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Coca-Cola Zero Brand Identity and Design Standards v1.0

&RQ¿GHQWLDO _ The Coca-Cola Company. All Rights Reserved.


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Confidential: December 2009


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 Zero 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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Confidential: December 2009


Strategic Overview

1.02

What is a Brand Identity? $ EUDQG LGHQWLW\ LV WKH WRWDOLW\ RI DOO WRXFKSRLQWV PHGLD SODWIRUPV FKDQQHOV $ EUDQG LGHQWLW\ LV H[SHULHQFHG E\ y WKRVH ZKR FRPH LQWR FRQWDFW ZLWK WKH EUDQG DQG LQIOXHQFHV WKHLU RSLQLRQ RI WKDW EUDQG

Core Brand Elements

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Core Brand Elements in Execution

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Strategic Overview

1.03

Why Do We Need Identity and Design Standards? 7KH &RFD &ROD =HUR %UDQG ,GHQWLW\ LV DQ LQH[WULFDEOH SDUW RI the Brand¶s HTXLty and proIRXQGOy impacts how consXPHUs H[SHULHQFH LW $OO H[HFXWLRQV WKDW XWLOL]H &RFD &ROD =HUR DUH SDUW RI WKH %UDQG ,GHQWLWy DV WKH\ DUH ZKDW FRQVXPHUV VHH and associate with Coca-Cola Zero. System-wide Identity and Design Standards are a longstanding part oI RXU heritage and essential to EXLOGLQJ VWURQJ JOREDO Brands. 7KH\ HPSRZHU PDUNHWV WR EXLOG IURP XQLYHUVDO UXOHV DQG FRQYHQWLRQV VR WKDW WKH %UDQG ,GHQWLW\ LV H[SHULHQFHG FRQVLVWHQWO\ ZRUOGZLGH RQ D GDLO\ EDVLV DQG SURWHFWHG DFURVV HYHU\ WRXFKSRLQW

The Identity and Design Standards Better Position the Company to: 1. Maintain Authenticity and Build Equity %RWK DUH FUXFLDO WR UHLQIRUFLQJ DQG LQFUHDVLQJ WKH UHOHYDQFH RI WKH %UDQG WR RXU FRQVXPHUV 7KH EHWWHU ZH UHSUHVHQW WKH %UDQG WKH EHWWHU ZH FDQ LQFUHDVH PLQGVKDUH DQG SURWHFW WKH %UDQG ,GHQWLW\ IURP GLOXWLRQ 2. Leverage the Scale of our System Across All Markets We have an H[FHStional System in place DURXQG the JOREH; Identity DQG 'HVLJQ 6WDQGDUGV SURYLGH HTXDOO\ H[FHSWLRQDO DQG HI¿FLHQW PHDQV WR OHYHUDJH LW IRU JUHDWHU FRQVLVWHQF\ DQG VSHHG WR PDUNHW 3. Provide More Consistency and Quality Across the System The higher RXU System-wide consistency and eI¿FiencieV Whe stronger the connection that FRQVXPHUV draw Irom all they see and hear Freating more inherent vDOXH in the Coca-Cola Zero Brand to EHQH¿W Whe entire System. 4. Facilitate Increased System-wide Productivity Consistencies achieved tKURXJK System-wide Standards allow Ior longer-lasting materials and potential UHXse WKXs saving time and money.

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Strategic Overview

1.04

Who Should Use These Identity and Design Standards? The VKRUW DQVZHU LV DQ\RQH ZKR DFWLYDWHV DQ\WKLQJ IRU the Brand Coca-Cola Zero. 0RUH VSHFLILFDOO\ WKH %UDQG 6WDQGDUGV VKRXOG EH XVHG E\ DOO &RPSDQ\ IXQFWLRQV DQG WKH %RWWOLQJ 6\VWHP DV ZHOO DV DOO SDUWQHUV DJHQFLHV DQG RWKHU SDUWLHV LQYROYHG LQ DQ\ &RFD &ROD =HUR WRXFKSRLQW

The Bottling System

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Coca-Cola Zero Brand Identity and Design Standards v1.0

Company Functions

Partners, Agencies

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All Other Parties

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1.05

Strategic Overview

Identity and Design Standards: Foundation $V ZLWK DOO H[SUHVVLRQV RI WKH %UDQG WKH ,GHQWLW\ DQG 'HVLJQ Standards align with the Coca-Cola Zero Brand Vision and $UFKLWHFWXUH %9$ DV VKRZQ KHUH 7KH &RFD &ROD =HUR %UDQG LV SRVLWLRQHG WR WDUJHW \HDU ROG PDOHV ZKR DUH IXHOHG E\ DQ XQSUHFHGHQWHG EHOLHI LQ ZKDW WKH\ FDQ DFKLHYH DQG GULYHQ E\ DQ LPSDWLHQFH ZLWK WKH VWDWXV TXR &RFD &ROD =HUR VSHDNV WR LQGLYLGXDOV ZKR DUH LQ WKHLU IRUPDWLYH \HDUV RI FKDQJH DQG GLVFRYHU\ DQG ZKR DUH DFWLYHO\ WDNLQJ WKH OHDG LQ GHWHUPLQLQJ ZKR WKH\ FDQ EH $OZD\V UHIHU WR 6SDUN&LW\ IRU WKH PRVW UHFHQW YHUVLRQ RI WKH BVA.

ARCHETYPE: Explorer PERSONALITY & CHARACTER Maverick, Unconventional, Bold Smart, Humorous, Masculine, with a Clear Purpose

MARKET

BRAND IDENTITY SYSTEM Black, Bold, Confident Contour, Dynamic Ribbon

BRAND VISION

BRAND VISIO

Coca-Cola Zero Is A Beacon Of Possibilities BRAND

PEOPLE

Highest Emotional Ground

Category Insight Neither a Diet Nor a Regular, Coca-Cola Zero has the Opportunity to Redefine the Category Coca-Cola Zero Fusion of Taste, Zero Sugar and a Bold Youthful Image, Make it a Truly Unique Propostion

Competitive Environment Game Changing Brands That Are Battling For 21st Century Youth (Obama, Apple...) The Battle For Share of Heart & Mind Will Deliver Share Of Stomach & Wallet

Optimism

Consumer Experience & Drivers

Making Possibilities A Reality Inspiring you to create and explore new paths that expand what’s possible in the world. With one single purpose: TO CREATE A BETTER REALITY – FOR ME, MY WORLD, THE WORLD –

Product & Brand Truths

Great Tasting Refreshment. Great Coke Taste, Zero Sugar, Uplifting Refreshment (Physical & Emotional), Authentic, Bold, Unconventional, Youthful.

Human & Cultural Context Today’s Youth Have Thrown Away The Rulebook Fueled by an unprecedented belief in what they can achieve; enabled by their unlimited access to information technology and driven by their impatience with the status quo, they actively define what’s possible

Target Explorers, Creators, Open-Minded Experience Seekers In the formative years of change and discovery and motivated by their need for self determination... they are actively taking the lead on determining who they can be. Impulsive stars 18-24 M (Halo to Wishful Wanabees)

AMBITION Business:

Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020.

Brand:

Move from a great tasting diets & lights brand to a game changing brand that inspires a new generation to define their own new positive reality.

Coca-Cola Zero: Brand Vision and Architecture (BVA) &RFD &ROD =HUR _ %UDQG ,GHQWLW\ DQG 'HVLJQ 6WDQGDUGVBY

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Strategic Overview

1.06

Design Principles 7KH &RFD &ROD =HUR 'HVLJQ 3ULQFLSOHV KHOS WR IRFXV DQG FODULI\ ZKDW LV ± DQG LV QRW ± &RFD &ROD =HUR 7KHVH 3ULQFLSOHV GULYH WKH GHVLJQ RI DOO WRXFKSRLQWV IRU the Coca-Cola Zero Brand. $SSO\ WKHVH 3ULQFLSOHV ZKHQHYHU QHZ H[HFXWLRQV DUH FUHDWHG (YHU\WKLQJ WKDW KDV DQ\WKLQJ WR GR ZLWK WKH %UDQG PXVW DOLJQ with them.

The Coca-Cola Zero Design Principles 1. Bold Simplicity $ UHWXUQ WR FODULW\ UHPRYDO RI DOO H[WUDQHRXV QRLVH DQG VWDWLF DURXQG WKH %UDQG WR ILQG WKH EROG VLPSOH HVVHQFH RI &RFD &ROD ]HUR 2. Real and Genuine 'ULYHQ E\ VHOI GHWHUPLQDWLRQ &RNH =HUR GHILQHV D XQLTXH SDWK WR D JUHDWHU GHVWLQ\ LQ D VW\OH WKDW LV WUXH WR VHOI 3. Own Black $W HYHU\ WRXFK SRLQW ZH ZLOO OHYHUDJH WKH EROG DQG FRQILGHQW YLWDOLW\ RI &RNH =HUR %ODFN DURXQG WKH ZRUOG $GGLWLRQDOO\ ZH ZLOO FRQWLQXH WR LQWHJUDWH WKH WKUHDG RI 5HG LQWR HYHU\WKLQJ ZH GR 4. Bold and Unexpected &RFD &ROD =HUR GLVSOD\V LWV PDYHULFN FKDUDFWHU LQ DQ XQSUHGLFWDEOH MRXUQH\ RI GLVFRYHU\ &RNH =HUR KDV OLFHQVH WR H[SORUH QHZ SDWKV DQG H[SDQG ZKDW¶V SRVVLEOH

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Strategic Overview

1.07

Strategic Framework: Overview 7KH 6WUDWHJLF )UDPHZRUN LV WKH PHDQV E\ ZKLFK ZH HQVXUH WKH %UDQG ,GHQWLW\ LV H[SHULHQFHG FRQVLVWHQWO\ E\ FRQVXPHUV DQG SURWHFWHG DW HYHU\ WRXFKSRLQW

BVA Design Principles

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Identity Standards &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV

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Design Standards

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Sustaining

Campaigns

Properties

Customer

Promotions

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Strategic Overview

1.08

Strategic Framework: Applied 7KH %9$ 'HVLJQ 3ULQFLSOHV DQG ,GHQWLW\ 6WDQGDUGV DUH SDUW RI WKH &RFD &ROD =HUR %UDQG (YHU\WKLQJ FUHDWHG IRU WKH %UDQG HQVXHV IURP WKHP

BVA Design Principles

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3. $OO ZRUN GRQH DFURVV WKH %UDQG VKRXOG GLUHFWO\ OHYHUDJH 7LHU DQG ,GHQWLW\ 6WDQGDUGV ,W VKRXOG DOVR UHIHU WR WKH 'HVLJQ 6WDQGDUGV IRU WRXFKSRLQWV WKDW DUH FRYHUHG in depth there.

Design Standards

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Sustaining

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Signage

Campaigns

Fleet

Properties

Customer

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Strategic Overview

1.09

Making the Identity and Design Standards a System-wide Success t Always consult the Identity and Design Standards before embarking on new work. ,W LV HDFK LQGLYLGXDO¶V UHVSRQVLELOLW\ WR HQVXUH WKDW DOO ZRUN LV FUHDWHG LQ FRPSOLDQFH with the Brand Standards.

t $POTVMU DIBQUFST o GPS TQFDJmD JOGPSNBUJPO PO Graphics Application across the main touchpoints of the Brand ± LQFOXGLQJ IRU WKH ILUVW WLPH JXLGDQFH RQ 3URSULHWDU\ )RUP IRU 3DFNDJLQJ DQG (TXLSPHQW

t Ensure that any agency or partner who is working on or creating something for the Brand has reviewed and understands how the Identity and Design Standards relate to their work. $JHQFLHV DQG SDUWQHUV VKRXOG RQO\ DFFHVV WKH %UDQG 6WDQGDUGV LI WKH\ KDYH HQWHUHG LQWR D FRQILGHQWLDOLW\ agreement with The Coca-Cola Company.

t $BSFGVM BOE UIPSPVHI SFWJFX PG UIF #SBOE 4UBOEBSET should answer most if not all questions that typically arise in the course of creating and producing work. 6KRXOG FLUFXPVWDQFHV QHFHVVLWDWH D UHTXHVW IRU VSHFLDOL]HG JXLGDQFH RU DQ H[FHSWLRQ WKH SURWRFRO GHVFULEHG LQ WKH Identity Standards Management Team and Process chapter PXVW EH IROORZHG

t 3FGFS PGUFO UP $IBQUFS $PSF #SBOE &MFNFOUT BOE Standards. 7KLV FKDSWHU UHYLHZV LQ GHWDLO WKH SURSHU XVDJH RI WKHVH EXLOGLQJ EORFNV RI %UDQG DXWKHQWLF DQG FRQVLVWHQW GHVLJQV VHWWLQJ WKH VWDJH IRU XVLQJ DOO RWKHU FKDSWHUV LQ the Brand Standards.

t "MM BEWFSUJTJOH NBUFSJBMT TIPXO JO UIJT EPDVNFOU BSF for purposes of illustrating the Brand Standards. None RI WKHP FDQ EH XVHG LQ WKH PDUNHWSODFH XQOHVV WKH\ DUH UHYLHZHG DQG DSSURYHG E\ \RXU ORFDO OHJDO FRXQVHO

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t 4FF UIF $POUFOUT QBHF GPS B DPNQMFUF MJTU PG UPQJDT JO UIJT document and their locations. Main chapters include: 6WUDWHJLF 2YHUYLHZ ,GHQWLW\ 6WDQGDUGV &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV 3DFNDJLQJ 'HVLJQ 6WDQGDUGV 3RLQW RI 6DOH 'HVLJQ 6WDQGDUGV (TXLSPHQW 'HVLJQ 6WDQGDUGV Signage Design Standards Fleet Design Standards 7UDGHPDUN 8VDJH 5HTXLUHPHQWV Identity Standards Management Team and Process

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

2.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards

2.01

Contents Overview

2.02

Coca-Cola Zero Logo Colors Clear Space, Minimum Size, ® Scaling Don’ts Horizontal Limited Use Horizontal Safe Area Lock-up Specifications 20º Angled Logo 20º Safe Area 20º Cropping & Position /RFN XS 6SHFL¿FDWLRQV Horizontal Limited Use Horizontal Safe Area Contour Bottle Symbol Contour Bottle Symbol with Coca-Cola Zero Logo Colors Clear Space, Safe Area Minimum Size Dynamic Ribbon Cropping Colors, Usage /RFN XS 6SHFL¿FDWLRQV Don’ts Arden Square Colors Clear Space, Minimum Size Don’ts Color Palette Don’ts Typography Headlines and Body Copy Don’ts

2.03 2.04 2.05 2.06 2.07 2.08 2.09 2.10 2.11 2.12 2.13 2.14 2.15 2.16 2.17 2.18 2.19 2.20 2.23 2.24 2.25 2.26 2.28 2.29 2.30 2.31 2.32 2.33 2.34 2.35 2.36 2.37

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Backgrounds: Flat Colors....................................................... Product Photography Art Direction ...................................... Contour Glass Bottle Photography ...................................... Photography Details ............................................................ Cans, PETs, Other Packaging .............................................

2.37 2.38 2.39 2.40 2.41

Confidential: December 2009


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 in 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 Zero 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. $SSURYHG GLJLWDO ¿OHV RI WKH &RUH %UDQG (OHPHQWV FXVWRPL]DEOH 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.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards

2.03

Coca-Cola Zero Logo The Coca-Cola Zero Logo is the primary asset for the Coca-Cola Zero Brand and is the preferred Logo to represent this Brand. The Spencerian Script, carried over from the Coca-Cola Brand, is visually locked together with the “Zero” Logo, which is designed to express the bold confidence and masculinity of the Brand. Together they form a holistic representation of the Coca-Cola Zero Brand that reflects the heritage of the original Coca-Cola Trademark. 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,” as well as the trade names of The Coca-Cola Company, its subsidiaries and its Bottlers. We are committed to using the Coca-Cola Zero Logo in its purest original form. By boldly using the Script and "Zero" lockup on its own or in combination with other elements, we can create executions that retain the true essence of the Coca-Cola Brand, yet fashions an enduring and unique vision for the Coca-Cola Zero Brand. Use only the approved versions of the Coca-Cola Zero Logo available on the Design Machine website.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors

2.04

Colors ‡ &RORU H[HFXWLRQV RI WKH &RFD &ROD =HUR /RJR LQFOXGH WKH standard Logo on a white background and the reversed Logo in Coke Red and white on a black background only, as described at right. ‡ 7KH &RFD &ROD =HUR /RJR PXVW QHYHU EH VKRZQ LQ RWKHU colors, even if they are within the Brand color palette. ‡ 7KH &RFD &ROD =HUR /RJR PXVW QHYHU EH VKRZQ RQ backgrounds other than those shown here.

Standard Coca-Cola Zero Logo Coke Red and black on a white background.

Exceptions ‡ )RU PHGLD LQ ZKLFK FRORU LV QRW DQ RSWLRQ H J D EODFN and-white print ad), use either the restricted-use Coca-Cola Zero Logo or the restricted-use reverse Coca-Cola Zero Logo described at right. ‡ )RU SUHPLXPV DUFKLWHFWXUDO GHWDLOV RU RWKHU DSSOLFDWLRQV where the Coca-Cola Zero Logo is etched, embossed, sandblasted or spot varnished, the color can be the same as the substrate of the material used.

Reversed Coca-Cola Zero Logo Coke Red and white on a black background.

Restricted-use Coca-Cola Zero Logo Black on a white background.

Restricted-use Reversed Coca-Cola Zero Logo Reversed from a black background.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.05

Clear Space, Minimum Size, TM Scaling, Cropping Clear Space Surround the Coca-Cola Zero Logo with clear space that is, at a minimum, “hyphen heightâ€? – i.e., equal to the height of the hyphen connecting “Cocaâ€? and “Cola.â€? Minimum Print Size ‡ )RU WKH &RFD &ROD =HUR /RJR DW OHDVW PP LQFKHV ZLGH ‡ )RU WKH TM: at least 1 mm (.04 inches) in diameter. Minimum Onscreen Size ‡ 'LVSOD\ WKH &RFD &ROD =HUR /RJR DW OHDVW SL[HOV ZLGH and the TM at least 6 pixels in diameter. ‡ $OZD\V YLHZ 3')V RI WKH %UDQG 6WDQGDUGV DW IRU proper reference. TM Scaling ‡ $OLJQ WKH WRS HGJH RI WKH 70 ZLWK WKH WRS RI the “oâ€? in “Zero.â€? ‡ :KHQ XVLQJ WKH &RFD &ROD =HUR /RJR LQ VPDOOHU VL]HV scale up the TM as needed to ensure legibility. Always scale the TM from the top edge. ‡ 0DNH VXUH WKH FOHDU VSDFH EHWZHHQ WKH 70 DQG WKH HQG of the “oâ€? in “Zeroâ€? equals at least 1/4 of the diameter of the TM and that it is no further away than one full diameter of the TM. Cropping ‡ 7KH &RFD &ROD =HUR /RJR PXVW QRW EH FURSSHG LQ DQ\ SHUPDQHQW H[HFXWLRQV VXFK DV VLJQDJH YHQGLQJ RU Ă€HHW ‡ ,Q WKH FDVH RI WHPSRUDU\ H[HFXWLRQV H[FHSWLRQV WR WKLV 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.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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Minimum Print Size

Minimum Onscreen Size TM Scaling (Coca-Cola Zero Logo)

Confidential: December 2009


Logo Identity Standards: Core Brand Elements and Standards_Coca-Cola _SpencerianZero Script

2.06

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 TM.

Do not add elements.

Do not add glows to the Coca-Cola Zero Logo.

Do not add strokes or outlines to the Coca-Cola Zero Logo.

Do not scale/resize the Coca-Cola Zero Logo disproportionately.

Do not rotate the Coca-Cola Zero Logo, except for 2° counter clockwise rotations.

Do not skew the Coca-Cola Zero Logo or create false perspectives.

Do not distort the Coca-Cola Zero Logo.

Do not XVH XQVSHFL¿HG FRORUV

Do not enlarge Zero separately.

Do not reduce zero separately.

Do not create a black disk icon.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Do not place on any color other than black.

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.07

Horizontal Limited Use To the right is a single line, horizontal version of the Coca-Cola Zero Logo which has been specifically designed with limited use in mind. Primarily, this version of the Coca-Cola Zero Logo should be used for shelf-strips, or in a horizontal format where space is limited and maximum impact is required. The black background shown in Ref. 2 is preferred. Your choice of Coca-Cola Zero Logo (Ref. 1 & 2) should be made based upon the application - visibility and legibility should always be maintained.

1.

The Coca-Cola Zero Logo Lock-up should not be altered.

2.

3.

4.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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Identity Standards: Core Brand Elements and Standards _Coca-Cola Zero Logo

2.08

Horizontal Safe Area The minimum required clear space forthe Coke Zero Horizontal Logo is equal to the height of the hyphen located between “Coca” and “Cola.”

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.09

Lock-up Specifications Apply the standards below when pairing the Coca-Cola Zero Logo 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 WKH 7UDGHPDUN 8VDJH 5HTXLUHPHQWV FKDSWHU IRU IXUWKHU information. Horizontal Lock-ups ‡ The Coca-Cola Zero Logo must always sit to the left of the other logo. ‡ The clear space distance between the Coca-Cola Zero Logo and the other logo must be equal to 6 times the height of the hyphen connecting “Cocaâ€? and “Cola.â€? This clear space area is shown to the right as ‘6 h.’ ‡ 7KH FOHDU VSDFH EHJLQV DW WKH HQG RI WKH Ă€RXULVK RI WKH capital “Câ€? in “Colaâ€? and terminates at the leftmost edge of the other logo. ‡ $ EODFN YHUWLFDO UXOH PXVW ELVHFW WKH FOHDU VSDFH EHWZHHQ the two logos. ‡ 7KH KHLJKW RI WKH YHUWLFDO UXOH PXVW HTXDO WKH KHLJKW RI WKH Coca-Cola Zero Logo; i.e., the distance from the baseline of the Coca-Cola Zero Logo to top edge of the capital “Câ€? in “Cola.â€? ‡ The baseline of the other logo must always sit even with the baseline of the Coca-Cola Zero Logo. ‡ The size height of the other logo must never exceed the height of the Coca-Cola Zero Logo.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Vertical Lock-ups ‡ 7KH Coca-Cola Zero Logo must always sit above the other logo. ‡ The clear space distance between the Coca-Cola Zero Logo and the logo beneath it must be equal to 6 times the height of the hyphen connecting “Cocaâ€? and “Cola.â€? 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 “Câ€? in Coca to the rightmost edge of the Ă€RXULVK of the capital “Câ€? in “Cola.â€? ‡ The other logo must be centered directly beneath the center point of the Coca-Cola Zero Logo, as shown in the illustration at right. ‡ The size height of the other logo must never exceed the height of the Coca-Cola Zero Logo.

Horizontal Lock-up

Vertical Lock-up

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

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.10

20 Angled Logo This 20º angled Logo should only be used on temporary materials. The black background shown in Ref. 2 is preferred. Your choice of Logo (Ref. 1 & 2) should be made based upon the application. – Visibility and legibility should always be maintained. Please see application examples for guidance.

1. 20 Degr ees.

2.

3.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

4.

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.11

20 Safe Area The minimum required clear space for the Coca-Cola Zero Logo is equal to the height of the hyphen located between “Coca” and “Cola.”

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Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.12

20 Cropping & Position The Coca-Cola Zero Logo Lock-up and positions shown below are the 2 primary placements for the Logo to sit when not contained within the Contour Bottle. The Coca-Cola Zero Logo should be cropped off 2 edges as shown.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.13

Clear Space, Minimum Size, Ž Scaling, Cropping Clear Space Surround the Coke Zero Logo with clear space that is, at a minimum, equal to the width of the top of the “k� in “Coke.�

Minimum Print Size ‡ )RU WKH 6FULSW DW OHDVW PP LQFKHV ZLGH ‡ For the TM: at least 1 mm (.04 inches) in diameter.

Minimum Onscreen Size ‡ Display the Script at least 100 pixels wide and the TM at least 6 pixels in diameter. ‡ $OZD\V YLHZ 3')V RI WKH %UDQG 6WDQGDUGV DW IRU proper reference.

Ž Scaling ‡ Align the top edge of the TM with the top of the “o� in “Zero.� ‡ When using the Zero in smaller sizes, scale up the TM as needed to ensure legibility. Always scale the TM from the top edge. ‡ Make sure the clear space between the TM and the end of the “o� in “Zero� equals at least 1/4 of the diameter of the TM and that it is no further away than one full diameter of the TM.

Clear Space = x Distance

Minimum Print Size

TM Scaling (Coca-Cola Zero Logo) Minimum Onscreen Size

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.14

Horizontal Limited Use At right is a single line, horizontal version of the Coke Zero Logo which has been specifically designed with limited use in mind. Primarily, this version of the Logo should be used for shelf-strips, or in a horizontal format where space is limited and maximum impact is required. Your choice of Logo (Ref. 1 & 2) should be made based upon the application - visibility and legibility should always be maintained.

1.

The Coke Zero Logo should not be altered.

2.

3.

4.

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Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.15

Horizontal Safe Area The minimum required clear space for the Coke Zero Horizontal Logo is equal to the height of the half-circle formed inside the top of “e” in “Zero.”

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Identity Standards: Core Brand Elements and Standards

2.17

Contour Bottle Symbol 'HVLJQHG LQ WKH &RQWRXU %RWWOH V\PEROL]HV &RFD &ROD 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 Zero Logo. The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be LGHQWLÂżHG E\ VLOKRXHWWH RU WRXFK DORQH Legendary industrial designer Raymond Loewy described the Contour Bottle as “a masterpieceâ€? and “...one of the classics of packaging history.â€? Celebrated works by artists such as Warhol DQG 5DXVFKHQEHUJ UHĂ€HFW WKH &RQWRXU %RWWOHÂśV LQGHOLEOH UROH 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

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Contour Bottle Symbol

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.18

Contour Bottle Symbol with Coca-Cola Zero Logo Usage The Contour Bottle Symbol with the 3D Coca-Cola Zero Logo is the standard for the Brand. ‡ 7KH ' &RFD &ROD =HUR /RJR H[SUHVVHV WKH WUXH FXUYDWXUH RI WKH Contour Bottle. ‡ 1HYHU XVH WKH ' &RFD &ROD =HUR /RJR HOVHZKHUH WKDQ RQ the Contour Bottle Symbol. ‡ 1HYHU XVH D ' &RFD &ROD =HUR /RJR ‡ ,I DQ ,QWHUQDWLRQDO 9DULDQW RI WKH &RFD &ROD =HUR /RJR LV WKH primary communication of the Brand for a market, it must be adapted to be consistent with the standard 3D form. ‡ .HHS WKH VKDSH SURSRUWLRQV SRVLWLRQLQJ DQG /RFN XS RI the Coca-Cola Zero Logo exactly as shown in the Brand Standards. ‡ 2Q D EODFN &RQWRXU %RWWOH 6\PERO WKH 6SHQFHULDQ 6FULSW is Coke Red and “Zeroâ€? is white. ‡ 2Q D ZKLWH &RQWRXU %RWWOH 6\PERO WKH 6SHQFHULDQ 6FULSW is Coke Red and “Zeroâ€? is black. ‡ 1R RWKHU FRORUV HYHQ LI WKH\ÂśUH LQ WKH %UDQG FRORU SDOHWWH 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.

Caveats ‡ 7KH VKDSH RI WKH &RQWRXU %RWWOH 6\PERO PXVW DOZD\V remain the same. ‡ 7KH &RQWRXU %RWWOH 6\PERO PXVW DOZD\V EH VKRZQ LQ LWV entirety and never be cropped.

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2.19

Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

Colors Show the Contour Bottle Symbol as either: ‡ %ODFN RQ D ZKLWH EDFNJURXQG RU ‡ :KLWH RQ D EODFN EDFNJURXQG

Caveat ‡ 7KH &RQWRXU %RWWOH 6\PERO PXVW QHYHU EH VKRZQ LQ RWKHU colors, even if they’re in the Brand color palette.

Black

White

Black

Coke Red

White

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Confidential: December 2009


Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.20

Clear Space, Safe Area Clear Space Surround the Contour Bottle Symbol with clear space that is, at a minimum, the x-height of the “o” in “Cola.” 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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Confidential: December 2009


Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.21

Minimum Size 'R QRW VFDOH WKH &RQWRXU %RWWOH 6\PERO EHORZ WKHVH 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

PP

$OZD\V YLHZ 3')V RI WKH %UDQG 6WDQGDUGV DW IRU proper reference.

Minimum Print Size PP LQFKHV KLJK

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Minimum Onscreen Size 100 pixels high.

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol

2.22

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 XVH XQVSHFL¿HG FRORUV

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-EOHHG ¿HOGV of color).

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

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards

2.23

Dynamic Ribbon The Dynamic Ribbon* – often called the Coke “waveâ€? – was LQWURGXFHG WR WKH SXEOLF LQ DV SDUW RI D QHZ ORRN IRU 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: ‡ 6XJJHVW ÂłLQÂżQLWH Ă€RZ´ E\ VSDQQLQJ OD\RXWV ‡ 3URYLGH EDODQFH WR OD\RXWV FRQWDLQLQJ PRUH VXUSULVLQJ Brand Elements. ‡ 6HUYH DV D SRZHUIXO FRQQHFWLQJ GHYLFH QRW RQO\ EHWZHHQ Elements, but across executions. In the hierarchy of Brand Elements, the Dynamic Ribbon follows the Coca-Cola Zero Logo and Contour Bottle Symbol. While this distinctive Element is familiar to some, its meaning and relationship to the Coca-Cola Zero Brand is not always immediate .eep 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 .0) for standards VSHFLÂżF 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.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

2.24

Cropping ‡ 6OLJKW FURSSLQJ PD\ EH QHFHVVDU\ EHFDXVH WKH '\QDPLF Ribbon needs to bleed off an execution. ‡ &URS WKH '\QDPLF 5LEERQ HYHQOy, with a maximum RI RQ HDFK VLGH IRU H[HFXWLRQV WKDW KDYH VSDFH limitations and when maximum Ribbon impact is necessary.

PD[LPXP FURSSLQJ RI 5LEERQ FURS HYHQO\ ± QR PRUH WKDQ IURP HLWKHU HQG

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Confidential: December 2009


2.25

Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

Colors, Usage Colors ‡ )RU VXVWDLQLQJ H[HFXWLRQV XVH RQO\ VLOYHU ‡ 'R QRW XVH SDWWHUQV RU RWKHU ÂżOO LQ OLHX RI WKH DSSURYHG solid colors. Exception ‡ )RU PHGLD LQ ZKLFK FRORU LV QRW DQ RSWLRQ H J D EODFN DQG white 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 from either end. ‡ 'R QRW RYHUODS WKH '\QDPLF 5LEERQ PRUH WKDQ ZKHQ 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-thickâ€? rhythm of its form. ‡ If approved usage of the Dynamic Ribbon excludes the Coca-Cola Zero Logo, a ÂŽ must be included as shown on this page.

Dynamic Ribbon Silver on a white background.

Restricted-use Dynamic Ribbon Black on a white background.

Silver

White

Black

White Dynamic Ribbon White on a black background.

Dynamic Ribbon Silver on a white background with ÂŽ.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

2.26

Lock-up Specifications Align hyphen with the “z” in Zero

The Lock-up of the Dynamic Ribbon and Coca-Cola Zero Logo creates a perfectly balanced tension between Brand icons that represent both modernity and heritage. Space Ratio Between the Coca-Cola Zero Logo and Ribbon When using the Coca-Cola Zero Logo 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.” 7KH &RFD &ROD =HUR /RJR LV DOZD\V FHQWHUHG RYHU WKH middle of the Dynamic Ribbon. 7KH '\QDPLF 5LEERQ DQG WKH &RFD &ROD =HUR /RJR never overlap.

4h

Space between the Zero and Ribbon = h

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Confidential: December 2009


2.27

Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon

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 of the Dynamic Ribbon or obscure its identifying “thickest-thin-thick” rhythm.

Do not use any colors other than black 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 Coca-Cola Zero Logo.

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 PRUH WKDQ IURP HLWKHU HQG

Do not crop Dynamic Ribbon unevenly.

Do not µÀRDW’ the Dynamic Ribbon within a design. The only allowable exception is in lock-up executions with the Coca-Cola Zero Logo (i.e., packaging).

Do not alter the proper space ratio for locking up the Dynamic Ribbon and the Coca-Cola Zero Logo.

Do not move the Coca-Cola Zero Logo to an off-center position when creating a lock-up with the Dynamic Ribbon.

Do not alter the standard proportions provided for the Dynamic Ribbon with the Coca-Cola Zero Logo.

Do not use older versions of the Dynamic Ribbon.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards

2.28

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 original design of the Arden Square was an ingenious blending of three elements distinctive to Coca-Cola: The Spencerian Script, the Dynamic Ribbon and Coke Red. Similarly, the Coca-Cola Zero Brand's Arden Square blends three featured elements: The Coca-Cola Zero Logo, the Dynamic Ribbon and black. Its exceptional scalability enables bold and simple branding on virtually any medium. In fact, the Coca-Cola Company $UGHQ 6TXDUH PDGH IDVKLRQ KLVWRU\ LQ WKH HDUO\ V ZKHQ it was applied in a checkerboard style to bell-bottom pants and other popular items of apparel. More than thirty years later, the Arden Square is still used to capture consumers' attention, albeit in more traditional applications. Refer to the following pages for the standards specific to the Arden Square. Use only the approved versions of the Coca-Cola Zero Arden Square available on the Design Machine website.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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2.29

Identity Standards: Core Brand Elements and Standards_ Arden Square

Colors There is only one color execution for the Coca-Cola Zero Arden Square: Coke Red, white and silver on a black 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: white on a black background, as shown at far right.

Exception

Black

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Coke Red

Silver

White

Black

White

Confidential: December 2009


2.30

Identity Standards: Core Brand Elements and Standards_ Arden Square

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 )RU WKH $UGHQ 6TXDUH DW OHDVW PP LQFKHV ZLGH )RU WKH 70 DW OHDVW PP LQFKHV LQ GLDPHWHU Minimum Onscreen Size 'LVSOD\ WKH $UGHQ 6TXDUH DW OHDVW SL[HOV ZLGH DQG the ® at least 6 pixels in diameter. $OZD\V YLHZ 3')V RI WKH %UDQG 6WDQGDUGV DW for proper reference. TM Scaling $SSO\ WKH The Coca-Cola Zero Logo TM scaling rules specified on the ‘Clear Space, Minimum Size, TM Scaling, Cropping’ page in this chapter.

Clear Space = x Distance

Minimum Print Size

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Minimum Onscreen Size

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_ Arden Square

2.31

Don’ts

Do not XVH XQVSHFL¿HG FRORUV RI WKH Arden Square.

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

Do not use the restricted version of the Arden Square, except as VSHFL¿HG on the ‘Colors’ page in this chapter.

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

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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 The Coca-Cola Zero Logo.

Do not use an older version of the Arden Square.

Confidential: December 2009


2.32

Identity Standards: Core Brand Elements and Standards

Color Palette Consumers almost universally identify the very sight of black with Coca-Cola Zero. Remember their mindset when working with the Brand color palette: See black, think Coca-Cola Zero! 4 Primary Brand Colors: Usage Black must predominate all executions. Black ‡ 0XVW DSSHDU LQ DOO H[HFXWLRQV LQ VRPH IRUP EDFNJURXQG Contour Bottle Symbol, et al. ‡ 0XVW DOZD\V EH WKH GRPLQDQW FRORU LQ DQ H[HFXWLRQ Coke Red Use it sparingly to create dynamic framing that empowers the Black communication, keeping it fresh, bold and surprising. Silver and White Give top consideration when choosing secondary Brand colors to support the primary Brand colors.

Black

Coke Red

Silver

White

PMS = Black

PMS = (no equivalent)

PMS = Opaque White

PMS = Opaque White

C = 0, M = 0, Y .

C = 4, M = 100, Y .

C = 0, M = 0, Y .

C = 0, M = 0, Y .

R = 0, G = 0, B = 0

R = 244, G = 0, B = 9

5 * %

5 * %

Hex = 000000

Hex = F40000

Hex = FFFFFF

PMS is a registered trademark of Pantone,® Inc. The colors shown on this page and throughout this document are not intended to match the 3DQWRQH &RORU 6WDQGDUGV )RU DFFXUDWH VWDQGDUGV UHIHU WR WKH FXUUHQW HGLWLRQ RI WKH 3DQWRQH &RORU 6SHFL¿HU *XLGH

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


2.33

Identity Standards: Core Brand Elements and Standards_Color Palette

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 black or red are not the dominant colors.

Do not use secondary Brand colors as primary Brand colors.

Do not FKDQJH WKH VSHFL¿HG FRORU 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 XVH &0<. FRORUV LI VSRW FRORU printing is available.

Do not XVH &0<. EUHDNGRZQV LQ onscreen executions; use RGB or HEX breakdowns instead.

Do not ignore the color rules speci¿c to each Element in the Brand Standards.

Do not use unapproved colors for the The Coca-Cola Zero Logo.

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

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards

2.34

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 Bold 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. Secondary Font ‡ Gotham Medium should be used for functional messages only, such as pricing or a call to action. 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. Usage Rights ‡ ‡ The Coca-Cola Company does not have global rights to any of the Brand fonts.

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

ABCDEFGHIabcdefghi01234 9 Arial Book

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Identity Standards: Core Brand Elements and Standards_Typography

2.35

Headlines and Body Copy Headlines ‡ 6KRXOG DOZD\V EH VHW LQ ORZHUFDVH W\SH ‡ 6KRXOG QHYHU EH VHW LQ DOO FDSV ‡ .HUQLQJ Body Copy ‡ 6KRXOG DOZD\V EH VHW ZLWK OHDGLQJ DW RI WKH IRQW 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 “0â€? setting. ‡ 6KRXOG DOZD\V XVH VHQWHQFH FDSLWDOL]DWLRQ UXOHV ‡ May align Ă€XVK left, Ă€XVK 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 of the total height of the numbers. ‡ Use Gotham Medium for the offer and sub-head. ‡ Use Gotham Bold for the price.

gotham bold headline Gotham Book: 9 pt. type with 11 pt. leading. This is an example of how to set type for Coca-Cola Zero body copy. This is 9 pt. Gotham Book with 11 pt. leading. This is an example of how to set type for Coca-Cola Zero 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 Zero body copy. This is 10 pt. Gotham Book with 12 pt. leading. This is an example of how to set type for Coca-Cola Zero body copy. This is 10 pt. Gotham Book with 12 pt. leading

$3.99 sub-head

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

offer

$3.99 sub-head

Confidential: December 2009


2.36

Identity Standards: Core Brand Elements and Standards_Typography

Don’ts decisions, decisions ...

Any font other than Gotham Bold as the primary font.

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

Do not use Arial in consumer-facing executions.

Do not use any font other than Gotham Bold 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.

5]bVO[ 1]\RS\aSR W\ O ZO`US a^OQS 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.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Backgrounds

2.37

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. Black Background Color Black is the primary background color. 8VH LW LQ D VLPSOH DQG EROG ZD\ WR PDNH DQ LPPHGLDWH DQG familiar connection with the consumer and leverage our ‘ownership’ of black. Black background

White background

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Photography

2.38

Product Photography Art Direction Coca-Cola Zero is nearly impossible to describe. The product drives immediate craving for the liquid. Coca-Cola Zero 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 Coca-Cola Zero provides – physically and emotionally. Photography of the product should elicit the following types of reactions from consumers: &ROG DQG IL]]\ 6HQVXDO DQG VRIW 3ULFNO\ DQG VKDUS 5HIUHVKLQJ 6XUSULVLQJ 5HOD[LQJ 'LVSRVLWLRQ EULJKWHQLQJ 8QOLNH DQ\WKLQJ RQ WKH SODQHW

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction

2.39

Contour Glass Bottle Photography Gold Standard Contour Glass Bottle Photo The Contour Bottle photo is a primary trademark for the Coca-Cola Zero 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 ‡ $OZD\V SUHVHQW WKH SURGXFW DV KHUR ‡ 0DNH VXUH HDFK SURGXFW VKRW FRQYH\V D IHHOLQJ RI ice-cold refreshment and uplift – capturing that “PSHTTTTTT� moment when the Bottle is uncapped. ‡ 5HPHPEHU WKDW WKH SURGXFW DGGV LFRQLF YDOXH ‡ 5HPHPEHU WKDW WKH SURGXFW VKRW PDNHV D YLVXDO invitation to consumers to purchase and consume the product. Bottle Graphics ‡ %RWWOH PRFN XSV VKRXOG EH GHYHORSHG IRU DOO photography of the Bottle in order to maximize the size and impact of the Coca-Cola Zero Logo. Bottle Shape and Color ‡ 7KH 1RUWK $PHULFD R] %RWWOH LV XVHG IRU WKH *OREDO Standard Contour Bottle photo and is the best representation of the Contour Bottle shape, color and formation of flutes. ‡ 7KLV %RWWOH VKRXOG EH XVHG IRU DOO KHUR SURGXFW SKRWRJUDSK\ DQG FDQ EH REWDLQHG IURP D 1RUWK America Bottle supplier.

Angle ‡ 3URGXFWV VKRXOG EH SKRWRJUDSKHG IURQW RQ DW H\H OHYHO with very little perspective so that the bottoms of the products are flat and can be aligned next to each other as a range. ‡ :KLOH D VWUDLJKW RQ DSSURDFK LV SUHIHUUHG DOWHUQDWH perspectives are permitted in special cases where straight-on doesn’t match the perspective needed. Product Color ‡ &RFD &ROD =HUR SURGXFW VKRXOG KDYH DQ RYHUDOO FROD FRORU but should include areas of highlight (sunset oranges and yellows) and darkness (dark chocolate) with hints of caramel and deep red tones. ‡ 7KH ULJKW SURGXFW FRORU IRU SKRWRJUDSK\ FDQ EH achieved with a mix of product and water. ‡ 7KH OLTXLG PXVW QRW EH RSDTXH QRU D VLQJOH FRORU or shade. ‡ :KHQ WKH FDS LV RII EH VXUH WR FDSWXUH WKH XSOLIWLQJ bubbles to indicate the ‘pshttttt’ of a freshly-opened bottle. ‡ $OZD\V UHIHUHQFH WKH *ROG 6WDQGDUG &RQWRXU %RWWOH photo for the ideal expression of the Coca-Cola Zero product. Lighting ‡ 7KH YDULRXV SURGXFW WRQHV FDQ EH DFKLHYHG E\ SODFLQJ 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 ‡ &RQGHQVDWLRQ DQG LFH FDQ EH XVHG WR DGG UHIUHVKPHQW but should be used sparingly and have the right balance.

Style ‡ &OHDQ VLPSOH DQG EROG ‡ 'HYRLG RI H[WUDQHRXV HOHPHQWV Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction

2.40

Photography Details

Uplifting Product Bubbles

Maximize Script Size

Correct Balance of Condensation

Maintain Darks and Highlights

Condensation

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction

2.41

Cans, PETs, Other Packaging Style ‡ $V ZLWK WKH &RQWRXU %RWWOH PDNH WKH SKRWRJUDSK FOHDQ VLPSOH DQG EROG ‡ .HHS WKH VKRW GHYRLG RI H[WUDQHRXV HOHPHQWV ‡ 8VH UHIOHFWLRQV DW \RXU GLVFUHWLRQ &RQVLGHU ZKDW EHVW VXLWV HDFK DSSOLFDWLRQ Angles ‡ $QJOH VKRXOG EH VWUDLJKW RQ DW H\H OHYHO ZLWK YHU\ OLWWOH SHUVSHFWLYH 7KLV DOORZV WKH ERWWRPV RI WKH SURGXFWV WR EH IODW DQG DOLJQHG QH[W WR HDFK RWKHU DV D UDQJH ‡ ,Q VSHFLDO FDVHV ZKHUH D VWUDLJKW RQ DSSURDFK GRHVQ¶W PDWFK WKH SHUVSHFWLYH DOWHUQDWH SHUVSHFWLYHV DUH SHUPLWWHG ‡ $ PRUH KHURLF SURGXFW DQJOH FDQ EH XVHG ZKHQ LW EHWWHU VXLWV D JLYHQ H[HFXWLRQ H J FDQ SKRWRV RQ D IULGJH SDFN Product Color ‡ &RFD &ROD =HUR SURGXFW VKRXOG KDYH DQ RYHUDOO FROD FRORU EXW VKRXOG LQFOXGH DUHDV RI KLJKOLJKW VXQVHW RUDQJHV DQG \HOORZV

DQG GDUNQHVV GDUN FKRFRODWH ZLWK KLQWV RI FDUDPHO DQG GHHS UHG WRQHV ‡ 7KH OLTXLG PXVW QRW EH RSDTXH QRU D VLQJOH FRORU RU VKDGH ‡ :KHQ WKH FDS LV RII EH VXUH WR FDSWXUH WKH XSOLIWLQJ EXEEOHV WR LQGLFDWH WKH µSVKWWWWW¶ RI D IUHVKO\ RSHQHG %RWWOH ‡ 5HIHUHQFH WKH *ROG 6WDQGDUG &RQWRXU *ODVV %RWWOH SKRWR IRU WKH LGHDO H[SUHVVLRQ RI WKH &RFD &ROD =HUR SURGXFW Refreshment Cues ‡ &RQGHQVDWLRQ DQG LFH FDQ EH XVHG WR DGG UHIUHVKPHQW EXW VKRXOG EH XVHG VSDULQJO\ DQG KDYH WKH ULJKW EDODQFH ‡ :KHQ SKRWRJUDSKLQJ FDQV DQG 3(7V WRJHWKHU PDNH VXUH WKDW WKH UHIUHVKPHQW FXHV DUH SODFHG UDQGRPO\ DQG YDU\ LQ VL]H DQG VKDSH LQVWHDG RI FRYHULQJ WKH HQWLUH SURGXFW IRU HDFK SURGXFW VKRZQ ‡ 3DFNDJLQJ SKRWRV SODFHG ZLWKLQ RWKHU SDFNDJLQJ L H WKH FDQ SKRWR RQ WKH IULGJH SDFN VKRXOG EH SKRWRJUDSKHG ZLWK FRQGHQVDWLRQ WR FRXQWHUEDODQFH WKH PRUH LFRQLF (OHPHQWV RI WKH RYHUDOO GHVLJQ

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Package Design Standards

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3.0

Confidential: December 2009


Packaging Design Standards

3.01

Contents Packaging: Graphic Design Standards....................................... 3.02 Overview ................................................................................ 3.03 Package Framework............................................................... 3.04 Package Archetype 3DFNDJH $UFKHW\SH 6XVWDLQLQJ ............................................ 3DFNDJH $UFKHW\SH 7KHPDWLF ............................................. Essentials of the Coca-Cola Zero Label .................................. 3.07 Printing Black 3ULQWLQJ %ODFN RQ /DEHOV ....................................................... 3ULQWLQJ %ODFN RQ 3DSHUERDUG ............................................... 3ULQWLQJ %ODFN RQ &OHDU 6KULQN :UDS ..................................... 3ULQWLQJ %ODFN RQ *ODVV %RWWOHV ............................................ %ODFN &ORVXUHV ..................................................................... Color Measurement, Evaluation and Calibration 0HDVXULQJ &RORU 7HPSHUDWXUH .............................................. 9LVXDO &RORU (YDOXDWLRQ ........................................................ 1XPHULF &RORU 0HDVXUHPHQW ................................................ &DOLEUDWLRQ DQG &HUWLILFDWLRQ ................................................. Sustaining Coca-Cola Zero Packaging Templates .................. 3.17 R] &DQ .......................................................................... 0/ 3(7 ......................................................................... / 3(7 ................................................................................ ....... R] $OXPLQXP %RWWOH $&/ %RWWOHV &RORU DQG &RORU R] &DQ )ULGJH 3DFN ....................................................... 3DSHU &XS ..........................................................................

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Packaging: Form Design Standards .......................................... 3.24 The Standard Contour Bottle Form ........................................ 3.25 Industrial Design Principles for Packaging Form .................... 3.26 Elements of the Contour Bottle .............................................. 3.27 Understanding the Contour Bottle .......................................... 3.28 &RQWRXU %RWWOH (OHPHQWV $SSOLHG ......................................... 'HILQLQJ (OHPHQWV ............................................................... Achieving the Contour Bottle ................................................. 3.31 *ODVV 'R¶V ......................................................................... ....................................................................... *ODVV 'RQ¶WV *ODVV 6FDOLQJ ..................................................................... 3(7 'R¶V ........................................................................... 3(7 'RQ¶WV ......................................................................... 3(7 'R¶V DQG 'RQ¶WV .......................................................... 3(7 6FDOLQJ .............................................................. $OXPLQXP 'R¶V .................................................................. $OXPLQXP 'RQ¶WV ................................................................ $OXPLQXP 6FDOLQJ .............................................................. Contour Bottle Construction................................................... 3.43 2YHUDOO 3URSRUWLRQ 6FKHPDWLF ............................................. 2YHUDOO 3URSRUWLRQ 'R¶V DQG 'RQ¶WV ...................................... &RQWRXUHG 6KRXOGHU 'R¶V DQG 'RQ¶WV .................................. )OXWHV 'R¶V DQG 'RQ¶WV ORFDWLRQ ......................................... )OXWHV 'R¶V DQG 'RQ¶WV IUHTXHQF\ ..................................... )OXWHV 'R¶V DQG 'RQ¶WV VHFWLRQ .......................................... 3LQFK :DLVW 'R¶V DQG 'RQ¶WV IRUPDW .................................. ............. 3.51 Executional Constraints for Glass, PET and Aluminum Material and Process Considerations .......................... 3 2YHUYLHZ RI ([HFXWLRQDO &RQVWUDLQWV ....................................

Confidential: December 2009


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 Coca-Cola Zero Logo, 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 7KH &RFD &ROD 7UDGHPDUN 3DFNDJLQJ 6\VWHP LV IXQGDPHQWDO WR DFKLHYLQJ D WLPHOHVV EROG VLPSOH DQG XQLILHG H[SUHVVLRQ RI EUDQG LGHQWLW\ DQG PHDQLQJ 7KURXJK LWV SURSHU DSSOLFDWLRQ DFURVV &RFD &ROD 'LHW &RNe/&RFD &ROD OLJKW DQG &RFD &ROD =HUR ZH LQFUHDVH GLIIHUHQWLDWLRQ VKHOI LPSDFW %UDQG FRQVLVWHQF\ VFDOH and cultural relevance – all vital to a strong leadership position. $Q LFRQLF GHVLJQ DSSURDFK WR WKH &RFD &ROD =HUR /RJR DQG WKH '\QDPLF 5LEERQ ± WZR RI WKH %UDQG¶V PRVW UHFRJQL]HG WUDGHPDUNV ± IRUPV WKH YLVXDO FRUH RI WKH &RFD &ROD =HUR 3DFNDJLQJ 6\VWHP ,Q WKH SDJHV WKDW IROORZ WKHVH NH\ %UDQG (OHPHQWV ILQG DXWKHQWLF H[SUHVVLRQ WKURXJK D VWUDWHJLF IUDPHZRUN RI EROG VLPSOLFLW\ DQG RZQLQJ EODFN $OO WKH GHVLJQ HOHPHQWV QHHGHG WR FUHDWH VXFFHVVIXO SDFNDJLQJ H[HFXWLRQV IRU &RFD &ROD =HUR DUH VKRZQ LQ WKLV 6\VWHP $SSURYHG GLJLWDO ILOHV RI FXVWRPL]DEOH JUDSKLFV DQG GHVLJQ WHPSODWHV IRU 3DFNDJLQJ DUH DYDLODEOH RQ WKH 'HVLJQ 0DFKLQH ZHEVLWH DW ZZZ FRFD FRODGHVLJQPDFKLQH FRP 3OHDVH XVH RQO\ the approved versions supplied there.

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Packaging Design Standards_Graphic Design Standards

3.04

Package Framework 7KH VWUDWHJLF IUDPHZRUN IRU WKH &RFD &ROD =HUR 3DFNDJLQJ 6\VWHP SURYLGHV D XQLILHG DSSURDFK IRU ‡ 6XVWDLQLQJ L H SHUPDQHQW H[HFXWLRQV ‡ &DPSDLJQ WHPSRUDU\ H[HFXWLRQV ‡ 3URSHUWLHV WHPSRUDU\ H[HFXWLRQV

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

Uniting them all is a design structure that ensures the FRQVLVWHQF\ QHHGHG WR OHYHUDJH %UDQG HTXLW\ ZKLOH RIIHULQJ VLWXDWLRQDO IOH[LELOLW\

Design Standards (Core Brand Elements and Standards)

Sustaining

Campaigns

Properties

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Packaging Design Standards_Graphic Design Standards_Package Archetype

3.05

Package Archetype: Sustaining Front Panel: Fixed ‡ 7KH &RFD &ROD =HUR /RJR PXVW DOZD\V EH SUHVHQW DQG DSSHDU DV VKRZQ DW ULJKW ‡ 7KH '\QDPLF 5LEERQ PXVW EH SUHVHQW RQ DOO ODEHOV H[FHSW $&/ JODVV ERWWOHV ZKHUH VSDFH SHUPLWV ‡ 7KH '\QDPLF 5LEERQ LV RSWLRQDO RQ WKH DOXPLQXP Contour Bottle. ‡ 'R QRW PRYH UHVL]H RU DOWHU WKH &RFD &ROD =HUR /RJR RU 5LEERQ ‡ 'R QRW FKDQJH WKHLU SODFHPHQW UHODWLYH WR RQH DQRWKHU ‡ 'R QRW UHSODFH WKHP ZLWK RWKHU HOHPHQWV

LegalText: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx

Visit www.Coca-Cola.com

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Front Panel

Middle Panel

Back Panel: Fixed $OZD\V LQFOXGH WKHVH HOHPHQWV ‡ 6HFRQGDU\ /RJR ‡ 1XWULWLRQDO LQIRUPDWLRQ ‡ 3URGXFW EDUFRGH ‡ 5HF\FOH V\PERO

Back Panel

Description: xxx xxxx xxxx xxxxx xxxx xxxx

*While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance. Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx

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 xxxxxxx xxxxxxx xxxxxxx xxxx

Middle Panel: Fixed ‡ 7KH &RFD &ROD =HUR /RJR DQG WKH '\QDPLF 5LEERQ PXVW DOZD\V EH SUHVHQW DQG DSSHDU DV VKRZQ ‡ 'R QRW PRYH UHVL]H RU DOWHU WKHP ‡ 'R QRW FKDQJH WKHLU SODFHPHQW UHODWLYH WR RQH DQRWKHU ‡ 'R QRW UHSODFH WKHP ZLWK RWKHU HOHPHQWV ‡ $Q ,QWHUQDWLRQDO 9DULDQW RI WKH &RFD &ROD =HUR /RJR PD\ EH used on this panel only.

Description: xxx xxxx xxxx xxxxx xxxx xxxx

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 xxxxxxx xxxxxxx xxxxxxx xxxx

Panel order may change by market; revise order as needed.

www.Coca-Cola.com

Content Line

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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.

‡ 7KH &RFD &ROD =HUR /RJR PXVW DOZD\V EH SUHVHQW DQG DSSHDU DV VKRZQ DW ULJKW ‡ 7KH '\QDPLF 5LEERQ PXVW EH SUHVHQW RQ DOO ODEHOV H[FHSW $&/ ZKHUH YHUWLFDO VSDFH LV OLPLWHG ‡ 7KH '\QDPLF 5LEERQ LV RSWLRQDO RQ WKH DOXPLQXP Contour Bottle. ‡ 'R QRW PRYH UHVL]H RU DOWHU WKH &RFD &ROD =HUR /RJR DQG Ribbon or their placement relative to one another. ‡ 'R QRW RYHUODS PRUH WKDQ RI WKH &RFD &ROD =HUR /RJR RU WKH 5LEERQ ZLWK D WKHPDWLF GHVLJQ

Description: xxx xxxx xxxx xxxxx xxxx xxxx

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Middle Panel: Flexible ‡ 7KH '\QDPLF 5LEERQ PXVW DSSHDU EXW PD\ EH VOLJKWO\ VKLIWHG WR WKH ULJKW RU OHIW ‡ 7KH &RFD &ROD =HUR /RJR LV DQ RSWLRQDO GHVLJQ HOHPHQW DQG PD\ be replaced by thematic designs on this panel only. ‡ 'R QRW RYHUODS PRUH WKDQ RI WKH &RFD &ROD =HUR /RJR RU WKH '\QDPLF 5LEERQ ZLWK D WKHPDWLF GHVLJQ

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 xxxxxxx xxxxxxx xxxxxxx xxxx

Front Panel: Fixed

Visit www.Coca-Cola.com webaddresshere.com

Content Line

Front Panel

Middle Panel

Back Panel

$OZD\V LQFOXGH WKHVH HOHPHQWV ‡ &RFD &ROD =HUR /RJR ‡ 1XWULWLRQDO LQIRUPDWLRQ ‡ 5HF\FOH V\PERO ‡ 3URGXFW EDUFRGH

Description: xxx xxxx xxxx xxxxx xxxx xxxx

While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance. Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx

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 xxxxxxx xxxxxxx xxxxxxx xxxx

Back Panel: Fixed

www.Coca-Cola.com webaddresshere.com

Content Line

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Packaging Design Standards_Graphic Design Standards

3.07

Essentials of the Coca-Cola Zero Label

Coca-Cola Zero Logo 7KH &RFD &ROD =HUR /RJR LV WKH FRUQHUVWRQH GHVLJQ HOHPHQW RI WKH 7UDGHPDUN 3DFNDJLQJ 6\VWHP %HLQJ µXWWHUO\ IDPLOLDU¶ ZLWK the &RFD &ROD =HUR /RJR DOORZV XV EH FRQWLQXDOO\ VXUSULVLQJ ZLWK RWKHU HOHPHQWV 7KH 6FULSW PXVW ‡ $OZD\V EH SUHVHQW DQG WKH PRVW SUHGRPLQDQW (OHPHQW ‡ $OZD\V EH XVHG LQ LWV RULJLQDO IRUP DV VKRZQ LQ WKLV 6\VWHP ZLWKRXW DQ\ GURS VKDGRZV RXWOLQHV RU DOWHUDWLRQV RI DQ\ NLQG ‡ $OZD\V EH VFDOHG WR ILOO WKH VSDFH LQ ZKLFK LW LV SODFHG DV VKRZQ LQ WKH LOOXVWUDWLRQ ‡ $OZD\V EH VKRZQ DV &RNH 5HG DQG ZKLWH RQ D black background. ‡ 1HYHU EH XVHG LQ RWKHU FRORUV ZKHWKHU RU QRW WKH\ DUH LQ WKH Brand color palette. Dynamic Ribbon 7KH '\QDPLF 5LEERQ LV XVHG WR VXSSRUW WKH %UDQG FRORUV DQG WR KHOS FRPPXQLFDWH WKH YDULRXV IODYRUV ‡ ,W PXVW DOZD\V EH SUHVHQW DQG EH XVHG LQ LWV RULJLQDO IRUP DV VKRZQ LQ WKLV 6\VWHP ZLWKRXW DQ\ GURS VKDGRZV RXWOLQHV RU DOWHUDWLRQV RI DQ\ NLQG ‡ 7KH /RFN XS IRU WKH '\QDPLF 5LEERQ DQG WKH &RFD &ROD =HUR /RJR LV IL[HG DQG PXVW QRW EH FKDQJHG ± 7KH &RFD &ROD =HUR /RJR must be centered over the PLGGOH RI WKH '\QDPLF 5LEERQ )RU GHWDLOHG JXLGDQFH RQ WKH FRUUHFW /RFN XS RI WKH &RFD &ROD =HUR /RJR DQG '\QDPLF 5LEERQ SOHDVH UHIHU WR WKH /RFN XS 6SHFLILFDWLRQV SDJH LQ WKH '\QDPLF 5LEERQ VHFWLRQ RI WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU ± 7KH WZR PXVW QHYHU RYHUODS &RFD &ROD =HUR _ %UDQG ,GHQWLW\ DQG 'HVLJQ 6WDQGDUGVBY

Coke Zero Logo ‡ 7KH &RNH =HUR /RJR PXVW DOZD\V DSSHDU RQ WKH EDFN SDQHO RI WKH SDFNDJLQJ DORQJVLGH WKH QXWULWLRQDO VWDWHPHQW ‡ ,W PXVW DOZD\V EH VKRZQ DV &RNH 5HG DQG ZKLWH RQ D black background. ‡ ,W PXVW QHYHU EH VKRZQ LQ RWKHU FRORUV ZKHWKHU RU QRW WKH\ are in the Brand color palette. Contour Bottle (Optional Panel Graphic) 6LJQLI\LQJ &RFD &ROD =HUR DW D JODQFH WKH &RQWRXU %RWWOH PXVW ‡ $OZD\V EH VKRZQ DV &RNH 5HG DQG ZKLWH RQ D black background. ‡ 1HYHU EH VKRZQ LQ RWKHU FRORUV ZKHWKHU RU QRW WKH\ DUH LQ the Brand color palette. ‡ 5HPDLQ WKH VDPH VKDSH DOWKRXJK LWV FRQWHQW DQG H[SUHVVLRQ PD\ YDU\ DFURVV H[HFXWLRQV

Dynamic Ribbon

Typography ‡ +HOYHWLFD %ROG &RQGHQVHG LV WKH SULPDU\ W\SHIDFH IRU packaging. ‡ ,W PXVW DOZD\V EH XVHG WR FRPPXQLFDWH FRQWHQW VL]H QXWULWLRQDO LQIRUPDWLRQ DQG LQJUHGLHQWV Helvetica Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Black %ODFN PXVW EH WKH SUHGRPLQDQW FRORU RQ WKH &RFD &ROD =HUR ODEHO WKXV FRQVLVWHQWO\ OHYHUDJLQJ WKH 3RZHU RI %ODFN

Dynamic Ribbon

Coke Zero Logo

Coca-Cola Zero Logo Description: xxx xxxx xxxx xxxxx xxxx xxxx

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Packaging Design Standards_Graphic Design Standards_Printing Black

3.08

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3.09

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3.10

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3.11

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3.12

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Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and Calibration

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3.16

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Packaging Design Standards_Graphic Design Standards

3.17

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Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates

3.18

12 oz. Can

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3.19

Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates

500ML PET &RFD &ROD =HUR 0/ 3(7

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Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates

3.20

2L PET (no white borders)

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Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates

3.21

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Color Specs: Black Coke Red White

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Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates

3.22

12 oz. Can Fridge Pack &RFD &ROD =HUR R] &DQ )ULGJH 3DFN

Color Specs: Black Pure Silver Coke Red White

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Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates

3.23

Paper Cup ‡ ,Q FDVHV ZKHUH WKH 5HF\FOHG 3(7 &XS FDQQRW EH XWLOL]HG XVH D SDSHU FXS ZLWK WKLV VWDQGDUG GHVLJQ ‡ 'R QRW DOWHU WKH GHVLJQ RU LWV HOHPHQWV LQ DQ\ ZD\ For more guidance on properly using Food Service Cups in your market, please contact the Global Packaging Group or North America Food Service Team.

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3.24

Packaging Design Standards

Packaging: Form Design Standards The Contour Bottle is the standard package for Coca-Cola Zero. Universally recognized, the Contour Bottle evokes the heritage of the Coca-Cola Zero Brand and expresses the uplifting experience of drinking a Coca-Cola Zero. 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.

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3.25

Packaging Design Standards_Form Design Standards

The Standard Contour Bottle Form ,Q 7KH &RFD &ROD &RPSDQ\ FRQYLQFHG WKH 8QLWHG 6WDWHV 3DWHQW DQG 7UDGHPDUN 2IILFH WKDW WKH YHU\ VKDSH RI ZKDW ZH NQRZ QRZ DV WKH &RQWRXU %RWWOH KDG EHFRPH VR ZHOO NQRZQ WKDW LW GHVHUYHG WKH VWDWXV RI D UHJLVWHUHG WUDGHPDUN $SSO\LQJ IRU D WUDGHPDUN IRU D FRPPHUFLDO SDFNDJH ZDV D PRVW XQXVXDO DQG EROG VWHS DW WKH WLPH %XW WKH &RPSDQ\ ZLVHO\ NQHZ WKDW ZKHUHDV SDWHQWV HYHQWXDOO\ UXQ RXW D WUDGHPDUN GRHV QRW VR DV ORQJ DV LW LV NHSW LQ FRQWLQXRXV XVH D WUDGHPDUN ODVWV LQGHILQLWHO\ 7KH &RPSDQ\ SUHVHQWHG WKH FDVH WKDW WKH YHU\ VKDSH ± LQ WKHLU ZRUGV WKH ³GLVWLQFWLYHO\ VKDSHG FRQWRXU´ RI WKH ³KREEOH VNLUW ERWWOH´ ± ZDV ³WKH PRVW UHFRJQL]HG FRQWDLQHU LQ WKH KLVWRU\ RI WKH ZRUOG´ DQG KDG LQ HIIHFW DOUHDG\ WDNHQ RQ WUDGHPDUN VWDWXV 7KH 86372 DJUHHG DQG JUDQWHG D UHJLVWHUHG WUDGHPDUN WR &RFD &ROD IRU WKH &RQWRXU %RWWOH 7KLV FKDSWHU GHVFULEHV WKH &RFD &ROD =HUR &RQWRXU %RWWOH IRUP VWDQGDUG DQG RXWOLQHV KRZ WR H[HFXWH LW DFURVV YDULRXV PDWHULDOV DQG VL]HV VSHFLILFDOO\ ‡ 6WUXFWXUDO IHDWXUHV WKDW VHW WKH SDFNDJLQJ VWDQGDUG IRU the Brand. ‡ +RZ WR WUDQVODWH VWUXFWXUDO IHDWXUHV DFURVV SDFNDJLQJ IRUPDWV DQG PDWHULDOV ‡ 'HVLJQ JXLGHOLQHV LQFOXGLQJ 'R¶V DQG 'RQ¶WV ‡ 6L]H H[WHQVLRQV DQG VFDOLQJ ‡ 0DVWHULQJ WHFKQRORJLFDO DQG PDQXIDFWXULQJ FRQVWUDLQWV

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The Standard Contour Bottle Form

Glass

PET

Aluminum

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Packaging Design Standards_Form Design Standards

3.26

Industrial Design Principles for Packaging Form 7KHVH DUH WKH 'HVLJQ 3ULQFLSOHV EHKLQG WKH &RQWRXU %RWWOH DQG VKRXOG EH XVHG ZKHQHYHU GHYHORSLQJ SDFNDJLQJ IRU &RFD &ROD =HUR 1. Bold Simplicity ‡ $ UHWXUQ WR FODULW\ UHPRYDO RI DOO H[WUDQHRXV QRLVH DQG VWDWLF DURXQG WKH %UDQG WR ILQG WKH EROG VLPSOH HVVHQFH RI &RFD &ROD =HUR 2. Real Authenticity ‡ :H OHYHUDJH DOO WKDW LV UHDO RULJLQDO DQG KRQHVW DERXW WKH %UDQG. ‡ Clearly linking back to our heritage gives us the license to try QHZ things and keep evolving. 3. Own Black ‡ $W HYHU\ WRXFKSRLQW ZH ZLOO OHYHUDJH WKH 3RZHU RI %ODFN DQG HQVXUH LWV FRQVLVWHQF\ DURXQG WKH :RUOG :H ZLOO LQWHJUDWH WKH WKUHDG RI 5HG LQWR HYHU\WKLQJ ZH GR 4. Familiar Yet Surprising ‡ :H GR QRW IROORZ FDWHJRU\ QRUPV LQVWHDG ZH OHDG WKHP ‡ :H LQWURGXFH QHZ VWUDWHJLF HOHPHQWV WR FUHDWH YDULHW\ DQG IUHVKQHVV DFURVV WKH %UDQG H[SHULHQFH

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3.27

Packaging Design Standards_Form Design Standards

Elements of the Contour Bottle 7KH &RQWRXU %RWWOH ± RXU DUFKHW\SH DQG LQVSLUDWLRQ IRU EULQJLQJ DOO RWKHU SDFNDJLQJ WR OLIH ± LV FRPSRVHG RI GLVWLQFWLYH HOHPHQWV

Black Closure

Georgia Green Color

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Flutes

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&RFD &ROD =HUR /RJR

Visible Product (Bubbles)

%ODFN /DEHO

Pinch Waist

Overall Proportion (Silhouette)

Champagne Base &RFD &ROD =HUR _ %UDQG ,GHQWLW\ DQG 'HVLJQ 6WDQGDUGVBY

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Packaging Design Standards_Form Design Standards

3.28

Understanding the Contour Bottle 7KH RULJLQDO SURMHFW EULHI IRU WKH &RQWRXU %RWWOH WKDW ZDV JLYHQ WR WKH 5RRW *ODVV &RPSDQ\ RI 7HUUH +DXWH ,QGLDQD VSHFLILHG ³ $ JODVV SDFNDJH VR GLVWLQFWLYH DV RQH FRQWDLQLQJ &RFD &ROD VR VKDSHG WKDW HYHQ LI EURNHQ D SHUVRQ FRXOG WHOO DW D JODQFH ZKDW LW ZDV VR GLVWLQJXLVKDEOH E\ WRXFK WKDW HYHQ D EOLQG PDQ FRXOG LGHQWLI\ LW ´

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Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle

3.29

Contour Bottle Elements: Applied Supporting Elements

Defining Elements 7KH NH\V WR FUHDWLQJ RXU LGHQWLWy (VVHQWLDO WR SDFNDJLQJ IRUP

,GHDO ZKHQHYHU IHDVLEOH EXW QRW HVVHQWLDO True Form Elements

Black Closure Contoured Shoulder

Flutes

1HFN )LQLVK

Georgia Green Color

Color Palette

Visible Product (Bubbles)

&XUYHG /DEHO Panel

Scalloped 7ransitions

Graphic Elements

%ODFN /DEHO Pinch Waist

Champagne Base

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

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3.30

Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle

Defining Elements Overall Proportion

Contoured Shoulder

Flutes

Pinch Waist

Scalloped Transitions

Champagne Base

7KH RYHUDOO SURSRUWLRQ LV

7KH FRQWRXU RI WKH VKRXOGHU

Flutes are the vertical ribs.

7KH 3LQFK Waist is located

Created by the resolution oI

Substantial and V\PEROLF RI

PDGH XS RI ¿YH EDVLF

LV V\PPHWULFDO VOHQGHU DQG

7hey Irame the Curved

EHORZ the label and provides

the Flutes into the Curved

the integrity RI WKH SURGXFW

sections and GH¿QHV WKH

GH¿QHG E\ WZR HOHJDQW DUFV

/DEHO Panel and create

the most signature element

/DEHO 3DQHO WKLV GLVWLQFWLYH

the Champagne Base

iconic silhouette: 7KH

LQ D ZDYH IRUPDW ,W VWDUWV WKH

YDU\LQJ ZDOO WKLFNQHVVHV

RI WKH &RQWRXU %RWWOH ,W also

detail LPSDUWV D XQLTXH IHHO

HPSKDVL]HV WKH 3LQFK Waist

Contoured Shoulder Curved

ÀRZLQJ DHVWKHWLF RI WKH LFRQ

in the bottle adding depth.

creates a slender ÀRZLQg

ZKHQ WKH &RQWRXU %RWWOH LV

DQG LV ZKHUH WKH )OXWHV

/DEHO Area 3inch Waist

7hey also provide structure

aesthetic that is the essence

held.

terminate.

Vertical Fluting and Overall

WR D VRIW ÀRZLQJ IRUP

oI Whe icon.

Silhouette comprise the iconic proportion and have a VSHFL¿F DVSHFW UDWLR to the overall package height.

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Packaging Design Standards_Form Design Standards

3.31

Achieving the Contour Bottle $OWKRXJK WHFKQLFDO DQG PDQXIDFWXULQJ FRQVWUDLQWV FDQ SUHYHQW WKH SHUIHFW UHSOLFDWLRQ RI WKH LFRQLF &RQWRXU %RWWOH WKH LGHDO H[HFXWLRQ IRU HDFK PDWHULDO FDQ EH DFKLHYHG E\ DSSO\LQJ WKH 'R¶V DQG 'RQ¶WV WKDW IROORZ

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Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

3.32

Glass: Do’s

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Black Closure Must use black closure.

Black 7KUHDGHG &ORVXUH May use a black threaded closure on a Contour Bottle.

$SSOLHG &RORU /DEHO $&/

May use $SSOLHG &RORU /DEHOV on glass Bottles.

5ROO IHG /DEHO 0D\ XVH D UROO IHG ODEHO RU D split label.

Georgia Green May use Georgia Green GRPLQDQW ZDYHOHQJWK QP IRU JODVV %RWWOHV

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3.33

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

Glass: Don’ts

1R )OXWHV )OXWHV PXVW DOZD\V EH SUHVHQW on glass Contour Bottles. 7KH\ DUH D GH¿QLQJ IHDWXUH RI WKH &RQWRXU %RWWOH DQG DUH WHFKQLFDOO\ IHDVLEOH

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Straight Shoulder 7KH &RQWRXUHG 6KRXOGHU must be present in all glass H[HFXWLRQV

Straight Waist 7KH 3LQFK Waist is the most GH¿QLQJ IHDWXUH RI WKH &RQWRXU %RWWOH DQG PXVW DOZD\V EH present.

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3.34

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

Glass: Scaling

Ideal

Unacceptable

Unacceptable

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'RQ¶W YDU\ GLDPHWHUV WR maintain a common height.

'RQ¶W YDU\ KHLJKWV WR maintain a common diameter.

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Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

3.35

PET: Do’s

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Black 7KUHDGHG &ORVXUH Must use a black threaded closure on PE7.

Short Height Closure May use a black short height closure on PE7.

5ROO IHG 6KULQN /DEHO 0D\ XVH D UROO IHG VKULQN ODEHO

5ROO IHG /DEHO 0D\ XVH D UROO IHG ODEHO

Petaloid Base May use a petaloid base.

&OHDU 3(7 May use clear PE7.

Georgia Green Color May tint PE7 Georgia Green.

Recycled PE7 Use highest RPE7 content IHDVLEOH

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3.36

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

PET: Don’ts

Embossed /RJo

Embossed Ribbon

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&RFD &ROD =HUR _ %UDQG ,GHQWLW\ DQG 'HVLJQ 6WDQGDUGVBY

Replacing Flutes )OXWHV PXVW QHYHU EH UHSODFHG ZLWK RWKHU VKDSHV RU WH[WXUHV

Straight Waist 'R QRW HOLPLQDWH WKH 3LQFK Waist.

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Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

3.37

PET: Do’s and Don’ts

&RORUHG 3(7 Pigmented PE7 (opaque or translucent) Bottles must not be used.

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Champagne Base Using a Champagne Base on a PE7 %RWWOH LQVWHDG RI WKH SHWDORLG LV SHUPLVVLEOH .HHS LQ PLQG KRZHYHr WKDW LW FRXOG DGG ZHLJKW DQG FRVW ZKLOH DGYHUVHO\ DIIHFWLQJ VXVWDLQDEOH packaging outcomes. &RQ¿GHQWLDO 'HFHPEHU


Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

3.38

PET: Scaling

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3.39

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

PET: Scaling

Ideal 6FDOH SURSRUWLRQDWHO\ ZKLOH VWLOO XVLQJ D FRPPRQ FORVXUH VL]H

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Unacceptable

Unacceptable

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'R QRW YDU\ KHLJKWV WR maintain a common diameter.

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3.40

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

Aluminum: Do’s

ROPP Closure 0D\ XVH D EODFN 5ROOHG RQ 3LOIHU 3URRI 5233 FORVXUH on aluminum.

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

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ROPP Closure 0D\ XVH D EODFN 5ROOHG RQ 3LOIHU 3URRI 5233 FORVXUH on aluminum.

Contoured Shoulder Maintain the iconic Contoured Shoulder.

Champagne Base 0DLQWDLQ FKDPSDJQH VW\OH base.

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Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

3.41

Aluminum: Don’ts

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$UWL¿FLDO /DEHO Area 'R QRW FUHDWH DQ DUWL¿FLDO ODEHO area on the aluminum Contour Bottle.

Formed Flutes 0XVW IRUHJR )OXWHV RQ WKH aluminum Contour Bottle as LW LV QRW WHFKQLFDOO\ IHDVLEOH WR H[HFXWH WKHP SURSHUOy.

Accent Flutes Graphic Flutes are not authentic enough to replace true Flutes as the scalloped DUHDV ZLOO EH ORVW

Straight Waist 7KH 3LQFK Waist is the most GH¿QLQJ IHDWXUH RI WKH &RQWRXU %RWWOH DQG PXVW DOZD\V EH present.

Straight Shoulder 7KH &RQWRXUHG 6KRXOGHU PXVW be present in all aluminum &RQWRXU %RWWOH H[HFXWLRQV

6DFUL¿FH 3LQFK Waist 'R QRW VDFUL¿FH WKH LFRQLF TXDOLW\ RI WKH 3LQFK Waist to DGG )OXWHV RU D &XUYHG /DEHO 3DQHO LQ WKH IRUPLQJ SURFHVV &RQ¿GHQWLDO 'HFHPEHU


3.42

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle

Aluminum: Scaling

Ideal

Unacceptable

Unacceptable

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'R QRW YDU\ GLDPHWHUV WR maintain a common height.

'R QRW YDU\ KHLJKWV WR maintain a common diameter.

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Packaging Design Standards_Form Design Standards

3.43

Contour Bottle Construction 7KLV VHFWLRQ LQFOXGHV FULWLFDO WHFKQLFDO GHWDLOV IRU WKH 'H¿QLQJ (OHPHQWV ,W LV HVVHQWLDO WKDW LQGXVWULDO GHVLJQHUV and engineers use this documentation in order to properly LQWHJUDWH 'H¿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Packaging Design Standards_Form Design Standards _Contour Bottle Construction

3.44

Overall Proportion: Schematic 7KH 8OWUD *ODVV %RWWOH SURSRUWLRQV GH¿QH WKH &RQWRXU 6LOKRXHWWH DQG LWV SURSRUWLRQV 'LPHQVLRQV VKRZQ KHUH UHSUHVHQW WKH P/ 15 8OWUD *ODVV %RWWOH )RU RWKHU VL]HV UHIHU WR WKH SHUFHQWDJHV RU VHH WKH DGGHQGXP IRU VSHFL¿F &RQWRXU %RWWOH GUDZLQJV 1HFN )LQLVK &RQWRXUHG 6KRXOGHU &XUYHG /DEHO 3DQHO 3LQFK :DLVW &KDPSDJQH %DVH

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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

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3.45

Packaging Design Standards_Form Design Standards _Contour Bottle Construction

Overall Proportion: Do’s and Don’ts

Correct

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,QFUHDVH &XUYHG /DEHO 3DQHO 'R QRW LQFUHDVH WKH &XUYHG /DEHO 3DQHO WR DGG PRUH graphics.

,QFUHDVH 3LQFK Waist 'R QRW LQFUHDVH WKH 3LQFK Waist section to increase grip.

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3.46

Packaging Design Standards_Form Design Standards _Contour Bottle Construction

Contoured Shoulder: Do’s and Don’ts

Correct 'RXEOH DUFKHG &RQWRXU VLQ ZDYH GH¿QHV WKH VKRXOGHr¶s contour in a V\PPHWULFDO IRUPDW

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Straight 'R QRW XVH D VWUDLJKW shoulder.

Single Curve 'R QRW XVH D VKRXOGHU FRPSULVHG RI D VLQJOH FXUYH

%RWWOH 1HFN 'R QRW LQWURGXFH D WUXH vertical to mimic a traditional bottle neck.

Asymmetrical 'R QRW XVH DQ DV\PPHWULFDO WUDQVLWLRQ ZLWK WKH &RQWRXr.

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Packaging Design Standards_Form Design Standards _Contour Bottle Construction

3.47

Flutes: Do’s and Don’ts (location)

)OXWHV FRPH WR D IHDWKHU HQG PP

Flutes terminate DW WRS ILOO SRLQW

Correct )OXWHV PXVW DOZD\V EH DERYH DQG EHORZ WKH &XUYHG /DEHO 3DQHO DQG VSDQ PP RQ m/ Bottles.

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Bottom Only 'R QRW use Flutes solely in the Pinch Waist area.

7op Only 'R QRW XVH )OXWHV VROHO\ RQ the Contoured Shoulder.

Continuous 'R QRW FRQWLQXH )OXWHV WKURXJK WKH &XUYHG /DEHO Area.

1RQH 'R QRW HOLPLQDWH )OXWHV

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3.48

Packaging Design Standards_Form Design Standards _Contour Bottle Construction

Flutes: Do’s and Don’ts (frequency)

Correct 7KH &RQWRXU %RWWOH KDV )OXWHV

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More tKDQ )OXWHV More tKDQ RFFXUUHQFHV LV WRR IUHTXHQW

/HVV tKDQ )OXWHV /HVV tKDQ FUHDWHV DQ XQZDQWHG IDFHWHG ORRN

1R )OXWHV Aluminum packaging is H[FHSWHG DV )OXWHV DUH QRW WHFKQLFDOO\ IHDVLEOH

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3.49

Packaging Design Standards_Form Design Standards _Contour Bottle Construction

Flutes: Do’s and Don’ts (section)

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Section B

Section C

Flat 'R not use ÀDt surIaces to GH¿QH Flutes as the Iorm ZLOO seem Iaceted and sharp.

Concave 'R QRW XVH LQZDUG DUFKLQJ )OXWHV DV WKH\ GHFUHDVH KDQG FRPIRUW DQG KLQGHU KLJK VSHHG FRQYH\DQFH.

6HFWLRQ '

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Packaging Design Standards_Form Design Standards _Contour Bottle Construction

3.50

Pinch Waist: Do’s and Don’ts (format)

Correct A ÀRZLQJ V\PPHWULFDO 3LQFK WDLVW WKDW LV GH¿QHG E\ DUF V

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Angled 'R QRW XVH DQ DQJXODU Pinch Waist.

Asymmetrical 'R QRW XVH DQ DV\PPHWULFDO Pinch Waist.

Mid Pinch Area 'R QRW HOLPLQDWH WKH LFRQLF TXDOLW\ RI WKH 3LQFK Waist.

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Packaging Design Standards_Form Design Standards

3.51

Executional Constraints for Glass, PET and Aluminum :KHQ FUHDWLQJ &RQWRXU %RWWOH H[HFXWLRQV LQ JODVV 3(7 DQG DOXPLQXP GLIIHUHQFHV LQ PDWHULDO SURSHUWLHV DQG PDQXIDFWXULQJ UHTXLUHPHQWV PXVW EH FRQVLGHUHG VR WKDW 'H¿QLQJ )HDWXUHV DUH QRW GHJUDGHG RU ORVW 7KH IROORZLQJ SDJHV DGGUHVV KRZ WR VXFFHVVIXOO\ PDQDJH WKHVH FRQVWUDLQWV

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3.52

Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum

Material and Process Considerations 7KH ¿YH SULPDU\ OLPLWDWLRQV WKDW FDQ EH HQFRXQWHUHG in creating iconic packaging are:

1. Variations in materials 2. Variations in closures

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Aluminum

3. Variations in labeling processes

4.

5. forming processes

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Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum

3.53

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Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum

3.54

Overview of Executional Constraints Possible Not Possible Challenging Black Cap Silhouette Flutes Georgia Green Color Curved Label Panel Pinch Waist Neck Finish Embossed Coca-Cola Zero Logo Black Label Visible Product (brown color) Champagne Base

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Point-of-Sale Design Standards

4.0

(Work in Progress, coming 2010)

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Equipment Design Standards

5.0

(Work in Progress, coming 2010)

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Confidential: December 2009


Signage Design Standards

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

6.0

Confidential: December 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: Coca-Cola Zero Logo 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 Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Signage Design Standards

6.02

Overview The purpose of permanent signage for Coca-Cola Zero is both simple and paramount: to tell people, “You can buy Coca-Cola Zero here.â€? Thus the Coca-Cola Zero 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: ‡ $SSO\LQJ JUDSKLFV WR SHUPDQHQW VLJQDJH LQ VSHFLÂżF environments, and ‡ 0D[LPL]LQJ WKH YLVLELOLW\ RI JUDSKLFV WR DFFRPPRGDWH YDULDWLRQV LQ VLJQ VL]H ORFDWLRQ DQG WUDIÂżF DSSURDFK $SSURYHG GLJLWDO ÂżOHV RI WKH &RUH %UDQG (OHPHQWV FXVWRPL]DEOH graphics and design templates for signage are available on the 'HVLJQ 0DFKLQH ZHEVLWH DW ZZZ FRFD FRODGHVLJQPDFKLQH FRP Please use only the approved versions supplied there.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 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: ‡ 3URYLGHV D PDLQVWD\ RI %UDQG ,GHQWLW\ ZLWKLQ WKH WRWDOLW\ RI touchpoints, ‡ /HYHUDJHV WKH W\SLFDOO\ ORQJ GLVSOD\ OLIH RI SHUPDQHQW signs, and ‡ 3URPSWV FRQVXPSWLRQ DQG WRS RI PLQG DZDUHQHVV EHIRUH the shopper forms a consideration list. 7KH JUDSKLF DUFKHW\SH IRU SHUPDQHQW VLJQDJH UHÀHFWV WKH following: A. The Coca-Cola Zero Design Principles of Bold Simplicity and the Power of Black B. 'LVFHUQLQJ XVH RI WKHVH &RUH %UDQG (OHPHQWV DV VKRZQ LQ this chapter: ‡ Coca-Cola Zero Logo ‡ '\QDPLF 5LEERQ ‡ &RQWRXU %RWWOH LFRQLF 6\PERO RU 3KRWR

‡ %ODFN C. Standard formats for conventional signage, as shown in this chapter: ‡ 6TXDUH ‡ +RUL]RQWDO ‡ Vertical D. The importance of creating shopper awareness from 6 PHWHUV DERXW IHHW DZDy.

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 Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Signage Design Standards_Square Format

6.04

Square Format: Arden Square The ingenious design of the Arden Square, which blends WKUHH GLVWLQFWLYH &RFD &ROD =HUR &RUH %UDQG (OHPHQWV &RFD &ROD =HUR /RJR WKH '\QDPLF 5LEERQ DQG EODFN is ideal for permanent signage with a square format. Always apply the Design Standards for the Arden Square as SURYLGHG LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU ,Q SDUWLFXODU ‡ 0DLQWDLQ SURSHU VFDOLQJ RI WKH $UGHQ 6TXDUH ZKHQ UHVL]LQJ LW ‡ 7KH EDFNJURXQG FRORU PXVW DOZD\V EH EODFN WKH &RFD &ROD =HUR /RJR PXVW EH &RNH 5HG DQG :KLWH 7KH '\QDPLF 5LEERQ PXVW EH VLOYHU No other colors, even if they’re in the Brand color palette, are to be used. ‡ 1HYHU DGG ERUGHUV RU RXWOLQHV DURXQG WKH $UGHQ 6TXDUH ‡ $SSO\ WKH &RFD &ROD =HUR /RJR DQG 70 VFDOLQJ UXOHV DV specified on WKH µ&OHDU 6SDFH 0LQLPXP 6L]H 70 6FDOLQJ &URSSLQJ¶ SDJH LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU Use only the approved versions of the Arden Square available RQ WKH 'HVLJQ 0DFKLQH ZHEVLWH

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 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 LFRQLF 6\PERO RU 3KRWR DV SURYLGHG LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU ,Q SDUWLFXODU ‡ 6XUURXQG WKH &RQWRXU %RWWOH ZLWK FOHDU VSDFH WKDW LV DW D PLQLPXP WKH [ KHLJKW RI WKH ³D´ LQ ³&RFD ´ 7KLV FOHDU VSDFH DUHD LV VKRZQ WR WKH ULJKW DV µ[ ¶ ‡ 1HYHU XVH D ' &RFD &ROD =HUR /RJR RQ WKH &RQWRXU Bottle Symbol. ‡ 7KH &RQWRXU %RWWOH PXVW DOZD\V EH VKRZQ LQ LWV HQWLUHW\ DQG never be cropped. ‡ 7KH VKDSH RI WKH &RQWRXU %RWWOH PXVW DOZD\V UHPDLQ the same. ‡ 0DLQWDLQ SURSHU VFDOLQJ RI WKH &RQWRXU %RWWOH ZKHQ UHVL]LQJ LW ‡ 7KH EDFNJURXQG FRORU PXVW DOZD\V EH EODFN WKH &RQWRXU %RWWOH 6\PERO PXVW EH ZKLWH ZLWK WKH &RNH 5HG DQG EODFN Coca-Cola Zero Logo. No other colors, even if they’re in the Brand color palette, are to be used. ‡ 7KH &RQWRXU %RWWOH 6\PERO LV WKH SUHIHUUHG DUWZRUN EXW WKH Contour Bottle Photo may be utilized when refreshment cues are necessary.

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Clear Space

Use only the approved versions of the Contour Bottle Symbol and the Contour Bottle Photo available on the Design 0DFKLQH ZHEVLWH

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Signage Design Standards_Horizontal Format

6.06

Horizontal Format: Coca-Cola Zero Logo and Contour Bottle Distinctive, elegant and dynamic, the Coca-Cola Zero Logo is D QDWXUDO ILW IRU KRUL]RQWDO IRUPDW H[HFXWLRQV WKDW GR QRW LQFOXGH FXVWRP PHVVDJLQJ H J D VWRUH QDPH 7KH SUHIHUUHG design approach features both the Coca-Cola Zero Logo and the Contour Bottle as shown. Always apply the Design Standards for the &RFD &ROD =HUR /RJR DQG WKH &RQWRXU %RWWOH LFRQLF 6\PERO RU 3KRWR DV SURYLGHG LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU ,Q SDUWLFXODU ‡ 6XUURXQG WKH Coca-Cola Zero Logo with clear space that is, at a PLQLPXP ÂłK\SKHQ KHLJKW ´ L H HTXDO WR WKH KHLJKW RI WKH hyphen connecting “Cocaâ€? and “Cola.â€? ‡ 1HYHU FURS WKH Coca-Cola Zero Logo. ‡ 7KH Coca-Cola Zero Logo and Contour Bottle should be of equal height. ‡ 7KH &RQWRXU %RWWOH PXVW DOZD\V EH VKRZQ LQ LWV HQWLUHW\ DQG never be cropped. ‡ 1HYHU XVH D ' Coca-Cola Zero Logo on the Contour Bottle Symbol. ‡ 0DLQWDLQ SURSHU VFDOLQJ RI WKH &RQWRXU %RWWOH DQG WKH Coca-Cola Zero Logo when resizing them. ‡ 7KH EDFNJURXQG FRORU PXVW DOZD\V EH EODFN WKH VWDQG DORQH Coca-Cola Zero Logo PXVW EH &RNH 5HG DQG EODFN WKH &RQWRXU %RWWOH 6\PERO PXVW EH ZKLWH ZLWK WKH &RNH 5HG DQG black Coca-Cola Zero Logo. No other colors, even if they’re in the Brand color palette, are to be used. ‡ 7KH &RQWRXU %RWWOH 6\PERO LV WKH SUHIHUUHG DUWZRUN EXW WKH Contour Bottle Photo may be utilized when refreshment cues are necessary.

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Use only the approved versions of the Coca-Cola Zero Logo, the Contour Bottle Symbol and the Contour Bottle Photo DYDLODEOH RQ WKH 'HVLJQ 0DFKLQH ZHEVLWH

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Signage Design Standards_Horizontal Format

6.07

Horizontal Format: Customizable Signs This format can be adapted to include simple customer PHVVDJLQJ H J D VWRUH QDPH E\ ERRN HQGLQJ WKH VLJQ ZLWK the square-format designs as shown at right and specified below. Always apply the Design Standards for the Arden Square DQG &RQWRXU %RWWOH LFRQLF 6\PERO RU 3KRWR DV SURYLGHG LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU ‡ 7KH KHLJKW RI WKH VLJQ PXVW EH HTXDO WR WKH KHLJKW RI the Arden Square. ‡ )RU H[HFXWLRQV PRUH WKDQ PHWHUV DERXW ò IHHW ZLGH utilize a square-format design on each end that features the Arden Square only or in combination with the Contour Bottle. ‡ )RU H[HFXWLRQV OHVV WKDQ PHWHUV ZLGH XWLOL]H D square-format design on each end that features the Arden Square only. ‡ 0DLQWDLQ SURSHU VFDOLQJ RI WKH $UGHQ 6TXDUH DQG &RQWRXU Bottle when resizing them. ‡ 0DLQWDLQ WKH &RFD &ROD =HUR FRORU VWDQGDUGV IRU WKH $UGHQ 6TXDUH DQG &RQWRXU %RWWOH WKH EDFNJURXQG FRORU IRU WKH customizable area must always be white. ‡ 7KH &RQWRXU %RWWOH 6\PERO LV WKH SUHIHUUHG DUWZRUN EXW WKH Contour Bottle Photo may be utilized when refreshment cues are necessary. ‡ 7KH WH[W RI WKH FXVWRP PHVVDJH VKRXOG EH VHW LQ WKH *RWKDP 0HGLXP IRQW 5HIHU WR WKH 7\SRJUDSK\ VHFWLRQ LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU IRU typography usage standards.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

SuperMarket SuperMarket 8VH WKLV YHUVLRQ RQO\ IRU H[HFXWLRQV OHVV WKDQ PHWHUV DERXW ò IHHW ZLGH

SuperMarket 8VH WKLV YHUVLRQ RQO\ IRU H[HFXWLRQV PRUH WKDQ PHWHUV ZLGH

Confidential: December 2009


Signage Design Standards_Vertical Format

6.08

Vertical Format: Customizable Signs Use the Contour Bottle, with its distinctive curvilinear form, IRU H[HFXWLRQV RI WKLV IRUPDW Always apply the Design Standards for the Contour Bottle LFRQLF 6\PERO RU 3KRWR DV SURYLGHG LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU Always place the customizable area at the bottom of the sign. The te[t of the custom message should be set in the Gotham 0HGLXm font. 5Hfer to the Typography section in the Core Brand (lements and Standards chapter .0 for typography usage standards. The customizable area must e[Wend the full width of the sign while not e[Feeding one quarter of the total sign height. Surround the Contour Bottle with clear space that is, at a minimum, the [-height of the “a” in “Coca.” This clear space area is shown to the right as ‘[ ’ The Contour Bottle must always be shown in its entirety and never be cropped. 7KH VKDSH RI WKH &RQWRXU %RWWOH PXVW DOZD\V UHPDLQ WKH VDPH 0DLQtain proper scaling of the Contour Bottle when resizing it for various sign dimensions. Never use a D Coca-Cola Zero Logo on the Contour Bottle Symbol. The background color must always be black the Contour Bottle Symbol must be white with the Coke 5Hd and black Coca-Cola Zero Logo. 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 Zero | Brand Identity and Design Standards_v1.0

[

SuperMarket

SuperMarket

SuperMarket

Clear Space

Confidential: December 2009


Signage Design Standards_Pitch Boards

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: Create on-site awareness from 30-40 meters DERXt 0 feet away. 0D[LPL]e 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 Coca-Cola Zero Logo and Contour Bottle LFRQLc Symbol or PhotR , provided on the QH[t page, for Pitch Board designs.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Signage Design Standards_Pitch Boards

6.10

Horizontal Format: Pitch Boards Always apply the Design Standards for the Coca-Cola Zero Logo DQG WKH &RQWRXU %RWWOH LFRQLF 6\PERO RU 3KRWR DV SURYLGHG LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU ‡ To ensure a quick and easy read from a distance, do not include any Brand messaging on Pitch Boards. ‡ 6XUURXQG WKH Coca-Cola Zero Logo with clear space that is, at a PLQLPXP ÂłK\SKHQ KHLJKW ´ L H HTXDO WR WKH KHLJKW RI WKH hyphen connecting “Cocaâ€? and “Cola.â€? ‡ 1HYHU FURS WKH Coca-Cola Zero Logo. ‡ The Contour Bottle must always be shown in its entirety and never be cropped. ‡ 1HYHU XVH D ' Coca-Cola Zero Logo on the Contour Bottle Symbol. ‡ 0DLQWDLQ SURSHU VFDOLQJ RI WKH &RQWRXU %RWWOH DQG WKH Coca-Cola Zero Logo ZKHQ UHVL]LQJ WKHP WR ÂżW XPEUHOODV ‡ The preferred background color is black, but in venues where black is not allowed, a white background with the &RNH 5HG DQG EODFN Coca-Cola Zero Logo and a white 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 Zero | Brand Identity and Design Standards_v1.0

5:1 5DWLR

10:1 5DWLR

Confidential: December 2009


Signage Design Standards

6.11

Umbrellas Always apply the Design Standards for the Coca-Cola Zero Logo DQG WKH &RQWRXU %RWWOH LFRQLF 6\PERO RU 3KRWR DV SURYLGHG LQ WKH &RUH %UDQG (OHPHQWV DQG 6WDQGDUGV FKDSWHU ‡ To ensure a quick and easy read from a distance, do not include any Brand messaging on umbrellas. ‡ 6XUURXQG WKH Coca-Cola Zero Logo with clear space that is, at a PLQLPXP ÂłK\SKHQ KHLJKW ´ L H HTXDO WR WKH KHLJKW RI WKH hyphen connecting “Cocaâ€? and “Cola.â€? ‡ 1HYHU FURS WKH &RFD &ROD =HUR /RJR ‡ The Contour Bottle must always be shown in its entirety and never be cropped. ‡ 1HYHU XVH D ' Coca-Cola Zero Logo on the Contour Bottle Symbol. ‡ 0DLQWDLQ SURSHU VFDOLQJ RI WKH &RQWRXU %RWWOH DQG WKH Coca-Cola Zero Logo ZKHQ UHVL]LQJ WKHP WR ÂżW XPEUHOODV ‡ The preferred background color is black, but in venues where black is not allowed, a white background with the &RNH 5HG DQG EODFN Coca-Cola Zero Logo and a white 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 Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


Fleet Design Standards

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

7.0

Confidential: December 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 Zero | Brand Identity and Design Standards_v1.0

Confidential: December 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: ‡ $SSO\LQJ JUDSKLFV LQ D SURSHU FRQVLVWHQW PDQQHU WR DOO IOHHW vehicles (trucks, vans and automobiles), and ‡ (QVXULQJ WKDW IOHHW JUDSKLFV FRQWLQXRXVO\ DQG FRQVLVWHQWO\ 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 Zero | Brand Identity and Design Standards_v1.0

Confidential: December 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: ‡ (QVXUHV WKDW DOO YHKLFOHV XVHG E\ %RWWOHUV RI The Coca-Cola Company make a unified visual impression. ‡ (QVXUHV WKDW WKH %UDQG ,GHQWLW\ LV H[SHULHQFHG FRQVLVWHQWO\ within the totality of touchpoints. ‡ 0D[LPL]HV LPSDFW DW DOO WLPHV HYHQ ZKHQ ERWK RXU YHKLFOHV and consumers are in motion relative to each other. ‡ 3URYLGHV D VLPSOH XQLIRUP DSSURDFK IRU LPSOHPHQWDWLRQ The archetype for fleet graphics is based upon the following: A. The Coca-Cola Zero Design Principles of Bold Simplicity and the Power of Black. B. Discerning use of these Core Brand Elements, as shown in this chapter: ‡ &RFD &ROD =HUR /RJR ‡ &RQWRXU %RWWOH LFRQLF 6\PERO RU 3KRWR

‡ %ODFN DQG &RNH 5HG The following pages in this chapter provide standards for applying the archetype to key types and sizes of fleet vehicles.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 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 ‡ 'R QRW LQFOXGH DQ\ %UDQG PHVVDJLQJ RQ IOHHW JUDSKLFV ‡ $OZD\V DSSO\ WKH 'HVLJQ 6WDQGDUGV IRU WKH &RFD &ROD =HUR /RJR and Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). ‡ 7KH EDFNJURXQG FRORU PXVW DOZD\V EH EODFN DQG WKH FRORU standards for the &RFD &ROD =HUR /RJR and Contour Bottle always apply. No other colors, even if they’re in the Brand color palette, are to be used. ‡ $SSO\ WKH VWDQGDUGV VSHFLILF WR HDFK W\SH RI YHKLFOH SHU WKH following pages.

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Coca-Cola Zero Logo ‡ 6XUURXQG WKH &RFD &ROD =HUR /RJR with clear space that is, at a minimum, “hyphen height;� i.e., equal to the height of the hyphen connecting “Coca� and “Cola.� ‡ 1HYHU FURS WKH &RFD &ROD =HUR /RJR. ‡ 0DLQWDLQ SURSHU VFDOLQJ ZKHQ UHVL]LQJ WKH &RFD &ROD =HUR /RJR by following the graphic references included in this section and scaling rules specified on the ‘Clear Space, Minimum Size, TM Scaling, Cropping’ page in the Core Brand Elements and Standards chapter (2.0). Contour Bottle ‡ 8VH WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH 3KRWR RQO\ as specified on the following pages. ‡ 7KH &RQWRXU %RWWOH PXVW DOZD\V EH VKRZQ LQ LWV HQWLUHW\ DQG never be cropped. ‡ 1HYHU XVH D ' &RFD &ROD =HUR /RJR on the Contour Bottle Symbol. ‡ 0DLQWDLQ SURSHU VFDOLQJ ZKHQ UHVL]LQJ WKH &RQWRXU %RWWOH E\ following the graphic references included in this section and scaling rules specified on the ‘Clear Space, Minimum Size, TM Scaling, Cropping’ page in the Core Brand Elements and Standards chapter (2.0).

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

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Clear Space

Confidential: December 2009


Fleet Design Standards

7.05

Fleet: Application Standards for Graphics and Decals Graphics for Àeet application support the overall Brand Identity through visual consistency across the globe while accommodating variations in vehicle types and styling. In General ‡ )ROORZ WKH FDUHIXOO\ GHYHORSHG VWDQGDUGV SURYLGHG KHUH WR ensure a uniform visual impression. ‡ 6SHFLILF VWDQGDUGV IRU GHOLYHU\ WUXFNV URXWH WUXFNV HYHQW 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.

Painted Graphics ‡ 2QO\ WKH &RFD &ROD =HUR /RJR DQG &RQWRXU %RWWOH 6\PERO may be painted. í 1HYHU SDLQW WKH &RQWRXU %RWWOH 3KRWR ‡ 2QO\ RQH VWHQFLO VL]H RI WKH &RFD &ROD =HUR /RJR DQG Contour Bottle Symbol is required for each vehicle size in the fleet. – Create a custom stencil for each graphic, using heavy gauge, transparent Mylar plastic. – Follow the size and clearspace guidelines for vinyl decals.

Vinyl Decals Vinyl decals are the preferred means by which to render the &RFD &ROD =HUR /RJR DQG &RQWRXU %RWWOH LFRQLF 6\PERO RU Photo) onto fleet vehicles. Affix the decals according to their application instructions. To determine the appropriate decal size for the Coca-Cola =HUR /RJR DQG &RQWRXU %RWWOH 1. Measure, from top to bottom, the black 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. Calculate 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 black space. 3. While 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 K\SKHQ LQ WKH &RFD &ROD =HUR /RJR

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Confidential: December 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.06

Delivery Truck Sides Fleet graphics on large delivery trucks serve as mobile billboards. Trailer Side Graphics ‡ 6KRZ WKH &RFD &ROD =HUR /RJR DQG &RQWRXU %RWWOH RQ ERWK VLGHV of the trailer. ± 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH 3KRWR on delivery trucks, but never both on the same panel. ‡ 3RVLWLRQ WKH &RFD &ROD =HUR /RJR RQ WKH IDU OHIW VLGH RI WKH WUDLOHU position the Contour Bottle upright on the far right side of the trailer. ±7KH VSDFH EHWZHHQ WKH &RFD &ROD =HUR /RJR DQG &RQWRXU %RWWOH will vary with the trailer length. ‡ %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW Side Cab Graphics ‡ 6KRZ WKH &RFD &ROD =HUR /RJR RQ ERWK VLGHV RI GRRU SDQHOV RI WKH cab portion of the truck. ‡ &HQWUDOO\ SRVLWLRQ WKH %RWWOHU¶V QDPH DGGUHVV DQG DQ\ LGHQWLILHUV UHTXLUHG E\ ODZ EHQHDWK WKH &RFD &ROD =HUR /RJR Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

B o ttle r N a m e A d d re ss C ity, S tate Z ip

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Confidential: December 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.07

Delivery Truck Front Front Graphic &HQWHU WKH &RFD &ROD =HUR /RJR LQ WKH EODFN VSDFH RQ WKH “cab over” portion above the windshield. 6LQFH WKH &RFD &ROD =HUR /RJR LV WKH RQO\ JUDSKLF 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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Confidential: December 2009


Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.08

Delivery Truck Rear Rear Graphic ‡ 7KH &RQWRXU %RWWOH LV WKH SUHIHUUHG JUDSKLF IRU WKH UHDU SDQHO of the truck. í 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH Photo on delivery trucks, but never both on the same panel. ‡ 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW DQG FHQWHUHG LQ WKH EODFN space, ensuring equal space on each side of the decal. ‡ ,I YHUWLFDO VSDFH LV OLPLWHG H J WUXFNV ZLWK OLIW JDWHV WKH &RFD &ROD =HUR /RJR PD\ EH XVHG LQVWHDG FHQWHUHG LQ WKH black 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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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.09

Route Trucks Side Graphics ‡ 6KRZ WKH &RFD &ROD =HUR /RJR and the Contour Bottle on both sides of the trailer. Âą 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH Photo on route trucks, but never both on the same panel. ‡ 3RVLWLRQ WKH &RFD &ROD =HUR /RJR 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 &RFD &ROD =HUR /RJR and Contour Bottle will vary with the trailer length. ‡ %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW Front Graphic ‡ &HQWHU WKH &RFD &ROD =HUR /RJR in the black space on the “cab overâ€? portion above the windshield. ‡ $V WKH &RFD &ROD =HUR /RJR is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility above the cab.

B o ttle r N a m e A d d re ss C ity, S tate Z ip

Rear Graphic ‡ 7KH &RQWRXU %RWWOH LV WKH SUHIHUUHG JUDSKLF IRU WKH UHDU SDQHO of the trailer. Ă­ 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH Photo on route trucks, but never both on the same panel. ‡ 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW DQG FHQWHUHG LQ WKH EODFN space, ensuring equal space on each side of the decal. ‡ ,I YHUWLFDO VSDFH LV OLPLWHG H J WUXFNV ZLWK OLIW JDWHV WKH &RFD &ROD =HUR /RJR may be used instead, centered in the black 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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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.10

Event Trailers Side Graphics 6KRZ WKH &RFD &ROD =HUR /RJR and Contour Bottle on both sides of the trailer. í 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH Photo on event trailers, but never both on the same panel. 7R HQVXUH WKDW WKH &RFD &ROD =HUR /RJR is always visible, position it on the panel below the window panel that lifts up. 6KRZ WKH &RQWRXU %RWWOH RQ WKH YHUWLFDO SDQHO WKDW LV DORQJVLGH the window panel. Position it upright and centered in the Coke Red space of this panel. Front Graphic &HQWHU WKH &RFD &ROD =HUR /RJR in the black space above the hitch portion of the trailer. $V WKH &RFD &ROD =HUR /RJR 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 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW RQ WKH UHDU GRRU RI WKH trailer. Center it in the black space, ensuring equal space on each side of the decal. ± 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH 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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Fleet Design Standards_Fleet: Application Standards for Graphics and Decals

7.11

Automobiles Side Graphics 6KRZ WKH &RFD &ROD =HUR /RJR DQG WKH &RQWRXU %RWWOH RQ ERWK sides of the automobile. ± 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU WKH &RQWRXU %RWWOH Photo on automobiles, but never both on the same panel. %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW 3RVLWLRQ ERWK JUDSKLFV LQ WKH DUHD EHWZHHQ WKH IURQW DQG EDFN wheels and below the side windows, with: í &RFD &ROD =HUR /RJR on the far left side, and í 7KH &RQWRXU %RWWOH XSULJKW RQ WKH IDU ULJKW VLGH 7KH VSDFH EHWZHHQ WKH &RFD &ROD =HUR /RJR and Contour Bottle will vary with the automobile length. Front Graphic &HQWUDOO\ SRVLWLRQ WKH &RFD &ROD =HUR /RJR LQ WKH EODFN VSDFH RI the hood, ensuring equal space on each side of the decal. $V WKH &RFD &ROD =HUR /RJR 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 3RVLWLRQ WKH &RFD &ROD =HUR /RJR RQ WKH OHIW VLGH RI the bumper. 3RVLWLRQ WKH &RQWRXU %RWWOH RQ WKH ULJKW VLGH RI WKH EXPSHU %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW 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

7.12

Pickup Trucks Side Graphics 6KRZ WKH &RFD &ROD =HUR /RJR and Contour Bottle on both sides of the truck. ± 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU WKH &RQWRXU %RWWOH Photo on pickup trucks, but never both on the same panel. %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW &HQWUDOO\ SRVLWLRQ WKH &RFD &ROD =HUR /RJR in the area between the front and back wheels and below the side window. 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW EHWZHHQ WKH EDFN ZKHHO and bumper. Front Graphic &HQWUDOO\ SRVLWLRQ WKH &RFD &ROD =HUR /RJR in the black space of the hood, ensuring equal space on each side of the decal. $V WKH &RFD &ROD =HUR /RJR 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 3RVLWLRQ WKH &RFD &ROD =HUR /RJR on the far left side of the truck gate. 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW RQ WKH IDU ULJKW VLGH of the gate. %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW 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

7.13

Vans Side Graphic with Visible Cargo Windows 6KRZ WKH &RFD &ROD =HUR /RJR and the Contour Bottle on both sides of the van. ± 8VH HLWKHU WKH &RQWRXU %RWWOH 6\PERO RU &RQWRXU %RWWOH Photo on vans, but never both on the same panel. &HQWUDOO\ SRVLWLRQ WKH &RFD &ROD =HUR /RJR in the area between the front and back wheels and below the side window (driver/front passenger). 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW EHWZHHQ WKH EDFN ZKHHO and bumper. %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW Side Graphic with No or Painted Cargo Windows &HQWUDOO\ SRVLWLRQ WKH &RFD &ROD =HUR /RJR in the area between the side window (driver/front passenger) and the back edge of the van. 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW RQ WKH VLGH GRRU (driver/front passenger). %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW Front Graphic &HQWUDOO\ SRVLWLRQ WKH &RFD &ROD =HUR /RJR in the black 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 3RVLWLRQ WKH &RFD &ROD =HUR /RJR on the far left side of the left rear door. 3RVLWLRQ WKH &RQWRXU %RWWOH XSULJKW RQ WKH IDU ULJKW VLGH RI WKH right rear door. %RWK JUDSKLFV VKRXOG EH RI HTXDO KHLJKW Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed.

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Trademark Usage Requirements

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

8.0

Confidential: December 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 ZERO 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,

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

well known and famous trademarks (such as COCA-COLA and COKE) can also be used as proper nouns. Example: Correct : Enjoy a COKE ZERO. Incorrect: I bought a ZERO yesterday. 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 Zero products for $4 Incorrect : 2 Coke Zeros 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.

In creating slogans that include trademarks, do not use hyphens to link the trademarks to other words in the slogan. Incorrect Example: Hoorah-Coca-Cola Zero. Do not change in any way the spelling of a word mark. For example, do not change the spelling of “COCA-COLA ZERO” so that it reads “COKA-KOLA ZERO.” 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 ZERO. 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.

Example: This store sells COKE, DIET COKE and COCA-COLA ZERO.

Confidential: December 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 ZERO. 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 Zero, It’s Possible. Incorrect: Coke Zero, 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 Zero | Brand Identity and Design Standards_v1.0

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: Using 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: Using slogans such as “That is Possible” instead of “It’s Possible.” 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 ZERO and the Dynamic Ribbon Device are 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 ZERO” should always be presented as a unitary phrase, and the words “Coca” and “Cola” and “Zero” 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 ZERO.” Spencerian script that is used for the “COCA-COLA” trademark should not be used for anything other than trademarks incorporating “COCA-COLA,” “COKE,” “DIET COKE,” “COCA-COLA LIGHT” and “COCA-COLA ZERO” and the trade names of The Coca-Cola Company, its subsidiaries and its bottlers. The hyphen in “COCA-COLA ZERO” 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: December 2009


Identity Standards Management Team and Process

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9.0

Confidential: December 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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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 per 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 Zero | Brand Identity and Design Standards_v1.0

Report plans and exception requests

Report plans and exception requests

Confidential: December 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

Uphold 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

Responsible for implementing Standards in Group Projects

Responsible for implementing Standards in Business Unit Projects

Responsible for implementing and renewing Identity and Design Standards

Review and record exception requests from Business Units

Review and record exception requests from Bottlers or other local entities

Deny exception requests or approve for escalation to Global

Deny exception requests or approve for escalation to Group

Review and record exception requests from Groups All Exception Rights are approved at Global

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 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

UROHV GHÂżQHG RQ WKH SUHYLRXV SDJHV (PDLOV WR WKH *URXS VKRXOG RQO\ FRPH IURP WKDW *URXS RU 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: Cristina Bondolowski, Derk Hendriksen

EUG Brand: Regina Wurz-Janssens EUG Design: Karen Fream EUG Legal: Barry Gerber Email: brandstandards@eur.ko.com

Design: Todd Brooks, Lisa Motto, Vince Voron Legal: Danise van Vuuren-Nield, Bernadette Drankoski

EAG Brand: Sedef Salingan Sahin EAG Design: Elif Tokat EAG Legal: Linda 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 Mallari Email: brandstandards@na.ko.com

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Confidential: December 2009


Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009


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