Dynamic logo powers new Coca Cola Music identity by W+K

An infinitely changeable logo is at the heart of a new visual identity created by Wieden + Kennedy Amsterdam for Coca Cola

coke_music_ooh_6sh_set2cover_0.jpg - Dynamic logo powers new Coca Cola Music identity by W+K - 5551

 

An infinitely changeable logo is at the heart of a new visual identity created by Wieden + Kennedy Amsterdam for Coca Cola.

The agency was asked to reinvigorate the teen-focused Coca Cola Music platform, which incorporates all music-related marketing activity including special events and digital campaigns in different markets.

The resulting rebrand and new identity features as its main element a dynamic logo, which incorporates the iconic Coca Cola bottle, contained within a frame of ‘bubbles’ that can be customised by applying different sound signatures.

W+K approached the rebrand with the idea of motion in mind, says creative and design director Joe Burrin. They produced an identity that works statically as well as in animation, which was something that resonated particularly well with the brand, says Burrin. “A contemporary identity should embrace that, especially if it will be used in a digital environment. It was a good basis to build something on.”

The new identity embraces some of Coca Cola’s intrinsic elements, such as the bottle and even the bubble, which Coca Cola is very keen on, he adds.

 

Above and below: how the new identity for Cocal Cola music can be applied to packaging

To accompany the roll-out of the identity, the agency also produced an app that allows third-party creatives and Coca Cola marketers to adapt the logo. They can drag any sound file into the application and further adjust different parameters, such as colour of the bottle, size and reach of the resulting sound signature, or use of accompanying typeface. At any point, the app allows users to create a vector PDF or an animation sequence (see below for a demonstration of how the app works).

Coca-Cola Music Logo Demo from Wieden+Kennedy Amsterdam on Vimeo.

In addition, the brand work features a set of new imagery shot by young photographer Chad Moore, which chimes more effetively with the teen culture the brand is looking to reach, says Burrin (see below some examples of the outdoors print suggestions for the identity system’s application).

Below: example of previous identity on a downloadable wallpaper from the Coca Cola Music website

“We’ve been quite reductive,” says Burrin of the new brand direction. “It’s a celebration of using the right type of imagery and documenting kids in the right way. The grading, [for example], leans more towards an instagram-culture of grading.”

The accompanying brand guidelines book is extensive and demonstrates the range of possibilities in the identity’s applications – from packaging to merchandising, imagery for live performances or digital applications.

According to Burrin, the identity – with its new photography style and a logo that exists in potentially infinite iterations – pushed the creative boundaries for Coca Cola. “You can ultimately customise that sound signature every time it’s used, it’s never the same twice, but it’s always consistent,” he adds. “Or the way the type is locked up to the bottle, it’s a framework that grounds it, but the energy is unique each time. The end result we’re pretty pleased with.”

Credits
Agency: Wieden + Kennedy Amsterdam
Executive creative director: Mark Bernath & Eric Quennoy
Creative director: Edu Pou
Creative/design director: Joseph Burrin
Designer: Philip Cronerud
Photographer: Chad Moore

 

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  • Alex M.

    How about showing morbidly obese, depressed people with staggering blood pressure levels, Coke? That’s what all scientific studies link your drink to.

    Advertising Coca Cola to young people is every bit as bad as McDonald’s and any cigarette firm promoting their products. Complete brainwashing – get ’em when they’re young mentality. Horrible.

  • newman

    Coke a catalyst to making and enjoying great music. I think not.

  • From a design perspective great design and marketing material. As a campaign aimed at our youth its horrible. If Coca-Cola was serious about fighting obesity and they should be they would be restricting advertising to young children and they’d be encouraging other companies to do the same, and they wouldn’t put 10 teaspoons of sugar in a can of Coke.

  • G

    I think the design is great too but you can’t really blame Coke for obesity, everyone has a choice and it’s not like they are being forced to drink it. People get obese, not because of Coke or McDonalds but because they let themselves get that way. Visually attracting yes, will this encourage me to get coke? Probably not. By the way I am 17 years old.

  • Geoff

    Side-stepping the moral issues, the logo seems rather static and old-fashioned to me. I know it’s easy to criticise, but the bottle shape with the tiny logo on it, the bubbly form on the outside, and the chunky, vertical ‘MUSIC’ text all have the quality of ‘design by committee’. Too many different, conflicting ingredients.
    ‘Dynamic’ certainly doesn’t describe it accurately.

  • why does everything look like its designed by instagram?

  • An infinitely changeable logo? Perhaps this is yet another legacy of the London 2012 Olympics brand that received such critical media attention at the time? Successful branding needs to be flexible and adapt easily to a multitude of new media platforms. Well done I say.