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Coca-Cola Brand Identity and Design Standards v1.1

Confidential | Š2009 The Coca-Cola Company. All Rights Reserved.


Version 1.1 v1.0 Initial launch of the Coca-Cola Brand Standards 1.0 Strategic Overview 2.0 Identity Standards: Core Brand Elements and Standards 3.0 Packaging Design Standards 6.0 Signage Design Standards 7.0 Fleet Design Standards 8.0 Trademark Usage Requirements 9.0 Identity Standards Management Team and Process

v1.1 Updates to the Coca-Cola Brand Standards, December 2009 5.0 Equipment Design Standards - Proprietary Equipment Form - Equipment Form Executions 6.0 Signage Design Standards 7.0 Fleet Design Standards

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Contents Please note that updates to the Brand Identity and Design Standards will only be made once per year. Strategic Overview.......................................................... 1.0 Identity Standards: Core Brand Elements and Standards............................. 2.0 Packaging Design Standards......................................... 3.0 Point-of-Sale Design Standards..................................... 4.0 Equipment Design Standards......................................... 5.0 Signage Design Standards............................................. 6.0 Fleet Design Standards.................................................. 7.0 Trademark Usage Requirements.................................... 8.0 Identity Standards Management Team and Process..... 9.0

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Strategic Overview

1.0

Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring guidance on how to use the Brand Elements and how to design for the Coca-Cola Brand Identity around the world. The importance of the Brand Standards, however, is anything but utilitarian. They are central to our ongoing commitment to: 1. Maintain authenticity and build Brand equity; 2. Leverage the scale of our System across all markets; 3. Provide more consistency and quality; and 4. Facilitate increased System productivity. Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to using the Brand Standards. This chapter examines both.

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Strategic Overview

1.01

Contents What is a Brand Identity?........................................................1.02 Why Do We Need Identity and Design Standards?................1.03 Who Should Use These Identity and Design Standards?.......1.04 Identity and Design Standards: Foundation............................1.05 Design Principles.....................................................................1.06 Strategic Framework: Overview..............................................1.07 Strategic Framework: Applied.................................................1.08 Making the Identity and Design Standards a System-wide Success..............................................................1.09

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Strategic Overview

1.02

What is a Brand Identity? A brand identity is the totality of all touchpoints (media, platforms, channels). A brand identity is experienced by those who come into contact with the brand and influences their opinion of that brand.

Core Brand Elements

Central to all touchpoints are the brand’s defining – or core – elements, the visual keys to creating an integrated, distinctive and differentiated brand.

Core Brand Elements in Execution

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Strategic Overview

1.03

Why Do We Need Identity and Design Standards? The Coca-Cola Brand Identity is an inextricable part of the Brand’s equity and profoundly impacts how consumers experience it. All executions that utilize Coca-Cola are part of the Brand Identity, as they are what consumers see and associate with Coca-Cola. System-wide Identity and Design Standards are a longstanding part of our heritage and essential to building strong global Brands. They empower markets to build from universal rules and conventions so that the Brand Identity is experienced consistently worldwide on a daily basis and protected across every touchpoint.

The Identity and Design Standards Better Position the Company to: 1. M  aintain Authenticity and Build Equity Both are crucial to reinforcing and increasing the relevance of the Brand to our consumers. The better we represent the Brand, the better we can increase mindshare and protect the Brand Identity from dilution. 2. L  everage the Scale of our System Across All Markets We have an exceptional System in place around the globe; Identity and Design Standards provide equally exceptional and efficient means to leverage it for greater consistency and speed to market. 3. P  rovide More Consistency and Quality Across the System The higher our System-wide consistency and efficiencies, the stronger the connection that consumers draw from all they see and hear, creating more inherent value in the Coca-Cola Brand to benefit the entire System. 4. F  acilitate Increased System-wide Productivity Consistencies achieved through System-wide Standards allow for longer-lasting materials and potential reuse, thus saving time and money.

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Strategic Overview

1.04

Who Should Use These Identity and Design Standards? The short answer is: anyone who activates anything for the Brand Coca-Cola. More specifically, the Brand Standards should be used by all Company functions and the Bottling System, as well as all partners, agencies and other parties involved in any Coca-Cola touchpoint.

The Bottling System

Always use the latest version of the Brand Standards available on the Coca-Cola Brand Identity and Design Standards website. Always make sure partners, agencies and third parties have the latest version of the Brand Standards. Before they can obtain access, all third parties must agree to keep the Brand Standards confidential. In addition, be sure to seek local guidance for: • Compliance with local legal regulations and mandates; • Local legal approval of all materials prior to use in the marketplace; and • Alignment of the communication objectives for your market and/or Brands.

Coca-Cola Brand Identity and Design Standards v1.0

Partners, Agencies

Company Functions

Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.

All Other Parties

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Strategic Overview

1.05

Identity and Design Standards: Foundation As with all expressions of the Brand, the Identity and Design Standards align with the Coca-Cola Brand Vision and Architecture (BVA), as shown here. Refer to SparkCity for the most recent version of the BVA.

ARCHETYPE: Innocent

BRAND IDENTITY SYSTEM

PERSONALITY & CHARACTER Authentic (real), Connected, Optimistic, Spontaneous

Bold Simplicity: Spencerian, Contour, Ribbon, Disk, Red

BRAND VISION

Coca-Cola is The Universal Icon of Happiness Around the World, Every Day, 1.5 Billion Times a Day

MARKET

BRAND

Category Insights

Brand's Highest Ground

'Re-affirming a category of positives' Functional specialists and perceived ‘healthier’ options are de-positioning Coke. Misperceptions about artificiality, caffeine, carbonation & empty calories hold us back Need to re-power the unique functional & emotional promise of Coca-Cola, reasserting the positive credentials of the category

Competitive Environment

PEOPLE Human & Cultural Context

Optimism Consumer Experience & Drivers

Inspiring Moments of Uplift Everyday Opening positivity in me, my world and the world

The daily challenges of today are giving rise to an

increasing desire to find authentic happiness …to pause, to seek simple pleasures, to connect, to accept, to take small acts that can lead to big things, to re-look at the world in a positive way knowing there are plenty of reasons to be happy

Product and Brand Truths

Brands in the 'business of happiness' Coca-Cola has promised optimism since 1886. But, ever growing pressure from broader set of brands striving to be in the ‘business of happiness’ Winning daily share of mind, heart and spirit will deliver share of wallet

Uplifting Refreshment The Secret Formula - Great Taste. Refreshment & Uplift. Misperceptions removed (artificiality, sugar) Authenticity. Mythology. Universal Connections. Cultural Leadership

Target

The believers, the dreamers, the connectors, the 'live now' spirited (in all of us) Focus on teen ‘wishful wannabies’ & ‘popular mainstream’, reaching out to all 8 Billion people in the world

AMBITION

Business: Be the driving force for TM recruitment, frequency & delivery of the 2020 growth agenda Brand: Re-affirm Coca-Cola as the defining icon of happiness in our time

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Strategic Overview

1.06

Design Principles The Coca-Cola Design Principles help to focus and clarify what is – and is not – Coca-Cola. These Principles drive the design of all touchpoints for the Coca-Cola Brand. Apply these Principles whenever new executions are created. Everything that has anything to do with the Brand must align with them.

The Coca-Cola Design Principles 1. Bold Simplicity A return to clarity; removal of all extraneous noise and static around the Brand to find the bold, simple essence of Coca-Cola. 2. Real Authenticity Driven by self-determination, Coke Zero defines a unique path to a greater destiny in a style that is true to self. 3. Power of Red At every touchpoint, we will leverage the Power of Coke Red and ensure its consistency around the World. We will integrate the thread of Red into everything we do. 4. Familiar Yet Surprising We do not follow category norms; instead, we lead them. We introduce new strategic elements to create variety and freshness across the Brand experience.

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Strategic Overview

1.07

Strategic Framework: Overview The Strategic Framework is the means by which we ensure the Brand Identity is experienced consistently by consumers and protected at every touchpoint.

BVA Design Principles

1. The BVA, Design Principles and Identity Standards are part of the timeless Coca-Cola Brand. Everything created for the Brand ensues from them. The preceding page reviews the Design Principles.

Identity Standards (Core Brand Elements and Standards)

2. The Design Standards further define and articulate Identity Standards for all Brand executions in categories such as Packaging, POS and Equipment.

Design Standards

3. All work done across the Brand should directly leverage Tier 1 and Identity Standards. It should also refer to the Design Standards for touchpoints that are covered in depth there.

(Packaging, POS, Equipment, Signage, Fleet)

Sustaining

Campaigns

Properties

Customer

Promotions

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Strategic Overview

1.08

Strategic Framework: Applied 1. The BVA, Design Principles and Identity Standards are part of the timeless Coca-Cola Brand. Everything created for the Brand ensues from them.

BVA Design Principles

2. The Design Standards further define and articulate Identity Standards for all Brand executions in categories such as Packaging, POS and Equipment.

Identity Standards (Core Brand Elements and Standards)

3. All work done across the Brand should directly leverage Tier 1 and Identity Standards. It should also refer to the Design Standards for touchpoints that are covered in depth there.

Design Standards

Packaging

Sustaining

POS

Equipment

Campaigns

Signage

Properties

Fleet

Customer

Promotions Coca-Cola | Brand Identity and Design Standards_v1.1

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Strategic Overview

1.09

Making the Identity and Design Standards a System-wide Success • Always consult the Identity and Design Standards before embarking on new work. It is each individual’s responsibility to ensure that all work is created in compliance with the Brand Standards.

• Consult chapters 3.0 – 7.0 for specific information on Graphics Application across the main touchpoints of the Brand – including, for the first time, guidance on Proprietary Form for Packaging and Equipment.

•E  nsure that any agency or partner who is working on or creating something for the Brand has reviewed and understand how the Identity and Design Standards relate to their work. Agencies and partners should only access the Brand Standards if they have entered into a confidentiality agreement with The Coca-Cola Company.

• Careful and thorough review of the Brand Standards should answer most if not all questions that typically arise in the course of creating and producing work. Should circumstances necessitate a request for specialized guidance or an exception, the protocol described in the Identity Standards Management Team and Process chapter (9.0) must be followed.

•R  efer often to Chapter 2.0, Core Brand Elements and Standards. This chapter reviews in detail the proper usage of these building blocks of Brand-authentic and consistent designs, setting the stage for using all other chapters in the Brand Standards.

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• See the Contents page for a complete list of topics in this document and their locations. Main chapters include: 1.0 Strategic Overview 2.0 Identity Standards: Core Brand Elements and Standards 3.0 Packaging Design Standards 4.0 Point-of-Sale Design Standards 5.0 Equipment Design Standards 6.0 Signage Design Standards 7.0 Fleet Design Standards 8.0 Trademark Usage Requirements 9.0 Identity Standards Management Team and Process

• All advertising materials shown in this document are for purposes of illustrating the Brand Standards. None of them can be used in the marketplace unless they are reviewed and approved by your local legal counsel.

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Identity Standards: Core Brand Elements and Standards

Coca-Cola | Brand Identity and Design Standards_v1.1

2.0

Confidential: 10 November 2009


Identity Standards: Core Brand Elements and Standards

2.01

Contents Overview..................................................................................2.02 Spencerian Script....................................................................2.03 Colors....................................................................................2.04 Clear Space, Minimum Size, ® Scaling, Cropping................2.05 Lock-up Specifications...........................................................2.06 Don’ts.....................................................................................2.07 International Variants.............................................................2.08 Coke Logo................................................................................2.09 Colors....................................................................................2.10 Clear Space, Minimum Size, ® Scaling................................. 2.11 Don’ts.....................................................................................2.12 Contour Bottle Symbol............................................................2.13 Contour Bottle Symbol with Spencerian Script Usage.......... 2.14 Colors....................................................................................2.15 Clear Space, Safe Area.........................................................2.16 Minimum Size........................................................................2.17 Don’ts.....................................................................................2.18 Red Disk..................................................................................2.19 Colors: Red Disk (recommended).........................................2.20 Colors: Red Disk with Contour Bottle....................................2.21 Clear Space, Cropping, Lock-up Specifications....................2.22 Minimum Size........................................................................2.23 Don’ts.....................................................................................2.24 Dynamic Ribbon......................................................................2.25 Cropping................................................................................2.26 Colors, Usage........................................................................2.27 Lock-up Specifications...........................................................2.28 Don’ts.....................................................................................2.29 Arden Square...........................................................................2.30 Colors....................................................................................2.31 Clear Space, Minimum Size..................................................2.32 Don’ts.....................................................................................2.33 Color Palette.............................................................................2.34 Coke Red: Global Color Standard ........................................2.35 Don’ts.....................................................................................2.36 Typography..............................................................................2.37 Headlines and Body Copy.....................................................2.38 Don’ts.....................................................................................2.39 Coca-Cola | Brand Identity and Design Standards_v1.1

Brand Tone of Voice................................................................2.40 Writing in the Brand Voice......................................................2.41 Brand Statements..................................................................2.42 Don’ts.....................................................................................2.43 Backgrounds Backgrounds: Flat Colors......................................................2.44 Backgrounds: With Refreshment Cues..................................2.45 Photography Product Photography Art Direction........................................2.46 Contour Glass Bottle Photography.....................................2.47 Photography Details...........................................................2.48 Cans, PETs, Other Packaging............................................2.49 The Georgia Green Genuine Coca-Cola Glass.................2.50 People Photography..............................................................2.51 Photography Style..............................................................2.52 Photography: 4 Key Principles...........................................2.53 People Photography Art Direction............................2.54 - 2.61 Photography Retouching....................................................2.62 Photography Color Treatment............................................2.63 Food Photography Art Direction.............................................2.64

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Identity Standards: Core Brand Elements and Standards

2.02

Overview Core Brand Elements are the building blocks of the Brand Identity and Design Standards. These simple and timeless elements play an inextricable role portraying and protecting our Brand across all touchpoints. Consistently using a common set of elements enables integrated marketing communications, innovation and maximum System scale. It is therefore essential that any work for the Coca-Cola Brand be approached in a manner that: • Faithfully applies the Identity Standards for the Core Brand Elements, while • Reinforcing the Design Principles (reviewed in the Strategic Overview Chapter 1.0). This chapter provides an overview of each Core Brand Element – heritage, equity, relevance – and standards for using them. Approved digital files of the Core Brand Elements, customizable graphics and design templates for Packaging, POS and Equipment are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there.

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Identity Standards: Core Brand Elements and Standards

2.03

Spencerian Script The Coca-Cola Spencerian Script is the primary asset for the Coca-Cola Brand and the preferred logotype to represent it. Distinctive, elegant and dynamic, the Spencerian Script has been the most consistently used element of our Brand Identity since its creation in 1886 by the Company’s first bookkeeper. No other trademark can claim such global recognition – 94% of the world’s population – and few carry so much goodwill and brand equity. The Spencerian Script that is used for the Coca-Cola trademark should never be used for anything other than the trademarks incorporating “Coca-Cola” and “Coke” and the trade names of The Coca-Cola Company, its subsidiaries and its Bottlers. We are committed to using the Spencerian Script in its purest original form. By boldly using the Script on its own or in combination with other elements, we can create executions that retain the classic essence of the Coca-Cola Brand. Use only the approved versions of the Spencerian Script available on the Design Machine website.

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Identity Standards: Core Brand Elements and Standards_Spencerian Script

2.04

Colors • Color executions of the Spencerian Script include the standard Script and the reversed Script in Coke Red and white only, as described at right. • The Script must never be shown in other colors, even if they’re in the Brand color palette. • The Script must never be shown on backgrounds other than those shown here. – Tip: When working with other backgrounds, use the Red Disk as a way to include the Spencerian Script in executions. Exceptions • For media in which color is not an option (e.g., a black-andwhite print ad), use either the reversed Spencerian Script or restricted-use Spencerian Script as described at right. • For premiums, architectural details or other applications where the Script is etched, embossed, sandblasted or spot-varnished, the color can be the same as the substrate of the material used.

Standard Spencerian Script Coke Red on a white background.

Reversed Spencerian Script White on a Coke Red background.

Restricted-use Spencerian Script Black on a white background.

Restricted-use Reversed Spencerian Script Reversed from a black background.

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Identity Standards: Core Brand Elements and Standards_Spencerian Script

2.05

Clear Space, Minimum Size, ® Scaling, Cropping Clear Space Surround the Spencerian Script with clear space that is, at a minimum, “hyphen height” – i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” Minimum Print Size • For the Script: at least 15.875 mm (.625 inches) wide. • For the ®: at least 1 mm (.04 inches) in diameter. Minimum Onscreen Size • Display the Script at least 100 pixels wide and the ® at least 6 pixels in diameter. • Always view PDFs of the Brand Standards at 100% for proper reference. ® Scaling • Align the bottom edge of the Script ® with the bottom of the “a” in “Cola.” • When using the Script in smaller sizes, scale up the ® as needed to ensure legibility. Always scale the ® from the bottom edge. • Make sure the clear space between the ® and the end of the “a” in “Cola” equals at least 1/4 of the diameter of the ® and that it is no further away than one full diameter of the ®. Cropping • The Spencerian Script must not be cropped in any permanent executions, such as signage, vending or fleet. • In the case of temporary executions, exceptions to this rule may be granted if the market is considered mature from a Brand equity perspective. Exceptions are meant to have a maximum life of 3 months in market and each exception should only happen once a year. Refer to the Identity Standards Management Team and Process chapter (9.0) for more information on submitting exception requests.

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Clear Space = h Distance

Minimum Print Size

Minimum Onscreen Size

® Scaling (Standard Spencerian Script)

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Identity Standards: Core Brand Elements and Standards_Spencerian Script

2.06

Lock-up Specifications Apply the standards below when pairing the Spencerian Script with the logo of another company for co-branding and partnership purposes. A legal line is a statement appearing in footnote form in an advertisement or on packaging that indicates the identity of the trademark owner. Generally, legal lines are recommended although no longer required for use on packaging, advertisements, POS and promotional materials for TCCC products when those are the only product trademarks depicted in the materials. However, if TCCC trademarks are depicted with trademarks for third party products, then use of a legal line is required. Please consult the Trademark Usage Requirements chapter (8.0) for further information. Horizontal Lock-ups • The Spencerian Script must always sit to the left of the other logo. • The clear-space distance between the Script and the other logo must be equal to 6 times the height of the hyphen connecting “Coca” and “Cola.” This clear-space area is shown to the right as ‘6 h.’ • The clear space begins at the end of the flourish of the capital “C” in “Cola” and terminates at the leftmost edge of the other logo. • A black vertical rule must bisect the clear space between the two logos. • The height of the vertical rule must equal the height of the Script; i.e., the distance from the baseline of the Script to top edge of the capital “C” in Cola. • The baseline of the other logo must always sit even with the baseline of the Script. • The size height of the other logo must never exceed the height of the Script.

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Vertical Lock-ups • The Spencerian Script must always sit above the other logo. • The clear-space distance between the Script and the logo beneath it must be equal to 6 times the height of the hyphen connecting “Coca” and “Cola.” This clear-space area is shown to the right as ‘6 h.’ • A black horizontal rule must bisect the clear space between the two logos. • The width of the horizontal rule must equal the distance from the leftmost edge of the capital “C” in Coca to the rightmost edge of the flourish of the Capital “C” in “Cola.” • The other logo must be centered directly beneath the center point of the Script, as shown in the illustration at right. • The size height of the other logo must never exceed the height of the Script.

Horizontal Lock-up

Consider the overall effect of the pairing of the Script and the other logo when adjusting the size of the latter. If the Script seems in any way overpowered by the other logo, reduce the size of the latter until a balanced pairing is achieved.

Vertical Lock-up

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Identity Standards: Core Brand Elements and Standards_Spencerian Script

2.07

Don’ts

Do not use older versions of the Script with the ribbon removed.

Do not place older versions of the Script on the Red Disk.

Do not use an older version of the Script that includes variants in existing Brand Elements or lock-ups.

Do not remove or reposition the ®.

Do not remove or separate the elements of the Script.

Do not add elements.

Do not add drop shadows, strokes or outlines.

Do not scale/resize the Script disproportionately.

Do not rotate the Script, except for 90° counterclockwise rotations.

Do not skew the Script or create false perspectives.

Do not distort the Script. The sole exception is the 3D Script permitted for the Contour Bottle Symbol.

Do not use unspecified colors.

Do not use the restricted Script or the reverse-restricted Script, except per color specifications.

Do not violate the cropping rules.

NEW

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Identity Standards: Core Brand Elements and Standards_Spencerian Script

2.08

International Variants Shown at right are standardized variants of the Spencerian Script for markets using non-Latin alphabets. • Never use an International Variant without the Spencerian Script alongside it. • The Script must be at least the same size as the International Variant or larger. For additional guidance on the proper use of any International Variant of the Spencerian Script, consult your local legal counsel.

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Amharic

Arabic

Bangladesh

Iran

Israel

Japan

Chinese-Mandarin

Korea

Pakistan

Russia

Somalia

Sri Lanka - Sinhalese

Sri Lanka - Tamil

Taiwan

Thailand

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Identity Standards: Core Brand Elements and Standards

2.09

Coke Logo The trademark “Coke” is an abbreviation and a legal synonym for the trademark Coca-Cola. Keep in mind before using the Coke logo that the Coca-Cola Spencerian Script is the primary asset for the Coca-Cola Brand and the preferred logotype to represent it. In markets where the Coke logo is already firmly established and has significant Brand equity, its use may continue but is not preferred. When using the Coke logo: • It must always appear in close proximity to the Spencerian Script and in such a manner that “Coca-Cola” will be the dominant logotype. • All designs must convey clearly – and with legal correctness – the messages that “Coke” and “Coca-Cola” are both registered trademarks of The Coca-Cola Company; that “Coke” and “Coca-Cola” are one and the same; and “Coke” means only – and exclusively – the product “Coca-Cola.” Use only the approved versions of the Coke logo available on the Design Machine website.

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Identity Standards: Core Brand Elements and Standards _Coke Logo

2.10

Colors • Color executions of the Coke logo include the standard Coke logo and the reversed Coke logo as described at right. • The Coke logo must never be shown in other colors, even if they’re in the Brand color palette. • The Coke logo must never be shown on backgrounds other than those shown here. Exceptions • For media in which color is not an option (e.g., a black-andwhite print ad), use either the restricted-use Coke logo or the restricted-use reversed Coke logo as described at right. • For premiums, architectural details or other applications where the Coke logo is etched, embossed, sandblasted or spot-varnished, the color can be the same as the substrate of the material used.

Coke Logo Coke Red on a white background.

Reversed Coke Logo White on a Coke Red background.

Restricted-use Coke Logo Black on a white background.

Restricted-use Reversed Coke Logo Reversed from a black background.

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Identity Standards: Core Brand Elements and Standards _Coke Logo

2.11

Clear Space, Minimum Size, ® Scaling Clear Space Surround the Coke logo with clear space that is, at a minimum, equal to the width of the top serif on the trunk of the letter “k” in the word Coke. This clear-space area is shown to the right as ‘x.’ Minimum Print Size • For the Coke logo: at least 15.875 mm (.625 inches) wide. • For the ®: at least 1 mm (.04 inches) in diameter. Minimum Onscreen Size • Display the Coke logo at least 100 pixels wide and the ® at least 6 pixels in diameter. • Always view PDFs of the Brand Standards at 100% for proper reference. ® Scaling • Align the bottom edge of the Coke ® with the bottom of the “e” in “Coke.” • When using the Coke logo in smaller sizes, scale up the ® as needed to ensure legibility. Always scale the ® from the bottom edge. • Make sure the clear space between the ® and the end of the “e” in “Coke” equals at least 1/4 of the diameter of the ® and that it is no further away than one full diameter of the ®.

Clear Space = x Distance

Minimum Print Size

Minimum Onscreen Size

® Scaling

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Identity Standards: Core Brand Elements and Standards _Coke Logo

2.12

Don’ts

Do not use any other version of the Coke logo. This includes variants in existing Brand Elements or lock-ups.

Do not remove or reposition the ®.

Do not add elements.

Do not add drop shadows to the Coke logo.

Do not add strokes or outlines to the Coke logo.

Do not scale/resize the Coke logo disproportionately.

Do not rotate the Coke logo, except for 90° counterclockwise rotations.

Do not skew the Coke logo or create false perspectives.

Do not distort the Coke logo.

Do not use unspecified colors.

Do not use the restricted Coke logo or the reverse-restricted Coke logo, except per color specifications.

Do not create custom crops.

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Identity Standards: Core Brand Elements and Standards

2.13

Contour Bottle Symbol Designed in 1915, the Contour Bottle symbolizes Coca-Cola at a glance. This primary element of Brand language carries such strong emotional resonance and universal recognition that it is second in the world only to one other iconic trademark: the Coca-Cola Spencerian Script. The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be identified by silhouette or touch alone. Legendary industrial designer Raymond Loewy described the Contour Bottle as “a masterpiece” and “...one of the classics of packaging history.” Celebrated works by artists such as Warhol and Rauschenberg reflect the Contour Bottle’s indelible role as a cultural icon. The Contour Bottle remains one of our most modern yet timeless expressions of the uplifting experience of drinking a Coke. The Brand Standards include the two expressions of the Contour Bottle shown here. The bold simplicity of the Contour Bottle Symbol makes it an ideal choice for many touchpoints, including those where photography is not appropriate or necessary. Proper use of the Contour Bottle Symbol is addressed on the following pages. Refer to the Photography Art Direction section of this chapter regarding the proper use of the Contour Bottle Photo. Use only the approved versions of the Contour Bottle Symbol available on the Design Machine website.

Contour Bottle Photo

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Contour Bottle Symbol

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.14

Contour Bottle Symbol with Spencerian Script Usage The Contour Bottle Symbol with the 3D Spencerian Script is the standard for the Brand. • The 3D Script expresses the true curvature of the Contour Bottle. • Never use the 3D Script elsewhere than on the Contour Bottle Symbol. • Never use a 2D Script. • If an International Variant of the Script is the primary communication of the Brand for a market, it must be adapted to be consistent with the standard 3D form. • Keep the shape, proportions, positioning and lock-up of the Script exactly as shown in the Brand Standards. • On a Coke Red Contour Bottle Symbol, use a white Script. • On a white Contour Bottle Symbol, use a Coke Red Script. • No other colors, even if they’re in the Brand color palette, are to be used. Exception For certain executions (e.g., Campaigns and Properties), the shape of the Contour Bottle Symbol can be formed by illustrations surrounding it. However, illustrations are not permitted inside the shape of the Contour Bottle Symbol. Caveat • The shape of the Contour Bottle Symbol must always remain the same. • The Contour Bottle Symbol must always be shown in its entirety and never be cropped.

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.15

Colors Show the Contour Bottle Symbol as either: • Coke Red on a white background, or • White on a Coke Red background. Caveats • The Contour Bottle Symbol must never be shown in other colors, even if they’re in the Brand color palette. • If using color is not an option (e.g., a black-and-white print ad), do not use the Contour Bottle Symbol. Coke Red

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White

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.16

Clear Space, Safe Area Clear Space Surround the Contour Bottle Symbol with clear space that is, at a minimum, the x-height of the “a” in “Coca.” This clear space area is shown at right as ‘x.’ The Contour Bottle Symbol must always be shown in its entirety and never be cropped. Safe Area The safe area is only relevant for the Contour Bottle Symbol’s position within the page; elements can surround it for other executions. Clear Space Exception Clear space can be omitted at the top for certain applications, such as fountain cups and stadium boardings. Do, however, keep the minimum clear space along the sides. Clear Space

Safe Area

Clear Space Exception

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.17

Minimum Size • Do not scale the Contour Bottle Symbol below these minimal sizes. Exception If an execution necessitates using a Contour Bottle Symbol slightly below minimum size, use only the version without the Script. The Script must never be shown smaller than these minimum sizes in order to assure legibility.

100 pixels

19.05 mm

• Always view PDFs of the Brand Standards at 100% for proper reference.

Minimum Print Size 19.05 mm (.75 inches) high.

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Minimum Onscreen Size 100 pixels high.

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Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.18

Don’ts

Do not use an older version of the Contour Bottle Symbol. This includes variants in existing Brand Elements.

Do not add drop shadows or patterns behind the Contour Bottle Symbol.

Do not add strokes or outlines to the Contour Bottle Symbol.

Do not remove or separate the elements of the Contour Bottle Symbol.

Do not add elements to the Contour Bottle Symbol.

Do not alter the Spencerian Script on the Contour Bottle Symbol.

Do not rotate the Contour Bottle Symbol.

Do not scale/resize the Contour Bottle Symbol disproportionately.

Do not skew the Contour Bottle Symbol or create false perspectives.

Do not distort the Contour Bottle Symbol.

Do not use unspecified colors.

Do not place the Contour Bottle Symbol on unapproved colors.

Do not place the Contour Bottle Symbol in enclosing shapes of color (unless they are full-bleed fields of color).

Do not ignore the clear space, alignment or cropping rules for the Contour Bottle Symbol.

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Identity Standards: Core Brand Elements and Standards

2.19

Red Disk The Spencerian Script Red Disk is an iconic representation of the Coca-Cola Brand. With origins in the 1940’s, the Red Disk references classic Coca-Cola 3D signage and historic advertisements. Its circular shape, a graphic representation of the original bottle cap, also leverages the Brand’s heritage. Use the Disk’s built-in “clear space” as a buffer around the Spencerian Script to ensure its prominence in layouts that are cluttered, include partner brands or have varied backgrounds. Use only the approved versions of the Red Disk available on the Design Machine website.

Red Disk

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Identity Standards: Core Brand Elements and Standards_Red Disk

2.20

Colors: Red Disk (recommended) • The Red Disk is composed of Coke Red with black added to create its distinctive 3D effect. • The Red Disk must only be shown with the white Spencerian Script. • For sustaining executions, limit the background colors to either white or Coke Red. Refer to the Point-of-Sale Design Standards chapter (4.0) for POS examples of executions. • For thematic and promotional purposes, other backgrounds can be used. • If printing considerations prevent use of the Red Disk, do not substitute other versions (including the 2D Disk).

Red Disk

Cyan

Magenta

Yellow

Black

Backgrounds

White Red Disk on a white background

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Coke Red

Red Disk on a Coke Red background

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Identity Standards: Core Brand Elements and Standards_Red Disk

2.21

Colors: Red Disk with Contour Bottle In 1951, the Contour Bottle was introduced as a design element on the Red Disk. It was devised for use by Bottlers in locations that were near eye level or where traffic moved slowly. This combination of strong graphic elements remained the cornerstone of outdoor Point-of-Sale signage until the introduction of the Arciform (or “fishtail”) design in 1957.

Red Disk

Caveats • Use the Red Disk with Contour Bottle only on permanent outdoor signage (timeless executions). Do not use it on any other execution, including Point-of-Sale, packaging, equipment, fleet, print, advertising or animation. • Do not show the Red Disk with Contour Bottle on colored backgrounds other than Coke Red or white for sustaining executions.

Magenta

Yellow

Black

Backgrounds

White Red Disk with Contour Bottle on a white background

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Cyan

Coke Red

Red Disk with Contour Bottle on a Coke Red background

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Identity Standards: Core Brand Elements and Standards_Red Disk

2.22

Clear Space, Cropping, Lock-up Specifications Clear Space Surround the Red Disk with clear space that is, at a minimum, the distance from the bottom of the “o” to the top of the “C” in “Coca.” This clear-space area is shown at right as ‘x.’ Cropping • Make every attempt to use the Red Disk in full. • When cropping of the Red Disk is necessary, crop only to the extent that: – The integrity of the Red Disk and its three-dimensional aspects is retained, and – The Spencerian Script always remains intact. Photography is allowed to overlap the Disk but should not touch more than 2 letters of the Spencerian Script. Lock-ups Do not use the Red Disk in lock-ups. The Red Disk is for standalone use only. It must never be combined with other brands or properties.

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Clear Space = x Distance

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Identity Standards: Core Brand Elements and Standards_Red Disk

2.23

Minimum Size Minimum Print Size • For the Red Disk: at least 25.4 mm (1 inch) in diameter.

25.4 mm (1 inch) in diameter

Minimum Onscreen Size • Display the Red Disk at least 112 pixels in diameter. • Always view PDFs of the Brand Standards at 100% for proper reference.

112 pixels in diameter

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Identity Standards: Core Brand Elements and Standards_Red Disk

2.24

Don’ts

Do not use the Red Disk on any colored background other than Coke Red or white for sustaining executions.

Do not add images to the Red Disk other than the approved Contour Bottle image.

Do not alter the shape of the Red Disk in any way; it must always remain round.

Do not use a 2D version of the Red Disk.

Do not add elements such as text or messaging to the Red Disk.

Do not change the color of the Spencerian Script on the Red Disk.

Do not move or reposition the Spencerian Script on the Red Disk.

Do not scale down the Red Disk to the extent that the Script is illegible.

Do not combine the Red Disk with other Brand Elements or trademarks.

Do not use the Coke logo or any International Variant of the Script on the Red Disk.

Do not rotate the Red Disk from its standard horizontal format.

Do not add or remove highlights on the Red Disk.

Do not crop the Spencerian Script.

Do not overlap the Red Disk with another element in a manner that diminishes its integrity and 3D aspects.

Coca-Cola | Brand Identity and Design Standards_v1.1

Do not place older versions of the Script on the Red Disk.

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Identity Standards: Core Brand Elements and Standards

2.25

Dynamic Ribbon The Dynamic Ribbon* – often called the Coke “wave” – was introduced to the public in 1970 as part of a new look for Coca-Cola. It is a graphic representation of the space between two Coca-Cola bottles situated side by side. With its qualities of motion and continuity, the Dynamic Ribbon can be used to: • Suggest “infinite flow” by spanning layouts. • Provide balance to layouts containing more surprising Brand Elements. • Serve as a powerful connecting device not only between Elements, but across executions. In the hierarchy of Brand Elements, the Dynamic Ribbon follows the Spencerian Script and Contour Bottle Symbol. While this distinctive Element is familiar to some, its meaning and relationship to the Coca-Cola Brand is not always immediate. Keep this in mind when considering use of the Dynamic Ribbon, which is purely optional. Refer to the following pages and the Trademark Usage Requirements chapter (8.0) for standards specific to the Dynamic Ribbon. Use only the approved versions of the Dynamic Ribbon available on the Design Machine website. *While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance.

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

2.26

Cropping • Slight cropping may be necessary if the Dynamic Ribbon needs to bleed off an execution. • Crop the Dynamic Ribbon evenly, with a maximum of 10% on each side, for executions that have space limitations and when maximum Ribbon impact is necessary.

20% maximum cropping of Ribbon (crop evenly – no more than 10% from either end)

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

2.27

Colors, Usage Colors For sustaining executions, use only Coke Red or white. (Exception: temporary use on Campaigns and with Properties.) Show the Dynamic Ribbon as either: • Coke Red on a white background, or • White on a Coke Red background.

Dynamic Ribbon Coke Red on a white background.

Restricted-use Dynamic Ribbon Black on a white background.

Do not use patterns or other fill in lieu of the approved solid colors. Exception • For media in which color is not an option (e.g., a black-andwhite print ad), use the restricted-use Dynamic Ribbon as shown at right. Usage • Use the Dynamic Ribbon alone or as a connecting device with other design elements. • Do not alter the distinctive shape of the Dynamic Ribbon from the approved form as shown in the Brand Standards. • Do not crop the Dynamic Ribbon more than 10% from either end. • Do not overlap the Dynamic Ribbon more than 5% when using it with other Brand Elements or graphics. • Do not cross a section of the Dynamic Ribbon with a design element in a manner that obscures the identifying “thickest-thin-thick” rhythm of its form. • If approved usage of the Dynamic Ribbon excludes the Spencerian Script, a ® must be included as shown on this page.

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Coke Red

White

Black

White Dynamic Ribbon White on a Coke Red background.

Dynamic Ribbon Coke Red on a white background with ®.

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

2.28

Lock-up Specifications The lock-up of the Dynamic Ribbon and Spencerian Script creates a perfectly balanced tension between Brand icons that represent modernity and heritage.

Align Hyphen with the “C” in Coca

Space Ratio Between the Script and Ribbon When using the Spencerian Script with the Dynamic Ribbon, the space between the two must be “hyphen height” – i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” • The Script is always centered over the middle of the Dynamic Ribbon. • The Dynamic Ribbon and the Script never overlap.

Space Between the Script and Ribbon = h

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

2.29

Don’ts

Do not alter or distort the Dynamic Ribbon in any way.

Do not overlap the Dynamic Ribbon in any way with a Brand Element.

Do not allow design elements to cover more than 5% of the Dynamic Ribbon or obscure its identifying “thickest-thin-thick” rhythm.

Do not use any colors other than Coke Red or white for sustaining executions. (Exception: temporary use on Campaigns and with Properties.)

Do not omit the ® from the Dynamic Ribbon if using it without the Spencerian Script.

Do not rotate the Dynamic Ribbon, except for 90° counterclockwise rotations.

Do not add highlights or drop shadows to the Dynamic Ribbon.

Do not crop the Dynamic Ribbon more than 10% from either end.

Do not crop Dynamic Ribbon unevenly.

Do not ‘float’ the Dynamic Ribbon within a design. The only allowable exception is in lock-up executions with the Script (i.e., packaging).

Do not alter the proper space ratio for locking up the Dynamic Ribbon and the Spencerian Script.

Do not move the Script to an offcenter position when creating a lock-up with the Dynamic Ribbon.

Do not alter the standard proportions provided for the Dynamic Ribbon with the Spencerian Script.

Do not use older versions of the Dynamic Ribbon.

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Identity Standards: Core Brand Elements and Standards

2.30

Arden Square The Arden Square is the namesake of designer Elizabeth Arden, who also created the Dynamic Ribbon. It was introduced to the public in 1969. The design of the Arden Square is an ingenious blending of three Elements distinctive to Coca-Cola: The Spencerian Script, the Dynamic Ribbon and Coke Red. Its exceptional scalability enables bold and simple branding on virtually any medium. In fact, the Arden Square made fashion history in the early 1970’s when it was applied in a checkerboard fashion to bell-bottom pants and other popular items of apparel. More than thirty years later, the Arden Square is still used to effectively capture consumers’ attention, albeit in more traditional applications. Refer to the following pages for standards specific to the Arden Square. Use only the approved versions of the Arden Square available on the Design Machine website.

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Identity Standards: Core Brand Elements and Standards_ Arden Square

2.31

Colors There is only one color execution of the Arden Square: Coke Red on a white background, as shown at right. Exception For media in which color is not an option (e.g., a black-andwhite print ad), use the restricted-use Arden Square: black on a white background, as shown at far right.

Coke Red

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White

Black

White

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Identity Standards: Core Brand Elements and Standards_ Arden Square

2.32

Clear Space, Minimum Size Clear Space Surround the Arden Square with clear space that is, at a minimum, the distance from the bottom of the “o” to the top of the “C” in “Coca.” This clear-space area is shown at right as ‘x.’ Minimum Print Size • For the Arden Square: at least 17.767 mm (.6995 inches) wide. • For the ®: at least 1 mm (.04 inches) in diameter. Minimum Onscreen Size • Display the Arden Square at least 112 pixels wide and the ® at least 6 pixels in diameter. • Always view PDFs of the Brand Standards at 100% for proper reference. ® Scaling • Apply the Spencerian Script ® scaling rules specified on the ‘Clear Space, Minimum Size, ® Scaling, Cropping’ page in this chapter. Clear Space = x Distance

Minimum Print Size

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Minimum Onscreen Size

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Identity Standards: Core Brand Elements and Standards_ Arden Square

2.33

Don’ts

Do not use unspecified colors of the Arden Square.

Do not alter the shape or proportions of the Arden Square in any way.

Do not change the placement of the Dynamic Ribbon in the Arden Square.

Do not alter the proper space ratio of the lock-up of the Dynamic Ribbon and the Spencerian Script.

Do not use an older version of the Arden Square.

Ice Cold Do not use the restricted version of the Arden Square, except as specified on the Colors page in this chapter.

Do not ignore the clear-space rules for the Arden Square.

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Identity Standards: Core Brand Elements and Standards

2.34

Color Palette Consumers almost universally identify the very sight of red and white with Coca-Cola. Remember their mindset when working with the Brand color palette: See Red and White, Think Coca-Cola! 3 Primary Brand Colors: Usage Coke Red and white must predominate all executions. Coke Red • Must appear in all executions in some form: background, Contour Bottle Symbol, et al. • Must always be the dominant color in an execution. White Use it generously to create dynamic white space that empowers the Coke Red communication, keeping it fresh, bold and surprising. Black Give it top consideration when choosing secondary Brand colors to support the primary Brand colors. An infinite range of other colors can be introduced to the Brand to reflect a diverse and positive spirit through campaign executions.

Coke Red

Opaque White

Black

PMS = (no equivalent)

PMS = (no equivalent)

PMS = Black

C = 4, M = 100, Y = 95, K = 0

C = 0, M = 0, Y = 0, K = 0

C = 0, M = 0, Y = 0, K = 100

R = 244, G = 0, B = 9

R = 255, G = 255, B = 255

R = 0, G = 0, B = 0

Hex = F40000

Hex = FFFFFF

Hex = 000000

PMS is a registered trademark of Pantone,® Inc. The colors shown on this page and throughout this document are not intended to match the Pantone Color Standards. For accurate standards, refer to the current edition of the Pantone Color Specifier Guide.

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Identity Standards: Core Brand Elements and Standards_Color Palette

2.35

Coke Red: Global Color Standard The Specular Reflectance Curve is the standard for measuring the color of Coke Red, as there is no PMS value for this proprietary color. Use the Curve per the instructions provided at right. A Production Standards Kit containing color and material samples is also available for specialists.

Specular Reflectance Curve

100.0 90.0 80.0

Measured by: X-Rite 938 4 mm aperture 0°/ 45° geometry Observer 10 degree

70.0 60.0 50.0

Absolute L*a* b* Values L* 42.97 a* 65.97 b* 49.64

40.0 30.0 20.0 10.0 0.0 400

500

600

Illumination

700

Viewing Instructions: The surface being inspected and the Visual Color Standard must be on the same plane or as close as is practical. Observer 45°

Viewing Light Sources: Primary Source – Daylight (D50) 5000K Secondary Source – Cool White Fluorescent (F2) 4000K Tertiary Source – Optional (based on local store lighting conditions)

O bj ec t

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Identity Standards: Core Brand Elements and Standards_Color Palette

2.36

Don’ts

pick me up

pick me up

Do not use unapproved colors.

Do not screen or tint the Brand colors.

Do not omit Coke Red from layouts.

Do not create layouts in which Coke Red or white are not the dominant colors.

Do not use secondary Brand colors as primary Brand colors.

Do not change the specified color breakdowns of the Brand colors. Do not use breakdowns from previous editions of the Brand Standards.

Do not add gradients or multiple tones of color to the Brand colors.

Do not use CMYK colors if spot color printing is available.

Do not use CMYK breakdowns in onscreen executions; use RGB or HEX breakdowns instead.

Do not ignore the color rules specific to each Element in the Brand Standards.

Do not use unapproved colors for the Spencerian Script.

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Identity Standards: Core Brand Elements and Standards

2.37

Typography The Brand Standards use the Gotham font family. This font family can be purchased at www.typography.com. Where local character language sets prohibit its use, the local market Group should set and communicate a standard that is as close a representation to the Gotham typeface as possible. Primary Font • Gotham Medium should be used for headlines on all executions and Brand communications. Body Copy • Gotham Book should be used for body copy on all Brand communications. Substitute Font • When Gotham is unavailable, the Arial font may be used as a replacement for internal communications or html text only. Arial should never be used in consumer executions. Secondary Font • Gotham Bold should be used for functional messages only, such as pricing or a call to action. Usage Rights • The Coca-Cola Company does not have global rights to any of the Brand fonts.

Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIabcdefghi0123456789 Arial Bold

ABCDEFGHIabcdefghi0123456789 Arial Book

Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Coca-Cola | Brand Identity and Design Standards_v1.1

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Identity Standards: Core Brand Elements and Standards_Typography

2.38

Headlines and Body Copy Headlines • Should always be set in lowercase type. • Should never be set in all caps. • kerning is -55. Body Copy • Should always be set with leading at +20% of the font size. For example, 10 pt. type with 12 pt. leading or 9 pt. type with 11 pt. leading (as shown right center). • Should not be kerned more tightly or loosely than a “0” setting. • Should always use sentence-capitalization rules. • May align flush left, flush right or centered as appropriate. Pricing and Call-to-Action Copy • May vary in point size to create impact. • Call-to-action copy should always be set in all lowercase. • Currency symbols should be reduced to 60% of the total height of the numbers. • Use Gotham Medium for the offer and sub-head. • Use Gotham Bold for the price.

gotham medium headline Gotham Book: 9 pt. type with 11 pt. leading. This is an example of how to set type for Coca-Cola body copy. This is 9 pt. Gotham Book with 11 pt. leading. This is an example of how to set type for Coca-Cola body copy. This is 9 pt. Gotham Book with 11 pt. leading.

Gotham Book: 10 pt. type with 12 pt. leading. This is an example of how to set type for Coca-Cola body copy. This is 10 pt. Gotham Book with 12 pt. leading. This is an example of how to set type for Coca-Cola body copy. This is 10 pt. Gotham Book with

offer offer

$$3.99 3.99 sub-head sub-head

Coca-Cola | Brand Identity and Design Standards_v1.1

offer offer

$$3.99 3.99 sub-head sub-head

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Identity Standards: Core Brand Elements and Standards_Typography

2.39

Don’ts decisions, decisions ...

Any font other than Gotham Medium as the primary font.

Do not use fonts other than those in the Gotham family for consumerfacing executions.

ALL CAPS Do not use all caps for any typographic executions, as it screams advertising.

Do not use Arial in consumer-facing executions.

Do not use any font other than Gotham Medium as the primary headline font.

Don’t use Gotham Medium for body copy. Don’t use Gotham Medium for body copy. Don’t use Gotham Medium for body copy. Don’t use Gotham Med ium for body copy. Don’t use Gotham Medium for body cop y. Don’t use Gotham Medium for body copy. Don’t use Goth am Medium for body copy. Do n’t use Gotham Medium for bo dy copy.Don’t use Gotham Me dium for body copy. Don’t use Do not use Gotham Medium for body copy.

Gotham Condensed in a large space Do not use Gotham Condensed.

don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercaseonly typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences.don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines Do not use lowercase-only typography or sentences. don’t use lowercase-only typography for long headlines or sentences. for long headlines or sentences. don’t use lowercaseonly typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences.don’t use lowercase-only typography for long headlines or sentences.

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Identity Standards: Core Brand Elements and Standards

2.40

Brand Tone of Voice How do we talk to people? Like people. Throughout our 120+ year history, simple one-word Brand statements like ‘Drink,’ ‘Enjoy’ and ‘Always’ have been as iconic to Coca-Cola as the color Coke Red. Words offering refreshment cues such as ‘Ice Cold,’ ‘Delicious’ and ‘Refreshing’ are similarly part of the Coke lexicon, as are invitational messages like ‘Have a Coke’ or the more playful ‘Yes.’ These words succeed and inspire us today because they represent the full expression of the Tone of Voice of Coca-Cola: to give the Brand a point of view and a personality to connect with the consumer. Refer to the words and phrases outlined on the following pages for developing the Brand Tone of Voice for executions.

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Identity Standards: Core Brand Elements and Standards_Brand Tone of Voice

2.41

Writing in the Brand Voice It is important to always write copy in the Brand Tone of Voice. The Brand Voice is a key element in conveying the Coca-Cola Brand idea. It should always be refreshingly honest, genuine, unassuming, curious, self-effacing and fun. Context Relevancy Use the Brand Voice to add to the context relevancy of executions. A simple, smart bit of copy can go a long way to setting a mood, inspiring a thought or bringing a smile. Audience Copy should engage the consumer while informing them about the Brand, so make sure to write copy that relates to the target audience. Knowing and understanding the audience can make the Brand Voice more poignant. Call to Action The Brand Voice can be expressed as a call to action. Calls to action should use language that is active, direct and brief (generally, 5 words or less). Typesetting the Brand Voice Lowercase typesetting utilizing the approved fonts helps bring out the Brand Voice. Do not set headlines too large or in all caps, as they feel more like yelling or selling than the more confident and friendly voice of Coca-Cola.

perfect serving

All headlines and Brand Voice examples are for illustration purposes only. Any use of these must be cleared by your local legal counsel prior to use in any marketing materials.

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Identity Standards: Core Brand Elements and Standards_Brand Tone of Voice

2.42

Brand Statements Leisure Occasion/Brand Role: Coke completes my experience when hanging with friends.

Transition open hello

refresh and reconnect

Impulse delicious

open happiness

Destination yes

enjoy

On-the-Go Occasion/Brand Role: Coke picks me up when I’m on the go.

Transition

Impulse

Destination

on the go refreshment open on the go 3 o’clock pick-me-up running on empty?

this way up pick me up open happiness hit refresh aaahhhh!

yes enjoy you’re hot, i’m cold...perfect

QSR Occasion/Brand Role: Coke is the perfect accompaniment to food.

Transition

Impulse

Destination

perfect serving open up to flavor bon appetit (or local equivalent)

perfect match one taste fits all open happiness

yes enjoy perfect choice we go nice with ice

At-home Occasion/Brand Role: A meal isn’t complete without Coke.

Transition happy hour

dinner. special. everyone is opening up tonight big night in serve up smiles bring ‘em to the table

Impulse meal maker

ahhh, togetherness add a slice of life make mine with extra smiles noodles with a side of smiles open happiness

Coca-Cola | Brand Identity and Design Standards_v1.1

Destination one big happy family

we’re having your favorites you can please everybody thanks mom!

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Identity Standards: Core Brand Elements and Standards_Brand Tone of Voice

2.43

Don’ts Get a Coke now! Do not forget to use a voice that is conversational and invitational.

ALL CAPS Do not use all caps for any typographic executions.

Coke is cool!

Do not use a voice that is overly confident or assertive.

grip it and sip it! Do not use a voice that is not friendly nor approachable.

get ‘em together Do not write copy that is out of context with the execution.

One taste will tell you it’s the greatest drink experience you’ll find anywhere! Do not write copy that isn’t brief (generally, 5 words or less), active and direct.

Ice Cold!!! Do not use multiple exclamation points or question marks.

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Identity Standards: Core Brand Elements and Standards_Backgrounds

2.44

Backgrounds: Flat Colors Use the backgrounds shown at right to emphasize a communication as well as the elements within it. Follow the standards below to ensure consistency for the Brand within a functional, flexible range of applications. Coke Red Background Color Coke Red is the primary background color. • Use it in a simple and bold way to make an immediate and familiar connection with the consumer and leverage our ‘ownership’ of Coke Red. White Background Color Although always secondary to Coke Red, white as a background color may play a bigger role than in the past. • Use it to create space and clarity in communications. • Use it to provide a blank canvas for other design elements to stand out, particularly with in-store Point-of-Sale executions. • Use it in limited and specific applications as a background color for equipment, but only as specified in the Graphic Design Standards section of the Equipment Design Standards chapter (5.0).

Coke Red background

White background

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Identity Standards: Core Brand Elements and Standards_Backgrounds

2.45

Backgrounds: With Refreshment Cues The Coca-Cola Red Condensation background may be used to add refreshment cues to any execution that holds or dispenses product and where coldness is part of the function. Equipment Backgrounds with refreshment cues may be added to equipment executions such as vending, fountain headers, coolers and other product equipment. • Use the correct condensation size based on the execution size (see references at right). • Use only photographic condensation (not illustrated). Condensation should have the right balance and be used sparingly. • Condensation should vary in shape and size and be placed randomly (avoid patterns). Secondary Packaging • Do not include condensation on primary packaging such as cans or PET labels. • Condensation may be included on secondary packs, but it should be actual photographic condensation on a primary package printed on the secondary package (i.e., a can on the fridge pack). • The backgrounds on packaging should always be solid Coke Red.

Small Condensation: Use on executions such as fountain headers.

Medium Condensation: Use on executions such as barrel coolers.

Large Condensation: Use on executions such as vending equipment.

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Identity Standards: Core Brand Elements and Standards_Photography

2.46

Product Photography Art Direction Coke is nearly impossible to describe. The product drives immediate craving for the liquid. Coca-Cola product photography should drive a desire for the uniqueness of the ice cold liquid, the smooth familiarity of the Contour Bottle, the multi-sensorial drinking experience and the refreshing uplift Coke provides – physically and emotionally. Photography of the product should elicit the following types of reactions from consumers: • Cold and fizzy • Sensual and soft • Prickly and sharp • Refreshing • Surprising • Relaxing • Disposition-brightening • Unlike anything on the planet

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Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction

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Contour Glass Bottle Photography Gold Standard Contour Glass Bottle Photo The Contour Bottle photo is a primary trademark for the Coca-Cola Brand and the standard by which all future photography should be measured. Use this Bottle photo for all product hero photography. However, if other Bottle perspectives or angles are needed, use this photo and the art direction outlined below as a photography guide for Bottle shape, graphics, lighting, condensation, ice, product color and glass color. Approach • Always present the product as hero. • Make sure each product shot conveys a feeling of icecold refreshment and uplift – capturing that “PSHTTTTTT” moment when the Bottle is uncapped. • Remember that the product adds iconic value. • Remember that the product shot makes a visual invitation to consumers to purchase and consume the product. Bottle Graphics • The white Spencerian Script is the preferred graphic for glass Contour Bottle hero photography. • Bottle mock-ups should be developed for all photography of the Bottle in order to maximize the size and impact of the Spencerian Script. Bottle Shape and Color • The North America 8 oz. Bottle is used for the Global Standard Contour Bottle photo and is the best representation of the Contour Bottle shape, color and formation of flutes. • This Bottle should be used for all hero product photography and can be obtained from a North America Bottle supplier. Style • Clean, simple and bold. • Devoid of extraneous elements.

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Angle • Products should be photographed front-on at eye level with very little perspective so that the bottoms of the products are flat and can be aligned next to each other as a range. • While a straight-on approach is preferred, alternate perspectives are permitted in special cases where straighton doesn’t match the perspective needed. Product Color • Coca-Cola product should have an overall cola color, but should include areas of highlight (sunset oranges and yellows) and darkness (dark chocolate) with hints of caramel and deep red tones. • The right product color for photography can be achieved with a mix of product and water. • The liquid must not be opaque nor a single color or shade. • When the cap is off, be sure to capture the uplifting bubbles to indicate the ‘pshttttt’ of a freshly-opened bottle. • Always reference the Gold Standard Contour Bottle photo for the ideal expression of the Coca-Cola product. Lighting • The various product tones can be achieved by placing a chrome reflective card directly behind the product and using 2 soft boxes for the front lighting and a soft light for back lighting. Refreshment Cues • Condensation and ice can be used to add refreshment, but should be used sparingly and have the right balance. • Utilize ice flakes or frost only when it is necessary to convey extremely cold product. • Condensation and ice should be placed randomly and vary in size and shape. • Always reference the Gold Standard Contour Bottle photo for the proper amount of condensation.

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Photography Details

Uplifting Product Bubbles

Slightly Frosted Neck

Correct Balance of Condensation

Correct Balance of Ice Flakes

Maximize Script Size

Keep Ice Off the Script

Condensation Product Darks and Highlights

Coca-Cola | Brand Identity and Design Standards_v1.1

Ice and Condensation Maintain Darks and Highlights with a Balance of Ice and Condensation

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Cans, PETs, Other Packaging Style • As with the Contour Bottle, make the photograph clean, simple and bold. • Keep the shot devoid of extraneous elements. • Use reflections at your discretion. Consider what best suits each application. Angles • Angle should be straight-on at eye level with very little perspective. This allows the bottoms of the products to be flat and aligned next to each other as a range. • In special cases where a straight-on approach doesn’t match the perspective, alternate perspectives are permitted. • A more heroic product angle can be used when it better suits a given execution (e.g., can photos on a fridge pack). Product Color • Coca-Cola product should have an overall cola color, but should include areas of highlight (sunset oranges and yellows) and darkness (dark chocolate) with hints of caramel and deep red tones. • The liquid must not be opaque nor a single color or shade. • When the cap is off, be sure to capture the uplifting bubbles to indicate the ‘pshttttt’ of a freshly-opened Bottle. • Reference the Gold Standard Contour Glass Bottle photo for the ideal expression of the Coca-Cola product. Refreshment Cues • Condensation and ice can be used to add refreshment, but should be used sparingly and have the right balance. • When photographing cans and PETs together, make sure that the refreshment cues are placed randomly and vary in size and shape (instead of covering the entire product) for each product shown. • Packaging photos placed within other packaging (i.e., the can photo on the fridge pack) should be photographed with condensation to counterbalance the more iconic Elements of the overall design.

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Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction

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The Georgia Green Genuine Coca-Cola Glass The Georgia Green Genuine Coca-Cola Glass is an evocative icon of the Coca-Cola Brand and heritage. Its proprietary bell shape, harking back to the origins of Coca-Cola as a soda fountain drink, heightens the sensory experience and enjoyment of drinking a refreshing Coca-Cola. Usage • Always use the Georgia Green Genuine Coca-Cola Glass anytime Coca-Cola is shown in, or being poured into, a drinking glass. It’s considered “the perfect serve.” • This glass can be used as a replacement for the Bottle in Food Service executions. Spencerian Script • As shown, the embossed logo is the preferred representation of the Georgia Green Genuine Coca-Cola Glass, because it is the most authentic expression. However, if there is no other Brand Element present in the photography, the white Script should be used as shown. • The embossed Script requires some retouching to achieve optimal visibility. Product • Coca-Cola product should have an overall cola color, but should include areas of highlight (sunset oranges and yellows) and darkness (dark chocolate) with hints of caramel and deep red tones. • The liquid must not be opaque nor a single color or shade. • Be sure to capture the uplifting effervescent bubbles that indicate the product is fresh and was just poured, but be careful not to make the effervescent bubbles look too foamy or thick: – Bubbles should form naturally around edge of glass and around pieces of ice, and should never cover the entire top of the product. –B  ubbles should vary in size and include a few random larger bubbles. • Reference the Gold Standard Contour Glass Bottle photo for the ideal expression of the Coca-Cola product. Coca-Cola | Brand Identity and Design Standards_v1.1

Refreshment Cues • The Georgia Green Genuine Coca-Cola Glass should be photographed with condensation that is natural in appearance. Make sure that it: – Is used sparingly and has the right balance. – Varies in size and shape. – Is arranged in a thoughtfully-considered composition, instead of covering the entire glass. • Do not place ice on the glass; it should appear in the product only. • Do not use ice that is too big. The ice should add texture, but still allow the light and dark product tones to show through and maintain the overall cola color.

Embossed Logo

White Script

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Identity Standards: Core Brand Elements and Standards_Photography

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People Photography How to Shoot a Coke Photo with People Interestingly, strong insights to getting the best results can be found by looking back in our past – to Haddon Sundblom’s classic illustrations for Coca-Cola. Each is a scene carefully designed to draw in the consumer by: • Telling a story. • Depicting positive imagery. • Using defined color. • Selecting warm, relatable characters. • Focusing on uplifting facial expressions. Sundblom’s illustrations vividly show that the fundamentals of how we connect people with Coca-Cola are truly timeless, relevant and uniquely Coke branded. The following pages define the Coca-Cola photographic style that reflects today’s consumer, but also retains the classic attributes of a Coke image.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography

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Photography Style There is a signature photographic style for Coca-Cola and it works across all occasions and around the globe. It reflects today’s consumer while retaining the classic attributes of a Coke image, like the one shown here. This style is adaptable and achievable across all fields because it supports the Coca-Cola Design Principles: • Bold Simplicity • Real Authenticity • Power of Red • Familiar Yet Surprising By depicting diverse people drinking Coke in a range of targeted occasions, we show people how and when Coke fit into their lives. This has been a constant throughout the history of Coca-Cola: using illustrations and photographs that reinforce Coca-Cola as a brand that stands for physical and emotional uplift, universal social connection, optimism and joy.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography

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Photography: 4 Key Principles The Coca-Cola Key Principles are the building blocks of every Coke photograph with people. Use them all, every time. 1. Bold Simplicity • Compose a simple, distinctive image. Keep it free of clutter or complicated elements. • Compose models into simple, distinctive shapes. • Scale the models in a simple, yet contrasting way. • Use extreme close-ups, close-ups and wide shots, as are relevant to the situation. • Balance photography with Brand Elements. 2. Real Authenticity  • Models should seem like real, everyday people. Their smiles should be genuine and warm. • Scenes, clothing and hair should be styled to reflect real-life situations. • Always avoid any sense of the shot being staged, contrived or posed; e.g., what the models are doing, how they are placed and how they interact with each other and their environment. 3. The Power of Red  • Coke Red is one of the most powerful tools for communicating our Brand. The more we use it, the more we can “own Red” in the marketplace. • Use Coke Red to enhance the story being told. • Use Coke Red to make a big and bold statement, or as a secondary accent. • Take care not to overuse red in wardrobe and accessories. • Balance photography with Brand Elements when using Coke Red. 4. Familiar Yet Surprising  • Be consistent with our timeless heritage, but create a look and feel that is universally relevant to today’s consumers. • Convey this principle by: – Telling an uplifting story that consumers can connect with. – C  apturing the right smile, posture and body language for the models. – Considering the use, actions and features of the model in achieving the key objective of the photograph. Coca-Cola | Brand Identity and Design Standards_v1.1

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People Photography Art Direction To art-direct the best people photography for Coke, keep in mind that: • People photography is suitable for use in advertising and Point-of-Sale materials. • People photography is to be used as a complement to the other iconic design Elements in the Brand Standards. 330 mL Contour Bottle • The 330 mL Glass Contour Bottle is the best representation of the Contour Bottle shape for use on Out-of-Home (OOH) executions, TV commercials and POS executions that feature in-context occasions (with people, food, etc.). • If this Bottle cannot be resourced, then a bottle matching the same design attributes should be used and: – Have a curvy contour shape. – Be medium in height (not too tall). – Have prominent flutes. • There is a limited supply of the 330 mL Bottles. Please contact the Global Design Group for information on obtaining the Bottles for photo shoots. Product is Hero Never forget that the product is the hero when composing and shooting photographs with people. • Coca-Cola is what connects the Brand to the people.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction

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Art Direction: People and Personality People • Real (not supermodels) • Friendly and warm • Aspirational • Wide ethnic mix • 16 - 40 years old • Urban and stylish • Attractive people Personality • Uplifting • Expressive • Positive • Spontaneous • Mischievous • Fun • Daring • Intriguing • Confident • Natural

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These images are for illustration and internal use only. Stock photography.

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Art Direction: Wardrobe and Accessories Wardrobe • Eclectic • Real • Authentic • Vintage • Subdued • Splashes of Coke Red • No recognizable branded clothes or messages Accessories • Listening to music • Taking photos (with cell phones) • SMS-ing • Sitting on bikes • Carrying in-line skates/soccer boots • Other sports accessories (balls/rackets) • WiFi laptop • Splashes of red

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These images are for illustration and internal use only. Stock photography.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography Art Direction

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Art Direction: Hair and Make-up • Everyday • Not over-the-top • Not catwalk • Down to earth • Diverse • Natural

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These images are for illustration and internal use only. Stock photography.

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Art Direction: Lighting • Light, sunshine (not bright, no glare) • Warm tones • Emphasize refreshment cues • Positive • Diverse locations to reflect a global consumer • Inviting, makes us want to be there

Coca-Cola | Brand Identity and Design Standards_v1.1

These images are for illustration and internal use only. Stock photography.

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2.59

Art Direction: Occasions On-the-Go • Simple but confident movement • Towards camera • Across camera • Various (walking) paces Hanging Out • Sitting down • Taking it easy • Content, happy • Watching the world go by • Daydreaming

Coca-Cola | Brand Identity and Design Standards_v1.1

These images are for illustration and internal use only. Stock photography.

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Art Direction: Groups Two’s Company • Friends, lovers or strangers • Connecting and engaged • Interacting with each other • Going somewhere • Hanging out • Sharing a moment Friends and Family • Groups • Togetherness • They know each other well • Interacting • Going somewhere together • Sharing an experience

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These images are for illustration and internal use only. Stock photography.

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Art Direction: People, Coke and Food • Interacting with Coke and food • Taking a rest • Drinking and eating • Always make Coke prominent in shot • Appetizing • Refreshing

Coca-Cola | Brand Identity and Design Standards_v1.1

These images are for illustration and internal use only. Stock photography.

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography

2.62

Photography Retouching Our original Coke Girl has been retouched slightly prior to any illustrative styles being applied. This retouching is only minor and is intended to clean up any stray areas within the image and add a natural, overall warmth. The Coke Girl should never look too glamorous and should have a natural appearance, so be careful not to overwork the image when retouching. The key areas which should be considered when retouching are:

Original

Retouched

The Coke Bottle • Is it the correct shape? • Is the angle correct? • Is the Branding visible? • Are the refreshment cues correct? • Does the product look fresh/fizzy? Features • Does the skin look/feel natural? • Does the hair look natural/healthy? • Do the eyes draw you in? • Are the eyes clear? • Are the teeth white, but not false looking? Overall Color Tone of the Image • Does it look natural? • Does it look warm?

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Identity Standards: Core Brand Elements and Standards_Photography_People Photography

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Photography Color Treatment This image has been created using the following technique and should be used as guidance only. Other images may need to be treated differently to achieve the final result. Two particular areas which should be considered when ‘color treating’ your image are skin tone/color and detail. Ensure that dark colors do not lose too much information (it may be necessary to mask certain areas to help retain detail). Step 1 The black channel was selected then copied and pasted into a layer above the original image. This layer was set to 100% multiply, then duplicated, and the opacity changed to 50%. A second duplicate was then made and was set as a 26% overlay. Step 2 Next, a hue/saturation adjustment layer was added and set to -10 Saturation. Above this, a Brightness/Contrast adjustment layer was set to +30 Contrast. Step 3 All of these newly created layers (not the original image) were then placed within a group folder and a layer mask was added. This mask was used to adjust and add detail back in to the dark areas (such as the dark blue jeans) where some detail was lost.

Step 5 Finally, an additional Curves adjustment layer was added above the rest (again with a layer mask) to reintroduce some depth into certain areas by increasing the mid-tones (i.e. light clothing).

Color Treatment Applied

Some of these adjustments may need to be treated differently on certain images. Use your best judgment when color treating photography and base your final image upon the digital Coke Girl files available on the Design Machine website. Step 6 A flattened copy of the image was saved and cut out as a layer. Two final versions were then created – one on a white and one on a red background. Consideration should be given to highlights and reflections when placing the image on a red background. White areas may require a red tint. If the clear area of the Bottle is placed against red, color should show through accordingly.

Step 4 Above this group layer a selective color adjustment layer was added with a layer mask to enhance the warmth of the skin tones.

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Identity Standards: Core Brand Elements and Standards_Photography

2.64

Food Photography Art Direction When shooting Coke with food, apply the Key Principle of Bold Simplicity and structure the food and product in a balanced composition. Role of Product • Always present the product as hero, with prominent placement in front of or behind food, depending on what is appropriate for the occasion. • Always use backlit and direct lighting to capture optimal product color and refreshment cues. • Always convey a feeling of ice-cold refreshment and uplift. Art Direction for Food • Use a mix of indulgent and healthy foods. • Choose food that is fresh, colorful and appetizing. • Food should be simply prepared and presented. • Composition should be symmetrical, but not forced. • Use bright, even lighting for a clean, fresh look. Props • Use “everyday” white round bowls and plates (standard size 8” plate) that have no patterns or borders.

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Packaging Design Standards

Coca-Cola | Brand Identity and Design Standards_v1.1

3.0

Confidential: 10 November 2009


Packaging Design Standards

3.01

Contents Packaging: Graphic Design Standards...................................3.02 Overview...............................................................................3.03 Package Framework…………...............................................3.04 Package Archetype Package Archetype: Sustaining.........................................3.05 Package Archetype: Thematic............................................3.06 Essentials of the Coca-Cola Label......................................3.07 Printing Coke Red Printing Coke Red on Aluminum........................................3.08 Printing Coke Red on Labels.............................................3.09 Printing Coke Red on Paperboard.....................................3.10 Printing Coke Red on Clear Shrink Wrap........................... 3.11 Printing Coke Red on Glass Bottles...................................3.12 Coke Red Closures............................................................3.13 Color Measurement, Evaluation and Calibration Visual Color Measurement.................................................3.14 Measuring Color Temperature............................................3.15 Visual Color Evaluation......................................................3.16 Numeric Color Measurement.............................................3.17 Calibration and Certification...............................................3.18 Flavor Indicators and Colors................................................3.19 Sustaining Coca-Cola Packaging Templates.......................3.20 12 oz. Can..........................................................................3.21 500ML PET........................................................................3.22 2L PET...............................................................................3.23 8 oz. Aluminum Bottle, ACL Bottles: 1-Color and 2-Color.... 3.24 12 oz. Can Fridge Pack......................................................3.25 Paper Cup..........................................................................3.26

Packaging: Form Design Standards........................................3.27 The Standard Contour Bottle Form......................................3.28 Industrial Design Principles for Packaging Form................3.29 Elements of the Contour Bottle...........................................3.30 Understanding the Contour Bottle.......................................3.31 Contour Bottle Elements: Applied......................................3.32 Defining Elements..............................................................3.33 Achieving the Contour Bottle...............................................3.34 Glass: Do’s.........................................................................3.35 Glass: Don’ts......................................................................3.36 Glass: Scaling....................................................................3.37 PET: Do’s............................................................................3.38 PET: Don’ts........................................................................3.39 PET: Do’s and Don’ts.........................................................3.40 PET: Scaling.............................................................3.41 - 3.42 Aluminum: Do’s..................................................................3.43 Aluminum: Don’ts...............................................................3.44 Aluminum: Scaling.............................................................3.45 Contour Bottle Construction................................................3.46 Overall Proportion: Schematic...........................................3.47 Overall Proportion: Do’s and Don’ts...................................3.48 Contoured Shoulder: Do’s and Don’ts................................3.49 Flutes: Do’s and Don’ts (location)......................................3.50 Flutes: Do’s and Don’ts (frequency)...................................3.51 Flutes: Do’s and Don’ts (section).......................................3.52 Pinch Waist: Do’s and Don’ts (format)...............................3.53 Executional Constraints for Glass, PET and Aluminum......3.54 Material and Process Considerations......................3.55 - 3.56 Overview of Executional Constraints.................................3.57

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Packaging Design Standards

3.02

Packaging: Graphic Design Standards The Brand Identity and Design Standards support a unified Trademark strategy for Coca-Cola, Diet Coke/Coca-Cola light and Coca-Cola Zero. It is based on the use of iconic Brand Elements, central to which are the Spencerian Script, the Contour Bottle, the Dynamic Ribbon and solid background colors. The following pages provide guidance on using these Elements to consistently execute the strategy in your market.

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Packaging Design Standards: Graphic Design Standards

3.03

Overview The Coca-Cola Trademark Packaging System is fundamental to achieving a timeless, bold, simple and unified expression of brand identity and meaning. Through its proper application across Coca-Cola, Diet Coke/Coca-Cola light and Coca-Cola Zero, we increase differentiation, shelf impact, Brand consistency, scale and cultural relevance – all vital to a strong leadership position. An iconic design approach to the Spencerian Script and the Dynamic Ribbon – two of the Brand’s most recognized trademarks – forms the visual core of the Coca-Cola Trademark Packaging System, along with a standardized palette of background colors. In the pages that follow, these key Brand Elements find authentic expression through a strategic framework of bold simplicity and owning Red. All the design elements needed to create successful packaging executions for Coke Red are shown in this System. Brand Standards for Diet Coke/Coca-Cola light and Coca-Cola Zero will be separately addressed in similar systems. Approved digital files of customizable graphics and design templates for Packaging are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there.

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Packaging Design Standards: Graphic Design Standards

3.04

Package Framework The strategic framework for the Coca-Cola Trademark Packaging System provides a unified approach for: • Sustaining (i.e., permanent) executions • Campaign (temporary) executions • Shared (temporary) executions

BVA Design Principles Identity Standards (Core Brand Elements and Standards)

Uniting them all is the concept of “Freedom Within a Framework:” a design structure that ensures the consistency needed to leverage Brand equity while offering situational flexibility. Freedom Within a Framework yields a range of packaging executions that can be used as is or customized to meet strategic or tactical considerations such as key message, consumer target and physical environment.

Design Standards (Core Brand Elements and Standards)

Sustaining

Campaigns

Properties

Promotions Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Graphic Design Standards_Package Archetype

3.05

Package Archetype: Sustaining Panel order may change by market; revise order as needed. Front Panel: Fixed • The Spencerian Script must always be present and appear as shown at right. • The Dynamic Ribbon* must be present on all labels except ACL glass bottles. • The Dynamic Ribbon is optional on the aluminum Contour Bottle. • Do not move, resize or alter the Script or Ribbon. • Do not change their placement relative to one another. • Do not replace them with other elements.

Front Panel

Middle Panel

Back Panel: Fixed Always include these elements: • Spencerian Script • Nutritional information • Coke logo • Recycle symbol • Product barcode

Back Panel

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*While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance.

FPO

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Content Line

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Middle Panel: Fixed • The Spencerian Script and the Dynamic Ribbon must always be present and appear as shown. • Do not move, resize or alter them. • Do not change their placement relative to one another. • Do not replace them with other elements. • An International Variant of the Script may be used on this panel only.

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Packaging Design Standards: Graphic Design Standards_Package Archetype

3.06

Package Archetype: Thematic Panel order may change by market; revise order as needed. Front Panel: Fixed • The Spencerian Script must always be present and appear as shown at right. • The Dynamic Ribbon* must be present on all labels except ACL glass bottles. • The Dynamic Ribbon is optional on the aluminum Contour Bottle. • Do not move, resize or alter the Script and Ribbon or their placement relative to one another. • Do not overlap more than 5% of the Script or the Ribbon with a thematic design.

Front Panel

Middle Panel

Back Panel: Fixed Always include these elements: • Spencerian Script • Nutritional information • Coke logo • Recycle symbol • Product barcode

Back Panel

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*While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance.

FPO

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Content Line

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Middle Panel: Flexible • The Dynamic Ribbon must appear, but may be slightly shifted to the right or left. • The Spencerian Script is an optional design element and may be replaced by thematic designs on this panel only. •D  o not overlap more than 5% of the Script or the Ribbon with a thematic design.

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Packaging Design Standards: Graphic Design Standards

3.07

Essentials of the Coca-Cola Label

Dynamic Ribbon The Dynamic Ribbon is used to support the Brand colors and to help communicate the various flavors. • It must always be present and be used in its original form as shown in this System, without any drop shadows, outlines or alterations of any kind. • The lock-up for the Dynamic Ribbon and the Spencerian Script is fixed and must not be changed. – The Script must be centered over the middle of the Dynamic Ribbon. For detailed guidance on the correct lock-up of the Script and Dynamic Ribbon, please refer to the Lock-up Specifications page in the Dynamic Ribbon section of the Core Brand Elements and Standards chapter (2.0). – The two must never overlap.

Coca-Cola | Brand Identity and Design Standards_v1.1

Contour Bottle (Optional Panel Graphic) Signifying Coca-Cola at a glance, the Contour Bottle must: • Always be shown as white on a Coke Red background. • Never be shown in other colors, whether or not they are in the Brand color palette. • Remain the same shape, although its content and expression may vary across executions.

Dynamic Ribbon

Typography • Helvetica Bold Condensed is the primary typeface for packaging. • It must always be used to communicate content size, nutritional information and ingredients. Helvetica Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Coke Red Coke Red must be the predominant color on the Coke label, thus consistently leveraging the Power of Red.

Dynamic Ribbon Coke Logo

Spencerian Script xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxx

Coke Red

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Typography

Content Line

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Spencerian Script The Spencerian Script is the cornerstone design element of the Trademark Packaging System. Being ‘utterly familiar’ with the Script allows us be continually surprising with other elements. The Script must: • Always be present and the most predominant Element. • Always be used in its original form as shown in this System, without any drop shadows, outlines or alterations of any kind. • Always be scaled to fill the space in which it is placed, as shown in the illustration. • Always be shown as white on a Coke Red background. • Never be used in other colors, whether or not they are in the Brand color palette.

Coke Logo • The Coke logo must always appear on the back panel of the packaging alongside the nutritional statement. • It must always be shown as white on a Coke Red background. • It must never be shown in other colors, whether or not they are in the Brand color palette.

FPO

The Coca-Cola label is a unique amalgam of six Brand Elements. • Every package label must include all six Brand Elements, according to the guidelines shown in these pages. • Elements must not be replaced, altered or resized relative to one another. Refer to the illustration provided as a general template. • Learn more about these fundamental Brand Elements in the Core Brand Elements and Standards chapter (2.0).

Typography

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Packaging Design Standards: Graphic Design Standards_Printing Coke Red

3.08

Printing Coke Red on Aluminum To ensure bold, impactful decoration on aluminum substrates, follow the guidelines outlined in the print specifications below. Aluminum Substrate Print a double bump of semi-opaque Coke Red ink to achieve the proper color intensity. Both the line plate and bump plate will be at 100% ink coverage. To minimize issues with registration, adjust the stay away on the bump plate to printer specification. Base Coated Aluminum Match to the Coke Red Global Color Standard numerically and check quality with a visual match. Printed Coca-Cola Red Color Standards Match to the Coke Red Global Color Standard numerically and check quality with a visual match. For more guidance please refer to: • The Color Measurement, Evaluation and Calibration pages later in this section; and • The Specular Reflectance Curve information in the Color Palette section of the Core Brand Elements and Standards chapter (2.0). Please take into consideration that due to its reflective qualities, aluminum will typically require a visual match. For a visual color match on aluminum substrate, please contact the Global Design Group.

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Packaging Design Standards: Graphic Design Standards_Printing Coke Red

3.09

Printing Coke Red on Labels To ensure bold, impactful labels on label substrates, follow the guidelines and ink measurements outlined in the print specifications below. Always bleed the Coke Red ink to the edge in order to prevent white edges. Polypropylene Substrate A single color of Coke Red should be reverse-printed on clear substrate and laminated to white substrate. Plastic Substrate A single color of Coke Red should be surface-printed on white substrate and overprinted with clear varnish. Paper Substrate A single color of Coke Red should be surface-printed on white substrate and either overprinted with clear varnish or laminated. Printed Coca-Cola Red Ink Standards Match to the Coke Red Global Color Standard numerically. For more guidance please refer to: • The Color Measurement, Evaluation and Calibration pages later in this section; and • The Specular Reflectance Curve information in the Color Palette section of the Core Brand Elements and Standards chapter (2.0). For a visual color match on polypropylene substrate, please contact the Global Design Group. Coke Red Global Color Standard Absolute L*a*b* Values L*42.97 a*65.97 b*49.64 D50/10 F2/10 DE Tolerance 2.0

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Printing Coke Red

3.10

Printing Coke Red on Paperboard To ensure bold, impactful multi-packs on paperboard substrates, follow the guidelines and ink measurements outlined in the print specifications below. Paperboard Substrate Print a double bump of Coke Red ink to achieve the proper color intensity. The line plate will be at 100% and bump plate will be at 30% ink coverage. To minimize issues with registration, adjust the stay away on the bump plate to printer specification. Printed Coca-Cola Red Ink Standards Match to the Coke Red Global Color Standard numerically. For more guidance please refer to: • The Color Measurement, Evaluation and Calibration pages later in this section; and • The Specular Reflectance Curve information in the Color Palette section of the Core Brand Elements and Standards chapter (2.0). For a visual color match on paperboard substrate, please contact the Global Design Group. Coke Red Global Color Standard Absolute L*a*b* Values L*42.97 a*65.97 b*49.64 D50/10 F2/10 DE Tolerance 2.0

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Printing Coke Red

3.11

Printing Coke Red on Clear Shrink Wrap To ensure bold, impactful multi-packs on clear shrink wrap substrates, follow the guidelines and ink measurements outlined in the print specifications below. Shrink Wrap Substrate Print a single lay down of white prior to a double bump of Coke Red ink to achieve the proper color intensity. The line plate will be at 100% and the bump plate will be at 30% ink coverage. To minimize issues with registration, adjust the stay away on the bump plate to printer specification. Printed Coca-Cola Red Ink Standards Match to the Coke Red Global Color Standard numerically on the individual lay downs of Coke Red and in combination. There will be flexibility in the numerical read on the individual lay downs. However, the combination of both reds should match to the Coke Red Global Color Standard numerically. For more guidance please refer to: • The Color Measurement, Evaluation and Calibration pages later in this section; and • The Specular Reflectance Curve information in the Color Palette section of the Core Brand Elements and Standards chapter (2.0). Coke Red Global Color Standard Absolute L*a*b* Values L*42.97 a*65.97 b*49.64 D50/10 F2/10 DE Tolerance 2.0

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Printing Coke Red

3.12

Printing Coke Red on Glass Bottles To ensure bold, impactful labels on glass Contour Bottles, follow the guidelines and ink measurements outlined in the print specifications below. HTL Substrate A single color of Coke Red should be reverse-printed on white substrate and heat transferred to a glass Bottle. ACL Substrate A single color of Coke Red should be surface-printed directly on a glass Bottle. Printed Coca-Cola Red Ink Standards Match to the Coke Red Global Color Standard numerically for HTL and visually for ACL. For more guidance please refer to: • The Color Measurement, Evaluation and Calibration pages later in this section; and • The Specular Reflectance Curve information in the Color Palette section of the Core Brand Elements and Standards chapter (2.0). HMF Paint Printing directly on glass with Heavy Metal Free red paint does not deliver Coke Red appropriately and is therefore not recommended. Printing on a white base layer provides the correct Coke Red, but may require a white border due to technical limitations. The label as shown is the standard, but in markets where technical issues may prevent compliance to HMF printing, a thin white border is acceptable.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Printing Coke Red

3.13

Coke Red Closures Always utilize Coke Red color plastic substrate for closures on all Brand Coca-Cola packs that require resealable caps. Plastic Substrate Specs: Translucent Red: T505-2-2 Closures Print Specs Maximum Brilliant White ink

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration

3.14

Visual Color Measurement Visual Color Measurement The visual evaluation of color is subjective. By standardizing the viewing environment and procedures, the consistency of our trademarks improves. The primary objective of The Coca-Cola Color Management System is for all facets of our Company’s trademarks to be a direct reflection of the quality of our Brands. First and foremost, any reproduction of our Company Brands must visually match approved Visual Color Standards issued. The Color Standards represent the Final Product Appearance. Any adjustments needed to compensate for the effects of coatings, additives, varnishes and/or traps, etc. to the final appearance must be taken into consideration by printers.   Visual Color Evaluation The intent of this practice is to standardize the procedures for the visual evaluation of printed samples. These procedures are to be used when visually comparing a printed sample against the approved Color Standard.   Proper viewing conditions, normal color vision and correct positioning of the standards and samples are essential to maintaining a standardized visual evaluation process. Once the visual evaluation has taken place, the results must then be confirmed through the use of instrumentation when applicable.   Equipment Proper lighting or viewing environments (such as GTI ColorMatcher or MM-1) are essential for consistent visual evaluation. See the “Simulated Lighting Conditions” chart on the next page for desired light sources.   Lighting The area where color evaluations are conducted must have a booth or enclosed area with a standardized overhead lighting system. The lighting system must be capable of providing the simulated lighting conditions described on the following pages. Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration

3.15

Measuring Color Temperature Color Temperature Measuring Instruments A properly calibrated, traceable spectroradiometer can be used to check the color temperature and relevant parameters of each source. Viewing Environment The ambient lighting conditions must not interfere with the controlled lighting from booths or viewing environment. Gray surround color (Munsell N/7) and curtains, if necessary, are to be used. An enclosed viewing room painted with gray (Munsell N/7) paint is acceptable in lieu of a lighting booth. Observers should wear neutral-colored clothing or smocks so as not to influence the reflected color back to the sample being evaluated.   When samples are being viewed, there should be no other items present in the booth or area other than the sample and standard being evaluated. If light is being reflected off walls in close proximity to the evaluation area, there should not be any distracting or brightly colored objects nearby.

Lighting System Maintenance Proper maintenance in accordance with the manufacturer’s recommendations of the lighting equipment is essential for consistency over time and between units. Lamps are to be replaced when the unit is out of specification for intensity or color temperature. Replace lamps only with those obtained from the original manufacturer of the product in accordance with the manufacturer’s recommended replacement schedule. S imulated lighting conditions Primary Light Source

Daylight with color temperature of 5000°K.

Secondary Light Source

Cool White Fluorescent (CWF) source with a color temperature of 4000°K.

Tertiary Light Source Optional: This light source should be selected and standardized by each Company Division office if needed. The use of a tertiary light source other than Cool White Fluorescent is the primary store lighting condition in the Division’s geographic area. If the local store lighting conditions are primarily Cool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source. Ultraviolet Light Source Optional: This is normally used to evaluate optical brighteners, whitening agents, fluorescent pigments and dyes.

(Note: All of the above is covered in detail in ASTM D1729-96.)

Simulated Enclosure Size The size of the booth, room, etc. should allow for comfortable viewing. There should be enough space to view all areas from different angles and still remain in the controlled lighting environment.

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Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration

3.16

Visual Color Evaluation Visual Color Evaluation Procedures Step 1: The Visual Color Standard and the sample must be opaque. If they are not completely opaque, they must be placed on a standardized white backing. Step 2: Sample and Visual Color Standards should be placed in the center of the booth or illuminated area. Step 3: The Visual Color Standard and sample should be viewed as illustrated.

V isual C olor E valuation Procedure

Illumination

Step 4: Compare the sample against the Visual Color Standard under Daylight (5000°K).

b j ect

Coca-Cola | Brand Identity and Design Standards_v1.1

45°

O

Step 5: Analyze the results: • If the sample is an acceptable match under designated light sources, proceed to evaluate the color instrumentally to confirm conformance. The acceptable match is to be within the specified Delta E tolerance as established. • If the sample is unacceptable under designated light sources, proceed to evaluate the color instrumentally in order to identify the problem and give the appropriate feedback and direction to the supplier for a revised sample.

Observer

4 5 °/0°

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration

3.17

Numeric Color Measurement Color communicates. Because the colors of our trademarks are such an integral element of the Brands’ identity, it is critical that our Brand colors be reproduced with uncompromising quality and consistency. In addition to the Visual Color Standards, the Color Standards are provided electronically in the form of a .MIF file. The .MIF file will be sent via email. This Digital Color Standard should be downloaded directly into your X-Rite QA Master software. Downloading the Digital Standards directly into the software ensures that everyone evaluating our Brand colors will be using the exact same numeric values for consistency. This Digital Color Standard contains: • Absolute L*a*b* Values • Standardized Illuminants • Standardized Observer • Digital Tolerances • Reflectance Values Digital Tolerances Standards using the specified X-Rite equipment and QA Master software incorporate the specifications shown.

General Methods for Measurement Instruments must be calibrated with the assigned tile and within the manufacturer’s tolerance. The sample size must be at least 4 mm and large enough for the measurement window of the instrument to be covered completely. It is also very important to ensure that there are no physical defects in the area (color) being measured. An average of 3 readings may be taken to ensure a representative reading of the sample. I nstrumental C olor Management Specifications Instrument

X-Rite® 939 or 530

Measurement Geometry

0/45

Aperture

No smaller than 3.4 mm

Software

X-Rite QA Master® or QA Master 2000®

File Transfer Format

.MIF

Standard Observer

10 Degree

Primary Illuminant

Daylight D50/10

5000°K

Secondary Illuminant

Cool White Fluorescent (F2)

4000°K

Coke Red Only

Tertiary Illuminant Optional: This light source should be selected and standardized by each Company Division office if needed. The use of a tertiary light source other than Cool White Fluorescent is the primary store lighting condition in the Division’s geographic area. If the local store lighting conditions are primarily Cool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source. Color Space

CIELAB

Color Tolerance CMC 2:1 (Numeric tolerances are specific to the individual color and substrate being measured.)

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Packaging Design Standards: Graphic Design Standards_Color Measurement, Evaluation and Calibration

3.18

Calibration and Certification Calibration and Certification of the X-Rite 939 or 530 It is extremely critical that all individuals who are responsible for using the X-Rite 939 or 530 conduct the calibration process correctly and consistently. To ensure accuracy, the X-Rite 939 or 530 has safeguards to maintain proper calibration. The first safeguard is an internal clock that will prompt the user to recalibrate every 12 hours. As a second safeguard, the instrument will prompt re-calibration if the temperature of the instrument chassis drifts 7° Fahrenheit. The instrument will always alert the user when it requires calibration. Even with these safeguards, however, it remains the obligation of the user to ensure that calibration is done correctly. Please note: Calibration due to temperature change occurs at a 10° shift in temperature. Equipment: • X-Rite 939 or 530 Spectrophotometer • CMC light source D50/10 degree • Calibration tile with current expiration date • X-Rite QA Master software with computer • Numeric color library (MIF) Instrument Settings Before taking any readings with the X-Rite 939 or 530, ensure that the following functions are selected within the instrument: • L*a*b* mode • D50 illuminant • 10º observer

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Packaging Design Standards: Graphic Design Standards

3.19

Flavor Indicators and Colors The flavor indicators in this System feature a distinctive, hyper-realistic style and distinctive flavor colors. • Always include a flavor illustration in the same style shown in the Brand Standards and in the same specified colors. • For markets that cannot show fruit or the vanilla pod on packaging due to local ingredients regulations: – Remove the fruit or vanilla pod. – Increase and reposition the size of the flavor name. – Show the flavor name in the distinctive flavor color. – Consider showing the Dynamic Ribbon in the distinctive flavor color. – Consider a colored cap and pull tab for additional flavor differentiation. For further guidance, please consult your local legal counsel.

cherry

PMS 202

lemon

PMS 108

lime

PMS 368

vanilla

PMS 1215

caffeine free

CF Coke Gold Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards

3.20

Sustaining Coca-Cola Packaging Templates Use only the approved customizable graphic templates available on the Design Machine website. Always follow the Fixed But Flexible approach to ensure consistent design while customizing packages as needed. Caveats • Ensure at all times that at least one strongly branded panel is present on the package. • Do not print refreshment cues (condensation or ice) on packs. • All package layouts must be submitted for local or regional approval through legal and Bottler reviews. • All local legal registration notices must be applied to all trademarks. • Back-of-package information must be applied in accordance with local requirements, including: – GDA (Guideline Daily Amounts). – “Romance” or promotional copy. – Secondary back-of-package logos (as space permits). • Guidance for printers must be supplied on all artwork files.

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Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates

3.21

12 oz. Can Coca-Cola 12 oz. Can

Color Specs: Coke Red Black White

Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates

3.22

500ML PET Coca-Cola 500ML PET

Color Specs:

Content Line

Coca-Cola | Brand Identity and Design Standards_v1.1

Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx 00000 Visit www.Coca-Cola.com

(no white borders)

Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx

bleed ink to edge

Description: xxx xxxx xxxx xxxxx xxxx xxxx

Coke Red Black White Substrate

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates

3.23

2L PET (no white borders)

bleed ink to edge

Color Specs:

Coca-Cola | Brand Identity and Design Standards_v1.1

Coke Red Black White Substrate

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates

3.24

8 oz. Aluminum Bottle, ACL Bottles: 1-Color and 2-Color Coca-Cola 8 oz. Aluminum Bottle

Color Specs: Coke Red Black

Nutrition Facts

www.coke.com

Serv. Size 1 Bottle

©2007 THE COCA-COLA COMPANY

CONSUMER INFO. 1-800-438-2653 2007-7003 1- 8.5 FL OZ BOTTLE

Amount Per Serving

Calories 100 % Daily Value*

Total Fat 0g 0% Sodium 35mg 1% Total Carb. 28g 9% Sugars 28g Protein 0g

8.5 FL OZ (250 mL)

*Percent Daily Values are based on a 2,000 calorie diet.

CARBONATED WATER, HIGH FRUCTOSE CORN SYRUP, CARAMEL COLOR, PHOSPHORIC ACID, NATURAL FLAVORS, CAFFEINE. CAFFEINE CONTENT: 24 mg/8.5 fl oz

White Substrate

ACL Bottle: 1-Color

Color Specs: White Represents Product

ACL Bottle: 2-Color

Color Specs: Coke Red White Represents Product

Coca-Cola | Brand Identity and Design Standards_v1.1

The label as shown is the standard. In markets where technical issues may prevent compliance to Heavy Metal Free printing, a thin white border is acceptable although not preferred.

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates

3.25

12 oz. Can Fridge Pack Coca-Cola 12 oz. Can Fridge Pack

Coca-Cola | Brand Identity and Design Standards_v1.1

Color Specs:

Color Specs:

Coke Red

Coke Red

Black

Black

White

White

Confidential: 10 November 2009


Packaging Design Standards: Graphic Design Standards_Sustaining Coca-Cola Packaging Templates

3.26

Paper Cup • In cases where the Recycled PET Cup cannot be utilized, use a paper cup with this standard design. • Do not alter the design or its elements in any way. For more guidance on properly using Food Service Cups in your market, please contact the Global Packaging Group or North America Food Service team.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards

3.27

Packaging: Form Design Standards The Contour Bottle is the standard package for Coca-Cola. Universally recognized, the Contour Bottle evokes the heritage of the Coca-Cola Brand and expresses the uplifting experience of drinking a Coke. The global standard Contour Bottle is the archetype from which we derive the rules for packaging executions in all markets and across a range of materials and sizes.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards

3.28

The Standard Contour Bottle Form In 1960, The Coca-Cola Company convinced the United States Patent and Trademark Office that the very shape of what we know now as the Contour Bottle had become so well known that it deserved the status of a registered trademark. Applying for a trademark for a commercial package was a most unusual and bold step at the time. But the Company wisely knew that whereas patents eventually run out, a trademark does not; so as long as it is kept in continuous use, a trademark lasts indefinitely. The Company presented the case that the very shape – in their words, the “distinctively shaped contour” of the “hobble skirt bottle” – was “the most recognized container in the history of the world” and had in effect already taken on trademark status. The USPTO agreed and granted a registered trademark to Coca-Cola for the Contour Bottle. This chapter describes the Contour Bottle form standard and outlines how to execute it across various materials and sizes, specifically: • Structural features that set the packaging standard for the Brand. • How to translate structural features across packaging formats and materials. • Design guidelines, including Do’s and Don’ts. • Size extensions and scaling. • Mastering technological and manufacturing constraints.

Coca-Cola | Brand Identity and Design Standards_v1.1

The Standard Contour Bottle Form

Glass

PET

Aluminum

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards

3.29

Industrial Design Principles for Packaging Form These are the Design Principles behind the Contour Bottle and should be used whenever developing packaging for Coca-Cola. 1. Bold Simplicity The Contour Bottle is elegant with simple, smooth and flowing curves shaped to fit the hand. • The Bottle has become the most recognized container in the world, and consistent use of the form for packaging ensures this status is maintained. 2. Real Authenticity As part of our culture for almost a century, the Contour Bottle is the package most able to evoke the genuine Coke experience for our consumers. • Use of materials should be genuine and not forced to look like something else. • Transparency should allow the product to be visible. 3. The Power of Red Coke Red is as much a symbol of Coca-Cola as the Contour Bottle. • Coke Red should always be used in graphics and closures in packaging per the Brand Standards. 4. Familiar Yet Surprising While the Contour Bottle is the most recognized container in the world, it maintains relevance through new and surprising executions. • The Contour Bottle can be expressed in different materials to meet the various needs of consumers and retailers. • While we continue to evolve Coca-Cola packaging with innovations in materials and processes, we must always maintain the contour shape.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Form Design Standards

3.30

Elements of the Contour Bottle The Contour Bottle – our archetype and inspiration for bringing all other packaging to life – is composed of distinctive elements.

Coke Red Closure

Neck Finish

Georgia Green Color

Flutes

Scalloped Transitions

Curved Label Panel

Spencerian Script

Coke Red Label

Visible Product (Bubbles)

Pinch Waist

Overall Proportion (Silhouette)

Champagne Base Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards

3.31

Understanding the Contour Bottle The original project brief for the Contour Bottle that was given to the Root Glass Company of Terre Haute, Indiana, specified “... A glass package so distinctive as one containing Coca-Cola, so shaped that even if broken, a person could tell at a glance what it was, so distinguishable by touch that even a blind man could identify it.�

Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Form Design Standards_Understanding the Contour Bottle

3.32

Contour Bottle Elements: Applied Defining Elements The keys to creating our identity. Essential to packaging form.

Supporting Elements Ideal whenever feasible, but not essential. True Form Elements

Coke Red Closure Contoured Shoulder

Flutes

Neck Finish

Georgia Green Color

Curved Label Panel

Coke Red Label

Color Palette

Visible Product (Bubbles)

Scalloped Transitions

Graphic Elements

Spencerian Script Pinch Waist

Champagne Base

Overall Proportions (Silhouette) (relationship of elements to each other, from base to pinch waist to label area to shoulder)

Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Form Design Standards_Understanding the Contour Bottle

3.33

Defining Elements Overall Proportion

Contoured Shoulder

Flutes

Pinch Waist

Scalloped Transitions

Champagne Base

The overall proportion is

The contour of the shoulder

Flutes are the vertical ribs.

The Pinch Waist is located

Created by the resolution of

Substantial and symbolic of

made up of five basic

is symmetrical, slender and

They frame the Curved

below the label and provides

the Flutes into the Curved

the integrity of the product,

sections and defines the

defined by two elegant arcs

Label Panel and create

the most signature element

Label Panel, this distinctive

the Champagne Base

iconic silhouette: The

in a wave format. It starts the

varying wall thicknesses

of the Contour Bottle. It also

detail imparts a unique feel

emphasizes the Pinch Waist

Contoured Shoulder, Curved

flowing aesthetic of the icon.

in the bottle, adding depth.

creates a slender, flowing

when the Contour Bottle is

and is where the Flutes

Label Area, Pinch Waist,

They also provide structure

aesthetic that is the essence

held.

terminate.

Vertical Fluting and Overall

to a soft flowing form.

of the icon.

Silhouette comprise the iconic proportion and have a specific aspect ratio to the overall package height.

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Packaging Design Standards: Form Design Standards

3.34

Achieving the Contour Bottle Although technical and manufacturing constraints can prevent the perfect replication of the iconic Contour Bottle, the ideal execution for each material can be achieved by applying the Do’s and Don’ts that follow.

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Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.35

Glass: Do’s

Coca-Cola | Brand Identity and Design Standards_v1.1

Coke Red Closure Must use Coke Red closure.

Red Threaded Closure May use a Coke Red threaded closure on a glass Contour Bottle.

Embossed Spencerian Script on Label Panel May use embossed Script on Curved Label Panel of Contour Bottles.

Applied Color Label (ACL) May use Applied Color Labels on glass Bottles.

Roll-fed Label May use a roll-fed label or a split label.

Pressure Sensitive Spot Label May use spot label on conical label panel.

Georgia Green May use Georgia Green (dominant wavelength 515-545 nm) for glass Bottles.

Clear Glass May use flint (clear) glass Bottle. Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.36

Glass: Don’ts

No Flutes Flutes must always be present on glass Contour Bottles. They are a defining feature of the Contour Bottle and are technically feasible.

Straight Shoulder The Contoured Shoulder must be present in all glass executions.

1984 Olympics bottle (deviated example)

Coca-Cola | Brand Identity and Design Standards_v1.1

Straight Waist The Pinch Waist is the most defining feature of the Contour Bottle and must always be present.

1967 “throw-away bottle” (deviated example)

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.37

Glass: Scaling

Ideal

Unacceptable

Unacceptable

Scale proportionately while still using a common closure size.

Don’t vary diameters to maintain a common height.

Don’t vary heights to maintain a common diameter.

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Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.38

PET: Do’s

Coca-Cola | Brand Identity and Design Standards_v1.1

Red Threaded Closure Must use a Coke Red threaded closure on PET.

Short Height Closure May use a Coke Red short height closure on PET.

Roll-fed Shrink Label May use a roll-fed shrink label.

Roll-fed Label May use a roll-fed label.

Petaloid Base May use a petaloid base.

Clear PET May use clear PET.

Georgia Green Color May tint PET Georgia Green.

Recycled PET Use highest RPET content feasible.

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.39

PET: Don’ts

Embossed Logo

Embossed Ribbon

No Flutes Flutes must always be present on glass executions. They are a deďŹ ning feature of the Contour Bottle and are technically feasible.

Coca-Cola | Brand Identity and Design Standards_v1.1

Replacing Flutes Flutes must never be replaced with other shapes or textures.

Straight Waist Do not eliminate the Pinch Waist.

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.40

PET: Do’s and Don’ts

Colored PET Pigmented PET (opaque or translucent) Bottles must not be used.

Coca-Cola | Brand Identity and Design Standards_v1.1

Champagne Base Using a Champagne Base on a PET Bottle instead of the petaloid is permissible. Keep in mind, however, that it could add weight and cost while adversely affecting sustainable packaging outcomes. Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.41

PET: Scaling

Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.42

PET: Scaling

Ideal

Unacceptable

Unacceptable

Scale proportionately while still using a common closure size.

Do not vary diameters to maintain a common height.

Do not vary heights to maintain a common diameter.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.43

Aluminum: Do’s

Coca-Cola | Brand Identity and Design Standards_v1.1

Crown Closure Must use a Coke Red closure on aluminum.

ROPP Closure May use a Coke Red Rolled-on Pilfer-Proof (ROPP) closure on aluminum.

Subtle Pinch Waist Use a subtle pinch to mimic the Contour Bottle.

Champagne Base Maintain champagne-style base.

Contoured Shoulder Maintain the iconic Contoured Shoulder.

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.44

Aluminum: Don’ts

Coca-Cola | Brand Identity and Design Standards_v1.1

Artificial Label Area Do not create an artificial label area on the aluminum Contour Bottle.

Formed Flutes Must forego Flutes on the aluminum Contour Bottle as it is not technically feasible to execute them properly.

Graphic Flutes Graphic Flutes are not authentic enough to replace true Flutes as the scalloped areas will be lost.

Straight Waist The Pinch Waist is the most defining feature of the Contour Bottle and must always be present.

Straight Shoulder The Contoured Shoulder must be present in all aluminum Contour Bottle executions.

Sacrifice Pinch Waist Do not sacrifice the iconic quality of the Pinch Waist to add Flutes or a Curved Label Panel in the forming process. Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_ Achieving the Contour Bottle

3.45

Aluminum: Scaling

Ideal

Unacceptable

Unacceptable

Scale proportionately while still using a common closure size.

Do not vary diameters to maintain a common height.

Do not vary heights to maintain a common diameter.

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Packaging Design Standards: Form Design Standards

3.46

Contour Bottle Construction This section includes critical technical details for the Defining Elements. It is essential that industrial designers and engineers use this documentation in order to properly integrate Defining Elements and to ensure the best possible Contour Bottle execution. Please note: The Global Packaging Database must be consulted before creating a new Bottle design, as there are already many approved size and material iterations of the Contour Bottle in existence. The Global Packaging Database maintains up-to-date drawings for Ultra Glass Contour (non-returnable and returnable), PET (non-returnable and returnable) and Aluminum (non-returnable). Always choose the Bottle with the lowest gram weight. For access to the Global Packaging Database, please contact Darryl Dawson at 404.676.5582 or via email at ddawson@na.ko.com.

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Packaging Design Standards: Form Design Standards_Contour Bottle Construction

3.47

Overall Proportion: Schematic The Ultra Glass Bottle proportions define the contour silhouette and its proportions. Dimensions shown here represent the 237 mL NR Ultra Glass Bottle. For other sizes, refer to the percentages or see the addendum for specific Contour Bottle drawings. 1. Neck Finish 2. Contoured Shoulder 3. Curved Label Panel 4. Pinch Waist 5. Champagne Base

14.68 mm

8%

1

Neck Finish

60.07 mm

32%

2

Contoured Shoulder

33.00 mm

17%

3

Curved Label Panel

51.25 mm

27%

4

Pinch Waist

31.00 mm

16%

5

Champagne Base

overall height: 190 mm percentages = % of overall height Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Form Design Standards_Contour Bottle Construction

3.48

Overall Proportion: Do’s and Don’ts

Correct

Coca-Cola | Brand Identity and Design Standards_v1.1

Increase Curved Label Panel Do not increase the Curved Label Panel to add more graphics.

Increase Pinch Waist Do not increase the Pinch Waist section to increase grip.

Change Pinch Waist Location Do not change the location of the Pinch Waist within the overall proportions.

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_Contour Bottle Construction

3.49

Contoured Shoulder: Do’s and Don’ts

Correct Double-arched contour (sin-wave) defines the shoulder’s contour in a symmetrical format.

Coca-Cola | Brand Identity and Design Standards_v1.1

Straight Do not use a straight shoulder.

Single Curve Do not use a shoulder comprised of a single curve.

Bottle Neck Do not introduce a true vertical to mimic a traditional bottle neck.

Asymmetrical Do not use an asymmetrical transition with the contour.

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_Contour Bottle Construction

3.50

Flutes: Do’s and Don’ts (location)

Flutes come to a feather end 131.77 mm

Flutes terminate at top fill point

Correct Flutes must always be above and below the Curved Label Panel and span 131.77 mm on 237 mL Bottles.

Coca-Cola | Brand Identity and Design Standards_v1.1

Bottom Only Do not use Flutes solely in the Pinch Waist area.

Top Only Do not use Flutes solely on the Contoured Shoulder.

Continuous Do not continue Flutes through the Curved Label Area.

None Do not eliminate Flutes.

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Packaging Design Standards: Form Design Standards_Contour Bottle Construction

3.51

Flutes: Do’s and Don’ts (frequency)

Correct The Contour Bottle has 10 Flutes.

Coca-Cola | Brand Identity and Design Standards_v1.1

More than 10 Flutes More than 10 occurrences is too frequent.

Less than 10 Flutes Less than 10 creates an unwanted faceted look.

No Flutes Aluminum packaging is excepted as Flutes are not technically feasible.

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Packaging Design Standards: Form Design Standards_Contour Bottle Construction

3.52

Flutes: Do’s and Don’ts (section)

Coca-Cola | Brand Identity and Design Standards_v1.1

Section B

Section C

Flat Do not use flat surfaces to define Flutes, as the form will seem faceted and sharp.

Concave Do not use inward-arching Flutes as they decrease hand comfort and hinder high-speed conveyance.

Section D

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_Contour Bottle Construction

3.53

Pinch Waist: Do’s and Don’ts (format)

Correct A flowing, symmetrical Pinch Waist that is defined by arc(s).

Coca-Cola | Brand Identity and Design Standards_v1.1

Angled Do not use an angular Pinch Waist.

Asymmetrical Do not use an asymmetrical Pinch Waist.

Mid Pinch Area Do not eliminate the iconic quality of the Pinch Waist.

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards

3.54

Executional Constraints for Glass, PET and Aluminum When creating Contour Bottle executions in glass, PET and aluminum, differences in material properties and manufacturing requirements must be considered so that Defining Features are not degraded or lost. The following pages address how to successfully manage these constraints.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Packaging Design Standards: Form Design Standards_Executional Constraints for Glass, PET and Aluminum

3.55

Material and Process Considerations The five primary limitations that can be encountered in creating iconic packaging are:

1. V  ariations in materials 2. V  ariations in closures and finishes

PET Glass

Aluminum

3. V  ariations in labeling processes

4. D  ifferent base configurations 5. D  ifferent forming processes

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_Executional Constraints for Glass, PET and Aluminum

3.56

Material and Process Considerations Manufacturing processes, filling and capping, efficiencies and cost, and limitation of current technology are all factors that determine what features and details are achievable for each of these three materials. In particular, keep these considerations top of mind:

4 3

• Crimped metal closure

• Plastic closure with tamper ring

• Crimped metal closure

• Large neck finish

• Thin transfer neck ring

• Minimal neck finish

• Screen-printed labeling (non-ruled surface)

• Paper or plastic wrap labels (ruled surface)

• 4-color pad-printing and varnishing process (non-ruled surface)

2

5

1 1. Glass has the ability to offer all of the iconic defining features and must be implemented in all Contour Bottle executions.

1. The petaloid base on a PET Bottle allows us to minimize the gram weight of the Bottle and maintain the shape under pressure created by the product. The Champagne Base can be attained, but requires a heavier Bottle. 2. Since carbonation can distort surface details of the thinner, softer walls of PET Bottles, ensure a well-defined Flute shape by giving the divisions more structure. 3. Unlike on the more fragile glass Bottle, the PET neck ring can be thinner, thus allowing less material to be used. 4. Use a twist-on cap for PET Bottles, as a crown cap is not effective at holding carbonation in a PET Bottle. 5. Avoid tinted plastics as they are not as cost effective as clear resins.

Coca-Cola | Brand Identity and Design Standards_v1.1

1. D  o not attempt Flutes or Scalloped transitions. They are not achievable for the aluminum Contour Bottle due to the impact extrusion and necking processes used. 2. A variation from the standard curve of the Champagne Base will occur during the aluminum forming process. This results from the creation of a flat area at the base of the Bottle where the material is too thick to be formed from the original cylindrical shape that is created from the impact extrusion. 3. P  rint the aluminum Contour Bottle just like a standard can, using a pad-printing process before the form is created. The resulting full graphic coverage of the package is an approved exception for this material only, since on glass and PET the product must be showcased through their transparent materials.

Confidential: 10 November 2009


Packaging Design Standards: Form Design Standards_Executional Constraints for Glass, PET and Aluminum

3.57

Overview of Executional Constraints Possible Not Possible Challenging Coke Red Cap Silhouette Flutes Georgia Green Color Curved Label Panel Pinch Waist Neck Finish White Spencerian Script Embossed Spencerian Script Coke Red Label Visible Product (brown color) Champagne Base Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards

Coca-Cola | Brand Identity and Design Standards_v1.1

4.0

Confidential: 10 November 2009


Point-of-Sale Design Standards

4.01

Contents Overview..................................................................................4.02 POS Strategy POS 5 Immutable Laws and Design Principles.....................4.03 POS 3-Zone Approach .........................................................4.04 Zone 1: Transition..............................................................4.05 Zone 2: Impulse.................................................................4.06 Zone 3: Destination............................................................4.07 Sustaining OBM POS Framework.........................................4.08 Transition Zone Standards.................................................4.09 Impulse Zone Standards....................................................4.10 Destination Zone Standards............................................... 4.11 OBM Photography by Zone................................................4.12 Sustaining and Temporary POS Purpose of Sustaining and Temporary POS..........................4.13 Sustaining and Temporary POS Balance...............................4.14 Developing the Correct Message Structure...........................4.15 Leveraging Consistent Elements...........................................4.16 In-Store Campaign/Property Execution.................................4.17 Open Happiness POS Execution............................................4.18 Open Happiness In-Store Execution...........................4.19 - 4.20 Temporary Campaign Launch POS Execution......................4.21

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards

4.02

Overview The point of sale is often regarded as the moment of truth for brands. It is where the shopper decides which brand to buy instead of another. It is where we want to create a targeted, relevant dialogue with our shoppers and consumers to help build a business “within an arm’s reach of desire.” Simply put, it is a critical element of our business. This chapter outlines the Design Standards for Coca-Cola Point-of-Sale (POS) communications. Approved digital files of customizable graphics and design templates for POS are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy

4.03

POS 5 Immutable Laws and Design Principles The 5 Immutable Laws of POS These are the bedrock principles for developing all POS. The Design Standards (see subsequent pages) follow these laws so that POS design amplifies the Brand in the right way at the right time. 1. Speak to the shopper with a message that is relevant to them. 2. S  implify communications to ONE shopper-relevant message. 3. B  e simple, be bold. Limit headlines to 5 words or less and use only 3 visual focal points. 4. C  reate an emotional and intuitive connection between shoppers and the Brand. 5. Humanize  and appetize.

Design Principles Whether POS executions are sustaining or temporary, the POS materials must apply the following Design Principles: 1. Bold Simplicity • A clear information hierarchy. • A clear function for each element used. • Visual impact with maximum legibility. • Thoughtful elimination of elements that do not contribute to use or function. “You know you’ve achieved perfection in design not when you have nothing more to add, but when you have nothing more to take away.” – Antoine de Saint Exupery, artist 2. Real Authenticity • Photography that looks and feels genuine, real and uncontrived. • Core Brand Elements that are leveraged in their original form. • Speaking in the voice of the shopper from their point of view. 3. The Power of Red Always use Coke Red as either a primary color or an accent to: • Ensure consistency of the Red Disk, color, text and other standards. • Create emotion, show importance or communicate information. • Help build Brand equity and make it ownable to Coca-Cola. 4. Familiar Yet Surprising • The expression of the photography, composition and messaging makes the usage experience fresh yet consistent across the retail environment. • By structuring the messaging to emphasize Brand and occasion across different Zones, we elevate shopper engagement.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy

4.04

POS 3-Zone Approach Leverage the Shopper Environment Use the dynamics of the shopper environment to devise effective shopper messaging.

Destination Zone

3-Zone Approach Develop POS executions that create meaningful dialogue with consumers as they progress through the three shopper Zones: • Zone 1: Transition • Zone 2: Impulse • Zone 3: Destination • Although these Zones are physical (i.e., they are real locations in and around a store), they also represent the state of mind or “need states” of the shopper. • Use this approach whenever possible for Occasion Based Marketing (OBM) initiatives for all three Coca-Cola Brands, whether sustaining, thematic or shared.

Impulse Zone

Transition Zone Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy_3-Zone Approach

4.05

Zone 1: Transition Objective: Create Awareness around the Occasion Use the Transition Zone’s proximity to prompt a consumption occasion and gain top-of-mind awareness before the shopper forms a consideration list. Executions should: • Communicate the Brand message. • Create a connection to the occasion. Key POS Executions for Transition Zone • Store Front Window/Door Poster • Sidewalk/Parking Lot Sign or Standee • Door Handle Cling • Internal Entrance Wall Posters • Sidewalk Graphics What Are the Needs in This Zone? Efficiency: Sensorial: Emotional: Educational:

Coca-Cola | Brand Identity and Design Standards_v1.1

Transition Zone

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy_3-Zone Approach

4.06

Zone 2: Impulse Objective: Allure and Entice with the Product Benefits Use the Impulse Zone’s proximity to the till to drive spontaneous purchase. Executions should: • Emphasize product benefits. • Create thirst by dramatizing the benefits. • Communicate the Brand message. • Create a sense of urgency. Key POS Executions for Impulse Zone • Cooler Door Cling/Impulse Cooler Shelf Talker • Inside Cooler Wobbler/Shelf Strip • Cooler/Rack Header Card • Cooler Wrap • Counter Mat or Mini Standee at Checkout • Floor Graphics What Are the Needs in This Zone? Efficiency: Sensorial: Emotional: Educational:

Impulse Zone

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy_3-Zone Approach

4.07

Zone 3: Destination Objective: Drive Product Choice Use the Destination Zone to drive routine and planned purchases. Executions should: • Grab attention. • Focus on Brand, package and value. • Facilitate navigation to product. Key POS Executions for Destination Zone • Shelf Talker/Poster • Blades • Display Header Card/Rack • Shelf Strips/Visi Glide • Display Spectaculars • Floor Graphics What Are the Needs in This Zone?

Destination Zone

Efficiency: Sensorial: Emotional: Educational:

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy

4.08

Sustaining OBM POS Framework Regardless of occasion, the sustaining OBM POS utilizes the Design Principles, the Shopper Laws and the 3-Zone Principles. Approved digital files for these and other occasion images are available on the Design Machine website. Please use only the approved versions supplied there. Zone 1: Transition Objective: Create awareness around the occasion.

Coca-Cola | Brand Identity and Design Standards_v1.1

Zone 2: Impulse Objective: Allure and entice with the product benefits.

Zone 3: Destination Objective: Drive product choice.

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework

4.09

Transition Zone Standards POS executions for the Transition Zone must use the following elements, per the numbered hierarchy. 1. Occasion Photograph • Must be the most prominent element in the layout. • Must highlight the occasion. • Must complement the composition. • Should use 330 mL Glass Contour Bottle. 2. Red Disk • Must be the second most prominent element in the layout. • Must be placed at the highest position in the layout. • May be cropped, preferably in one direction. Refer to the Red Disk section of the Core Brand Elements and Standards chapter (2.0) for further guidance. • Photographs may partially cover the Red Disk, but the word “Coca” must never be illegible. 3. Simple Message • Message: Occasion • Should be unique to the Brand and platform/occasion. • Must target the shopper and be written from their point of view. • Should limit headline to 5 words or less. 4. Bold Background • Sustaining materials must use solid Coke Red or white. • Temporary materials may use a simple campaignrelated background. Refer to the Core Brand Elements and Standards chapter (2.0) for detailed guidance on Photography, Typography and Tone of Voice.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework

4.10

Impulse Zone Standards POS executions for the Impulse Zone must use the following elements, per the numbered hierarchy. 1. O  ccasion Photograph • Must be the most prominent element in the layout. • Must provide more detail of the occasion than Transition Zone photographs. • May show a PET Contour Bottle in lieu of the glass Contour Bottle. 2. Red Disk or Prominent Product Label • Must be the second most prominent element in the layout. • Red Disk must be placed at the highest position in the layout. • Red Disk may be cropped, preferably in one direction. Refer to the Red Disk section of the Core Brand Elements and Standards chapter (2.0) for further guidance. • Photographs may partially cover the Red Disk, but the word “Coca” must never be illegible. • The Red Disk may be replaced by a close-up shot of the Spencerian Script on a package. • The Spencerian Script on a package must not be cropped. 3. Simple Message • Message: Product Benefit • Should be unique to the Brand’s product benefits. • Must target the shopper. • Should limit headline to 5 words or less. 4. Bold Background • Sustaining materials must use solid Coke Red or white. • Temporary materials may use a simple campaign-related background. 5. Offer/Price • Use is optional. Refer to the Core Brand Elements and Standards chapter (2.0) for detailed guidance on Photography, Typography and Tone of Voice. Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework

4.11

Destination Zone Standards POS executions for the Destination Zone must use the following elements, per the numbered hierarchy. 1. “Trademark Trinity” • Always feature the trademark Brand choice in the Destination Zone POS by showing the “Trademark Trinity.” • The lead Brand for the occasion must be in the center of the Trinity. 2. Simple Message • Message: Drive product choice. • Must include an offer and price. 3. Distinctive Coca-Cola Stylized Photograph • May show a PET Contour Bottle in lieu of the glass Contour Bottle. • May show consumer interaction with the product. 4. Bold Background • Sustaining materials must use solid Coke Red or white. • Temporary materials may use a simple campaignrelated background.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_POS Strategy_Sustaining OBM POS Framework

4.12

OBM Photography by Zone The Gold Standard The photography featured on this page was developed to represent “The Gold Standard” for OBM photography.

Transition Zone Photography

Impulse Zone Photography

Destination Zone Photography

The Gold Standard Photography vividly expresses the fundamentals of how we connect people with Coca-Cola and is truly timeless, relevant and uniquely Coke branded. Photography by Zone We show our Coke Girl at various focal points, in each case revealing more of the story to connect the consumer with the Brand, occasion, product benefits and choice. Each Zone is a scene carefully designed to draw in the consumer by: • Telling a story. • Depicting positive imagery. • Using defined color. • Selecting warm, relatable characters. • Focusing on uplifting facial expressions. Illustrative Style This photographic style is a modern interpretation of the past which reflects today’s consumer, but also retains the classic attributes of a Coke image. Refer to the Photography section of the Core Brand Elements and Standards chapter (2.0) for further guidance on Photography Style.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_Sustaining and Temporary POS

4.13

Purpose of Sustaining and Temporary POS Sustaining POS The purpose of sustaining POS is: 1. To provide a systematic approach for communicating the Brand consistently and effectively in-store. 2. To get the right product into the hands of the right consumer, in the right channel, at the right price, through the right message and on the right execution. 3. To reinforce the Brand Identity and Design Standards.

Coca-Cola | Brand Identity and Design Standards_v1.1

Temporary POS The purpose of temporary POS executions is: 1. To provide in-store support for Brand campaigns, properties and seasonal executions. 2. To link to the OBM framework, but deliver unique elements to create news for the shopper and provide ‘familiar surprise.’ 3. To effectively leverage Core Brand Elements, secondary logos and events while maintaining OBM anchors, laws and Zones.

Confidential: 10 November 2009


Point-of-Sale Design Standards_Sustaining and Temporary POS

4.14

Sustaining and Temporary POS Balance A yearly Brand Activity Plan should be made in advance to ensure: • An adequate balance and rotation of sustaining and temporary POS throughout the year. • An alignment of in-store POS with the Brand activities and platforms.

DEC

NOV

OCT

SEP

AUG

jUL

jUN

MAY

APR

MAR

FEB

jAN

Sustaining

Temporary

Coca-Cola | Brand Identity and Design Standards_v1.1

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Point-of-Sale Design Standards_Sustaining and Temporary POS

4.15

Developing the Correct Message Structure The 5 Steps for Developing Temporary POS 1. Gather available background research to identify the Property/Campaign Values. 2. Identify the Occasion and Shopper Needs. 3. Identify the Brand Values that should be emphasized. 4. Once steps 1-3 are complete, “The Sweet Spot” for this powerful alliance can be identified. 5. Develop a message structure across the 3 Zones for the target channel.

Teen Needs

The Sweet Spot We’ve developed a process to find the common value for the shopper, property/campaign and Brand. This common value is referred to as “The Sweet Spot.” Identifying “The Sweet Spot” for a powerful alliance will provide the guidance needed to develop the correct messaging structure across Zones that will connect with the target consumer to drive awareness, engagement and purchase. Messaging Include messaging that connects the consumer with the property/campaign and the occasion.

Coca-Cola | Brand Identity and Design Standards_v1.1

• Independence • Time with friends • Physical uplift

Shopper Needs

The Sweet Spot Campaign Expression

Coca-Cola Core Creative Idea

Physical Uplift Happiness Factory 3

Coke gives me physical uplift.

CCI

Coke inspires acts of spirited optimism, reaffirming a magical ability to elicit the most positive possibilities in human nature.

Confidential: 10 November 2009


Point-of-Sale Design Standards_Sustaining and Temporary POS

4.16

Leveraging Consistent Elements Design Elements Leverage the Design Principles for temporary POS so that consumers see a consistent visual message throughout BTL (Below the Line) execution points along the shopper journey.

Sustaining

Adapt design elements as shown in order to effectively promote temporary needs, create impact and maintain consistency.

3 o’clock pick me up

Red Disk • The Red Disk serves as a design anchor for consistency across all OBM POS. • The Red Disk must appear in all Zone 1 ‘Transition’ executions, but is optional in Zone 2 ‘Impulse’ executions. Bold Simple Backgrounds Leverage the property/campaign backgrounds while maintaining the “bold and simple” Design Principle.

Red Disk

Photography/Illustrations Adapt the photography/illustrations to connect to the property/ campaign and the occasion. Always consider that the BTL executions will need to make sense if the consumer has not seen the ATL (Above the Line) executions.

Bold and Simple Backgrounds

Distinctive Photography

Brand/Occasion Messaging

Temporary

happiness on the go! Red Disk

Coca-Cola | Brand Identity and Design Standards_v1.1

Bold and Simple Campaign Backgrounds

Distinctive Character Illustration

Campaign/Occasion Messaging

Confidential: 10 November 2009


Point-of-Sale Design Standards_Sustaining and Temporary POS

4.17

In-Store Campaign/Property Execution Leveraging “The Sweet Spot,” develop a message structure by Zone that is relevant to the consumer and connects the property/campaign to the occasion. In the Transition Zone, a broad Happiness Factory campaign connects to the occasion (“On the Go”).

Coca-Cola | Brand Identity and Design Standards_v1.1

In the Impulse Zone, a narrow shopper message combines Brand with campaign/property values (physical uplift).

In the Destination Zone, the trademark Brand choice combines with the offer/value and a nod to the campaign/property.

Confidential: 10 November 2009


Point-of-Sale Design Standards

4.18

Open Happiness POS Execution Open Happiness Campaign The campaign is meant to be an evolution of CSoL, but can be introduced with POS other than the current OBM materials. The following pages will show how to leverage OH effectively while staying true to the Zone and message principles that we have worked so hard to embed. Also on these pages are examples of how a campaign can impact some parts of sustaining executions. There are two options that show a campaign integrating applied with sustaining POS executions, and one example of a temporary campaign launch applied to POS executions.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Point-of-Sale Design Standards_Open Happiness POS Execution

4.19

Open Happiness In-Store Execution Integration Option 1 In the Transition Zone, maintain the singular occasion focus.

Zone 1: Transition

Coca-Cola | Brand Identity and Design Standards_v1.1

In the Impulse Zone, utilize the Open Happiness message while maintaining the OBM visual connection to the occasion.

Zone 2: Impulse

In the Destination Zone, maintain the trademark Brand Choice with an Offer/Value message to drive decision.

Zone 3: Destination

Confidential: 10 November 2009


Point-of-Sale Design Standards_Open Happiness POS Execution

4.20

Open Happiness In-Store Execution Integration Option 2 In the Transition Zone, maintain the OBM visual connection to the occasion while connecting to the campaign through messaging. Zone 1: Transition

Coca-Cola | Brand Identity and Design Standards_v1.1

In the Impulse Zone, utilize the Open Happiness message while maintaining the OBM visual connection to the occasion.

Zone 2: Impulse

In the Destination Zone, maintain the trademark Brand Choice with an Offer/Value message to drive decision.

Zone 3: Destination

Confidential: 10 November 2009


Point-of-Sale Design Standards_Open Happiness POS Execution

4.21

Temporary Campaign Launch POS Execution In the Transition Zone, the Open Happiness campaign is introduced and connects to the occasion through messaging.

Zone 1: Transition

In the Impulse Zone, the Open Happiness campaign connects to the product benefits and has a visual connection to the campaign.

Zone 2: Impulse

In the Destination Zone, the trademark Brand Choice is maintained with an Offer/Value message to drive decision.

Zone 3: Destination

In Context Graphics: The graphics included in this document display examples of uses of Open Happiness and other trademarks “in context� on advertising, promotional materials, POS and other similar executions. For example, the cropping of Coca-Cola on the example above is an exception to the trademark policy based on its use within the in-store zoned approach.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Equipment Design Standards Equipment Design Standards: Graphic Design Standards

Coca-Cola || Brand Brand Identity Identityand andDesign DesignStandards_v1.1 Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

5.0

5.22

Confidential: 10 November 2009


Equipment Design Standards_Graphic Design Standards

5.01

Contents Overview ...........................................................................5.02 Graphic Design Standards ...............................................5.03 Graphic Design Standards Overview ...........................5.04 Equipment Graphics Principles ....................................5.05 Vending Generic Vending Archetype .........................................5.06 Generic Vending: Applied ............................................5.07 Generic Vending: Spencerian Script Applied to Side Panel ................................................................5.08 Proprietary Vending Archetype ....................................5.09 Proprietary Vending: Spencerian Script Header .........5.10 Proprietary Vending: Spencerian Script Header Applied ......................................................................5.11 Proprietary Vending: Spencerian Script Side Panel ....5.12 Proprietary Vending: Spencerian Script Applied to Side Panel.................................................................5.13 Proprietary Vending: Spencerian Script Placement Summary...................................................................5.14 Proprietary Vending: Spencerian Script– International Variants ................................................5.15 Coolers Generic Cooler: Header ..............................................5.16 Generic Cooler: Headers Applied ................................5.17 Generic Cooler: Spencerian Script Side Panel ...........5.18 Proprietary Cooler Archetype ......................................5.19 Proprietary Cooler: Spencerian Script Header ............5.20 Proprietary Cooler: Spencerian Script Header Applied........................................................................5.21 Proprietary Cooler: Spencerian Script Side Panel Applied ......................................................................5.22 Proprietary Cooler: Graphic Zones..............................5.23 Proprietary Cooler: Graphic Zones Applied .................5.24 Fountain Generic Fountain .........................................................5.25 Proprietary Fountain Archetype ...................................5.26 Proprietary Fountain: Spencerian Script .....................5.27 Barrel Coolers Generic Barrel Cooler..................................................5.28 Coca-Cola | Brand Identity and Design Standards_v1.0

Industrial Design Standards for Proprietary Equipment Form ................................................................5.29 Equipment Form Archetypes .........................................5.30 Industrial Design Principles for Equipment Form ..........5.31 Equipment Form Elements .............................................5.32 Equipment Form Elements: Applied .............................5.33 Defining Elements: Applied ..........................................5.34 Supporting Elements: Applied ......................................5.35 Form Element Construction ...........................................5.36 3D Dynamic Ribbon .......................................... 5.37 - 5.40 Contour Chamfer ................................................5.41 - 5.44 Asymmetric Header ............................................5.45 - 5.46 Uplifting ..............................................................5.47 - 5.50 Reach-out ...........................................................5.51 - 5.53 Sculpted Flow .....................................................5.54 - 5.59 Staging and Shelves ..........................................5.60 - 5.62 Spencerian Script .........................................................5.63 Standards for Coke Red .....................................5.64 - 5.65 Equipment Construction ................................................5.66 Cooler-Specific Elements .............................................5.67 3D Dynamic Ribbon .........................................5.68 - 5.69 Contour Chamfer .......................................................5.70 Reach-out ..................................................................5.71 Sculpted Flow ............................................................5.72 Shelves ......................................................................5.73 Ribbon Toe Grill .........................................................5.74 Vender-Specific Elements ............................................5.75 3D Dynamic Ribbon ...................................................5.76 Uplifting ......................................................................5.77 Reach-out ........................................................5.78 - 5.79 Interaction Zone .........................................................5.80 Physical User Interface ....................................5.81 - 5.84 Staging .......................................................................5.85 Overview: Form Elements ..............................................5.86

Fountain-Specific Elements............................................. 5.87 3D Dynamic Ribbon: Fountain.............................. 5.88-5.89 Reach-Out: Fountain..................................................... 5.90 Staging: Coca-Cola Freestyle............................... 5.91-5.92 Staging: Fountain.......................................................... 5.93 Staging: Coca-Cola Freestyle............................... 5.94-5.95 Spencerian Script: Fountain......................................... 5.96 Interaction Controls: Coca-Cola Freestyle........... 5.97-5.99 Point of Sale Guidelines: Coca-Cola Freestyle........... 5.100 Fountain Food Service Cup........................................ 5.101 Fountain Food Service Cup: Elements............. 5.102-5.104 Fountain Food Service Cup: Product Colors.............. 5.105 Horizontal Vender......................................................... 5.106 Horizontal Vender: Overarching Elements Applied.... 5.107 Vending: Mx Superchill: Specific Elements................ 5.108 Vending: Mx Superchill..................................... 5.109-5.111 Vending: SCool48 Superchill: Specific Elements....... 5.112 Vending: SCool48 Superchill............................ 5.113-5.115 Coca-Cola Equipment Form Executions Overview....... 5.116 Industrial Design Elements: A Transformation Tool......5.117 Workhorse Cooler: 7 Series..........................................5.118 Workhorse Cooler: 5 Series..........................................5.119 Workhorse Cooler: 3 Series..........................................5.120 Workhorse Cooler: Retrofit Kit...................................... 5.121 Single Door Cooler: Retrofit Kit.................................... 5.122 Double Door Cooler: Retrofit Kit................................... 5.123 Cooler and Warmer: Delivery........................................5.124 Color, Material, Finish Guidelines................................. 5.125 Materials Standards: Coke Red........................... 5.126-5.129

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards_Graphic Design Standards

5.02

Overview Of all the many ways in which we offer our products to consumers and bring the refreshment promise of our Brands to life, none is more important to creating the right immediateconsumption experience than cold-drink equipment. It offers the ultimate moment for consumers to connect with our Brands. Immediate Consumption is defined as a beverage consumption occasion that occurs shortly after purchase of a personal-sized package in an ideal, ready-to-drink state. Immediate Consumption transaction growth is critical to our current and future business because: • Strength in Immediate Consumption drives long-term System financial health. • Immediate Consumption packages play a major role in consumer recruitment and long-term Brand health. • Immediate Consumption spans a wide range of beverage occasions, many relatively untapped by the System. • Continuing to focus significant resources on Immediate Consumption offers significant opportunities to drive increased growth across markets beyond the growth momentum that exists today. Approved digital files of customizable graphics and design templates are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards_Graphic Design Standards

5.03

Graphic Design Standards This section reviews the application of Coca-Cola branded graphics to these equipment forms: • Generic Equipment, which is designed to industry standards for use by many companies; and • Proprietary Equipment, which has been designed specifically for Coca-Cola to communicate the Brand Identity. For guidance on Point-of-Sale application for equipment, please refer to the Point-of-Sale Design Standards chapter (4.0) of the Brand Identity and Design Standards.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards

5.04

Graphic Design Standards Overview This section addresses permanent graphics as applied to the header, side panels and specific zones on generic and proprietary equipment. For guidance on temporary graphics applied to equipment at the point of sale, refer to the Point-of-Sale Design Standards chapter (4.0).

Generic Equipment

Coca-Cola | Brand Identity and Design Standards_v1.1

Proprietary Equipment

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards

5.05

Equipment Graphics Principles Equipment provides a powerful linkage between consumers and our Brands. By virtue of its size and dimensional profile, every piece of equipment – whether vending or cooler – is for all intents and purposes a retail space for the System.

Build awareness from a distance through graphics and form.

This means that as sustaining equipment executions are created, they should be held to the same strategic considerations as a store. • Equipment should create awareness from 6 meters (about 20 feet) away and always by leveraging the: – Power of Red. – Spencerian Script. – Overall structure of Proprietary Equipment (reviewed in the following section, Industrial Design Standards for Proprietary Equipment Form). • Equipment should entice consumers who are within one meter (about 3 feet) away, via: – Targeted execution materials that are aligned with local market POS strategy. – Design Elements in Proprietary Form.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.06

Generic Vending Archetype Examples of Graphics Applied to Solid-Door Venders

Sustaining Graphics • Must be used on equipment that will be in the market for five years or longer. Occasion Based Marketing (OBM) Graphics • Must follow the rules developed specifically for the OBM campaign. • Must be refreshed regularly during the life of the campaign.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.07

Generic Vending: Applied Rules of Usage: Sustaining Graphics • The Elements shown must be used and may be scaled to fit the various forms available. • Coke Red must be used as the background color. • The Spencerian Script must be used on the front panel. • The Script (or an International Variant, if desired) must be used on both side panels. – Place the Script (or Variant) so that it reads from bottom to top. • Refreshment cues (i.e., condensation) may be added to the front and side panels.

Examples of Graphics Applied to Solid-Door Venders

For detailed guidance on leveraging the Spencerian Script and other Coca-Cola Design Elements, refer to the Core Brand Elements and Standards chapter (2.0) of the Brand Standards.

Coca-Cola | Brand Identity and Design Standards_v1.1

Left Side Panel

Front

Right Side Panel

Left Side Panel

Front

Right Side Panel

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.08

Generic Vending: Spencerian Script Applied to Side Panel Spencerian Script on Side Panel • Must be scaled so that it visually fills the entire area while at the same time applying the following clear space rule: – Surround the Script with clear space that is, at a minimum, 2 times the height of the hyphen connecting “Coca” and “Cola.” This clear-space area is shown to the right as ‘2h.’ • Must be shown only in the color white. • Must be placed so that it reads from bottom to top. (This also applies to International Variants, if used.) • Must be centered from left to right and allow ‘4h’ from the top. • Should be positioned near the top when there is extra width on the panel. This also applies to other generic equipment.

Clear Space = 2h Distance

Left Side Panel

Coca-Cola | Brand Identity and Design Standards_v1.1

Right Side Panel

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.09

Proprietary Vending Archetype Rules of Usage Graphics should be applied to Proprietary Vending Forms in a manner that complements the overall form of the equipment and supports Coca-Cola design standards.

Examples of Graphics Applied to Proprietary Vending Archetypes

For detailed guidance on creating Proprietary Structures like these, refer to the following section, Industrial Design Standards for Proprietary Equipment Form.

Solid-Door Vender

Coca-Cola | Brand Identity and Design Standards_v1.1

Window Vender

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.10

Proprietary Vending: Spencerian Script Header Spencerian Script on Header Panel • Must be placed in the product portfolio zone so that it is optimally scaled and optically centered. Spencerian Script: Ideal Clear Space The Script must be surrounded with clear space that is, at a minimum, equal to the area shown to the near right as ‘x.’ This area is bordered by the inside left edge of the bowl of the capital “C” in “Coca” and the outside edge of the top-right curve of the adjacent “o.” Spencerian Script: Acceptable Clear Space The Script may be surrounded with clear space that is, at a minimum, equal to the area shown to the far right as ‘x.’ This area is defined by the width of the “o” in “Coca.”

Coca-Cola | Brand Identity and Design Standards_v1.1

Ideal Clear Space = x Distance

Acceptable Clear Space = x Distance

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.11

Proprietary Vending: Spencerian Script Header Applied The ideal graphics approach for Proprietary Vending, with the Spencerian Script optimally scaled and optically centered.

The Spencerian Script is acceptably scaled and optically centered.

The Script is not optimally scaled and violates clear-space rules.

The Script is not optically centered.

Front View

Front View

Front View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.12

Proprietary Vending: Spencerian Script Side Panel Spencerian Script on Side Panel • Must be surrounded with clear space that is, at a minimum, equal to the inside height of the letter “a” in “Cola.” This clear-space area is shown to the right as ‘x.’ • Must be placed within the quadrant as shown. • Must be placed so that it reads from bottom to top. (This also applies to International Variants, if used.) Please note: The clear-space specifications for proprietary vending side panels differ from the clear-space specifications for generic vending side panels. Clear Space = x Distance

x

x

x

x x

x Coca-Cola | Brand Identity and Design Standards_v1.1

x

x

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.13

Proprietary Vending: Spencerian Script Applied to Side Panel The ideal graphics approach for Proprietary Vending, with the Spencerian Script: • Must be centered in the first quadrant of the side panel. • Must be surrounded with uniform clear space.

It is acceptable to center the Script in the third quadrant of the side panel.

Do not make the Script too large or violate clear-space rules.

Do not place the Script outside of a quadrant.

Side View

Side View

Side View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.14

Proprietary Vending: Spencerian Script Placement Summary The ideal graphics approach for Proprietary Vending, with the Spencerian Script: • Must be shown on the front panel and both side panels. • Must be placed on the side panels so that it reads from bottom to top. (This also applies to International Variants, if used.)

Side View

Front View

Side View

Ideal

The Script is too large.

Unacceptable

• It is acceptable to show the Script only on the front panel if branding the side panels with graphics for Occasion Based Marketing (OBM) or other executions.

Side View

Front View

Side View

Acceptable Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Vending

5.15

Proprietary Vending: Spencerian Script – International Variants Learn more about general usage of the Script in the Core Brand Elements and Standards chapter (2.0) of the Brand Standards. • The Spencerian Script should always be used predominantly on the front of equipment. • International Variants may replace the Spencerian Script on the side panels only.

Amharic

Arabic

Bangladesh

Iran

Israel

Japan

Chinese-Mandarin

Korea

Pakistan

Russia

Somalia

Sri Lanka - Sinhalese

Sri Lanka - Tamil

Taiwan

Thailand

The Coke logo must not be used on equipment.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.16

Generic Cooler: Header Sustaining Graphics Because Cooler Equipment headers are essentially longterm sustaining elements in the Brand’s communications strategy, they must feature Brand Elements in a highly iconic manner.

Example of Graphics Applied to Generic Cooler Headers

Condensation elements added

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.17

Generic Cooler: Headers Applied Rules of Usage: Sustaining Graphics • Coke Red must be used as the background color of the header to maximize Brand awareness from a distance. • The Spencerian Script must be shown on the left side of the header. • The Contour Bottle must be shown on the right side of the header. • Refreshment cues (i.e., condensation elements) may be added to the header. • The front glass of the header may be used for POS and targeted communication activities. Please refer to the Point-of-Sale Design Standards chapter (4.0) for guidance in using POS materials.

• Side panels may feature either the Spencerian Script or the Contour Bottle as shown at right.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.18

Generic Cooler: Spencerian Script Side Panel Spencerian Script on Side Panel • Must be scaled so that it visually fills the entire area while at the same time applying the following clear-space rule. – Surround the Script with clear space that is, at a minimum, 2 times the height of the hyphen connecting “Coca” and “Cola.” This clear-space area is shown to the right as ‘2h.’ • Must be shown only in the color white. • Must be placed so that it reads from bottom to top. (This also applies to International Variants, if used.) • Must be centered from left to right and allow ‘4h’ from the top. • Should be positioned near the top when there is extra width on the panel. This also applies to other generic equipment.

Clear Space = 2h Distance

Left Side Panel

Coca-Cola | Brand Identity and Design Standards_v1.1

Right Side Panel

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.19

Proprietary Cooler Archetype Rules of Usage • The Spencerian Script must be used. It is the only acceptable trademark for Proprietary Structures. Consult with your local legal counsel for usage guidance. • Graphics must be applied to Proprietary Cooler Archetypes in a manner that complements the overall form of the equipment and supports Coca-Cola design standards.

Examples of Graphics Applied to Proprietary Cooler Archetypes

For detailed guidance on creating Proprietary Structures like these, refer to the following section, Industrial Design Standards for Proprietary Equipment Form.

Single-Door Cooler

Coca-Cola | Brand Identity and Design Standards_v1.1

Open-Front Cooler

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.20

Proprietary Cooler: Spencerian Script Header Spencerian Script on Header Panel • Must be placed in the product portfolio zone so that it is optimally scaled and optically centered. Spencerian Script: Ideal Clear Space The Script must be surrounded with clear space that is, at a minimum, equal to the area shown to the near right as ‘x.’ This area is bordered by the inside left edge of the bowl of the capital “C” in “Coca” and the outside edge of the top-right curve of the adjacent “o.” Spencerian Script: Acceptable Clear Space The Script may be surrounded with clear space that is, at a minimum, equal to the area shown to the far right as ‘x.’ This area is defined by the width of the “o” in “Coca.”

Coca-Cola | Brand Identity and Design Standards_v1.1

Ideal Clear Space = x Distance

Acceptable Clear Space = x Distance

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.21

Proprietary Cooler: Spencerian Script Header Applied The ideal graphics approach for Proprietary Coolers, with the Spencerian Script optimally scaled and optically centered.

The Spencerian Script is acceptably scaled and optically centered.

The Script is not optimally scaled and violates clear-space rules.

The Script is not optically centered.

Front View

Front View

Front View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.22

Proprietary Cooler: Spencerian Script Side Panel Applied Spencerian Script Side Panel • Must be surrounded with clear space that is, at a minimum, equal to the inside height of the letter “a” in “Cola.” This clear-space area is shown to the right as ‘x.’ • Must be placed within the quadrant as shown. • Must be placed on the side panels so that it reads from bottom to top. (This also applies to International Variants, if used.) Please note: The clear-space specifications for proprietary cooler side panels differ from the clear-space specifications for generic cooler side panels.

Clear Space = x Distance

x

x

x

x x

x Coca-Cola | Brand Identity and Design Standards_v1.1

x

x

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.23

Proprietary Cooler: Graphic Zones Left Side of Cooler The left side must only show the Spencerian Script graphic.

Zone 1

Front of Cooler Temporary graphics may be applied to the glass door of the cooler in Zone 3 as indicated. For graphic executions on glass doors, make sure there is maximum product portfolio visibility through the door. Zone 2

Right Side of Cooler There are two options for applying graphics to this side. Option 1: If the Spencerian Script is used in Zone 1, use an execution graphic in Zone 2. Option 2: If the Script is used in Zone 2, use an execution graphic in Zone 1.

Zone 3

Wraparound • Decals must only wrap on the right side, since the left side of coolers must always show the Spencerian Script. • It is acceptable for a graphic to extend around to the front from the side panel. For this wraparound execution, make sure there is maximum product portfolio visibility through the glass door. Refer to the following page for examples, and consult with the Global Brand Team about any custom executions outside the parameters of the Brand Standards.

Left Side

Coca-Cola | Brand Identity and Design Standards_v1.1

Front

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Right Side

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Coolers

5.24

Proprietary Cooler: Graphic Zones Applied The examples shown below are for temporary – not sustaining – usage. Remember, temporary graphics should be changed on a regular basis until they are replaced with the sustaining standard.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Fountain

5.25

Generic Fountain Rules of Usage As dispensing is a primary Food Service occasion, Generic Fountain dispensers should create awareness as well as attract and entice consumers.

Examples of Graphics Applied to Generic Fountain Forms

• Coke Red must be used as the background color on the header panel. • Brand Elements must be used to communicate the Brand and refreshment. • The Spencerian Script must always be shown. • Graphics must be applied to Generic Fountain Forms in a manner that complements the overall form of the equipment and supports Coca-Cola design standards. • Refreshment cues (i.e., condensation elements) may be added, as shown in the bottom left visual.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Fountain

5.26

Proprietary Fountain Archetype Rules of Usage This Proprietary Fountain dispenser is designed for use in Food Service venues.

Example of Graphics Applied to Proprietary Fountain Archetype

•F  or this equipment only, place the Spencerian Script in a horizontal format on the top half of the side panels. This application ensures that the Script is not obscured by floor cabinetry, etc., to either side of the dispenser. For detailed guidance on creating this Proprietary Structure, refer to the following section, Industrial Design Standards for Proprietary Equipment Form.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Fountain

5.27

Proprietary Fountain: Spencerian Script For Jet, place the Spencerian Script on the left side panel of the dispenser. This example shows the red Script on a metallic silver panel. Place the Contour Bottle Symbol on the right side panel. On both panels, the foreground graphics are screen printed on the back side of clear panel material.

15.85"

Match logo to print: C = 4 M = 100 Y = 95 K = 0

5.86"

Match to PMS 877 Silver, 100% opacity.

Match to PMS 877 Silver, 100% opacity.

50.76"

50.23"

Left Side Panel

Coca-Cola | Brand Identity and Design Standards_v1.1

Upper and Lower Doors

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Right Side Panel

Confidential: 10 November 2009


Equipment Design Standards: Graphic Design Standards_Barrel Coolers

5.28

Generic Barrel Cooler Rules of Usage Barrel Coolers are an important part of activating our Brand and making our product portfolio available to consumers at key points in their shopping and purchasing journey.

Examples of Graphics Applied to Generic Barrel Coolers

• Feature bold and simple graphics on Barrel Coolers to generate consumer awareness from a distance. • Coke Red must be used as the background color. • The Spencerian Script must be shown – either as a standalone element or by featuring the Contour Bottle. • The Script must not be cropped. • The Red Disk must not be used. • Refreshment cues (i.e., condensation elements) may be added to the executions as shown.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form

5.29

Industrial Design Standards for Proprietary Equipment Form This section identifies the proprietary elements for the Coca-Cola Equipment Form System and specifies their hierarchy of use, while providing guidance on: • Properly using these assets to implement a consistent visual system that communicates the Coca-Cola Brand Identity. • Reducing implementation time and costs for getting new equipment straight to market. • Briefing agencies or vendors on equipment deliverables. Examples provided throughout this section typically show an ideal execution that meets trademark standards as well as acceptable alternatives and unacceptable versions.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form

5.30

Equipment Form Archetypes Coolers and vending equipment fulfill a critical role for the immediate-consumption occasion in that they protect, chill and showcase the product portfolio. In addition, equipment can be leveraged as a valuable media asset and Brand-building tool. This section provides guidance on using Coca-Cola Brand Elements and Form Elements to improve the consumer experience, create a “store within a store” for the product portfolio and specifically how to: • L  everage Coca-Cola Brand equities to create Form Elements that are alluring to consumers. • Apply cooler- and vender-specific elements to differentiate from competitors’ equipment. • Translate Brand Elements to form design elements across equipment platforms and materials. • D  esign interaction and product staging zones to enhance and personalize the experience.

Solid-Door Vender

Window Vender

Coca-Cola | Brand Identity and Design Standards_v1.1

Single-Door Cooler

Open-Front Cooler

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form

5.31

Industrial Design Principles for Equipment Form The Industrial Design Principles and subsequent Form Elements are essential to all Coca-Cola equipment and have been inspired by Coca-Cola trademarks and iconography, Coca-Cola Design Principles, Brand Vision and Values of Consumer Experience. Subsequent pages provide specifications for using each Form Element. 1. Bold Simplicity Expressed through consistent use of modular components and common design elements. A strategy for: • Simplifying and unifying equipment. • Thoughtfully eliminating elements that do not contribute to use or function. 2. Real Authenticity Expressed through: • Materials that look and feel genuine, real, uncontrived. • Design that is driven by meeting needs. • Design that is modern, yet links back to the Brand heritage. 3. The Power of Red Always used – as either a primary color or an accent – to: • Ensure consistency across all executions. • Create emotion, show importance or communicate a hierarchy for information and usage. 4. Familiar Yet Surprising • Its expression makes the usage experience fresh yet consistent across all equipment. • By changing its emphasis across different locations or occasions, we elevate that special moment of personal delight/sensory amazement for users.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form

5.32

Equipment Form Elements Spencerian Script

Asymmetric Header

Uplifting

3D Dynamic Ribbon

Reach-out

Contour Chamfer

Sculpted Flow

Coke Red Coca-Cola | Brand Identity and Design Standards_v1.1

Staging

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Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Elements

5.33

Equipment Form Elements: Applied Defining Elements

Supporting Elements

Elements that create the equipment identity. Essential to equipment form.

3D Dynamic Ribbon

Uplifting

Ideal whenever feasible, but not essential.

Contour Chamfer

Asymmetric Header

Coke Red

Spencerian Script

Coca-Cola | Brand Identity and Design Standards_v1.1

Reach-out

Sculpted Flow

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Staging

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Elements

5.34

Defining Elements: Applied 3D Dynamic Ribbon

Contour Chamfer

Asymmetric Header

Uplifting

Spencerian Script

Coke Red

This element amplifies the

Through its abstract

Its asymmetric proportion

An upward orientation

This globally recognized

The Power of Red must be

3D Dynamic Ribbon to a soft

application of the iconic

creates a surprising yet

creates visual lift, which

trademark and Brand icon

leveraged on all equipment.

3D shape.

Contour Bottle, this element

balanced form.

communicates positivity,

must be present on all

connection and optimism.

equipment.

directly references the Brand heritage.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Elements

5.35

Supporting Elements: Applied Use any or all of three Supporting Form Elements in addition to the required Defining Form Elements.

Reach-out

Sculpted Flow

Staging

Placing the beverage product

Translates liquid forms into

Showcases the product as

portfolio at the nearest point

flowing 3D proportion and

hero to consumers at the

to the user provides them

sculpted surfaces.

point of delivery.

more approachable and accessible choices.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form

5.36

Form Element Construction

Form Elements 3D Dynamic Ribbon

Staging

Contour Chamfer

Spencerian Script Scaling

Asymmetric Header

Coke Red

Uplifting Reach-out Sculpted Flow Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.37

3D Dynamic Ribbon • The 3D Dynamic Ribbon must be located at the edge of the product portfolio. • Its interpretation as a 3D element must call attention to the handle interface. • It must extend along the entire vertical length of the equipment – with no clear space at top or bottom – unless functional issues make this infeasible.

3D Dynamic Ribbon

Coca-Cola | Brand Identity and Design Standards_v1.1

Form Interpretation

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.38

3D Dynamic Ribbon Examples For Portrait-oriented Equipment Only

Ribbon is not vertical. Ribbon is not recognizable because the "thickest-thinthick" rule (defined on next page) was not followed.

 ibbon does not R fit width.

 o not crop or stretch D the Ribbon to fit inside a shape.

80% of total length

Front View

Front View

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.39

3D Dynamic Ribbon • Always follow the “thickest-thin-thick” rule: the 3D Dynamic Ribbon must be thickest at the bottom, thin in the middle and thick at the top. • The top of the 3D Dynamic Ribbon must always meet with the highest point on the equipment.

Thickest Thick Thin

Thin

Thickest

Thick

Ribbon and equipment can be mirrored when functionality calls for it.

 hickest-thin-thick rule T not followed. (Thickest incorrectly placed at top.)

Front View

Acceptable Coca-Cola | Brand Identity and Design Standards_v1.1

Acceptable

Unacceptable

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.40

3D Dynamic Ribbon The standard 3D Dynamic Ribbon.

Too vertical in shape.

Coca-Cola | Brand Identity and Design Standards_v1.1

Properly mirrored, cropped, rotated and proportionately scaled. Use these versions to suit a range of applications.

Not properly integrated, thus obscuring the product portfolio and compromising functionality.

Front View

Front View

Ideal

Unacceptable

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.41

Contour Chamfer The Contour Chamfer follows the shape of the Contour Bottle: low waisted, wider around the midsection and narrower toward the top.

Narrows to the top Widens

Low waist

Contour Bottle

Coca-Cola | Brand Identity and Design Standards_v1.1

Form Interpretation

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.42

Contour Chamfer • Create uplift by emphasizing the low waist and height.

• Make the inner contour more pronounced than the outer contour. • Contours need not be symmetrically the same. Modify them to best suit the arrangement of the product portfolio, the placement of the 3D Dynamic Ribbon and their interaction. Read about using the Asymmetric Header starting later in this section.

Outer Contour

Outer Contour

Outer Contour

Outer Contour

opens up

3. Slight narrowing More height = more uplift

More height = more uplift

4. Gradual curvature

Low waist

2. Slight augmentation

1. Waist

Slight waist

Straight

5. Tighter curvature

Inner Contour

Inner Contour

Inner Contour

Inner Contour

Front View

Side View

Front View

Side View

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.43

Contour Chamfer

Low waist

 xaggerated curves, resulting in E oversized equipment

Contours follow the guidelines

Low waist

Front View

Front View

Ideal

Unacceptable

Low waist

No defined waist

 ontour modifications maintain C the ideal proportion of curves

Low waist

Too straight

Front View

Front View

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.44

Contour Chamfer • The sculpture of the Contour Chamfer must be delimited by the ellipse form. • Follow the progression of surface sculpting below to create distinct highlights on the edges of the Chamfer, indicated here in yellow.

Section A

Section B

Section C

Section D

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.45

Asymmetric Header The peak of the Asymmetric Header originates in a flowing curve in the Spencerian Script.

Asymmetric Detail on Spencerian Script

Coca-Cola | Brand Identity and Design Standards_v1.1

Form Interpretation

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.46

Asymmetric Header • The top profile must follow the ellipse form. • The 3D Dynamic Ribbon always forms the peak and is raised.

Coca-Cola | Brand Identity and Design Standards_v1.1

• This top profile is too pointed because its curve doesn’t follow the ellipse form.

Front View

Front View

Ideal

Unacceptable

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.47

Uplifting Placed between the Contour Chamfer and the 3D Dynamic Ribbon, the Uplifting effect presents the product portfolio of drinks in a visually lifted manner.

Uplifting

Coca-Cola | Brand Identity and Design Standards_v1.1

Form Interpretation

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.48

Uplifting As much of the product portfolio as possible must be displayed. Fully utilize the Uplifting effect with a low waist and a top that is significantly wider than the bottom. • Low waist. • Product portfolio is fully displayed. • Uplifting effect is fully utilized.

• Low waist. • Uplifting effect is fully utilized.

• No defined waist. • Product portfolio is not well displayed. • No Uplifting effect.

Top width

Longer height for uplift

Low waist

No defined waist

Bottom width

When product portfolio arrangements are fully packed, it is acceptable for some bottles to be hidden or partially hidden.

Front View

Front View

Front View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.49

Uplifting • Extend the Uplifting effect by continuing the white color from the apex of the facade to the roof. • The top of the cooler should be the same color as the header. – If the equipment header is red, the roof must be red. – If the equipment header is white, the roof must be white.

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.50

Uplifting The roof of the equipment must have: • Correct profiles. • Optimum radius on all four corners.

• Flat back.

• Angled corners.

• Larger offset from exterior. • Wider corner radius.

• Front and back profiles do not follow profile of the exterior. • Overly wide corner radius.

• Small corner radius.

Top View

Top View

Top View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.51

Reach-out Create a more approachable and accessible choice for the user by placing the product portfolio within the curvature of the facade.

Reach-out

Coca-Cola | Brand Identity and Design Standards_v1.1

Form Interpretation

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.52

Reach-out • The curvature of the front facade must be elliptical and symmetric.

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.53

Reach-out • Curvature is optimal.

• Curvature is more pointed but still acceptable.

• Curvature is too round.

• Curvature is too flat.

Top View

Top View

Top View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.54

Sculpted Flow The Sculpted Flow animates the side surfaces, imparting an overall sculpted shape. It must be used on both side panels.

Sculpted Flow

Coca-Cola | Brand Identity and Design Standards_v1.1

Form Interpretation

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.55

Sculpted Flow • Divide the side panel with a flow curve that follows the proportions shown at right. • Ensure optimum spacing for the Spencerian Script. For detailed guidance on properly using the Spencerian Script, refer to the Graphic Design Standards section of this chapter.

Tangent to end Scale the Script to ensure good visibility.

Gradual curvature

Tangent to end

Side View

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.56

Sculpted Flow • The Spencerian Script is optimally placed. • The side panel is optimally divided. • Curvature follows defined proportions.

• The Script scaling, division of side panel and curvature are properly adjusted for a taller unit.

• Flow curve is too vertical. • Curvature does not follow defined proportions.

• Side panel is not optimally divided. • Right section is too wide, thus crowding the Script.

Side View

Side View

Side View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.57

Sculpted Flow • Convex and concave surfaces must be optimally balanced as shown.

Section A

Section B

Section C Situate the most convex and concave areas in this section.

Section D

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.58

Sculpted Flow • The Sculpted Flow must meet at a single point on a flat plane.

• Line-ups of equipment further emphasize the Sculpted Flow through the crevices that naturally form between contiguous side panels.

Top View

Front View

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.59

Sculpted Flow Slightly convex

• Convexity is too exaggerated.

Slightly concave

Most convex and concave area

Slightly concave Slightly convex

Too convex

• Concavity is so exaggerated that flow curves cannot touch on a single plane. Too concave

Concave

Convex

Top View

Top View

Side Perspective

Ideal

Unacceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.60

Staging and Shelves Staging showcases the product to consumers at the point of delivery. Use staging as a theatrical event of lights and action to heighten the consumer experience by presenting the bottle as the hero and celebrating the moment of delivery.

Staging

Coca-Cola | Brand Identity and Design Standards_v1.1

Form Interpretation

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.61

Staging and Shelves Ideally, staging for coolers includes: • Shelf fronts that are illuminated to showcase the top of the products.

• Shelves that are slanted to drive bottles to the front and ensure that all bottles are aligned at the front.

• The Spencerian Script on the front of each shelf.

Front light Down light

Light tube

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.62

Staging and Shelves Ideally, the point of delivery for bottles includes: • Vent ports with illuminated interiors that spotlight bottles. • Delivery of bottles in the upright position. • Use of light in a sequence to create a build-up of emotions that ends in the delivery.

Bottle must be delivered in an upright position.

Light the vent ports from inside.

Build emotions through use of light in a sequence.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.63

Spencerian Script This globally recognized trademark and Brand icon must be present on all equipment and always appear on the front header. For detailed guidance on properly using the Spencerian Script and other Coca-Cola design elements, refer to the Proprietary Vending: Spencerian Script Header and Header Applied pages in the Graphic Design Standards section of this chapter.

Spencerian Script

Coca-Cola | Brand Identity and Design Standards_v1.1

Spencerian Script Applied to Form

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.64

Standards for Coke Red • Coke Red must be used on all equipment as either a primary or accent color to ensure consistency across all executions. • Use this iconic color to create emotions such as positivity and surprise, show importance or communicate a hierarchy for information and usage. • Leverage the Power of Red with care and forethought. • Other colors may be used to enhance an application; for example, dark red may be added to emphasize the interaction panel or silver to impart a night-life experience. • A Production Standards Kit containing color and material samples is available for specialists.

Coke Red

Coca-Cola | Brand Identity and Design Standards_v1.1

Coke Red Applied to Form

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Element Construction

5.65

Standards for Coke Red In all cases, refer to the Material and Color Standards addendum for specifications on use of Coke Red. Vending • Use dark red on the Interaction Zone.

Coolers •U  se Coke Red on the sides and center area.

Ideal Coca-Cola | Brand Identity and Design Standards_v1.1

Vending • The sides and Interaction Zone may both be Coke Red.

Vending • The white header must be used to emphasize product portfolio Uplift. • A red header is not acceptable in vending.

Coolers • Use Coke Red on the sides. • Use white on the center area.

Coolers • Coke Red must be used to emphasize product portfolio Uplift. • The use of white is unacceptably disproportionate to the use of Coke Red on this cooler.

Acceptable

Unacceptable

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form

5.66

Equipment Construction This section includes critical technical and design details of each of the Form Elements applied to specific equipment forms. It is essential that industrial designers and engineers use this documentation in order to properly integrate Defining Elements and to ensure the best possible equipment execution. Other equipment application examples can be reviewed in the addendum.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction

5.67

Cooler-Specific Elements

Form Elements

Cooler-Specific Elements

3D Dynamic Ribbon

Staging

Shelves/Staging

Contour Chamfer

Spencerian Script Scaling

Ribbon Toe Grill

Asymmetric Header

Coke Red

+

Uplifting Reach-out Sculpted Flow

For guidance on constructing the Elements noted in light gray, refer to their respective pages in this chapter.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Cooler-Specific

5.68

3D Dynamic Ribbon Single-Door Cooler • To ensure sufficient product portfolio showcasing, adjust the handle to one side as much as possible while maintaining the 3D Dynamic Ribbon proportions. • The color of the 3D Dynamic Ribbon handle must be either white or silver. No other colors are permitted, even if they are in the Brand color palette.

Original

Option A Mirrored body + mirrored handle. Peak

Peak

Option B Handle moved to the right.

Back

Profile of handle transitions from a ribbon to a grip shape.

Light tube

Peak

Front

Grip shape

Side

Perspective

Coca-Cola | Brand Identity and Design Standards_v1.1

Top View

Left Perspective

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Right Perspective Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Cooler-Specific

5.69

3D Dynamic Ribbon Open-Front Cooler • To ensure sufficient product portfolio showcasing, adjust the handle to one side as much as possible while maintaining the 3D Dynamic Ribbon proportions. • The color of the 3D Dynamic Ribbon handle must be either white or silver. No other colors are permitted, even if they are in the Brand color palette.

Raised profile

Dynamic Ribbon profile

Raised profile

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Cooler-Specific

5.70

Contour Chamfer

Moving backwards

Chamfer profile Twisting forward

Moving backwards Left Edge To create this curve, refer to the Contour Chamfer pages that appear in the preceding section of this chapter.

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Front View

Right Edge The Contour Chamfer creates a curve which, on the side view, expresses the uplifting of the product portfolio.

Side View

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Cooler-Specific

5.71

Reach-out • Apply Reach-out to both Single-Door, Double-Door and Window Coolers.

Curvature is an offset of the Uplifting element.

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Slight curvature with small radius.

Curvature to follow shelf profile (to balance with component size).

Side View

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Cooler-Specific

5.72

Sculpted Flow • To enable greater product portfolio visibility from the sides, create a material break on the side surfaces by combining a regular chamfer with the Sculpted Flow element.

• Optimal proportion of regular chamfer. • Side product portfolio with Uplifting effect.

• Regular chamfer proportion is bolder, but acceptable.

Uplifting effect Side product portfolio does not have Uplifting effect.

Regular chamfer size is not proportional.

Regular chamfer size is not proportional.

Coca-Cola | Brand Identity and Design Standards_v1.1

Side View

Side View

Side View

Ideal

Acceptable

Unacceptable

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Cooler-Specific

5.73

Shelves • Locate the debossed Spencerian Script on the left side of shelves.

• Shape shelves with a gravity feed and a curved front profile; both help to empower user selection. • Use lighting to enhance refreshment cues in product presentation.

Price tag holder

Gravity feed

Light tube

Side View

Rows of dividers depends on bottle capacity.

Front light

Curved profile is an offset of the product portfolio Reach-out.

Side View

Down light

Light tube

Front View Coca-Cola | Brand Identity and Design Standards_v1.1

Front View

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Cooler-Specific

5.74

Ribbon Toe Grill Located at the Cooler bottom, the vents are molded and flushed with a layer of glass.

Glass Dimensions 30

R7

50

A A

Molded vents

169

175

24

Front View

Glass layer

Vent Dimensions

25

Check draft angle

R1

Top View

26

7

181

Section A-A

Front View Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Side View Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction

5.75

Vender-Specific Elements

Form Elements

Vender-Specific Elements

3D Dynamic Ribbon

Staging

Interaction Zone

Contour Chamfer

Spencerian Script Scaling

Physical User Interface

Asymmetric Header

Coke Red

+

Uplifting Reach-out Sculpted Flow

For guidance on constructing the Elements noted in light gray, refer to their respective pages in this chapter.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.76

3D Dynamic Ribbon • Adjusted as a divider between the product portfolio and Interaction Zone.

Front View

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.77

Uplifting Window Vender Shelves are simple in shape and equipped with lighting to guide user selection.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.78

Reach-out Solid-Door Vender The interior is a soft neutral background that allows the products to be the heroes.

Solid-Door Vender: Bottle Graphic The bottle graphic is located above the Direct Access Button and is backlit.

Small radius Depends on packaging

Curved profile is an offset of the product portfolio Reach-out.

Gradual curvature

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Side View

Side View

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.79

Reach-out Window Vender The Uplifting product portfolio is a soft neutral background that allows the products to be the heroes.

Small radius

Curvature is an offset of the Uplifting element.

Top View

Coca-Cola | Brand Identity and Design Standards_v1.1

Side View

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.80

Interaction Zone Located between the 3D Dynamic Ribbon and the Contour Chamfer, the Interaction Zone is the platform for interaction rings and Staging.

Solid-Door Vender Surface is raised to peak at the Ribbon.

The Interaction Zone shape is a resolution between the 3D Dynamic Ribbon and the Contour Chamfer.

Ensure space for Physical User Interface (refer to the Physical User Interface pages in this section).

Left Profile (refer to the 3D Dynamic Ribbon pages in this section).

Right Profile (refer to the Contour Chamfer pages in this section).

Top View

Front View

Coca-Cola | Brand Identity and Design Standards_v1.1

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Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.81

Physical User Interface Located on the Interaction Zone and Uplifting product portfolio, the user interface guides the user to a more accessible and intuitive choice-making experience.

• By grouping interfaces into functional islands, users can be intuitively guided from a to b (see diagram at right). • The three primary islands are Card/Cash Input, Phone Payment and Staging.

• Use round shapes for the payment interface.

Cash/Card Input Islands R7.00 7

6

R18 R 9.00

R17

a

7

b

Phone Payment Islands

R10.00

R12

7 7

• Use rectangular shapes for staging, information input, etc. Staging Islands R42

10 R42

R23

R42 7

Front View Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.82

Physical User Interface Arrangement • Arrange modules to fit the Interaction Zone in a well-spaced manner. • Make allowances for proper use of product graphics.

• Payment islands shown here are too far apart.

Gap should be at least 15 mm.

•P  ayment islands must be closer to each other than shown here in order to create a more intuitive user association.

Too tight

Too near the edge

Solid-Door Vender

Open-Window Vender

Front View

Front View

Front View

Ideal

Acceptable

Unacceptable

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.83

Physical User Interface Solid-Door Vender • Locate Direct Access Buttons below drinks to guide users in making selections. • Use a light ring to intuitively guide the user through the entire selection process and induce sensory amazement.

Direct Access Buttons 1. Push button • Button lights up •D  rink information appears in display on the Interaction Zone

Card/Cash Input Group 2. Pay • Credit card input • Coin input • Coin return lever

Coca-Cola | Brand Identity and Design Standards_v1.1

Phone Input Group 3. Pay by phone • Phone scanner • Password input

Collection Group 4. Collect drink and change • Door opens • Light animates • Coin return collection

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.84

Physical User Interface Window Vender • If Direct Access Buttons cannot be near product, use a Direct Access Dial to guide users through the selection process. • Use a light ring to intuitively guide the user through the entire selection process and induce sensory amazement.

Direct Access Dial 1. Rotate dial to select drink • Shelf below selected drink lights up •D  rink information appears in display on the right

Card/Cash Input Group 2. Pay • Credit card input • Coin input • Coin return lever

Coca-Cola | Brand Identity and Design Standards_v1.1

Phone Input Group 3. Pay by phone • Phone scanner • Password input

Collection Group 4. Collect drink and change • Door opens • Light animates • Coin return collection

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form _Equipment Construction_Vender-Specific

5.85

Staging • Use the Interaction Zone to stage an animated celebration of light and sound during the bottle delivery.

Coca-Cola | Brand Identity and Design Standards_v1.1

• Heighten and personalize the moment when the user first sees the drink by using different lighting behaviors and sounds.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form

5.86

Overview: Form Elements Use Element Don’t Use Element Equipment-Specific 3D Dynamic Ribbon Contour Chamfer Asymmetric Header Uplifting Reach-out Sculpted Flow Staging Spencerian Script Scaling Coke Red Shelves Ribbon Toe Grill Interaction Zone Physical User Interface Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction

5.87

Fountain-Specific Elements 8 E

D

B

9

7 C

A

5

1

Fountain Elements

Coca-Cola Freestyle™Specific Form Elements

1

3D Dynamic Ribbon

7

Staging

A

Contour Cradle

2

Contour Chamfer

8

Logo Scale

B

Ellipse

3

Asymmetric Header

9

Coke (R) Red

C

Ribbon Cuprest

4

Uplifting

D

Nozzle Shroud

5

Reach-Out

E

Physical Interface

6

Sculptured Flow

+

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.88

3D Dynamic Ribbon: Fountain 3D Dynamic Ribbon is proportioned and positioned to one side to allow for sufficient space to showcase the product offering portfolio, which is shown on the user interface LCD screen. This particular version of the 3D Dynamic Ribbon is a specially approved derivative of the original Dynamic Ribbon Device trademark. The special exception was allowed to proportionally apply the Dynamic Ribbon Device to the front facing of the Coca-Cola Freestyle™ dispenser. For future use of the Dynamic Ribbon Device on fountain equipment, one should note this application is an exception, not a standard or a norm. The 3D Dynamic Ribbon device is back-lit by LED light sources located underneath, and evenly dispersed by deflective graphics panel. The color of the LEDs is pure white.

Lighted 3D Dynamic Ribbon

Coca-Cola | Brand Identity and Design Standards_v1.1

Unlighted 3D Dynamic Ribbon

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.89

3D Dynamic Ribbon: Fountain When using the derivative 3D Dynamic Ribbon on fountain equipment, care must be taken to keep its proportions in check. Below are some examples of what is allowed and what is not allowed.

Ideal

Coca-Cola | Brand Identity and Design Standards_v1.1

Exception

Unacceptable

Unacceptable

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.90

Reach-Out: Fountain On Coca-Cola Freestyle™ equipment, the principle of Reach-Out is used to make the dispenser more approachable and comfortable to use. The overall gesture of the dispenser unit leans towards the user to make reaching the user interface easier. At the same time, the scalloping concave effect of the 3D Dynamic Ribbon, especially on the lower door allows users to stand close to the unit without feeling like they are going to accidentally sweep the unit with their feet. The center part also reaches out more towards the user to increase the accessibility.

Lower center of the unit is concave

Coca-Cola | Brand Identity and Design Standards_v1.1

Side view shows the dispenser leaning forward

Center of the dispenser is rounded out

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Staging: Coca-Cola Freestyle

5.91

TM

The nozzle shroud is designed to aid the consumer interaction by providing a linear target to align the cup to the product stream. The nozzle shroud illuminates the consumer interaction stage via LED light sources embedded within the nozzle shroud lens. The primary purpose of the nozzle shroud lighting is to light up the stage. The secondary purpose is to illuminate itself to indicate to the consumer that it is an interaction focal point. The tertiary purpose is to light up the product stream to aid in product targeting and to celebrate its attributes. The color of the nozzle shroud lighting is pure white. It cycles from 0%, 50%, and 100% intensity, depending on use states, to conserve energy.

Nozzle Shroud Ellipse Ice Lever Ribbon Cuprest Contour Cradle

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Staging: Coca-Cola Freestyle

5.92

TM

The ellipse is the personal zone in which a consumer holds or stages the cup into to dispense a beverage. It is a strong form departure from the current existing fountain equipment. It provides a cave like interaction zone, where a single consumer feels ownable and more approachable. On the functional side, it does provide a protected space, during the dispense and readying the beverage, where surrounding airborne or sneezed contaminants will not intrude into. The intent here is to create a personal “forme� space where the consumers feel more intimate while interacting with the dispenser equipment.

Nozzle Shroud Ellipse Ice Lever Ribbon Cuprest Contour Cradle

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.93

Staging: Fountain The ice lever is one of the first objects consumers touch when approaching a fountain dispenser. As one of the most prominent jewel items on this dispenser, it is cast from stainless steel material, electro-polished, and laser etched to its final part. As the final finish of the ice lever is polished metal, laser etched slightly matte foreground of “ICE” text sets off nicely against its reflective background.

The centrally placed “ICE” text is a modified font from a base font style found in a design / engineering program package called Pro-E. The rectalinear style of this font works nicely with the monolithique structure language of the exterior form.

Because of the laser etched text, which is a surface treatment to the base material, there are no gaps or crevices for the crew to clean out during the end of day clean cycle.

Nozzle Shroud Ellipse Ice Lever Ribbon Cuprest Contour Cradle

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Staging: Coca-Cola Freestyle The ribbon cuprest, named so because of the use of the Dynamic Ribbon Device as the foundation of the horizontal runner ribs of the cuprest, is where the consumer stages cups. It is made from stamped stainless steel metal. It is brushed, polished, then electroplated to give its sheen.

5.94

TM

The entire cuprest can be considered a jewel element, but more pointedly, the cuprest’s center disc is the actual jewel element. It is polished and brought up to a high reflection level to differentiate itself from the brushed stainless steel surrounding. The mating part for the cuprest is the similarly manufactured stainless steel metallic ellipse liner. The cuprest nests into the lined pocket created by the ellipse liner part. The cuprest part is designed to accommodate multiple staging of cups, as well as allow large volumes of spilled liquid content through to the drain.

Nozzle Shroud Ellipse Ice Lever Ribbon Cuprest Contour Cradle

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Staging: Coca-Cola Freestyle

5.95

TM

The contour cradle is perhaps the one feature that visually and physically ties all consumer interaction touch points on the dispenser together. More to the point, the contour cradle connects the dots for the consumer the sequence of events which need to take place in order to successfully complete the task of selecting and pouring a beverage from the Coca-Cola Freestyle™ dispenser. Whether the consumer’s interaction begins with the user interface screen or the push of the ice lever, the two said zones need to funnel the consumer to the next step. The lighting used throughout the unit helps sequence the user to appropriate next steps, and also the metallic jewel elements aforementioned tie the physical interaction touch points for the consumer. The contour cradle helps create a boundary set by the interaction touch point elements.

Nozzle Shroud Ellipse Ice Lever Ribbon Cuprest Contour Cradle

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.96

Spencerian Script: Fountain For the Coca-Cola Freestyle™ dispenser, the Coca-Cola script is placed on the left side panel of the dispenser. This example shows the red script on metallic silver panel. The right side panel holds the Coca-Cola Contour Bottle icon silhouette. In both panels, the foreground graphics are screen printed on the back side.

Left side panel

Coca-Cola | Brand Identity and Design Standards_v1.1

Upper and lower doors

Right side panel

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5.97

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Interaction Controls: Coca-Cola Freestyle For consumer interaction with the Coca-Cola Freestyle™ dispenser, there are primarily 3 interaction control zones. They are, the user interface screen, where branded beverage selections are made, the pour button, which initiates the beverage pour cycle, and the ADA interface zone, where seated or otherwise disabled persons can equally access the dispenser.

User interface zone is surrounded by graphical dither pattern to provide a more refined feel and integrated visual appearance to the screen. When layered with graphical menu content, the rounded dither pattern enhances appearance of the circular brand icons.

TM

This projected capacitance screen zone is where the user makes the beverage selections. Because the screen is actually integrated with the door exterior shell, there is no seam and no crevices to clean.

User Interface Screen Pour Button

ADA Interface

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Interaction Controls: Coca-Cola Freestyle For consumer interaction with the Coca-Cola Freestyle™ dispenser, there are primarily 3 interaction control zones. They are, the user interface screen, where branded beverage selections are made, the pour button, which initiates the beverage pour cycle, and the ADA interface zone, where seated or otherwise disabled persons can equally access the dispenser.

5.98

TM

The pour button, also known as Push-To-Pour Button, is an electromechanical button, actuated by a physical push by the user. Synchronized with the user interface, it pulses before the user pushes it, and blinks rapidly while the user pushes and holds it down to pour a beverage. It only becomes active when the user has successfully navigated through the user interface menus. It is made of chromed and laser etched main body, surrounded by a soft translucent membrane, and protected by a scratch resistant top coat for longer life cycle.

User Interface Screen Pour Button

ADA Interface

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Interaction Controls: Coca-Cola Freestyle For consumer interaction with the Coca-Cola Freestyle™ dispenser, there are primarily 3 interaction control zones. They are, the user interface screen, where branded beverage selections are made, the pour button, which initiates the beverage pour cycle, and the ADA interface zone, where seated or otherwise disabled persons can equally access the dispenser.

5.99

TM

The “ADA keypad” is put in place to conform to regulating bodies that address the needs of seated users, or people on wheelchairs. As a user approaches the dispenser, she will see that only the wheelchair access symbol on the right is lit up and visible. This is done through dead-fronting techniques. Touching the wheelchair symbol makes the rest of the ADA navigational keypad light up, and also cues up the user interface to a dedicated ADA high contrast screen menu. Using left, right, and enter keys, the user can freely select the beverage of their choice, then touch “POUR” to dispense the beverage. At any given time, during which the ADA keypad is engaged, the user can also interact with the dispenser by using the standard user interface screen above. This allows maximum freedom for seated users, depending on their motor capabilities, to choose how they wish to interface with the dispenser.

User Interface Screen Pour Button

ADA Interface

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Point of Sale Guidelines: Coca-Cola Freestyle

5.100

TM

Under no circumstances may the Coca-Cola Freestyle™ dispenser be displayed with POS material, co-branding logos, instructional decals, chain specific promotional information, or any other stickers, decals, transfers, markers, labels on any of the exterior surfaces of the dispenser unit. The design intent of the exterior is visually clean for the consumer, and physically easy to clean for the customer. Careful consideration has been given to the exterior design and all consumer facing components of this dispenser, so it is important to recognize and respect the purposeful visual cleanliness.

Ideal

Coca-Cola | Brand Identity and Design Standards_v1.1

Unacceptable

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5.101

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Fountain Food Service Cup The design of the fountain food service cup, also known as the Chalice Cup, involved translating the equities of the existing Coke Contour Bottle and the Coke Bell Shaped Glass. While not everything was translatable, the rolled lip, Georgia Green color, the contour (or pinch), and the flutes were equities we could tweak and re-apply.

Glass bottles and cups are typically formed by heating, blowing, and trimming the glass base material. Because the mold used in this process does not require a metal tool inside of the formed cup, undercuts and deep details are allowed and are within glass forming criteria, given that extremely sharp corners are avoided.

High speed injection molding process used to produce the Chalice plastic cup design requires a center and outer mold which is very common to the molding process. Lenient draft angles are kept on the side wall to allow the cups to be formed and stacked, and also to be easily pulled apart for serving.

Rolled Lip

Rolled Lip Rolled Lip

Georgia Green

Georgia Green Contour

Georgia Green Contour

Contour Flutes

Flutes Vibes

Coke Contour Glass Bottle Not Stackable Process: Blow Molding

Coca-Cola | Brand Identity and Design Standards_v1.1

Coke Bell Shaped Glass Not Stackable Process: Blow Molding

Coke Chalice Plastic Cup Stackable Process: Injection Molding

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.102

Fountain Food Service Cup: Elements Lid Profile

Graphic Label

Script Embossment

Vibe Detail

Georgia Green Tint Material

Stepped Base

Contour Bottle Icon

Silhouette

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.103

Fountain Food Service Cup: Elements Defining Elements

Supporting Elements

Silhouette

Lid Profile

Graphic Label

Script Embossment

Vibe Detail

Contour Bottle Icon

Stepped Base

Georgia Green Tint Material

Coca-Cola | Brand Identity and Design Standards_v1.1

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5.104

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

Fountain Food Service Cup: Elements Silhouette

Lid Profile

Vibe Detail

Contour Bottle Icon

Graphic Label

Script Embossment

Much like the Coke contour glass bottle, the cup also follows the family resemblance of the curves seen on the silhouette.

The lid profile is driven by function. The high rise shape keeps the lid clean from crew handling, keeps the product from spilling over, and aids in inserting the drinking straw.

Through embossing the vibe, or creating waves, the Coke bottle is eminating a positive line art of the silhouette, while providing strength and gripability to the cup.

At the very center of the cup is the Coke contour bottle in line art form. The entirety of the bottle shape is textured with Mold-Tech #11345 specification.

The graphic application on the food service cup is very minimally applied. Per the allowable printed graphic space, the Coca-Cola script used here is maximized.

Coca-Cola script is embossed on the side wall of the cup lid. The script is clear and without any colors applied. This script can also be felt by the consumer.

Stepped Base

Georgia Green Tint

The stepped base of the cup gives it a distinct appearance, as well as give it a stable base to keep against tipping.

Following the legacy of the Coke contour glass bottle, the plastic cup also makes use of the Georgia Green color in its base material.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Fountain-Specific

5.105

Fountain Food Service Cup: Product Colors The clear see-thru cup is design and tinted with a variety of fountain dispensed product in mind. The use of the Coke red band around the Coca-Cola script makes the script pop even when surrounded by competing vibrant colors.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction

5.106

Horizontal Vender: Specific Elements 3

1 4

2 6

5

A 7 B

Form Elements

Horizontal Vender Specific Form Elements

1

Dynamic Ribbon (applied)

7

Interaction Panel (applied)

A

User Interface (applied)

2

Contour Chamfer

8

Logo Scale (applied)

B

Staging

3

Asymmetric Header (applied)

9

Coke ÂŽ Red (Applied)

4

Uplifting Portfolio (applied)

5

Portfolio Reach-out (applied)

6

Sculpted flow

Coca-Cola | Brand Identity and Design Standards_v1.1

+

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5.107

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

Horizontal Vender: Overarching Elements Applied The Dynamic Ribbon is placed on the right edge to fit components while still maintaining the Thick-ThinThickest Rule, and still at the peak of the asymmetric header As the Dynamic Ribbon is the peak of the equipment, the Asymmetric Header therefore leans towards the right.

Card/Cash Input Islands Phone Payment Islands

Horizontal Vender

Coca-Cola | Brand Identity and Design Standards_v1.1

Delivery Island (Coin Return is located in Staging, Size of staging is reduced.)

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.108

Vending Mx Superchill: Specific Elements 3

9

A

4

2

6 7

5 B

Form Elements

Jet Specific Form Elements

1

Dynamic Ribbon

7

Interaction Panel

A

Dynamuc Ribbon Diagonal

2

Contour Chamfer

8

Logo Scale

B

Delivery Gates

3

Asymmetric Header

9

Coke ÂŽ Red

4

Uplifting Portfolio

5

Portfolio Reach-out

6

Sculpted flow

Coca-Cola | Brand Identity and Design Standards_v1.1

+

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.109

Vending: Mx Superchill The Dynamic Ribbon is used to accentuate the transformation that takes place between room temperature and the -6° cooled bottle. The Dynamic ribbon should never be cut or interrupted. As the Dynamic Ribbon is the peak of the equipment, the Asymmetric Header therefore leans towards the right.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.110

Vending: Mx Superchill The superchilled bottle is delivered by pulling the Delivery Gates outward The 3 drawers allow for 3 different brands per unit.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.111

Vending: Mx Superchill The Dynamic Ribbon, the Coca-Cola logo, the portfolio images and the temperature is back lit for maximum impact and consumer allure. The temperature display monitors the temperature at which the drink will be delivered.

Coca-Cola | Brand Identity and Design Standards_v1.1

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.112

Vending: SCool48 Superchill: Specific Elements 3 9 A

4

6 2

7

B

5

Form Elements

Jet Specific Form Elements

1

Dynamic Ribbon

7

Interaction Panel

A

Dynamic Ribbon Diagonal

2

Contour Chamfer

8

Logo Scale (applied)

B

Delivery Gates

3

Asymmetric Header (applied)

9

Coke ÂŽ Red (Applied)

4

Uplifting Portfolio (applied)

5

Portfolio Reach-out (applied)

6

Sculpted flow

Coca-Cola | Brand Identity and Design Standards_v1.1

+

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Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.113

Vending: SCool48 Superchill The Dynamic Ribbon is used to accentuate the transformation that takes place between room temperature and the -6° cooled bottle. The Dynamic ribbon should never be cut or interrupted. As the Dynamic Ribbon is the peak of the equipment, the Asymmetric Header therefore leans towards the right

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.114

Vending: SCool48 Superchill The Delivery Gate is a translucent flap pushes inward to access the superchilled bottle. This flap doubles as the portfolio display. This unit allows for 2 brands.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Equipment Construction_Vender-Specific

5.115

Vending: SCool48 Superchill The Dynamic Ribbon, the Coca-Cola logo, the portfolio images and the temperature is back lit for maximum impact and consumer allure. The temperature display monitors the temperature at which the drink will be delivered.

Coca-Cola | Brand Identity and Design Standards_v1.1

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5.116

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

Coca-Cola Equipment Form Executions Overview The following section depicts a variety of examples which correctly demonstrate the exibility of the Equipment System, including how the Form Elements should be applied to different equipment configurations and Brand activations. The executions that are illustrated and discussed are the results of executional constraints and take into consideration regional-specific needs relative to local manufacturing equipment models and target costs.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


5.117

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

Industrial Design Elements: A Transformation Tool The design elements are used as a tool to transform a technical package into a differentiated equipment, embodying the 3D interpretation of Coca Cola brand values.

PROPRIETARY

GENERIC

3D VIS

Coca-Cola | Brand Identity and Design Standards_v1.1

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Confidential: 10 November 2009


5.118

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

Workhorse Cooler: 7 Series GENERIC

PROPRIETARY

3D VIS

Global Workhorse Cooler

Coca-Cola | Brand Identity and Design Standards_v1.1

Premium Execution (7 series)

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Confidential: 10 November 2009


5.119

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

Workhorse Cooler: 5 Series GENERIC

PROPRIETARY

3D VIS

Global Workhorse Cooler

Coca-Cola | Brand Identity and Design Standards_v1.1

5 Series Execution

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Confidential: 10 November 2009


5.120

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

Workhorse Cooler: 3 Series GENERIC

PROPRIETARY

3D VIS

Global Workhorse Cooler

Coca-Cola | Brand Identity and Design Standards_v1.1

3 Series Execution

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


5.121

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

Workhorse Cooler: Retrofit Kit GENERIC

PROPRIETARY

3D VIS

Global Workhorse Cooler

Coca-Cola | Brand Identity and Design Standards_v1.1

In Market Application of Retro-Fit Kit

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

5.122

Single Door Cooler: Retrofit Kit GENERIC

PROPRIETARY

3D VIS

North America True GDM 26

Coca-Cola | Brand Identity and Design Standards_v1.1

In Market Application of Retro-Fit Kit

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

5.123

Double Door Cooler: Retrofit Kit GENERIC

PROPRIETARY

3D VIS

UK True GDM 35

Coca-Cola | Brand Identity and Design Standards_v1.1

In Market Application of Retro-Fit Kit

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Executions

5.124

Cooler and Warmer: Delivery GENERIC

PROPRIETARY

3D VIS

Domino’s Cooler and Warmer

Coca-Cola | Brand Identity and Design Standards_v1.1

Application of 3D VIS

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards

5.125

Color, Material, Finish Guidelines The Coca-Cola Global Design group provides color, material and finishes guidelines chips for equipment prototype design. Use this as a guide when building executions. A complete set of color, material, finish chips can be provided upon request.

Coca-Cola | Brand Identity and Design Standards_v1.1

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards

5.126

Materials Standards: Coke Red Solid Door Vendor

Matrix COCA-COLA / SOLID DOOR VENDOR

C D

E

PARTS

B

SIGNATURE RIBBON

A

CONTOUR CHAMFER + FLOW

ASYMMETRIC HEADER

INTERACTION INTERACTION PANEL

PORTFOLIO

INTERFACE

ACTIVATION

INTERFACE

(1) Frame

(1) Inner Layer

Shape Proportion

INTERIOR

STAGING

(1) Frame

E

B

The purest and most natural expression of the Coca - -Cola Design Principles: Bold Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising.

(2) Cover

(1) Interior

C

(2) Front

(2) Exterior Layer (2) Surface

A

KEY VIEW ON CMF: COKE RED COLOR SENSORIAL EXPERIENCE

Color

Material USE: ON THE GO RETAILER WORK/CAMPUS

(1) RING

D

Finish / Texture

PMS OPAQUE WHITE OR SILVER PMS 877

COKE RED

(1) RED LOGO ON WHITE BKGD (2) CLEAR

COKE RED

(1) COKE RED TRANSLUSCENT (2) DARK SILVER PMS 8403C

(1) RED TRANSLUSCENT (BACKLIT) (2) TRANSPARENT

(1) PMS OPAQUE WHITE (2) TRANSPARENT

(1)DEPENDS ON CONTENT (2) BRUSHED ALUMINUM

FLEXIBLE

PLASTIC

PAINT

(1) PLASTIC (2) GLASS

PLASTIC

(1) RUBBER OR PLASTIC (2) PLASTIC

(1) PLASTIC / RUBBER (2) PLASTIC

(1) PLASTIC (2) GLASS

(1) PLASTIC (2) ALUMINIUM

TRANSPARENCY

SEMI GLOSS

HIGH GLOSS

(1) SEMI GLOSS (2) HIGH GLOSS

MIRRORED MATT *REFER TO SAMPLE

(1) MATT (2) MATT (VERY FINE TEXTURE)

(1) MATT (2) MATT (VERY FINE TEXTURE)

(1) SEMI GLOSS (2) HIGH GLOSS

(1) SEMI GLOSS (2) MATT (VERY FINE TEXTURE)

FLEXIBLE

UNIFORMLY LIT

FRAME IS UNIFORMLY LIT WHITE SPOTLIGHTS SIDEWARDS, BOTTOM, TOP

UNIFORM WHITE LIGHT

DEPENDS ON CONTENT

WHITE LIGHT

Light

(2) BUTTON

UNIFORMLY LIT

X

(2) LOGO EDGE LIGHTING

X

Graphic

X

PMS OPAQUE WHITE LOGO

(2) ETCHED BEHIND GLASS

X

PRODUCT GRAPHIC

Sound

X

X

X

X

X

Coca-Cola | Brand Identity and Design Standards_v1.1

X YES

X

UNIFORMLY LIT

X

PRODUCT GRAPHIC

X

X

FLOATING GRAPHIC (NO CLEAR BORDER)

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

X

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards

5.127

Materials Standards: Coke Red Window Vendor

Matrix COCA-COLA / WINDOW VENDOR

C

E

PARTS

SIGNATURE RIBBON

D

A

B

CONTOUR CHAMFER + FLOW

ASYMMETRIC HEADER

B (1) Inner Layer

The purest and most natural expression of the Coca - -Cola Design Principles: Bold Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising. INTERACTION INTERACTION PANEL

E

(1) Frame

(3) Interior

(2) Exterior Layer (2) Surface

Color

Material

Finish / Texture

(2) Front (1) Interior

D

PMS OPAQUE WHITE OR SILVER PMS 877

COKE RED

(1) RED LOGO ON WHITE BKGD (2) CLEAR

COKE RED

(1) COKE RED TRANSLUSCENT (2) DARK SILVER PMS 8403C

(1) RED TRANSLUSCENT (BACKLIT) (2) TRANSPARENT (3) DARK MIRRORED

(1) PMS OPAQUE WHITE (2) TRANSPARENT

TRANSLUSCENT

FLEXIBLE

PLASTIC

PAINT

(1) PLASTIC (2) GLASS

PLASTIC

(1) RUBBER OR PLASTIC (2) PLASTIC

(1) PLASTIC / RUBBER (2) PLASTIC (3) PLASTIC

(1) PLASTIC (2) GLASS

PLASTIC

TRANSPARENCY

SEMI GLOSS

HIGH GLOSS

(1) SEMI GLOSS (2) HIGH GLOSS

MIRRORED MATT *REFER TO SAMPLE

(1) MATT (2) MATT (VERY FINE TEXTURE)

(1) MATT (2) MATT (FINE TEXTURE) (3) HIGH GLOSS

(1) SEMI GLOSS (2) HIGH GLOSS

SEMI GLOSS

FLEXIBLE

UNIFORMLY LIT

FRAME IS UNIFORMLY LIT WHITE SPOTLIGHTS SIDEWARDS, BOTTOM, TOP

UNIFORM WHITE LIGHT

DEPENDS ON CONTENT INTEGRATED IN TAG HOLDER

WHITE LIGHT

Light

ACTIVATION

INTERFACE

(1) Frame (2) Cover

A

USE: ON THE GO RETAILER WORK/CAMPUS

INTERIOR

STAGING

C

Shape Proportion

KEY VIEW ON CMF: COKE RED COLOR SENSORIAL EXPERIENCE

PORTFOLIO

INTERFACE

UNIFORMLY LIT

Graphic

X

Sound

X

Coca-Cola | Brand Identity and Design Standards_v1.1

X PMS OPAQUE WHITE LOGO

X

(2) LOGO EDGE LIGHTING

(2) ETCHED BEHIND GLASS

X

X X

PRODUCT GRAPHIC

X

X

X YES

X

PRODUCT GRAPHIC

X

X

X FLOATING GRAPHIC (NO CLEAR BORDER)

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

X

Confidential: 10 November 2009


5.128

Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards

Materials Standards: Coke Red Open Cooler A

C

Matrix COCA-COLA / SINGLE DOOR COOLER PARTS

SIGNATURE RIBBON

CONTOUR CHAMFER + FLOW

ASYMMETRIC HEADER

The purest and most natural expression of the Coca - -Cola Design Principles: Bold Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising.

INTERACTION

PORTFOLIO

ACTIVATION

INTERIOR

SHELF

D A

B

B

Shape Proportion

D

(1) Front

(1) Inner Layer

C

(1) Top & Bottom

(2) Middle

(2) Exterior Layer

(2) 2nd Surface (3) Logo

(3) Front

KEY VIEW ON CMF: COKE RED COLOR SENSORIAL EXPERIENCE USE: ON THE GO RETAILER WORK/CAMPUS

Color

Material

Finish / Texture

Light

(4) Price tag

PMS OPAQUE WHITE OR SILVER PMS 877

COKE RED

(1) PMS OPAQUE WHITE LOGO ON RED BKGD (2) CLEAR

DARK SILVER PMS 8403C

(1) COKE RED (2) PMS OPAQUE WHITE (3) TRANSPARENT

(1) CLEAR (2) FROSTED (3) DEBOSSED

FLEXIBLE

PLASTIC

PAINT

(1) PLASTIC (2) GLASS

RUBBER

(1) PLASTIC (2) PLASTIC (3) GLASS

(1) PLASTIC (4) PLASTIC SHEET

TRANSPARENCY

SEMI GLOSS

HIGH GLOSS

(1) SEMI GLOSS (2) HIGH GLOSS

SOFT MATT

(1) SEMI GLOSS (2) SEMI GLOSS (3) HIGH GLOSS

SEMI GLOSS

FLEXIBLE

WHITE LIGHT SIHLOUETTE UNIFORMLY LIT

Graphic

X

Sound

X

Coca-Cola | Brand Identity and Design Standards_v1.1

X PMS OPAQUE WHITE LOGO

X

(2) LOGO EDGE LIGHTING

(2) ETCHED BEHIND GLASS

X

X

UNIFORM INTERIOR WHITE LIGHT

X

X

X

X

TUBE LIGHT INTEGRATED IN SHELF (COLOR DEPENDS ON CONTENT)

(4) CLEAR PRICE TAG WITH COLORED GRAPHIC

X FLOATING GRAPHIC (NO CLEAR BORDER)

X

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

X

Confidential: 10 November 2009


Equipment Design Standards: Industrial Design Standards for Proprietary Equipment Form_Material and Color Finish Standards

5.129

Materials Standards: Coke Red Single Door Cooler

Matrix COCA-COLA / OPEN COOLER

A

C

PARTS

SIGNATURE RIBBON

CONTOUR CHAMFER + FLOW

ASYMMETRIC HEADER

The purest and most natural expression of the Coca - -Cola Design Principles: Bold Simplicity / Real Authenticity / Power of Red / Familiar Yet Surprising. INTERACTION

PORTFOLIO

B B

D

A

D

ACTIVATION

INTERIOR

SHELF

(1) Front

(1) Inner Layer

Shape Proportion

C

(1) Top and Bottom

(2) Exterior Layer

(2) Middle (2) 2nd Surface

(3)Logo

(4) Price Tag

(3) Front

KEY VIEW ON CMF: COKE RED COLOR SENSORIAL EXPERIENCE

Color

Material USE: ON THE GO RETAILER WORK/CAMPUS

Finish / Texture

PMS OPAQUE WHITE OR SILVER PMS 877

COKE RED

(1) PMS OPAQUE WHITE LOGO ON RED BKGD (2) CLEAR

X

(1) COKE RED (2) PMS OPAQUE WHITE (3) TRANSPARENT

(1) CLEAR (2) FROSTED (3) DEBOSSED

FLEXIBLE

PLASTIC

PAINT

(1) PLASTIC (2) GLASS

X

(1) PLASTIC (2) PLASTIC (3) GLASS

(1) PLASTIC (4) PLASTIC SHEET

TRANSPARENCY

SEMI GLOSS

HIGH GLOSS

(1) SEMI GLOSS (2) HIGH GLOSS

X

(1) SEMI GLOSS (2) SEMI GLOSS (3) HIGH GLOSS

SEMI GLOSS

FLEXIBLE

UNIFORM INTERIOR WHITE LIGHT

TUBE LIGHT INTEGRATED IN SHELF (COLOR DEPENDSN CONTENT)

WHITE LIGHT

Light

UNIFORMLY LIT

Graphic

X

Sound

X

Coca-Cola | Brand Identity and Design Standards_v1.1

X PMS OPAQUE WHITE LOGO

X

(2) LOGO EDGE LIGHTING

(2) ETCHED BEHIND GLASS

X

X X

X

X

X

(4) CLEAR PRICE TAG WITH COLORED GRAPHIC

X FLOATING GRAPHIC (NO CLEAR BORDER)

X

Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.

X

Confidential: 10 November 2009


Signage Design Standards

Coca-Cola | Brand Identity and Design Standards_v1.1

6.0

Confidential: 10 November 2009


Signage Design Standards

6.01

Contents Overview..................................................................................6.02 Permanent Signage Graphic Principles..................................6.03 Square Format Square Format: Arden Square...............................................6.04 Square Format: Contour Bottle..............................................6.05 Horizontal Format Horizontal Format: Spencerian Script and Contour Bottle.....6.06 Horizontal Format: Customizable Signs................................6.07 Vertical Format: Customizable Signs......................................6.08 Pitch Boards............................................................................6.09 Horizontal Format: Pitch Boards............................................6.10 Umbrellas.................................................................................6.11

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards

6.02

Overview The purpose of permanent signage for Coca-Cola is both simple and paramount: to tell people, “You can buy Coca-Cola here.” Thus the Coca-Cola Permanent Sign System is an essential component of worldwide Brand Identity and meaning. From a tactical standpoint, proper application of the Sign System is vital to protecting and increasing Brand impact, consistency, scale and cultural relevance. The standards in this chapter provide guidance for leveraging them all, in particular: • Applying graphics to permanent signage in specific environments, and • Maximizing the visibility of graphics to accommodate variations in sign size, location and traffic approach. Approved digital files of the Core Brand Elements, customizable graphics and design templates for Signage are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards

6.03

Permanent Signage: Graphic Principles The design of permanent signs must always follow a graphic archetype that is iconic, bold, simple and without Brand messaging. This timeless approach: • Provides a mainstay of Brand Identity within the totality of touchpoints, • Leverages the typically long display life of permanent signs, and • Prompts consumption and top-of-mind awareness before the shopper forms a consideration list. The graphic archetype for permanent signage reflects the following: A. The Coca-Cola Design Principles of Bold Simplicity and the Power of Red. B. D  iscerning use of these Core Brand Elements, as shown in this chapter: • Spencerian Script • Dynamic Ribbon • Contour Bottle (iconic Symbol or Photo) • Coke Red C. Standard formats for conventional signage, as shown in this chapter: • Square • Horizontal • Vertical D. The importance of creating shopper awareness from 6 meters (about 20 feet) away.

SuperMarket

SuperMarket

The remaining pages in this chapter provide standards for applying the archetype to key formats and types of permanent signage.

SuperMarket Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards_Square Format

6.04

Square Format: Arden Square The ingenious design of the Arden Square, which blends three distinctive Coca-Cola Core Brand Elements (Spencerian Script, the Dynamic Ribbon and Coke Red), is ideal for permanent signage with a square format. Always apply the Design Standards for the Arden Square as provided in the Core Brand Elements and Standards chapter (2.0). In particular: •M  aintain proper scaling of the Arden Square when resizing it. • The background color must always be Coke Red; the Spencerian Script and Dynamic Ribbon must be white. No other colors, even if they’re in the Brand color palette, are to be used. •N  ever add borders or outlines around the Arden Square. • Apply the Spencerian Script ® scaling rules as specified on the ‘Clear Space, Minimum Size, ® Scaling, Cropping’ page in the Core Brand Elements and Standards chapter (2.0). Use only the approved versions of the Arden Square available on the Design Machine website.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards_Square Format

6.05

Square Format: Contour Bottle The bold simplicity of this global icon is well suited for this format. Always apply the Design Standards for the Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). In particular: • Surround the Contour Bottle with clear space that is, at a minimum, the x-height of the “a” in “Coca.” This clear-space area is shown to the right as ‘x.’ • Never use a 2D Spencerian Script on the Contour Bottle Symbol. • The Contour Bottle must always be shown in its entirety and never be cropped. • The shape of the Contour Bottle must always remain the same. • Maintain proper scaling of the Contour Bottle when resizing it. • The background color must always be Coke Red; the Contour Bottle Symbol must be white with Coke Red Spencerian Script. No other colors, even if they’re in the Brand color palette, are to be used. • The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary.

x

Clear Space

Use only the approved versions of the Contour Bottle Symbol and the Contour Bottle Photo available on the Design Machine website.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards_Horizontal Format

6.06

Horizontal Format: Spencerian Script and Contour Bottle Distinctive, elegant and dynamic, the Spencerian Script is a natural fit for horizontal-format executions that do not include custom messaging (e.g., a store name). The preferred design approach features both the Spencerian Script and Contour Bottle as shown. Always apply the Design Standards for the Spencerian Script and the Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). In particular: • Surround the Spencerian Script with clear space that is, at a minimum, “hyphen height;” i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” • Never crop the Spencerian Script. • The Spencerian Script and Contour Bottle should be of equal height. • The Contour Bottle must always be shown in its entirety and never be cropped. • Never use a 2D Spencerian Script on the Contour Bottle Symbol. • Maintain proper scaling of the Contour Bottle and the Spencerian Script when resizing them. • The background color must always be Coke Red; the standalone Spencerian Script must be white; the Contour Bottle Symbol must be white with Coke Red Spencerian Script. No other colors, even if they’re in the Brand color palette, are to be used. • The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary.

h h h

h h Clear Space

Use only the approved versions of the Spencerian Script, the Contour Bottle Symbol and the Contour Bottle Photo available on the Design Machine website.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards_Horizontal Format

6.07

Horizontal Format: Customizable Signs This format can be adapted to include simple customer messaging (e.g., a store name) by book-ending the sign with the square-format designs as shown at right and specified below. Always apply the Design Standards for the Arden Square and Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). • The height of the sign must be equal to the height of the Arden Square. • For executions more than 2 meters (about 6 ½ feet) wide, utilize a square-format design on each end that features the Arden Square only or in combination with the Contour Bottle. • For executions less than 2 meters wide, utilize the Red Disk Icon and the Contour Bottle. • Maintain proper scaling of the Arden Square and Contour Bottle when resizing them. • Maintain the Coca-Cola color standards for the Arden Square and Contour Bottle; the background color for the customizable area must always be white. • The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary. • The text of the custom message should be set in the Gotham Medium font. Refer to the Typography section in the Core Brand Elements and Standards chapter (2.0) for typography usage standards.

SuperMarket SuperMarket Use this verion only for executions more than 2 meters (about 6 ½ feet) wide.

SuperMarket Use this version only for executions more than 2 meters (about 6 ½ feet) wide.

SuperMarket Use this verion only for executions less than 2 meters wide.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards_Vertical Format

6.08

Vertical Format: Customizable Signs Use the Contour Bottle, with its distinctive curvilinear form, for executions of this format. Always apply the Design Standards for the Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). • Always place the customizable area at the bottom of the sign. • The text of the custom message should be set in the Gotham Medium font. Refer to the Typography section in the Core Brand Elements and Standards chapter (2.0) for typography usage standards. • The customizable area must extend the full width of the sign while not exceeding one quarter of the total sign height. • Surround the Contour Bottle with clear space that is, at a minimum, the x-height of the “a” in “Coca.” This clear-space area is shown to the right as ‘x.’ • The Contour Bottle must always be shown in its entirety and never be cropped. • The shape of the Contour Bottle must always remain the same. • Maintain proper scaling of the Contour Bottle when resizing it for various sign dimensions. • Never use a 2D Spencerian Script on the Contour Bottle Symbol. • The background color must always be Coke Red; the Contour Bottle Symbol must be white with Coke Red Spencerian Script. No other colors, even if they’re in the Brand color palette, are to be used. • The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary.

Coca-Cola | Brand Identity and Design Standards_v1.1

x

SuperMarket

SuperMarket

SuperMarket

Clear Space

Confidential: 10 November 2009


Signage Design Standards

6.09

Pitch Boards Pitch boards offer a high-visibility, repeat-impression touchpoint for the Brand in sports venues and stadiums. Applying the Design Principle of Bold Simplicity is key for signage in these environments, as all boards need to: •C  reate on-site awareness from 30-40 meters (about 120 feet) away. • Maximize impact when viewed at a distance, whether live or on television. • Be consistent in appearance, regardless of size variations across venues. Use the precisely optimized compositions of the Spencerian Script and Contour Bottle (iconic Symbol or Photo), provided on the next page, for pitch board designs.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards_Pitch Boards

6.10

Horizontal Format: Pitch Boards Always apply the Design Standards for the Spencerian Script 5:1 and the Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). • To ensure a quick and easy read from a distance, do not include any Brand messaging on pitch boards. • Surround the Spencerian Script with clear space that is, at 5:1 Ratio a minimum, “hyphen height;” i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” 10:1 • Never crop the Spencerian Script. • The Spencerian Script and Contour Bottle should be of equal height. • The Contour Bottle must always be shown in its entirety and never be cropped. 10:1 Ratio • Never use a 2D Spencerian Script on the Contour Bottle Symbol. • Maintain proper scaling of the Contour Bottle and the Spencerian Script when resizing them to fit pitch boards. • The background color must always be Coke Red; the standalone Spencerian Script must be white; the Contour Bottle Symbol must be white with Coke Red Spencerian Script. No other colors, even if they’re in the Brand color palette, are to be used. • The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Signage Design Standards

6.11

Umbrellas Always apply the Design Standards for the Spencerian Script and the Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). • To ensure a quick and easy read from a distance, do not include any Brand messaging on umbrellas. • Surround the Spencerian Script with clear space that is, at a minimum, “hyphen height;” i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” • Never crop the Spencerian Script. • The Contour Bottle must always be shown in its entirety and never be cropped. • Never use a 2D Spencerian Script on the Contour Bottle Symbol. • Maintain proper scaling of the Contour Bottle and the Spencerian Script when resizing them to fit umbrellas. • The preferred background color is Coke Red, but in venues where red is not allowed, a white background with Coke Red Spencerian Script and a Coke Red Contour Bottle Symbol may be used. • The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Fleet Design Standards

Coca-Cola | Brand Identity and Design Standards_v1.1

7.0

Confidential: 10 November 2009


Fleet Design Standards

7.01

Contents Overview..................................................................................7.02 Fleet: Graphic Archetype.........................................................7.03 Fleet: Graphic Standards.........................................................7.04 Fleet: Paint Color Standards....................................................7.05 Fleet: Application Standards for Graphics and Decals...........7.06 Delivery Truck Sides............................................................7.07 Delivery Truck Front.............................................................7.08 Delivery Truck Rear..............................................................7.09 Route Trucks........................................................................7.10 Event Trailers........................................................................7.11 Automobiles..........................................................................7.12 Pickup Trucks.......................................................................7.13 Vans......................................................................................7.14

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Fleet Design Standards

7.02

Overview By virtue of their size, fleet graphics are some of the Brand’s most visible expressions of identity. Since our System both owns and controls this potent medium, fleet graphics bring ample opportunity – and responsibility – to maximize their impact. This chapter provides the standards for doing so, in particular: • Applying graphics in a proper, consistent manner to all fleet vehicles (trucks, vans and automobiles), and • Ensuring that fleet graphics continuously and consistently connect with consumers, whatever the environment and circumstance. Approved digital files of the Core Brand Elements and customizable graphics for Fleet are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Fleet Design Standards

7.03

Fleet: Graphic Archetype The design of fleet graphics must always follow an established archetype that is iconic, bold, simple and without Brand messaging. This approach: • Ensures that all vehicles used by Bottlers of The Coca-Cola Company make a unified visual impression. • Ensures that the Brand Identity is experienced consistently within the totality of touchpoints. • Maximizes impact at all times, even when both our vehicles and consumers are in motion relative to each other. •P  rovides a simple, uniform approach for implementation. The archetype for fleet graphics is based upon the following: A. The Coca-Cola Design Principles of Bold Simplicity and the Power of Red. B. Discerning use of these Core Brand Elements, as shown in this chapter: • Spencerian Script • Contour Bottle (iconic Symbol or Photo) • Coke Red The following pages in this chapter provide standards for applying the archetype to key types and sizes of fleet vehicles.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Fleet Design Standards

7.04

Fleet: Graphic Standards These graphic standards apply to all trucks and vehicles used by Bottlers of The Coca-Cola Company. In General • Do not include any Brand messaging on fleet graphics. • Always apply the Design Standards for the Spencerian Script and Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). • The background color must always be Coke Red and the color standards for the Spencerian Script and Contour Bottle always apply. No other colors, even if they’re in the Brand color palette, are to be used. • Apply the standards specific to each type of vehicle, per the following pages. Spencerian Script • Surround the Spencerian Script with clear space that is, at a minimum, “hyphen height;” i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” • Never crop the Spencerian Script. • Maintain proper scaling when resizing the Spencerian Script by following the graphic references included in this section and scaling rules specified on the ‘Clear Space, Minimum Size, ® Scaling, Cropping’ page in the Core Brand Elements and Standards chapter (2.0). Contour Bottle • Use the Contour Bottle Symbol or Contour Bottle Photo only as specified on the following pages. • The Contour Bottle must always be shown in its entirety and never be cropped. • Never use a 2D Spencerian Script on the Contour Bottle Symbol. • Maintain proper scaling when resizing the Contour Bottle by following the graphic references included in this section and scaling rules specified on the ‘Clear Space, Minimum Size, ® Scaling, Cropping’ page in the Core Brand Elements and Standards chapter (2.0).

Coca-Cola | Brand Identity and Design Standards_v1.1

Use only the approved versions of the Spencerian Script, Contour Bottle Symbol and Contour Bottle Photo available on the Design Machine website.

h

h

h h

h

h x

h

Clear Space

Confidential: 10 November 2009


Fleet Design Standards

7.05

Fleet: Paint Color Standards

To assure uniformity in the appearance of fleet graphics, all personnel involved in painting vehicles should familiarize themselves with the procedures specified here. Paint Quality Test all paint before use to assure durability, color retention and fade resistance. Tests should include evaluations of overall stability and weathering characteristics. Coke Red Color Standards Follow these color specifications for Coke Red, developed for fleet use by Ciba Specialty Chemicals. Always reference the following specifications: • Substrate: metal • Primer: light gray, 2K-PU • Binder System: 2K-PU • Colorimetry values by X-Rite 938 ► 4 mm (0.1575 inches) aperture and 0°/45° geometry ► 10° Observer (CIE 1976) • Viewing light source: Daylight (D50) 5000K Target these Absolute L*a*b* Values for the Coke Red Global Color Standard: L* 42.97 a* 65.97 b* 49.64

Paint Application Do not paint reflectors, chrome, rubber or glass. Coke Red Paint Apply to cab, body, rear, bumpers, mirror mounts, mirror backs, delivery truck interiors and pickup truck beds. White Paint If painting the graphics, apply white to the Spencerian Script and the Contour Bottle Symbol (3D Script inside the Contour Bottle Symbol remains Coke Red). Black Paint Apply black to the chassis, exposed surfaces below cabs, paintable cab interiors and wheel wells.

Specular Reflectance Curve

100.0 90.0 80.0 70.0

Reflectance %

Fleet color standards support the overall Brand Identity by providing visual consistency around the world. Central to these standards is leveraging the Coca-Cola Design Principle of the Power of Red.

60.0 50.0 40.0 30.0 20.0 10.0 0.0 400

500

600

700

nanometers Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Fleet Design Standards

7.06

Fleet: Application Standards for Graphics and Decals Graphics for fleet application support the overall Brand Identity through visual consistency across the globe while accommodating variations in vehicle types and styling. In General • Follow the carefully developed standards provided here to ensure a uniform visual impression. • Specific standards for delivery trucks, route trucks, event trailers, automobiles, pickup trucks and utility vans are provided on the following pages. • Maintain proper scale of the provided graphics when resizing them for various vehicle sizes. Vinyl Decals Vinyl decals are the preferred means by which to render the Spencerian Script and Contour Bottle (iconic Symbol or Photo) onto fleet vehicles. Affix the decals according to their application instructions.

Painted Graphics • Only the Spencerian Script and Contour Bottle Symbol may be painted. − Never paint the Contour Bottle Photo. • Only one stencil size of the Spencerian Script and Contour Bottle Symbol is required for each vehicle size in the fleet. –C  reate a custom stencil for each graphic, using heavy gauge, transparent Mylar plastic. – Follow the size and clear-space guidelines for vinyl decals. Use only the approved versions of the Spencerian Script, Contour Bottle Symbol and Contour Bottle Photo available on the Design Machine website.

To determine the appropriate decal size for the Spencerian Script and Contour Bottle: 1. Measure, from top to bottom, the Coke Red space onto which the decal will be applied (i.e., the side body panel of a trailer, the door panel of a pickup truck). 2. C  alculate the size of the decal so that its height is approximately 50.8 - 76.2 mm (2 - 3 inches) less than the total height of the Coke Red space. 3. W  hile the ideal clear space around decals is approximately 50.8 - 76.2 mm (2 - 3 inches), make sure the minimum clear space is in any case at least equal to the height of the hyphen in the Spencerian Script.

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Confidential: 10 November 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.07

Delivery Truck Sides Fleet graphics on large delivery trucks serve as mobile billboards. Trailer Side Graphics • Show the Spencerian Script and Contour Bottle on both sides of the trailer. – Use either the Contour Bottle Symbol or Contour Bottle Photo on delivery trucks, but never both on the same panel. • Position the Spencerian Script on the far left side of the trailer; position the Contour Bottle upright on the far right side of the trailer. –The space between the Spencerian Script and Contour Bottle will vary with the trailer length. • Both graphics should be of equal height. Side Cab Graphics • Show the Spencerian Script on both sides of door panels of the cab portion of the truck. • Centrally position the Bottler’s name, address and any identifiers required by law beneath the Spencerian Script. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

Bottler Name Address City, State Zip

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.08

Delivery Truck Front Front Graphic • Center the Spencerian Script in the Coke Red space on the “cab over” portion above the windshield. • As the Spencerian Script is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility above the cab. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.09

Delivery Truck Rear Rear Graphic • The Contour Bottle is the preferred graphic for the rear panel of the truck. − Use either the Contour Bottle Symbol or Contour Bottle Photo on delivery trucks, but never both on the same panel. • Position the Contour Bottle upright and centered in the Coke Red space, ensuring equal space on each side of the decal. • If vertical space is limited (e.g., trucks with lift gates), the Spencerian Script may be used instead, centered in the Coke Red space with equal space on each side of the decal. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

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Confidential: 10 November 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.10

Route Trucks Side Graphics • Show the Spencerian Script and the Contour Bottle on both sides of the trailer. – Use either the Contour Bottle Symbol or Contour Bottle Photo on route trucks, but never both on the same panel. • Position the Spencerian Script on the far left side of the trailer; position the Contour Bottle upright on the far right side of the trailer. – The space between the Spencerian Script and Contour Bottle will vary with the trailer length. •B  oth graphics should be of equal height. Front Graphic •C  enter the Spencerian Script in the Coke Red space on the “cab over” portion above the windshield. • As the Spencerian Script is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility above the cab.

Bottler Name Address City, State Zip

Rear Graphic • The Contour Bottle is the preferred graphic for the rear panel of the trailer. − Use either the Contour Bottle Symbol or Contour Bottle Photo on route trucks, but never both on the same panel. • Position the Contour Bottle upright and centered in the Coke Red space, ensuring equal space on each side of the decal. • If vertical space is limited (e.g., trucks with lift gates), the Spencerian Script may be used instead, centered in the Coke Red space with equal space on each side of the decal. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

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Confidential: 10 November 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.11

Event Trailers Side Graphics • Show the Spencerian Script and Contour Bottle on both sides of the trailer. − Use either the Contour Bottle Symbol or Contour Bottle Photo on event trailers, but never both on the same panel. • To ensure that the Spencerian Script is always visible, position it on the panel below the window panel that lifts up. • Show the Contour Bottle on the vertical panel that is alongside the window panel. Position it upright and centered in the Coke Red space of this panel. Front Graphic • Center the Spencerian Script in the Coke Red space above the hitch portion of the trailer. • As the Spencerian Script is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility above the vehicle pulling it. Rear Graphic • Position the Contour Bottle upright on the rear door of the trailer. Center it in the Coke Red space, ensuring equal space on each side of the decal. – Use either the Contour Bottle Symbol or Contour Bottle Photo on event trailers, but never both on the same panel. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

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Confidential: 10 November 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.12

Automobiles Side Graphics • Show the Spencerian Script and the Contour Bottle on both sides of the automobile. – Use either the Contour Bottle Symbol or the Contour Bottle Photo on automobiles, but never both on the same panel. • Both graphics should be of equal height. • Position both graphics in the area between the front and back wheels and below the side windows, with: − The Spencerian Script on the far left side, and − The Contour Bottle upright on the far right side. • The space between the Spencerian Script and Contour Bottle will vary with the automobile length. Front Graphic • Centrally position the Spencerian Script in the Coke Red space of the hood, ensuring equal space on each side of the decal. • As the Spencerian Script is the only graphic identification when the automobile is viewed directly from the front, be sure to maximize its visibility on the hood. Rear Graphics •P  osition the Spencerian Script on the left side of the bumper. • Position the Contour Bottle on the right side of the bumper. • Both graphics should be of equal height. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

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Confidential: 10 November 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.13

Pickup Trucks Side Graphics • Show the Spencerian Script and Contour Bottle on both sides of the truck. – Use either the Contour Bottle Symbol or the Contour Bottle Photo on pickup trucks, but never both on the same panel. • Both graphics should be of equal height. • Centrally position the Spencerian Script in the area between the front and back wheels and below the side window. • Position the Contour Bottle upright between the back wheel and bumper. Front Graphic • Centrally position the Spencerian Script in the Coke Red space of the hood, ensuring equal space on each side of the decal. • As the Spencerian Script is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility on the hood. Rear Graphics • Position the Spencerian Script on the far left side of the truck gate. • Position the Contour Bottle upright on the far right side of the gate. • Both graphics should be of equal height. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

Coca-Cola | Brand Identity and Design Standards_v1.1

Confidential: 10 November 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.14

Vans Side Graphic with Visible Cargo Windows • Show the Spencerian Script and the Contour Bottle on both sides of the van. – Use either the Contour Bottle Symbol or Contour Bottle Photo on vans, but never both on the same panel. • Centrally position the Spencerian Script in the area between the front and back wheels and below the side window (driver/ front passenger). • Position the Contour Bottle upright between the back wheel and bumper. • Both graphics should be of equal height. Side Graphic with No or Painted Cargo Windows • Centrally position the Spencerian Script in the area between the side window (driver/front passenger) and the back edge of the van. • Position the Contour Bottle to the right of the Spencerian Script. • Both graphics should be of equal height. Front Graphic • Centrally position the Spencerian Script in the Coke Red space of the hood. Ensure: – Equal space on each side of the decal. – That the bottom edge of the decal is approximately 38.10 mm (1.5 inches) above the seam where the hood meets the grill. Rear Graphic • Position the Spencerian Script on the far left side of the left rear door. • Position the Contour Bottle upright on the far right side of the right rear door. • Both graphics should be of equal height. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

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Confidential: 10 November 2009


Trademark Usage Requirements

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8.0

Confidential: 10 November 2009


Trademark Usage Requirements

8.01

Trademark Policies of The Coca-Cola Company Our trademarks include some of the best-known and most well-recognized trademarks in the world. As a result, our trademarks are among the most valuable assets of TCCC. If they are used properly, TCCC’s valuable and distinctive trademarks can be kept forever. However, with improper use, we run the risk of losing one or more of our trademarks altogether. Because of the importance of TCCC’s trademarks, it is the policy of TCCC that all employees of TCCC must help safeguard its trademarks and be aware of the rules and guidelines for proper use of TCCC’s trademarks. These policies and procedures for trademark protection and use should be followed to ensure consistent use and continued protection of our trademarks. The policies apply regardless of whether a proposed use of TCCC’s trademarks is internal or external. There are a number of trademark use rules that apply to all of TCCC’s trademarks. Consistent use of TCCC’s marks in accordance with these rules strengthens the rights in TCCC’s marks and enhances their value. Exceptions, rarely, if ever, should be made. If you believe that an exception to any of these rules is appropriate, advance approval must be obtained. These rules include the following: A trademark should, whenever possible, be used as an adjective and followed by a generic term, so that it is clear that the trademark refers to a specific product that is of a particular type. Example: Drink COCA-COLA soft-drinks. If the context is clear that the reference is to a specific product of TCCC identified by the trademark, a trademark can also be used as a proper noun. Trademarks of TCCC that are very

Coca-Cola | Brand Identity and Design Standards_v1.1

well known and famous trademarks (such as COCA-COLA and COKE) can also be used as proper nouns. Example:

In creating slogans that include trademarks, do not use hyphens to link the trademarks to other words in the slogan.

Correct : Enjoy a COKE. Incorrect: I bought a ZERO yesterday.

Incorrect Example: Hoorah-Coca-Cola

If a trademark is used as a proper noun, care must be taken that the trademark is not used in a way that suggests that it is an everyday, generic term for a type of product. For this reason, use of a trademark as a proper noun should be evaluated on a case-by-case basis by appropriate TCCC Trademark Counsel. Use of our trademarks in the possessive or plural forms is discouraged, and all such uses must be approved by the appropriate TCCC Trademark Counsel. Example: Correct: 2 Coca-Cola products for $4 Incorrect : 2 Cokes for $4 A trademark should never be used as a generic name for a category of products, or as a verb, a common noun, or any part of speech other than an adjective or a proper noun. Our rights to our trademarks are strengthened and maintained when we use them properly and do not suggest that they are common, everyday terms that can be used to refer to products of many companies. In materials distributed outside TCCC, a trademark should, whenever possible, be displayed in a format that sets it apart from other text, makes it stand out, and indicates that it is a trademark, such as in all CAPITAL LETTERS, in “quotation marks,” or in a special script, italics, or bold print. Example: This store sells COKE, DIET COKE and COKE ZERO.

Do not change in any way the spelling of a word mark. For example, do not change the spelling of “COCA-COLA” so that it reads “COKA-KOLA.” Beverage products should not be described as “original” or “genuine” or otherwise identified in a way that could suggest that others have similar products. Examples of such exceptions are: the phrase “Original Formula” used for COCA‑COLA CLASSIC. Brand Integrity Principles There are certain trademark use principles that relate to the integrity of the brands in connection with which TCCC’s trademarks are used. Those principles generally relate to making consistent use of trademarks in a particular way and avoiding “combining” the elements or identities of different brands. They are designed to ensure that TCCC’s trademarks are used in ways that strengthen TCCC’s rights in each of its trademarks. For trademarks that have a particular typeface, font, presentation or design element associated with them, use only graphic presentations that are approved. Presenting the trademark COCA‑COLA in Spencerian script.

Confidential: 10 November 2009


Trademark Usage Requirements

8.02

Trademark Policies of The Coca-Cola Company Particular typefaces, fonts, presentations and design elements are generally associated with only one brand. Do not use elements that have been approved for one brand with a different brand. Example: Correct: Using the Dynamic Ribbon Device with brand COCA-COLA. Incorrect: Using the Dynamic Ribbon Device with brand FANTA. Do not add any graphic or other design elements to an existing trademark of TCCC without approval for the use of those additional elements. For example, adding additional flourishes to the letters of COCA-COLA when it is presented in Spencerian script. Certain of the containers and packaging used by TCCC are proprietary to TCCC and can serve as trademarks. You must never use the Contour Bottle on FANTA, ODWALLA, SPRITE or other products other than COCA-COLA brand beverages. Slogans should be used only in connection with the product for which they are intended. Example: Correct: Coca-Cola Open Happiness Incorrect: Coke, Obey Your Thirst There are many ways in which TCCC’s trademarks can be adapted, modified and/or combined with other materials. Such variations can sometimes strengthen the original trademark, but could sometimes be potentially damaging for legal or other reasons. All such variations could result in the creation of a new trademark that could infringe the rights of other parties and therefore would need to be searched and cleared prior to use. For these reasons, it is important that all such proposed variations be submitted for approval to the appropriate TCCC Trademark Counsel prior to use.

Coca-Cola | Brand Identity and Design Standards_v1.1

The addition of a prefix or suffix to a trademark, or otherwise using an existing trademark as a “stem” for a new word or trademark is an improper variation. Example: Incorrect: U  sing words or phrases such as “COKEVILLE” or “ZEROtastic.” Alteration of any of the words of a slogan trademark is an improper variation of the trademark. Example: Incorrect: U  sing slogans such as “Happiness is Open” instead of “Open Happiness.” There are many occasions when one or more of TCCC’s trademarks is used together with trademarks owned by others. Such situations can arise in conjunction with sponsorship by TCCC of events or organizations (such as the Olympics or the FIFA World Cup), as part of joint promotional activities, and/or in advertising or other uses by parties that have a right to use our trademarks. All uses of trademarks of TCCC together with trademarks owned by other companies should be reviewed and approved by the appropriate TCCC Trademark Counsel. When a trademark of another party appears on packaging or in advertising for one of TCCC’s beverage products, the relationship between the other party and TCCC must be clear from the context, and the materials must reflect that only TCCC’s trademark is the trademark for the beverage product. All such uses must be reviewed by the appropriate TCCC Trademark Counsel or Operations Counsel, in accordance with the standard practice of your Group, so that clarifying language can be added if necessary. With limited exceptions, legal lines must accompany our trademarks whenever a trademark of another party appears with one of our trademarks, whether on packaging, vending machines, the Internet or otherwise. Such legal lines must identify the trademarks owned by TCCC and assert TCCC’s ownership of them.

Example: XYZ is a registered trademark of XYZ Associates, Inc. COCA-COLA and the Dynamic Ribbon Device are registered trademarks of The Coca-Cola Company. Even in cases where the third party does not require a legal line, we still need to insert the appropriate TCCC legal line. Every term in the corporate name “The Coca-Cola Company” should have the initial letter capitalized, including the letter “T” in the word “The.” The trademark “COCA-COLA” should always be presented as a unitary phrase, and the words “Coca” and “Cola” should not be split on different lines or separated. When using word processing programs, use a “non-breaking hyphen” for the hyphen in “COCA-COLA.” Spencerian script that is used for the “COCA‑COLA” trademark should not be used for anything other than trademarks incorporating “COCA‑COLA” and “COKE,” and the trade names of The Coca‑Cola Company, its subsidiaries and its bottlers. The hyphen in “COCA‑COLA” is an integral part of the trademark. Always include the hyphen whenever the trademark is displayed, even if the materials on which the graphics are based are archival pieces that do not include the hyphen. Do not suggest that the shape of the COCA‑COLA Contour Bottle (or any other proprietary bottle) has a functional benefit. Refer to such bottles as containers or packaging that are distinctive and identify TCCC’s products. Example: WRONG: “The shape of the Contour Bottle makes it easier to get a firm grip on the bottle.” Use the Dynamic Ribbon Device only in relation to the “COCA‑COLA” family of beverages or as a reference to TCCC. Do not combine the Dynamic Ribbon Device with third-party trademarks to create a new design or trademark. Confidential: 10 November 2009


Identity Standards Management Team and Process

Coca-Cola | Brand Identity and Design Standards_v1.1

9.0

Confidential: 10 November 2009


Identity Standards Management Team and Process

9.01

Contents Standards Management Principles.........................................9.02 Standards Management Process and Accountability.............9.03 Brand Standards Council........................................................9.04

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Confidential: 10 November 2009


Identity Standards Management Team and Process

9.02

Standards Management Principles Principles for Alignment to Standards • The Identity and Design Standards are meant to drive quality, consistency and productivity across the System worldwide. • It is the responsibility of each entity described herein to work towards and have a plan for aligning to the Identity and Design Standards. • An assessment process will be put in place so that, periodically, the Company can understand our progress. Principles for Exceptions • The Standards, as written, should be the overwhelming norm. Therefore, exceptions should be very limited. • A request for an exception must have a valid Business Case and be planned in advance. No work outside of the Standards should be started until an approval has been granted. • An exception may have a maximum presence in market of 3 months and may only be leveraged once in a year.

Roll out standards

Roll out standards

Roll out standards

High Level Process

Global

Group

Business Unit

Bottler/Local

Standard (Brand, Design and Legal)

Amplification (Brand, Design and Legal)

Localization (Brand)

Execution (Commercialization)

Report plans and exception requests

Coca-Cola | Brand Identity and Design Standards_v1.1

Report plans and exception requests

Report plans and exception requests

Confidential: 10 November 2009


Identity Standards Management Team and Process

9.03

Standards Management Process and Accountability Global

Group

Business Unit

Bottler/Local

Standard (Brand, Design and Legal)

Amplification (Brand, Design and Legal)

Localization (Brand)

Execution (Commercialization)

 • Uphold and train Groups on Identity and Design Standards

 •U  phold and train Business Units on Identity and Design Standards

 • Uphold and train Bottlers on Identity and Design Standards

 • Responsible for implementing Standards in Bottler/Local Projects

• Responsible for implementing Standards in Global Projects

•R  esponsible for implementing Standards in Group Projects

• Responsible for implementing Standards in Business Unit Projects

• Responsible for implementing and renewing Identity and Design Standards

•R  eview and record exception requests from Business Units

• Review and record exception requests from Bottlers or other local entities

• Review and record exception requests from Groups

•D  eny exception requests or approve for escalation to Global

• Deny exception requests or approve for escalation to Group

• All Exception Rights are approved at Global

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Confidential: 10 November 2009


Identity Standards Management Team and Process

9.04

Brand Standards Council The following are the primary contacts for reporting roll out and adoption plans for the Brand Standards. Where exception requests have a valid business case attached and will not live in market for more than 3 months, these contacts will also review exception requests as per their

roles defined on the previous pages. Emails to the Group should only come from that Group or Business Units within that Group.

Global

Group

Business Unit

Bottler/Local

Standard (Brand, Design and Legal)

Amplification (Brand, Design and Legal)

Localization (Brand) escalation to Group

Execution (Commercialization)

 Brand: C  ristina Bondolowski, Derk Hendriksen

 EUG Brand: Regina Wurz-Janssens EUG Design: Karen Fream EUG Legal: Barry Gerber Email: brandstandards@eur.ko.com

Design: Todd Brooks, Vince Voron

Legal: Danise van Vuuren-Nield, Bernadette Drankoski

EAG Brand: Sedef Salingan Sahin EAG Design: Elif Tokat EAG Legal: Linda Z. Spencer Email: brandstandards@afr.ko.com

LatAm Brand: Cynthia Gonzalez LatAm Design: Guido Rosales LatAm Legal: Roxana Penagos Email: brandstandards@la.ko.com

Pacific Brand: Shakir Moin Pacific Design: Shakir Moin Pacific Legal: Rachel Peterson Email: brandstandards@apac.ko.com

Japan Brand: Santiago Bargagna Japan Design: Hide Matsunaga Japan Legal: Hirotoshi Adachi Email: brandstandards@apac.ko.com

NA Brand: Caren Pasquale Seckler NA Design: Frederic Kahn NA Legal: Jim Dudukovich/Pamela Modlari Email: brandstandards@na.ko.com

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Confidential: 10 November 2009


Identity Standards Management Team and Process

Coca-Cola | Brand Identity and Design Standards_v1.1

9.05

Confidential: 10 November 2009

Coca-cola Brandbook - Brand identity and Design Standars  

Brandbook for Coca-cola brand. For more: http://logobr.org/branding/coca-cola-e-seu-brandbook/

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