Logos&Brands
Evolution of the logo
- 1886: Frank M. Robinson, partner and bookkeeper to inventor John S. Pemberton, named the drink and wrote it in an adaptation of Spencerian script, the basis of every logo since.
- 1887 to 1890s: the words “Trade mark” sit in the tail of the C in Coca.
- 1890 to 1891: a version of the script that departed most from Robinson’s original.
- 1893 to 1901: “Trade mark” returns to the tail of the C.
- 1903 to 1941: the tail reads “Trade mark Registered”.
- 1941 to 1960s: the registration note moves below the name as “Reg. US Pat Off.”
- 1958 to 1960s: the Arciform, or “fishtail”, logo is introduced.
- 1969: the Arden Square with the Dynamic Ribbon Device, known as the wave, is introduced.
- 1980s: the ribbon is worked into the Coca-Cola name.
- 2003: the Dynamic Ribbon is enhanced for the “Coca-Cola… Real” campaign.
- 2007: a simpler, bolder design with a single white ribbon.
Sources
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