Diet Coke
Posted by John Bowles on March 28, 2011
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Like the main Coca-Cola script, Diet Coke also has developed a recognizable typography and color combination. Shape and color are the first and second steps of cognitive recognition. The large vertical type in the background only shows partial letters of the brand name because that's all that's needed to make you think ‘Diet Coke'. You recognize that brand before you see the bottle or read the message. Every Diet Coke can is silver with a big red vertical "Coke" and scripty "Diet". And you see them all the time on a table, in the fridge, at work.
Consistency and repetition combined with a simple and unique visual mark make for memorable brand identity. A brand identity's purpose is association, just connect the brain to the brand. From there on out what matters is what that brand stands for. What do they think of when they are reminded?
Alana Dy
Alvin Diec
Becky O'Mara
Blake Howard
Craig Johnson
Dustin Britt
Jason Orme
Staci Janik
3 Comments
"I've always wondered why Coke Zero was created when there's already Diet Coke. But when you compare their ads, you see they each appeal to a specific demographic, one for men and one for women.
Branding. Sneaky, sneaky branding."
- Alana
"Coke Zero is actually marketed as "Coke Light" in other countries, especially in Europe. It is their version of Diet Coke and has less of the overly sweet aftertaste that we have in our U.S. Diet Coke recipe. Coke Zero appeals to the millions of Americans that just couldn't make the switch to Diet Coke because of the nasty aftertaste. So my guess would be that Coke Zero appeals to the men that never jumped on the fad diet bandwagon decades ago. My tastebuds thank the brilliant minds at Coca-Cola every day. :)"
- Gina
"All the great brands start off with a great product. Coke is one of the greatest known brands in history. A rich history of iconic branding and great product. Not a healthy product but, one of the best soft drinks of all time. From a visual branding standpoint coke is second to none one of the greatest brands in history."
- Brand Expert