Logo

The Coca-Cola logo, like the product itself, is rated among the most recognized logo design and brands in the world. The typeface used, known as Spenserian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. The logo itself has adapted slightly over recent years.

1887-1890s – Inserting the ‘Trademark’
These two important little words were added to the tail of the first ‘C’

1890-1891 – Extra swirls
For just one year, our logo changed its appearance quite dramatically with this extra swirly script. Afterwards, the logo returned to its previous font.

1941-1960s – Tail tweaked
In this version, the words ‘Trademark Registered’ moved out of the tail of the ‘C’.

1958-1960s – A fishy shape
This period saw the introduction of the Arciform or ‘fishtail’ logo.

1969 – That famous white wave
The Arden Square logo was unveiled to the world. In this red box, the familiar Coca-Cola script was underlined with the iconic white ‘wave’ known as the ‘Dynamic Ribbon Device’, which is still used to this day.

2003 – Keeping it real
With the introduction of the ‘Coca-Cola... Real’ campaign, the logo’s ‘white wave’ was enhanced with a shock of yellow and some floating bubbles.

2007 – A classic design A simple, yet bold, design with a single white ribbon.



2011 – 125 years of happiness
Coca-Cola's 125th birthday logo sees bubbles bursting from our famous contour bottle – a celebration of our past, present and future. 



The brand's colour, the now familiar Coca-Cola red, remains a highly important component of this design classic. White cursive text sat on a bright red background has since been used for almost all of Coca-Cola's rival brands (with the notable exception of Pepsi)

Shape of the Coca-Cola logo:
The Coca-Cola logo comes in a rectangular shape or a circular shape with the hobble-skirt bottle on top. The rectangular design is a fairly simple one with a cursive font and the swirl.

Color of the Coca-cola logo:
The only two colors used in the Coca-Cola logo are red and white, both appearing vibrant nevertheless simple in design as well as tempting the youth minds. The fonts are written in white with an energetic red background.

Target Audience?

In my opinion the target market of coca cola is youths aged between 15-25, yet also reaches 40 plus, as they serve this age group with diet coke and coke zero. I don’t think they specifically target a certain gender but I believe both genders like and use it. I think they target their product to people with busy lifestyles, with shortage of time. The age range targeted is linked to students and family oriented people. Upper lower class and lower class people. They like technology and the media, are into texting, music, watching TV and enjoy TV adverts. I think coca cola always try and encourage being active, through sports and fitness too, most of their adverts are linked to sporting events, Recently involved with the Olympic games 2012, their involved in finding torch holders around the U.K. previously coca cola launched the FIFA world cup. Coca-Cola has been an official of sponsor of the Fifa World Cup since 1978 and an in-stadia advertiser since 1950. I believe in more recent years coca cola’s had to reinvent itself with a more healthier approach, with obesity on the increase and more people conscious of their weight they need to advertise their product in a more active youthful way, their target audience being young people. You can see straight away from the advert I have looked at above that the ‘open happiness’ campaign represents active people having fun enjoying themselves keeping fit and refreshed with coca cola.

Slogans over the years

1886-Cola-Delicious, Refreshing, Exhilarating

1886-Drink Coca-Cola

1904-Delicious and Refreshing

1908-Good To The Last Drop

1922-Thirst Knows No Season

1926-Stop At The Red Sign

1929-The Pause That Refreshes

1952-What You Want Is A Coke

1954-For People On The Go

1955-Americans Prefer Taste

1957-Sign of Good Taste

1960-Relax With A Coke, Revive With A Coke

1963-Things Go Better With Coke

1975-Look Up America

2000-Enjoy

 2001-Life tastes good

 2003-Real

2006-The Coke Side of Life

 2007-Live on the Coke Side of Life

 2009-Open Happiness

 2011-Life Begins Here "Always Coca-Cola"

Advertising and market strategies -Price

The price of coke is very competitive with other leading brands, you could buy:

Can of coke (330ml) - 59p

500ml bottle -£1.08

2L bottle - £1.78

Coca cola sells cheapest in ASDA supermarkets over TESCO and Sainsbury’s.

http://www.youtube.com/watch?v=6C4g60-45Kc&feature=related

Coca cola uses above the line promotion, this is on TV, in the cinema, on the radio, in newspapers, magazines, posters and billboards. They advertise on a huge scale all around the world. Coca cola’s biggest promotion is probably through sponsorship, working alongside advertising like the FIFA world cup. To be involved in such a huge world wide event gets lots of attention from all over the world.  And is an excellent opportunity to advertise your product to a huge audience. I think coca cola uses advertising techniques such as ‘emotional selling points’ in some of their campaigns, one excellent example of this is shown in the coca cola FIFA world cup launch ad, in this add shows clips music, and memories created all over the world that everyone will have at least one emotional link to, it helps the audience to embrace the product and make a stronger connection to it. Emmanuel Seuge, the group director of worldwide sports and entertainment marketing at Coca-Cola, said the campaign is the single largest marketing push the soft drink giant has ever run.