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



CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here


CR in Print
The August Olympic Special issue of Creative Review contains a series of features that explore the past and present of the Games to mark the opening of London 2012: Adrian Shaughnessy reappraises Wolff Olins’ 2012 logo, Patrick Burgoyne talks to LOCOG’s Greg Nugent about how Wolff Olins’ original brand identity has been transformed into one consistent look for 2012, Eliza Williams investigates the role of sponsorship by global brands of the Games, Mark Sinclair asks Ian McLaren what it was like working with Otl Aicher as a member of his 1972 Munich Olympics design studio, Swiss designer Markus Osterwalder shows off some of his prize Olympic items from his vast archive, and much more. Plus, Rick Poynor’s assessment of this year’s Recontres d’Arles photography festival, and Michael Evamy on the genius of Yusaku Kamekura’s emblem for the 1964 Tokyo Olympics.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

  • Gary Marshall

    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.

  • James Nelson

    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

  • Rich

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

  • Miles Newlyn

    you see, this demonstrates the logo IS the brand.

  • Harrogate e-Marketing

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

  • Chris

    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 :)

  • Rich

    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!

  • Rich

    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!

  • Website Design Company

    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!!!

  • Marielaina Perrone DDS

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

  • Brand design

    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.

  • Alight Design Agency

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

  • Stuart

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

  • Charlee Sully

    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.