Bruce Feiler - Where God Was Born, Abraham, Walking The Bible

The New New Old Coke
Thursday, July 12, 2007

Those of us from Georgia monitor changes to the Coke can like Shakespeare scholars rate performances of Hamlet. I'd rate this one as fair, a little flat, and way too two-dimensional. And the "classic" is far too trendy. But the design blog Under Consideration rates it a rave:

They've essentially done absolutely nothing. All the extra bits and doodads and extraneous graphics are gone. Classic coke imagery: the red, the ribbon, and the coke script. "Classic" is even in a simple lowercase sans serif. This is a confident design. Coca-cola is acknowledging that we all know the product, so just drink it. They've given similar treatment to the majority of the Coke line, including Diet and Zero. Simple, back to basics, pure equity. Compared with Pepsi's blow-it-all-out how-many-designs-can-we-produce-in-a-summer strategy, this takes guts. You just don't see that all too often from one of the largest brands in the world and I certainly appreciate it.

The folks at Serious Eats link to this and to a compendium of Coke cans over the years.

Labels: Pop Culture

Posted by B Feiler at 7:06 AM
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1 Comments:

Anne said...: We just finished the "World of Coke" in Atlanta. Fascinating to see the original logo and how long it has lasted. It all started with a handwritten label.; July 14, 2007 6:43:00 AM EDT