Why we should care about Coca-Cola’s new font
Coca-Cola’s global ‘One Brand’ strategy now includes a custom typeface. Uberbrand's art director Chantel de Sylva unpacks the meaning behind it all.
Times change, so do people’s taste buds. But brands like Coca-Cola is still loved by both young and old – after 130 years – thanks to its ability to keep up with change and still connect with its consumers.
In late 2016, the superbrand rolled out its global One Brand strategy which stated its intention to unify all Coca-Cola sub-brands under one iconic design. Commonly referred to as the red disc, the strong graphic image of white script on a bright red background, became instantly recognisable and a Coca-Cola iconography.
On Monday, Coca-Cola’s VP of global design, James Sommerville, announced the launch of its own custom typeface known as TCCC Unity.
First impressions count
Whilst Coca-Cola’s campaigns have evolved over the years, their core brand assets haven’t changed much since the beginning. Coca-Cola’s strategy is simple: spend the time and money getting the visual identity right from the start and spend years applying their assets consistently to leave a memorable impression of their brand.
Take the red for instance. They didn’t just choose it randomly – it’s a colour that is synonymous with joy and refreshment (it’s no coincidence that all major fast food joints use red in their logo). In 1931, Coca-Cola started to feature Santa Claus in their advertising (along with their iconic hourglass bottle), and so the Coca-Cola red became associated with the jolly good fellow who brings joy to everyone around the world – which is reflective of the principle that Coke brings joy.
More than just a font
A typeface holds as much value as a brand colour. It’s a powerful asset that is often overlooked. We know that great branding is more than just a logo. So if you were to strip away your logo and colours, your typeface is pretty much all that’s left to carry your message and vision.
A typeface has its own character and should be used as an opportunity to reflect your company’s personality traits and values. The people at Coca-Cola know this. Which is why they’ve invested the time and money in Neville Brody (one of the most iconic designers and typographers in recent history) to create a unique font for their iconic brand.
Brody and his team spent three days locked in the company’s archive room soaking up every aspect of its past. According to Coca-Cola, TCCC Unity epitomises its “American Modernist heritage”. To me – as an art director – the subtle flicks in the As and the roundness of the Os reflect the life and energy of the brand.
And whilst these nuances may be lost on some eyes, the overall feeling is nostalgic yet modern – and over time the font, like the red disc, will be distinctive to Coca-Cola. Not only are these properties unique to Coca-Cola, it’s also a way of leaving a memorable impression on consumers without being ‘in your face.’
Consistency is key
Another reason behind the creation of a new font is the functional benefit of consistency. Going back to the core of its ‘One Brand’ strategy, Coca-Cola foresaw the irony of harping on the subject of unity if they were to use different fonts across different assets.
It is unfortunate that many brands view typography as a cost-drainer instead of an opportunity to trigger brand recognition recall.
Take another superbrand, Apple, for example. The tech brand didn’t spend a cent to use Myriad as their official font. Applied with tenacity and consistency, the once run of the mill font, is now known as ‘The Apple Font’.
Invest in your identity
Superbrands don’t become superbrands overnight. Brand recognition cannot be achieved with the snap of your fingers. It is built over time with the consistent use of core brand assets. From your choice of typeface to colour palette, photography style to tone of voice, they make up your brand identity and reflects on your brand values. Sometimes a simple icon is equivalent to a thousand words – that alone can launch ships.
So the next time you think to overlook visual identity, think again. It’s worth investing in and sticking with to make way for a successful brand.
Chantel de Sylva is Uberbrand’s art director.
What an absolute load of waffle.
An entire article about a brand using a new font.
Literally no one cares about this.
User ID not verified.
Maybe a question for Mumbrella:
What’s with ‘Why’ in headlines?
– Why we should care about Coca-Cola’s new font
– Why I’m quitting LinkedIn
– Why 2018 is the year branded podcasts will finally go global
– Why the Trimantium GrowthOps’ acquisition of AJF will probably fail
– Why there will be fewer people working in PR in 2018
All from the front page.
Maybe challenge your writers to write something a little more compelling than a lazy headline fad. Even removing the ‘Why’ is more interesting:
– We should care about Coca-Cola’s new font
– I’m quitting LinkedIn
– 2018 is the year branded podcasts will finally go global
– The Trimantium GrowthOps’ acquisition of AJF will probably fail
– There will be fewer people working in PR in 2018
User ID not verified.
I disagree entirely. Many people do care, and as the article points out even more people should.
But I’d argue this is a massive missed opportunity by Coke. There is, in my opinion, little to differentiate this typeface from the many many others we’re exposed to in our daily lives. The differences are far too subtle.
I may be proved wrong over time, but regardless of application and media weights I can’t ever see it getting to the point where one could look at a piece of copy – or a headline – and without any other brand cues say “that’s for Coke”.
User ID not verified.
They should have just used comic sans.
User ID not verified.
Thanks Why?, we’ll take that on board and be a bit more creative.
Paul Wallbank
News Editor
Good one!
User ID not verified.
Just because you don’t care, it doesn’t mean others don’t.
Such unhelpful comments should be kept to yourself.
That’s when literally no one cares.
User ID not verified.
because your an important man at your accounting software firm, not a psychologist 😉
User ID not verified.
Well I care. Great article.
User ID not verified.
Just adding my two cents in as one of those who both cares and is interested in when a global brand changes or tinkers with its font and the background around the changes. Also I’d like to think I am literally someone.
User ID not verified.
Not a fan of the new Coke branding – the pure silver for Diet, black for Zero etc. was far more classy.
Also phasing out Coke Zero is a mistake. Zero is a far stronger brand (and more likely to appeal to the male market) than Sugar Free.
User ID not verified.