Diet Coke makes cropped logo packaging permanent

Yes, they did make the logo bigger. Last August we reported on limited edition Diet Coke packaging from Turner Duckworth featuring an enlarged, cropped version of the logo. Diet Coke is now to adopt the design permanently

Yes, they did make the logo bigger. Last August we reported on limited edition Diet Coke packaging from Turner Duckworth featuring an enlarged, cropped version of the logo. Diet Coke is now to adopt the design permanently

The new packaging uses a graphic that is basically a crop of the logo wrapped around the can – full versions are also applied just in case shoppers were unable to identify the brand. Put two of the cans together and the word ‘OK’ is (sort of) spelled out (although some commenters on our original story claimed all they could see was ‘dike’).

Ad Age in the US now reports that Diet Coke is making the design permanent due “to popular demand”. But it also reports that the new design wil only be applied to cans, not bottles.

Turner Duckworth has enjoyed a very succesful relationship with Coca-Cola, steering the drinks giant toward a simpler, bolder approach with clean graphics replacing the clutter of previous designs. Its cropped design was tested in Target shops in August and September 2010 where it was found to have performed well.



See our post on Coke branding from another era – the making of the Piccadilly Circus neon Coke sign here
Check out our post on Turner Duckworth’s Summer 09 Coke cans here



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  • Your logo isn’t your brand so at last nice to see one of the big hitters finally start to grasp that… BUT I feel whilst it still has a completed smaller logo on, its only a compromise and feel it would have been even better without it.

  • cool as f—k

  • Bob


  • Simon H.

    Excellent work. Interestingly there was a similar, but different, use of a cropped ‘Coke’ in 1987 on a Swissair poster by Beat Keller (from the GKK agency co-founded by Karl Gerstner).

  • L

    Love it

  • Yeah nice, vivid, cool! Now I’m sugar hungry can they completely butch the red one now!

  • you see, this demonstrates the logo IS the brand.

  • Nice to see something brave, I wonder if it still tastes horrific?!

  • Dear Harrogate,
    I assume the tastes remains the same as you would expect. However the new packaging is so pretty I almost forgot about the old one :)

  • Don’t get me wrong by a steaming mag I don’t mean it’s sh*t, it’s just that it’s got a bit hot over some people opinions! But so did I, apologies!

  • No actually, no brand is the logo. The logo carries a lot of weight but the branding always extends much further! This is even down to small details like the font for the ingredients or how the can opens. I just open my can with a tin opener and drizzle it over a steaming mathematician and watch the equations surprise me!

  • I love to see that a fortune 500 company has taken some design risk. I think it has paid off.

  • Steve

    Nice, but what about the fat Coke?

  • Husen Baba

    Love it!!!

  • Cannot say I am a fan of this. Probably will grow on me but very brave on their part.

  • I think Coke has enough brand resonance to drop the small full logo and to show off their brevity. I would’ve loved to have seen the development work and wonder if they ended up going for the safest brave option (fear may have set in at the last minute!)

  • alex

    I agree with the people opting for the full monty. Great idea — brave already, but coke do hold a privileged position where they can go the whole hog. Hopefully it’ll be soon and sat next to it’s full fat partner

  • -grocery store employee + design student

    The only problem I have with this is when the 12packs are stacked they read kkkkkk which brings to mind some negative associations. Rotating each 12 pack so the design is displayed properly is the furthest thing from the mind of the people who stock this item in stores.

  • Absolutely didn’t need to include the small logo but, as has been said probably a safe option.

  • I REALLY like that. Not enough to start drinking Diet Coke, but enough.

  • A brave move? Perhaps, but such a recognisable brand could afford to heavily crop their logo and still achieve visibility. Much as I like the packaging, as @Stuart noted, it still wouldn’t make me drink it.