{"id":4579,"date":"2015-08-14T09:27:08","date_gmt":"2015-08-14T09:27:08","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=4579"},"modified":"2023-09-08T13:42:14","modified_gmt":"2023-09-08T13:42:14","slug":"coca-cola-logo-less-brand","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/","title":{"rendered":"Coca-Cola&#8217;s Foray Into Logo-Less Branding!"},"content":{"rendered":"<p>Greetings to another episode of our Creative Branding series. Last time we asked our esteemed panelists about <a href=\"https:\/\/www.designmantic.com\/blog\/best-brands-by-region\/\" target=\"_blank\" rel=\"noopener noreferrer\">the best brands by region<\/a>. And they so didn\u2019t disappoint.<\/p>\n<p>Today we\u2019ll be taking  a look at a major brand and what happens when they decide to remove labels\u2019.<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logos\/search?utm_source=coca-cola-logo-less-brand&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Use A Customized Logo Maker<\/a><\/div>\n<p>Coca Cola has been in the news in the Middle East. Its claim  to fame this time \u2013 removing all labels of the Coca-Cola text in their cans.  Their thinking is that human beings shouldn\u2019t be about the labels, so why  should their product be as well?<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Cocacola.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Cocacola.jpg\" alt=\"Cocacola Logo\" title=\"Cocacola Logo\" class=\"alignnone wp-image-4585\" width=\"600\" height=\"\"><\/a><br \/>\nImage Source: <a href=\"http:\/\/www.adweek.com\/brand-marketing\/ad-day-coca-colas-minimalist-can-promotes-world-without-labels-165742\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">adweek.com<\/a><\/p>\n<p align=\"center\"><strong>A World Without Labels. A Brand Without Labels.<\/strong><\/p>\n<p>We asked our panelists to chime in, and their responses are well-thought and insightful about why this move of going label-less might prove to be interpreted in interesting ways.<\/p>\n<div style=\"background:#fff; padding:10px; margin-bottom:10px;\">Today our 3 panelists will chime in about how jarring or resonant Coca-Cola&#8217;s move to remove the famous text from the logos can be perceived as. Here are they:<\/p>\n<ul style=\"margin-left:30px;\">\n<li><span style=\"color:#bf174a\"><strong>Jo\u00e3o Garz\u00f3n de Albuquerque<\/strong><\/span>, Founder &amp; CEO at <a href=\"http:\/\/www.workaboutdesign.net\/en\/home.html\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\">Workaboutdesign<\/a>, always looks for the deeper meaning behind design.<\/li>\n<li><span style=\"color:#bf174a\"><strong>Henk C. Meerhof<\/strong><\/span>, specialist in visual communication and independent designer. He has an eye for design and has been in the business for a decade.<\/li>\n<li><span style=\"color:#bf174a\"><strong>Sean B. Jamshidi<\/strong><\/span>, Founder and Creative Director at <a href=\"http:\/\/www.designfacet.com\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">DesignFacet<\/a>, deconstructs the co-branding phenomenon with a design, marketing and aesthetical standpoint.<\/li>\n<\/ul>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/www.linkedin.com\/in\/designfacet\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Sean-B.jpg\" alt=\"Sean B. Jamshidi\" title=\"Sean B. Jamshidi\" class=\"alignnone wp-image-4052\" width=\"700\" height=\"\"><\/a><\/p>\n<p>&#8220;I just don&#8217;t get it. Coca Cola says that labels are for cans and not for people. So where is the label on the can? Maybe somehow the translation from Arabic to English got lost here or is Coca Cola trying to confuse us?<\/p>\n<p>Labelling is necessary not only for products but ever-since society came into existence, mankind needed labels to identify personal status, cultures, religions and the arts. Without labels society would be a total mess and there would be mass confusion. Identifying a good product from a sub-par product would be difficult. Also without labels design is dead.<\/p>\n<p>Coca Cola is trying to miss product labelling with religious and cultural labelling. They are two different worlds, one static and one organic. Humans are organic and change is constant therefore labelling is needed.<\/p>\n<p>The minute we are born we identify our parents by their names, Dad and Mom. Coca Cola is up to no good with this message. If they really want no labels then why are they identifying the Islamic festival of Ramadan? Is that not labelling? This marketing will not work in the west or anywhere else other than the country it was chosen for.&#8221;<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Humans+are+organic+and+change+is+constant+therefore+labelling+is+needed.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/' target='_blank'>Humans are organic and change is constant therefore labelling is needed.<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Humans+are+organic+and+change+is+constant+therefore+labelling+is+needed.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/pt.linkedin.com\/in\/joaogarzonalbuquerque\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n.jpg\" alt=\"Jo\u00e3o Garz\u00f3n\" title=\"Jo\u00e3o Garz\u00f3n\" class=\"alignnone wp-image-4049\" width=\"700\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n.jpg 700w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n-300x47.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Jo\u00e3o-Garz\u00f3n-500x79.jpg 500w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>Coke or Coca-Cola has been pretty active in the Middle East these days. I like the concept behind this one \u201clabels are for cans not people\u201d and to choose to go east to activate it\u2019s bold but effective. That said I would hardy call that can without label it screams Coca-Cola all over it even to a non Coke drinker. I believe the graphics could have been so much more disruptive there. If that can is without label so it is Nike\u2019s products or Apple\u2019s for that matter, that ribbon is more than recognizable. They just drop the lettering later than the previous mentioned. You can find here below an image that says it all, it\u2019s from an also nice thought campaign of theirs, just look at what the guy is holding.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/CocaCola-Surprises.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/CocaCola-Surprises.jpg\" alt=\"CocaCola Surprises\" title=\"CocaCola Surprises\" class=\"alignnone wp-image-4586\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/CocaCola-Surprises.jpg 842w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/CocaCola-Surprises-300x162.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/CocaCola-Surprises-500x271.jpg 500w\" sizes=\"(max-width: 842px) 100vw, 842px\" \/><\/a><br \/>\nImage Source: Coca-Cola<\/p>\n<p align=\"center\"><strong>The Look on their faces says it all<\/strong><\/p>\n<p>Ok keep the can but the real thing would have been to just leave the sentence. Social good sure why not, brands should arise debate beyond their product, the more active they are socially the more people will relate to them. We are living the age of quick feedback so positive actions will keep a brand talked, likeable and related. But lets also not be na\u00efve that was just the anchor for a brand activation in a welcomed sales increase area of the <a href=\"https:\/\/www.designmantic.com\/industry\/globe\" target=\"_blank\" rel=\"noopener noreferrer\">globe<\/a>, in that sense also yes, it has and must be a marketing stunt to exist alone. Nevertheless in all it\u2019s thumbs up, congrats. The metrics should read as so also, for sure.<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Ok+keep+the+can+but+the+real+thing+would+have+been+to+just+leave+the+sentence.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/' target='_blank'>Ok keep the can but the real thing would have been to just leave the sentence.<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Ok+keep+the+can+but+the+real+thing+would+have+been+to+just+leave+the+sentence.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/dk.linkedin.com\/pub\/henk-c-meerhof\/30\/8a1\/aba\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof.jpg\" alt=\"Henk C. Meerhof\" title=\"Henk C. Meerhof\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof.jpg 700w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof-300x47.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/05\/Henk-C.-Meerhof-500x79.jpg 500w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>For  me as a Dutchman it is not very innovative to brand without a Logo or better to  say without a name. The Dutch people are used to the \u2018<a href=\"https:\/\/en.wikipedia.org\/wiki\/Zangeres_Zonder_Naam\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">Zangeres zonder naam<\/a>\u2019  (Singer without a name), stage name of <strong>Maria  (Mary) Servaes-Beij<\/strong> and BZN which is short for the \u2018<a href=\"https:\/\/en.wikipedia.org\/wiki\/BZN\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">Band Zonder Naam<\/a>\u2019 (Band without a  name), from Volendam. So getting famous without a name is nothing new.<\/p>\n<p>Of  cause am I glad for the success of the Coca Cola Company, their brand is well  known around the world that there is no need for a name in their logo. Someone  at Coca Cola must have read something about Nike, \u2018Just do it\u2019 maybe?<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Logo-Reference-Guide.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Logo-Reference-Guide.jpg\" alt=\"Logo Reference Guide\" title=\"Logo Reference Guide\" class=\"alignnone wp-image-4580\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Logo-Reference-Guide.jpg 600w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Logo-Reference-Guide-300x125.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Logo-Reference-Guide-500x208.jpg 500w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>But  what can we ordinary people learn from this? Would you recognize logo #1 or #2?  If you are not from the region, you have to guess. Can you guess where it\u2019s  from or what it means? Most readers will not unless they know the logo. What  about #3?<\/p>\n<p>With  other words, branding with only a simple form is very hard to do without the  brand being known already and\/or with a huge budget to make sure people learn  to recognize the visual element(s) used. That rules out all those hard working  freelancers and corner shop owners. Even medium sized firms will have a hard  job to use such way of branding.<\/p>\n<p>This  non-logo idea is part of umbrella campaign to fight the prejudice. Does this  idea of Coca Cola work? I don\u2019t think so. Yes many people relate in a positive  way on Coca Cola. Even amongst notorious Cola haters it still is a positive  brand \u2013 they can loosen rusted nuts and bolts with the <a href=\"https:\/\/www.designmantic.com\/industry\/beverage\" target=\"_blank\" rel=\"noopener noreferrer\">beverage<\/a>. But making  people think about prejudice is just going a bit far. In my eyes the campaign  is still positive. Better have tried and failed than never have tried. Not that  Coca Cola will fail, they will reach many people with this message. Depending  on how the campaign further develops the outcome could even surprise an old  grumpy designer like me.<\/p>\n<p>But  the roots of prejudice lie deeper than having a Coke and a smile. Something we  all have to work on, with and without a logo.<\/p>\n<p>I can\u2019t help myself, do you recognize logo #4? Anyone?<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Sdr-Herreds-Kraftvarmev\u00e6rker.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Sdr-Herreds-Kraftvarmev\u00e6rker.jpg\" alt=\"Sdr Herreds Kraftvarmev\u00e6rker\" title=\"Sdr Herreds Kraftvarmev\u00e6rker\" class=\"alignnone wp-image-4581\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Sdr-Herreds-Kraftvarmev\u00e6rker.jpg 600w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Sdr-Herreds-Kraftvarmev\u00e6rker-300x100.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Sdr-Herreds-Kraftvarmev\u00e6rker-500x167.jpg 500w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p align=\"center\"><strong>Sdr. Herreds Kraftvarmev\u00e6rker (Sdr. Herreds district heating plant, Denmark).<\/strong><\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Hamburg.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Hamburg.jpg\" alt=\"Hamburg\" title=\"Hamburg\" class=\"alignnone wp-image-4582\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Hamburg.jpg 600w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Hamburg-300x100.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Hamburg-500x167.jpg 500w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p align=\"center\"><strong>Hamburg (Municipality of Hamburg, Germany).<\/strong><\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Gemeente-Amsterdam.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Gemeente-Amsterdam.jpg\" alt=\"Gemeente Amsterdam\" title=\"Gemeente Amsterdam\" class=\"alignnone wp-image-4583\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Gemeente-Amsterdam.jpg 600w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Gemeente-Amsterdam-300x100.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Gemeente-Amsterdam-500x167.jpg 500w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p align=\"center\"><strong>Gemeente Amsterdam (Municipality of Amsterdam, the Netherlands).<\/strong><\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Kingdom-of-the-Netherlands.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2015\/08\/Kingdom-of-the-Netherlands.jpg\" alt=\"Kingdom of the Netherlands\" title=\"Kingdom of the Netherlands\" class=\"alignnone wp-image-4584\" width=\"600\" height=\"\"><\/a><\/p>\n<p align=\"center\"><strong>Dutch embassy, part of the identity of the Dutch government.<\/strong><\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=But+the+roots+of+prejudice+lie+deeper+than+having+a+Coke+and++a+smile.+Something+we+all+have+to+work+on%2C+with+and+without+a+logo.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/' target='_blank'>But the roots of prejudice lie deeper than having a Coke and  a smile. Something we all have to work on, with and without a logo.<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=But+the+roots+of+prejudice+lie+deeper+than+having+a+Coke+and++a+smile.+Something+we+all+have+to+work+on%2C+with+and+without+a+logo.&#038;via=DesignMantic&#038;related=DesignMantic&#038;url=https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<h2>Can Brands survive without their name accompanying their products?<\/h2>\n<p>Cars. <a href=\"https:\/\/www.designmantic.com\/industry\/fast-food\" target=\"_blank\" rel=\"noopener noreferrer\">Fast food<\/a> chains. <a href=\"https:\/\/www.designmantic.com\/industry\/fashion\" target=\"_blank\" rel=\"noopener noreferrer\">Fashion<\/a> accessories. All of these are ubiquitous enough to be considered a household name. This is due to their strategic positioning and marketing blitzkrieg over the years, making consumers think of these brands as distilled to their core components.<\/p>\n<p>For big and international brands this practice might not come with huge risks. But there are other angles to account for such as culture, location, popularity, etc. that can go on to inform a demographic\u2019s perception of their brand.<\/p>\n<p>So to sum it up, small brands might be better off not taking a huge gamble of branding like this. Coca-Cola has the brand recognition and popular culture backing it up, so for them, such a move can prove to be a success in certain regions.<\/p>\n<style>\n.tm-click-to-tweet .tm-ctt-text a{color:#bf174a !important;}<br \/>\n.tm-click-to-tweet a.tm-ctt-btn{ color:#bf174a !important;}<br \/>\n.tm-click-to-tweet{ margin-bottom:10px !important;}<br \/>\n<\/style>\n","protected":false},"excerpt":{"rendered":"<p>Greetings to another episode of our Creative Branding series. Last time we asked our esteemed panelists about the best brands by region. And they so didn\u2019t disappoint. Today we\u2019ll be taking a look at a major brand and what happens &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/coca-cola-logo-less-brand\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":4588,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-4579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Coca-Cola Into Logo-Less Branding | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"Using the example of Coca-Cola&#039;s foray into nameless branding, we discuss if smaller brands can also afford to remove the text in their logos.\" \/>\n<meta name=\"robots\" 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