The Theory of logo evolution of Coca-Cola

This timeline explains some of the changes we’ve seen to the design of the drink since the first-ever Coca-Cola was poured over 130 times ago

 1886 – What’s in a name? 

On 8 May 1886, Dr. John S Pemberton nailed the formula, but it was his chronicler who came up with the name" Coca-Cola ®". Frank M Robinson, suggested that “the two Cs would look well in advertising”. And with that, Robinson also designed the now world notorious Coca-Cola script logo. 

He wanted his name for the new product to have an effective and dramatic style of its own. He experimented with an elaborate Spenserian script, a form of penmanship specific of that time. After discussion, the others working at Pemberton’s company espoused the script by amicable concurrence. 

Drawn in flowing handwriting, Robinson’s elaborate script was veritable “of the moment”, and it remains one of the most recognizable trademarks in the world.

1887-1890s – Inserting the trademark

On January 31, 1893, the logo was trademarked with the U.S. Patent Office.  The words "Trade mark" are written in the tail of the "C" in Coca.

1890-1891 – Extra swirls

For one year only, the Coke logo gets a dramatic, swirly makeover.

1941-1960s – Tail tweak

The words ‘Trademark Registered’ move out of the tail of the ‘C’. The trademark is noted below the logo, instead of inside it.

19 November 1947, the modern Spenserian script, as we know it today, is registered in Australia.

1947-1960s – The Coca-Cola Red Disc

Since 1947, the Red Disc or “button” sign has been used to advertise Coca-Cola. The strong graphic image of the disc shape, became a cornerstone for outdoor signage. In 1948, the discs began to be hung inside a place of business as advertising and decoration.

1958-1960s – A fishy shape

This period sees the script placed inside an Arciform shape, which looks like an arch. The Arciform sign (better known as the “Fishtail” sign) was unveiled in 1958. Within a year, the Arciform design was used in copy, signage, cartoons, and on vending machines.

1969 – That white wave

The Arden Square logo is unveiled. The Coca-Cola script is underlined in a red box with a white ‘wave’, or Dynamic Ribbon Device. This is still used today.

1982 – Diet Coke®

The 1980’s featured memorable slogans such as “Coke is It!” and in 1982, the introduction of Diet Coke - the first extension of the Coca-Cola trademark.

The famous script logo was changed to a slab serif font. And the original Diet Coke logo design included bold red letters against a white background.

2003 – Keeping it real

With the introduction of the "Coca-Cola... Real" campaign, the Dynamic Ribbon Device was enhanced with a shock of yellow and some bubbles.

2007 – A classic design

Changing up the previous design, a simple and bold approach was taken with a single white ribbon.

2011 – 125 years of happiness

Coca-Cola's 125th birthday logo sees bubbles bursting from the contour bottle – a celebration of the past, present and future.

2013―2014 – Your name, that classic font

The Share a Coke campaign swapped out the Coca-Cola logo with your first name.

Originally, the idea was conceived with names printed in the traditional “Coca-Cola” Spenserian script. However, due to trademark issues, a brand-new typeface inspired by the “Coke” logo was created.

2016 ― “Taste the Feeling” 

Taking the best from both worlds, the “Taste the Feeling” campaign brought Coca-Colas One Brand strategy to life combining the old with the new.