Coca-Cola Global Brand Identity Guidelines

A practical brand-system reference for consistent expression across packaging, retail, communications,

digital experiences, and creative work.

Purpose

Protect and consistently express Coca-Cola’s

distinctive visual identity across markets and

touchpoints.

Core assets

Spencerian script, red-and-white palette,

Dynamic Ribbon, Arden Square, contour

bottle, and related assets.

Use

Brand, marketing, design, agency,

packaging, retail, and digital execution.

Governance

Use approved master assets and current

Brand Center guidance for production work.

Overview

Coca-Cola’s brand identity is built around a small set of recognizable assets that work together consistently. The

company’s 2026 global visual identity refresh emphasizes the bold red-and-white palette, Dynamic Ribbon, Arden

Square, and Spencerian script across packaging, retail environments, equipment, and digital experiences.

The system is intended to scale across more than 200 markets while allowing local teams and partners to create work for

different formats and audiences. The current rollout is supported by a Brand Center and design-intelligence tools for

internal teams and agency partners.

Identity system at a glance

Element

Role

Execution principle

Spencerian script

Primary Coca-Cola wordmark and distinctive

heritage asset.

Use approved artwork; do not redraw, substitute, distort, or

reconstruct.

Red and white

Core color expression associated with Coca-Cola.

Use current approved production specifications rather than

approximating color.

Dynamic Ribbon

Key visual device in the current global system.

Use approved artwork and preserve intended scale and

relationship to other assets.

Arden Square

Structured device in the refreshed identity.

Use the current master asset and relevant application

guidance.

Contour bottle

Distinctive packaging silhouette and heritage asset.

Preserve the recognizable form and use approved

representations.

Production note: Coca-Cola says the refreshed global system is rolling out across Latin America, Europe, the Middle East,

and Asia. Live production work should use current controlled Brand Center materials.

Coca-Cola Global Brand Identity Guidelines

1. Brand foundations

The Spencerian script

The Coca-Cola wordmark is rooted in Spencerian script. Coca-Cola’s historical record attributes the original lettering to

Frank M. Robinson, who adapted the elaborate Spencerian writing style in the company’s early history. The distinctive

script became a defining trademark.

Recognizable packaging assets

The contour bottle is one of Coca-Cola’s best-known physical brand assets. In print and digital work, its silhouette can

function as recognizable shorthand when represented through approved assets.

Color

Red and white are central to Coca-Cola’s visual expression. Coca-Cola’s own historical material notes that there is no

single universal Pantone color for Coca-Cola red. Production teams should therefore use current approved color

specifications rather than treating an unverified Pantone value as universal.

2. Current global visual system

One iconic brand. One iconic look.

The July 2026 global visual identity refresh is built around the principle that Coca-Cola executions should look and feel

unmistakably Coca-Cola. The system strengthens and coordinates established iconic assets.

Dynamic Ribbon and Arden Square

The Dynamic Ribbon and Arden Square are prominent devices in the refreshed system. Together with the Spencerian

script and red-and-white palette, they provide a unified visual language that can scale across physical and digital

environments.

Digital and physical applications

The refreshed system is intended for packaging, retail environments, equipment, and digital experiences. Coca-Cola

says the rollout is supported by an immersive Brand Center and design-intelligence tools that help internal design and

marketing teams and agency partners with governance, craft, and consistency.

3. Logo and master-asset handling

• Use the current master Coca-Cola wordmark and approved brand assets.

• Do not redraw or manually recreate the Spencerian script.

• Do not stretch, compress, rotate, skew, or otherwise distort the wordmark.

• Do not substitute ordinary fonts for the Coca-Cola wordmark.

• Maintain sufficient clear space so the identity remains legible and distinctive.

• Use current Brand Center files rather than copied or unofficial artwork.

Clear space and sizing

Exact clear-space, minimum-size, lockup, placement, and color specifications should be taken from the current controlled

brand assets for the relevant market and application. This guide does not invent numerical measurements.

4. Color and reproduction

Color is a production specification, not an approximate visual impression. Screens, printing processes, substrates, and

packaging materials can alter perceived color. Use approved color references and production profiles for the intended

output.

Do not approximate

Coca-Cola Global Brand Identity Guidelines

Avoid selecting a red from an image, screenshot, or browser color picker and treating it as the production color. Use the

controlled brand specification supplied by the current system.

Coca-Cola Global Brand Identity Guidelines

5. Brand architecture in practice

Application

Primary considerations

Packaging

Protect product identity, approved wordmark, package silhouette, color, hierarchy, and required

information. Use market-specific production files.

Retail & equipment

Maintain recognition at distance while respecting physical dimensions, materials, and local

requirements.

Digital

Adapt the system to responsive screens while preserving recognizable assets, hierarchy, and

accessibility.

Agency work

Use controlled master assets and complete required approval and governance steps before production.

6. Generative AI and “Create Real Magic”

Coca-Cola has publicly documented experimentation with generative AI through “Create Real Magic.” In March 2023, the

company announced a platform built for Coca-Cola by OpenAI and Bain & Company that combined GPT-4 and DALL-E

capabilities and allowed digital creators to work with selected Coca-Cola archive assets.

Brand assets in the AI environment

The platform made selected branded elements available for creative experimentation, including the contour bottle,

Spencerian script logo, Coca-Cola Santa Claus, and Polar Bear imagery. The company described the experience as a

controlled creative sandbox.

Human review

AI-generated output should not be treated as automatically approved brand communication. Teams need to check brand

assets, claims, legal requirements, cultural context, product accuracy, and production quality before publishing.

Scaling creative

Coca-Cola described opportunities to increase creative production speed and feature creator work in prominent digital

environments. In the 2023 Create Real Magic program, selected work could be considered for display on digital billboards

in New York’s Times Square and London’s Piccadilly Circus.

7. AI creative review checklist

Use only approved Coca-Cola assets made available for the project.

Check that the wordmark and other brand assets are represented accurately.

Review generated imagery for unintended distortions or altered trademarks.

Check claims, product details, packaging, and required disclosures.

Review cultural, legal, safety, and reputational considerations.

Confirm final artwork meets the technical requirements of the media placement.

Obtain required brand and legal approvals before publication.

8. World Without Waste and packaging

Coca-Cola’s World Without Waste strategy addresses packaging through interconnected design, collection, and

partnership efforts. The company announced the strategy in 2018 with a goal to help collect and recycle the equivalent of

one bottle or can for every one it sells by 2030 and to work toward making packaging recyclable globally.

Design

Coca-Cola’s 2025 sustainability information reports that 99% of its packaging was designed to be recycled globally and

that 30% recycled material was used in primary packaging globally, with 20% of PET used being recycled PET.

Collect and partner

Coca-Cola Global Brand Identity Guidelines

The collection goal is to help collect and recycle a bottle or can for every one the Coca-Cola system sells by 2030. The

strategy also emphasizes collaboration with bottlers, communities, industry partners, customers, consumers, and other

stakeholders.

Coca-Cola Global Brand Identity Guidelines

9. Governance and production workflow

Step

Action

Output

Define market, audience, channel, format, and business purpose.

Clear brief.

Select current master assets from the controlled brand environment.

Approved working files.

Build the composition using current visual-system rules.

Brand-consistent concept.

Check logo, color, typography, imagery, product representation, and legal

requirements.

Preflight-ready artwork.

Obtain required brand, legal, market, and production approvals.

Approved final.

Prepare output for the target medium and retain controlled source files.

Production package.

10. Do / do not

DO NOT

Use current master assets

Do not redraw or approximate iconic assets.

Use controlled color specifications

Do not sample colors from screenshots.

Preserve asset proportions

Do not stretch, compress, or distort marks.

Build clear hierarchy

Do not let decoration overpower core brand assets.

Review AI output

Do not treat generated content as automatically approved.

Follow market requirements

Do not assume one production specification applies everywhere.

Use current Brand Center guidance

Do not rely on outdated identity files.

11. Final production checklist

Current approved Coca-Cola master assets are being used.

Logo and wordmark proportions are preserved.

Clear-space and minimum-size rules have been checked against the current identity file.

Color specifications come from the controlled brand system.

Packaging and product representations are accurate.

Dynamic Ribbon and Arden Square usage follows current guidance.

Typography and supporting visual elements are consistent with the approved identity.

AI-generated material has undergone required human brand and legal review.

Packaging claims and sustainability statements are verified for the relevant market.

Final artwork is checked for target medium, resolution, color mode, and production requirements.

Required local, legal, and partner approvals are complete.

Final source files and approved production outputs are stored in the controlled workflow.

12. Reference note

This guide is a practical synthesis of Coca-Cola’s publicly described brand-system direction and operational themes.

Exact logo construction, clear-space measurements, color specifications, typography files, packaging engineering values,

legal requirements, and market-specific rules should always be taken from the current controlled Coca-Cola Brand

Center and applicable production documentation.

Coca-Cola Global Brand Identity Guide

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