A consumer specialist has revealed a subtle message in the Coca-Cola logo that many have overlooked until now.
Coca-Cola’s brand is among the most recognizable globally, primarily due to its iconic logo.
While the company has introduced new recipes and variations of its classic beverage, the Coca-Cola logo has remained largely unchanged for many years.
Richard Lau, president of LOGO.com, emphasized the importance of a strong logo: “Businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most.”
Despite its simplicity, there is more to the Coca-Cola logo than meets the eye. Lau has highlighted that the second ‘C’ carries a hidden significance.
The elongated ‘C’ is thought to represent a smile, subtly embodying Coca-Cola’s focus on happiness and joy.
“This subtle message may go unnoticed, but it subconsciously creates a positive association with the brand in the minds of consumers,” Lau added.
The logo, known globally today, was first introduced in 1969 after Frank Mason Robinson, an early advertiser for the brand, suggested the name Coca-Cola.
The design featured a ‘red box, with [Robinson’s] Coca‐Cola script underlined with a white wave, or Dynamic Ribbon Device’, according to the Mirror.
Recently, Coca-Cola announced a change to its iconic formula.
“As part of its ongoing innovation agenda, this fall in the United States, the company plans to launch an offering made with U.S. cane sugar to expand its Trademark Coca-Cola product range,” stated a news release from the Coca-Cola Company.
NBC News explains that in the US, Coca-Cola is traditionally sweetened with corn syrup, whereas the new recipe will use cane sugar, similar to the version found in Mexico and many European nations.
While some welcomed the news, industry analysts have indicated that altering the US formula would necessitate significant changes to supply chains.
“Food and beverage industries started to use corn syrup in the U.S. in the past because of costs. It is cheaper than sugar,” Ron Sterk, a senior editor at SOSland Publishing, told Reuters.
Regardless of its composition, the iconic Coca-Cola logo isn’t likely to change anytime soon.