space, Minimum Size, TM h
Scaling, Cropping page in the Core Brand Elements and h
Standards chapter (2.0).
h
Contour Bottle
8VHWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWRRQO\
as specified on the following pages. Clear Space
never be cropped.
1HYHUXVHD'&RFD&ROD=HUR/RJR on the Contour
Bottle Symbol.
0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RQWRXU%RWWOHE\
following the graphic references included in this section and
scaling rules specified on the Clear Space, Minimum Size, TM
Scaling, Cropping page in the Core Brand Elements and
Standards chapter (2.0).
Fleet: Application Standards for Graphics and Decals

Graphics foreet application support the overall Brand Painted Graphics
Identity through visual consistency across the globe while 2QO\WKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH6\PERO
accommodating variations in vehicle types and styling. may be painted.
1HYHUSDLQWWKH&RQWRXU%RWWOH3KRWR
In General 2QO\RQHVWHQFLOVL]HRIWKH&RFD&ROD=HUR/RJRDQG
)ROORZWKHFDUHIXOO\GHYHORSHGVWDQGDUGVSURYLGHGKHUHWR Contour Bottle Symbol is required for each vehicle size in
ensure a uniform visual impression. the fleet.
6SHFLILFVWDQGDUGVIRUGHOLYHU\WUXFNVURXWHWUXFNVHYHQW Create a custom stencil for each graphic, using heavy
trailers, automobiles, pickup trucks and utility vans are gauge, transparent Mylar plastic.
provided on the following pages. Follow the size and clearspace guidelines for vinyl decals.
Maintain proper scale of the provided graphics when resizing
them for various vehicle sizes.
Vinyl Decals
Vinyl decals are the preferred means by which to render the
&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHLFRQLF6\PERORU
Photo) onto fleet vehicles. Affix the decals according to their
application instructions.
To determine the appropriate decal size for the Coca-Cola

=HUR/RJRDQG&RQWRXU%RWWOH
1. Measure, from top to bottom, the black space onto
which the decal will be applied (i.e., the side body panel of a
trailer, the door panel of a pickup truck).
2. Calculate the size of the decal so that its height is
approximately 50.8 - 76.2 mm (2 - 3 inches) less than the
total height of the black space.
3. While the ideal clear space around decals is approximately
50.8 - 76.2 mm (2 - 3 inches), make sure the minimum clear
space is in any case at least equal to the height of the
K\SKHQLQWKH&RFD&ROD=HUR/RJR
Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.06
Delivery Truck Sides

Fleet graphics on large delivery trucks serve as mobile billboards.
Trailer Side Graphics

6KRZWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHRQERWKVLGHV
of the trailer.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWR
on delivery trucks, but never both on the same panel.
3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHIDUOHIWVLGHRIWKHWUDLOHU
position the Contour Bottle upright on the far right side of
the trailer.
7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH
will vary with the trailer length.
%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW
Side Cab Graphics

6KRZWKH&RFD&ROD=HUR/RJRRQERWKVLGHVRIGRRUSDQHOVRIWKH
cab portion of the truck.
&HQWUDOO\SRVLWLRQWKH%RWWOHUVQDPHDGGUHVVDQGDQ\LGHQWLILHUV
UHTXLUHGE\ODZEHQHDWKWKH&RFD&ROD=HUR/RJR
Refer to the prior page, Application Standards for Graphics and

Decals, as needed.
B o ttle r N a m e
A d d re ss
C ity, S tate Z ip
Delivery Truck Front

Front Graphic
&HQWHUWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRQWKH
cab over portion above the windshield.
6LQFHWKH&RFD&ROD=HUR/RJRLVWKHRQO\JUDSKLF
identification when the truck is viewed directly from the front, be
sure to maximize its visibility above the cab.

Decals, as needed.
Delivery Truck Rear

Rear Graphic
7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO
of the truck.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH
Photo on delivery trucks, but never both on the same panel.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN
space, ensuring equal space on each side of the decal.
,IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHVWKH
&RFD&ROD=HUR/RJRPD\EHXVHGLQVWHDGFHQWHUHGLQWKH
black space with equal space on each side of the decal.

Decals, as needed.
Route Trucks
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both
sides of the trailer.
Photo on route trucks, but never both on the same panel.
3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the
trailer; position the Contour Bottle upright on the far right side
of the trailer.
The space between the &RFD&ROD=HUR/RJR and Contour
Bottle will vary with the trailer length.
Front Graphic
B o ttle r N a m e
&HQWHUWKH&RFD&ROD=HUR/RJR in the black space on the A d d re ss

C ity, S tate Z ip
cab over portion above the windshield.

$VWKH&RFD&ROD=HUR/RJR is the only graphic identification
when the truck is viewed directly from the front, be sure to
maximize its visibility above the cab.
Rear Graphic
7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO
of the trailer.
Photo on route trucks, but never both on the same panel.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN
space, ensuring equal space on each side of the decal.
,IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHVWKH
&RFD&ROD=HUR/RJR may be used instead, centered in the
black space with equal space on each side of the decal.

Decals, as needed.
Event Trailers
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both
sides of the trailer.
Photo on event trailers, but never both on the same panel.
7RHQVXUHWKDWWKH&RFD&ROD=HUR/RJR is always visible,
position it on the panel below the window panel that lifts up.
6KRZWKH&RQWRXU%RWWOHRQWKHYHUWLFDOSDQHOWKDWLVDORQJVLGH
the window panel. Position it upright and centered in the Coke
Red space of this panel.
Front Graphic
&HQWHUWKH&RFD&ROD=HUR/RJR in the black space above
the hitch portion of the trailer.
maximize its visibility above the vehicle pulling it.
Rear Graphic
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHUHDUGRRURIWKH
trailer. Center it in the black space, ensuring equal space
on each side of the decal.
Photo on event trailers, but never both on the same panel.

Decals, as needed.
Automobiles
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHRQERWK
sides of the automobile.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH
Photo on automobiles, but never both on the same panel.
3RVLWLRQERWKJUDSKLFVLQWKHDUHDEHWZHHQWKHIURQWDQGEDFN
wheels and below the side windows, with:
&RFD&ROD=HUR/RJR on the far left side, and
7KH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH
7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJR and Contour
Bottle will vary with the automobile length.
Front Graphic
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRI
the hood, ensuring equal space on each side of the decal.
when the automobile is viewed directly from the front, be sure
to maximize its visibility on the hood.
Rear Graphics
3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHOHIWVLGHRI
the bumper.
3RVLWLRQWKH&RQWRXU%RWWOHRQWKHULJKWVLGHRIWKHEXPSHU

Decals, as needed.
Pickup Trucks
Side Graphics
6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both
sides of the truck.
8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH
Photo on pickup trucks, but never both on the same panel.
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between
the front and back wheels and below the side window.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO
and bumper.
Front Graphic
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black
space of the hood, ensuring equal space on each side of
the decal.
maximize its visibility on the hood.
Rear Graphics
3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of
the truck gate.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH
of the gate.

Decals, as needed.
Vans
Side Graphic with Visible Cargo Windows
6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both
sides of the van.
Photo on vans, but never both on the same panel.
the front and back wheels and below the side window
(driver/front passenger).
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO
and bumper.
Side Graphic with No or Painted Cargo Windows

the side window (driver/front passenger) and the back edge of
the van.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHVLGHGRRU
(driver/front passenger).
Front Graphic
&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black
space of the hood. Ensure:
Equal space on each side of the decal.
That the bottom edge of the decal is approximately
38.10 mm (1.5 inches) above the seam where the
hood meets the grill.
Rear Graphic
3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the left
rear door.
3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGHRIWKH
right rear door.

Decals, as needed.
Trademark Usage Requirements 8.0
Trademark Policies of The Coca-Cola Company

Our trademarks include some of the best-known and most well known and famous trademarks (such as COCA-COLA In creating slogans that include trademarks, do not use
well-recognized trademarks in the world. As a result, our and COKE) can also be used as proper nouns. Example: hyphens to link the trademarks to other words in the slogan.
trademarks are among the most valuable assets of TCCC.
If they are used properly, TCCCs valuable and distinctive Correct : Enjoy a COKE ZERO. Incorrect Example: Hoorah-Coca-Cola Zero.
trademarks can be kept forever. However, with improper Incorrect: I bought a ZERO yesterday.
use, we run the risk of losing one or more of our trademarks Do not change in any way the spelling of a word mark.
altogether. If a trademark is used as a proper noun, care must be taken For example, do not change the spelling of
that the trademark is not used in a way that suggests that it is COCA-COLA ZERO so that it reads COKA-KOLA ZERO.
Because of the importance of TCCCs trademarks, it is an everyday, generic term for a type of product. For this
the policy of TCCC that all employees of TCCC must help reason, use of a trademark as a proper noun should be Beverage products should not be described as original
safeguard its trademarks and be aware of the rules and evaluated on a case-by-case basis by appropriate TCCC or genuine or otherwise identified in a way that could
guidelines for proper use of TCCCs trademarks. These Trademark Counsel. suggest that others have similar products. Examples of
policies and procedures for trademark protection and use such exceptions are: the phrase Original Formula used
should be followed to ensure consistent use and continued Use of our trademarks in the possessive or plural forms is for COCA-COLA ZERO.
protection of our trademarks. The policies apply regardless discouraged, and all such uses must be approved by the
of whether a proposed use of TCCCs trademarks is appropriate TCCC Trademark Counsel. Example: Brand Integrity Principles
internal or external. There are certain trademark use principles that relate to the
Correct: 2 Coca-Cola Zero products for $4 integrity of the brands in connection with which TCCCs
There are a number of trademark use rules that apply to all Incorrect : 2 Coke Zeros for $4 trademarks are used. Those principles generally relate to
of TCCCs trademarks. Consistent use of TCCCs marks in making consistent use of trademarks in a particular way and
accordance with these rules strengthens the rights in A trademark should never be used as a generic name for a avoiding combining the elements or identities of different
TCCCs marks and enhances their value. Exceptions, rarely, category of products, or as a verb, a common noun, or any brands. They are designed to ensure that TCCCs
if ever, should be made. If you believe that an exception to part of speech other than an adjective or a proper noun. Our trademarks are used in ways that strengthen TCCCs rights
any of these rules is appropriate, advance approval must be rights to our trademarks are strengthened and maintained in each of its trademarks.
obtained. These rules include the following: when we use them properly and do not suggest that they are
common, everyday terms that can be used to refer to For trademarks that have a particular typeface, font,
A trademark should, whenever possible, be used as an products of many companies. presentation or design element associated with them, use
adjective and followed by a generic term, so that it is clear only graphic presentations that are approved.
that the trademark refers to a specific product that is of a In materials distributed outside TCCC, a trademark should,
particular type. whenever possible, be displayed in a format that sets it apart Presenting the trademark COCA-COLA in Spencerian script.
from other text, makes it stand out, and indicates that it is a
Example: Drink COCA-COLA ZERO soft-drinks. trademark, such as in all CAPITAL LETTERS, in quotation
marks, or in a special script, italics, or bold print.
If the context is clear that the reference is to a specific
product of TCCC identified by the trademark, a trademark Example: This store sells COKE, DIET COKE and
can also be used as a proper noun. Trademarks of TCCC, COCA-COLA ZERO.
Trademark Policies of The Coca-Cola Company

Particular typefaces, fonts, presentations and design elements The addition of a prefix or suffix to a trademark, or otherwise Example: XYZ is a registered trademark of XYZ Associates,
are generally associated with only one brand. Do not use using an existing trademark as a stem for a new word or Inc. COCA-COLA ZERO and the Dynamic Ribbon
elements that have been approved for one brand with a trademark is an improper variation. Example: Device are trademarks of The Coca-Cola Company.
different brand. Example:
Incorrect: Using words or phrases such as COKEVILLE Even in cases where the third party does not require a legal
Correct: Using the Dynamic Ribbon Device with brand or ZEROtastic. line, we still need to insert the appropriate TCCC legal line.
COCA-COLA ZERO.
Alteration of any of the words of a slogan trademark is an Every term in the corporate name The Coca-Cola Company
Incorrect: Using the Dynamic Ribbon Device with brand improper variation of the trademark. Example: should have the initial letter capitalized, including the letter T
FANTA. in the word The.
Incorrect: Using slogans such as That is Possible
Do not add any graphic or other design elements to an instead of Its Possible. The trademark COCA-COLA ZERO should always be
existing trademark of TCCC without approval for the use of presented as a unitary phrase, and the words Coca and
those additional elements. For example, adding additional There are many occasions when one or more of TCCCs Cola and Zero should not be split on different lines
flourishes to the letters of COCA-COLA when it is presented trademarks is used together with trademarks owned by others. or separated. When using word processing programs,
in Spencerian script. Such situations can arise in conjunction with sponsorship by use a non-breaking hyphen for the hyphen in
TCCC of events or organizations (such as the Olympics or COCA-COLA ZERO.
Certain of the containers and packaging used by TCCC are the FIFA World Cup), as part of joint promotional activities,
proprietary to TCCC and can serve as trademarks. You must and/or in advertising or other uses by parties that have a right Spencerian script that is used for the COCA-COLA trademark
never use the Contour Bottle on FANTA, ODWALLA, SPRITE to use our trademarks. should not be used for anything other than trademarks incorpo-
or other products other than COCA-COLA brand beverages. rating COCA-COLA, COKE, DIET COKE, COCA-COLA
All uses of trademarks of TCCC together with trademarks LIGHT and COCA-COLA ZERO and the trade names of The
Slogans should be used only in connection with the product owned by other companies should be reviewed and approved Coca-Cola Company, its subsidiaries and its bottlers.
for which they are intended. Example: by the appropriate TCCC Trademark Counsel.
The hyphen in COCA-COLA ZERO is an integral part of the
Correct: Coca-Cola Zero, Its Possible. When a trademark of another party appears on packaging or trademark. Always include the hyphen whenever the trademark
Incorrect: Coke Zero, Obey Your Thirst. in advertising for one of TCCCs beverage products, the is displayed, even if the materials on which the graphics are
relationship between the other party and TCCC must be clear based are archival pieces that do not include the hyphen.
There are many ways in which TCCCs trademarks can be from the context, and the materials must reflect that only
adapted, modified and/or combined with other materials. TCCCs trademark is the trademark for the beverage product. Do not suggest that the shape of the COCA-COLA Contour
Such variations can sometimes strengthen the original All such uses must be reviewed by the appropriate TCCC Bottle (or any other proprietary bottle) has a functional
trademark, but could sometimes be potentially damaging for Trademark Counsel or Operations Counsel, in accordance benefit. Refer to such bottles as containers or packaging that
legal or other reasons. All such variations could result in the with the standard practice of your Group, so that clarifying are distinctive and identify TCCCs products. Example:
creation of a new trademark that could infringe the rights of language can be added if necessary. WRONG: The shape of the Contour Bottle makes it easier to
other parties and therefore would need to be searched and get a firm grip on the bottle.
cleared prior to use. For these reasons, it is important that all With limited exceptions, legal lines must accompany our
such proposed variations be submitted for approval to the trademarks whenever a trademark of another party appears Use the Dynamic Ribbon Device only in relation to the
appropriate TCCC Trademark Counsel prior to use. with one of our trademarks, whether on packaging, vending COCA-COLA family of beverages or as a reference to
machines, the Internet or otherwise. Such legal lines must TCCC. Do not combine the Dynamic Ribbon Device with
identify the trademarks owned by TCCC and assert TCCCs third-party trademarks to create a new design or trademark.
ownership of them.
Identity Standards Management Team 9.0
and Process
Identity Standards Management Team and Process 9.01
Contents
Standards Management Principles ........................................9.02
Standards Management Process and Accountability ............9.03
Brand Standards Council........................................................9.04
Standards Management Principles

Principles for Alignment to Standards
The Identity and Design Standards are meant to drive quality,
consistency and productivity across the System worldwide.
It is the responsibility of each entity described herein to work
towards and have a plan for aligning to the Identity and
Design Standards.
An assessment process will be put in place so that,
periodically, the Company can understand our progress.
Principles for Exceptions

The Standards, as written, should be the overwhelming norm.
Therefore, exceptions should be very limited.
A request for an exception must have a valid Business Case
and be planned in advance. No work outside of the Standards
should be started until an approval has been granted.
An exception may have a maximum presence in market of
3 months and may only be leveraged once per year.
Roll-out standards Roll-out standards Roll-out standards
High Level Process
Global Group Business Unit Bottler/Local
Standard Amplification Localization Execution

(Brand, Design and Legal) (Brand, Design and Legal) (Brand) (Commercialization)
Report plans and Report plans and Report plans and

exception requests exception requests exception requests
Standards Management Process and Accountability


(Brand, Design and Legal) (Brand, Design and Legal) (Brand) (Commercialization)
Uphold and train Groups on Identity Uphold and train Business Units on Uphold and train Bottlers on Identity Responsible for implementing
and Design Standards Identity and Design Standards and Design Standards Standards in Bottler/Local Projects
Responsible for implementing Responsible for implementing Responsible for implementing

Standards in Global Projects Standards in Group Projects Standards in Business Unit Projects
Responsible for implementing and Review and record exception requests Review and record exception requests
renewing Identity and Design from Business Units from Bottlers or other local entities
Standards
Deny exception requests or approve Deny exception requests or approve
Review and record exception requests for escalation to Global for escalation to Group
from Groups
All Exception Rights are approved at

Global
Brand Standards Council

The following are the primary contacts for reporting roll-out and adoption plans for the Brand UROHVGHQHGRQWKHSUHYLRXVSDJHV(PDLOVWRWKH*URXSVKRXOGRQO\FRPHIURPWKDW*URXSRU
Standards. Where exception requests have a valid business case attached and will not live in Business Units within that Group.
market for more than 3 months, these contacts will also review exception requests as per their

(Brand, Design and Legal) (Brand, Design and Legal) (Brand) escalation to Group (Commercialization)
Brand: Cristina Bondolowski, EUG Brand: Regina Wurz-Janssens

Derk Hendriksen EUG Design: Karen Fream
EUG Legal: Barry Gerber
Design: Todd Brooks, Email: brandstandards@eur.ko.com
Lisa Motto,
Vince Voron EAG Brand: Sedef Salingan Sahin
EAG Design: Elif Tokat
Legal: Danise van Vuuren-Nield, EAG Legal: Linda Spencer
Bernadette Drankoski Email: brandstandards@afr.ko.com
LatAm Brand: Cynthia Gonzalez

LatAm Design: Guido Rosales
LatAm Legal: Roxana Penagos
Email: brandstandards@la.ko.com
Pacific Brand: Shakir Moin

Pacific Design: Shakir Moin
Pacific Legal: Rachel Peterson
Email: brandstandards@apac.ko.com
Japan Brand: Santiago Bargagna

Japan Design: Hide Matsunaga
Japan Legal: Hirotoshi Adachi
Email: brandstandards@apac.ko.com
NA Brand: Caren Pasquale Seckler

NA Design: Frederic Kahn
NA Legal: Jim Dudukovich/Pamela Mallari
Email: brandstandards@na.ko.com

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Coca-Cola Zero

Brand Identity and Design Standards

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

Please note that updates to the Brand Identity and Design

Strategic Overview......................................................... 1.0

Packaging Design Standards ........................................ 3.0

Point-of-Sale Design Standards .................................... 4.0

Equipment Design Standards ........................................ 5.0

Signage Design Standards ............................................ 6.0

Fleet Design Standards ................................................. 7.0

Trademark Usage Requirements ................................... 8.0

Identity Standards Management Team and Process .... 9.0

Why Do We Need Identity and Design Standards? ...............1.03

Who Should Use These Identity and Design Standards? ......1.04

Identity and Design Standards: Foundation ...........................1.05

Design Principles ....................................................................1.06

Strategic Framework: Overview .............................................1.07

Strategic Framework: Applied ................................................1.08

Making the Identity and Design Standards a

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

What is a Brand Identity?

Core Brand Elements in Execution

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

Why Do We Need Identity and Design Standards?

System-wide Identity and Design Standards are a longstanding

2. Leverage the Scale of our System Across All Markets

3. Provide More Consistency and Quality Across the System

4. Facilitate Increased System-wide Productivity

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

Who Should Use These Identity and Design Standards?

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

All Other Parties

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

Identity and Design Standards: Foundation

Coca-Cola Zero: Brand Vision and Architecture (BVA)

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

2. Real and Genuine

4. Bold and Unexpected

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

Strategic Framework: Overview

Sustaining Campaigns Properties Customer

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

Strategic Framework: Applied

3DFNDJLQJ (TXLSPHQW Signage Fleet

Sustaining Campaigns Properties Customer

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

Making the Identity and Design Standards a System-wide Success

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

Consistently using a common set of elements enables

This chapter provides an overview of each Core Brand Element

Coca-Cola Zero Logo

The Spencerian Script, carried over from the Coca-Cola Brand,

The Spencerian Script that is used for the

We are committed to using the Coca-Cola Zero Logo in its

Use only the approved versions of the Coca-Cola Zero Logo

Restricted-use Coca-Cola Zero Logo

Clear Space, Minimum Size, TM Scaling, Cropping

Minimum Print Size

Minimum Onscreen Size

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RQGHQWLDO_ The Coca-Cola Company. All Rights Reserved.

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009

C = 0, M = 0, Y . C = 4, M = 100, Y . C = 0, M = 0, Y . C = 0, M = 0, Y .

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