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).
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.”
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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The July issue of Creative Review is a type special, with features on the Hamilton Wood Type Museum, the new Whitney identity and the resurgence of type-only design. Plus the Logo Lounge Trend Report, how Ideas Foundation is encouraging diversity in advertising and more.