brand-identity-guidelines-coca-cola-zero-1

Coca-Cola ZeroBrand Identity and Design Standardsv1.0Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

ContentsPlease note that updates to the Brand Identity and DesignStandards will only be made once per year.Strategic Overview ......................................................... 1.0Identity Standards:Core Brand Elements and Standards ............................ 2.0Packaging Design Standards ........................................ 3.0Point-of-Sale Design Standards .................................... 4.0Equipment Design Standards ........................................ 5.0Signage Design Standards ............................................ 6.0Fleet Design Standards ................................................. 7.0Trademark Usage Requirements ................................... 8.0Identity Standards Management Team and Process .... 9.0Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Strategic OverviewContents1.01What is a Brand Identity? .......................................................1.02Why Do We Need Identity and Design Standards? ...............1.03Who Should Use These Identity and Design Standards? ......1.04Identity and Design Standards: Foundation ...........................1.05Design Principles ....................................................................1.06Strategic Framework: Overview .............................................1.07Strategic Framework: Applied ................................................1.08Making the Identity and Design Standards aSystem-wide Success .............................................................1.09Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic Overview 1.02What is a Brand Identity?A brand identity is the totality of all touchpoints (media,platforms, channels). A brand identity is experienced by ythose who come into contact with the brand and influencestheir opinion of that brand.Core Brand ElementsCentral to all touchpoints are the brand’s defining – orcore – elements, the visual keys to creating an integrated,distinctive and differentiated brand.Core Brand Elements in ExecutionCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic Overview 1.03Why Do We Need Identity and Design Standards?The Coca-Cola Zero Brand Identity is an inextricable part ofthe Brand’s equity and profoundly impacts how consumersexperience it. All executions that utilize Coca-Cola Zero arepart of the Brand Identity, as they are what consumers seeand associate with Coca-Cola Zero.System-wide Identity and Design Standards are a longstandingpart of our heritage and essential to building strong globalBrands. They empower markets to build from universal rulesand conventions so that the Brand Identity is experiencedconsistently worldwide on a daily basis and protectedacross every touchpoint.The Identity and Design Standards Better Position the Company to:1. Maintain Authenticity and Build EquityBoth are crucial to reinforcing and increasing the relevance of theBrand to our consumers. The better we represent the Brand, thebetter we can increase mindshare and protect the Brand Identityfrom dilution.2. Leverage the Scale of our System Across All MarketsWe have an exceptional System in place around the globe; Identityand Design Standards provide equally exceptional and efficientmeans to leverage it for greater consistency and speed to market.3. Provide More Consistency and Quality Across the SystemThe higher our System-wide consistency and efficiencies, thestronger the connection that consumers draw from all they see andhear, creating more inherent value in the Coca-Cola Zero Brand tobenefit the entire System.4. Facilitate Increased System-wide ProductivityConsistencies achieved through System-wide Standards allowfor longer-lasting materials and potential reuse, thus saving timeand money.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic Overview 1.04Who Should Use These Identity and Design Standards?The short answer is: anyone who activates anything forthe Brand Coca-Cola Zero.More specifically, the Brand Standards should be usedby all Company functions and the Bottling System, aswell as all partners, agencies and other parties involvedin any Coca-Cola Zero touchpoint.The Bottling SystemAlways use the latest version of the Brand Standardsavailable on the Coca-Cola Zero Brand Identity and DesignStandards website.Always make sure partners, agencies and third parties havethe latest version of the Brand Standards. Before they canobtain access, all third parties must agree to keep the BrandStandards confidential.In addition, be sure to seek local guidance for:• Compliance with local legal regulations and mandates;• Local legal approval of all materials prior to use in themarketplace; and• Alignment of the communication objectives for yourmarket and/or Brands.CompanyFunctionsCoca-Cola ZeroBrand Identity and Design Standardsv1.0Partners,AgenciesConfidential | ©2009 The Coca-Cola Company. All Rights Reserved.All Other PartiesCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic OverviewIdentity and Design Standards: Foundation1.05As with all expressions of the Brand, the Identity and DesignStandards align with the Coca-Cola Zero Brand Vision andArchitecture (BVA), as shown here.The Coca-Cola Zero Brand is positioned to target 18-24 yearold males who are fueled by an unprecedented belief in whatthey can achieve, and driven by an impatience with the statusquo. Coca-Cola Zero speaks to individuals who are in theirformative years of change and discovery, and who areactively taking the lead in determining who they can be.Always refer to SparkCity for the most recent version of theBVA.ARCHETYPE: ExplorerPERSONALITY & CHARACTERMaverick, Unconventional, BoldSmart, Humorous, Masculine,with a Clear PurposeCategory InsightNeither a Diet Nor a Regular,Coca-Cola Zero has the Opportunityto Redefine the CategoryCoca-Cola Zero Fusion of Taste, ZeroSugar and a Bold Youthful Image,Make it a Truly Unique PropostionCompetitive EnvironmentGame Changing BrandsThat Are Battling For 21st CenturyYouth (Obama, Apple...)The Battle For Share of Heart & MindWill Deliver Share OfStomach & WalletBRAND VISIONCoca-Cola Zero IsA Beacon Of PossibilitiesMARKET BRAND PEOPLEHighest Emotional GroundOptimismConsumer Experience & DriversMaking PossibilitiesA RealityInspiring you to create and explorenew paths that expand what’spossible in the world.With one single purpose:TO CREATE A BETTER REALITY– FOR ME, MY WORLD, THE WORLD –Product & Brand TruthsGreat Tasting Refreshment.Great Coke Taste, Zero Sugar, UpliftingRefreshment (Physical & Emotional),Authentic, Bold, Unconventional,Youthful.BRAND IDENTITY SYSTEMBlack, Bold, ConfidentContour, Dynamic RibbonHuman & Cultural ContextToday’s Youth Have ThrownAway The RulebookFueled by an unprecedented belief inwhat they can achieve; enabled bytheir unlimited access to informationtechnology and driven by theirimpatience with the status quo, theyactively define what’s possibleTargetExplorers, Creators, Open-MindedExperience SeekersIn the formative years of changeand discovery and motivated by theirneed for self determination...they are actively taking the leadon determining who they can be.Impulsive stars 18-24 M(Halo to Wishful Wanabees)AMBITIONBusiness: 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 brandthat inspires a new generation to define their own new positive reality.Coca-Cola Zero: Brand Vision and Architecture (BVA)Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic Overview 1.06Design PrinciplesThe Coca-Cola Zero Design Principles help to focusand clarify what is – and is not – Coca-Cola Zero.These Principles drive the design of all touchpoints forthe Coca-Cola Zero Brand.Apply these Principles whenever new executions are created.Everything that has anything to do with the Brand must alignwith them.The Coca-Cola Zero Design Principles1. Bold SimplicityA return to clarity; removal of all extraneous noise and static aroundthe Brand to find the bold, simple essence of Coca-Cola zero.2. Real and GenuineDriven by self-determination, Coke Zero defines a unique path to a greaterdestiny in a style that is true to self.3. Own BlackAt every touch point, we will leverage the bold and confident vitality ofCoke Zero Black around the world. Additionally, we will continue tointegrate the thread of Red into everything we do.4. Bold and UnexpectedCoca-Cola Zero displays its maverick character in an unpredictable journeyof discovery. Coke Zero has license to explore new paths and expandwhat’s possible.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic Overview 1.07Strategic Framework: OverviewThe Strategic Framework is the means by which weensure the Brand Identity is experienced consistently byconsumers and protected at every touchpoint.1. The BVA, Design Principles and Identity Standardsare part of the Coca-Cola Zero Brand. Everythingcreated for the Brand ensues from them. The precedingpage reviews the Design Principles.2. The Design Standards further define and articulateIdentity Standards for all Brand executions incategories such as Packaging, POS and Equipment.3. All work done across the Brand should directly leverageTier 1 and Identity Standards. It should also refer tothe Design Standards for touchpoints that are coveredin depth there.BVADesign PrinciplesIdentity Standards(Core Brand Elements and Standards)Design Standards(Packaging, Equipment, Signage, Fleet)Sustaining Campaigns Properties CustomerPromotionsCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic Overview 1.08Strategic Framework: Applied1. The BVA, Design Principles and Identity Standards arepart of the Coca-Cola Zero Brand. Everythingcreated for the Brand ensues from them.2. The Design Standards further define and articulateIdentity Standards for all Brand executions incategories such as Packaging, POS and Equipment.3. All work done across the Brand should directly leverageTier 1 and Identity Standards. It should also refer tothe Design Standards for touchpoints that are coveredin depth there.BVADesign PrinciplesIdentity Standards(Core Brand Elements and Standards)Design StandardsPackagingEquipment Signage FleetSustaining Campaigns Properties CustomerPromotionsCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Strategic Overview 1.09Making the Identity and Design Standards a System-wide Success Always consult the Identity and Design Standardsbefore embarking on new work. It is each individual’sresponsibility to ensure that all work is created in compliancewith the Brand Standards.Ensure that any agency or partner who is working on orcreating something for the Brand has reviewed andunderstands how the Identity and Design Standards relateto their work. Agencies and partners should only access theBrand Standards if they have entered into a confidentialityagreement with The Coca-Cola Company.Standards. This chapter reviews in detail the proper usageof these building blocks of Brand-authentic and consistentdesigns, setting the stage for using all other chapters inthe Brand Standards.Graphics Application across the main touchpoints ofthe Brand – including, for the first time, guidance onProprietary Form for Packaging and Equipment.should answer most if not all questions that typicallyarise in the course of creating and producing work.Should circumstances necessitate a request for specializedguidance or an exception, the protocol described in theIdentity Standards Management Team and Process chapter(9.0) must be followed.for purposes of illustrating the Brand Standards. Noneof them can be used in the marketplace unless they arereviewed and approved by your local legal counsel.document and their locations. Main chapters include:1.0 Strategic Overview2.0 Identity Standards: Core Brand Elements and Standards3.0 Packaging Design Standards4.0 Point-of-Sale Design Standards5.0 Equipment Design Standards6.0 Signage Design Standards7.0 Fleet Design Standards8.0 Trademark Usage Requirements9.0 Identity Standards Management Team and ProcessCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards:Core Brand Elements and Standards2.0Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards 2.01ContentsOverviewCoca-Cola Zero LogoColorsClear Space, Minimum Size, ® ScalingDon’tsHorizontal Limited UseHorizontal Safe AreaLock-up Specifications20º Angled Logo20º Safe Area20º Cropping & PositionLock-up SpecificationsHorizontal Limited UseHorizontal Safe AreaContour Bottle SymbolContour Bottle Symbol with Coca-Cola Zero LogoColorsClear Space, Safe AreaMinimum SizeDynamic RibbonCroppingColors, UsageLock-up SpecificationsDon’tsArden SquareColorsClear Space, Minimum SizeDon’tsColor PaletteDon’tsTypographyHeadlines and Body CopyDon’ts2.022.032.042.052.062.072.082.092.102.112.122.132.142.152.162.172.182.192.202.232.242.252.262.282.292.302.312.322.332.342.352.362.37Backgrounds: Flat Colors.......................................................2.37Product Photography Art Direction ...................................... 2.38Contour Glass Bottle Photography ...................................... 2.39Photography Details ............................................................ 2.40Cans, PETs, Other Packaging.............................................2.41Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards 2.02OverviewCore Brand Elements are the building blocks of the BrandIdentity and Design Standards. These simple and timelesselements play an inextricable role in portraying and protecting ourBrand across all touchpoints.Consistently using a common set of elements enablesintegrated marketing communications, innovation and maximumSystem scale. It is therefore essential that any work forthe Coca-Cola Zero Brand be approached in a manner that:• Faithfully applies the Identity Standards for the Core BrandElements, while• Reinforcing the Design Principles (reviewed in the StrategicOverview Chapter 1.0).This chapter provides an overview of each Core Brand Element –heritage, equity, relevance – and standards for using them.Approved digital files of the Core Brand Elements, customizablegraphics and design templates for Packaging, POS andEquipment are available on the Design Machine website atwww.coca-coladesignmachine.com. Please use only the approvedversions supplied there.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards 2.03Coca-Cola Zero LogoThe Coca-Cola Zero Logo is the primary asset for theCoca-Cola Zero Brand and is the preferred Logo torepresent this Brand.The Spencerian Script, carried over from the Coca-Cola Brand,is visually locked together with the “Zero” Logo, which isdesigned to express the bold confidence and masculinity ofthe Brand. Together they form a holistic representation of theCoca-Cola Zero Brand that reflects the heritage of the originalCoca-Cola Trademark.The Spencerian Script that is used for theCoca-Cola Trademark should never be used for anythingother than the trademarks incorporating “Coca-Cola”and “Coke,” as well as the trade names ofThe Coca-Cola Company, its subsidiaries and its Bottlers.We are committed to using the Coca-Cola Zero Logo in itspurest original form. By boldly using the Script and "Zero"lockup on its own or in combination with other elements, wecan create executions that retain the true essence of theCoca-Cola Brand, yet fashions an enduring and unique visionfor the Coca-Cola Zero Brand.Use only the approved versions of the Coca-Cola Zero Logoavailable on the Design Machine website.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors2.04Colors• Color executions of the Coca-Cola Zero Logo include thestandard Logo on a white background and the reversedLogo in Coke Red and white on a black background only,as described at right.• The Coca-Cola Zero Logo must never be shown in othercolors, even if they are within the Brand color palette.• The Coca-Cola Zero Logo must never be shown onbackgrounds other than those shown here.Standard Coca-Cola Zero LogoCoke Red and black on awhite background.Exceptions• For media in which color is not an option (e.g., a blackand-whiteprint ad), use either the restricted-useCoca-Cola Zero Logo or the restricted-use reverseCoca-Cola Zero Logo described at right.• For premiums, architectural details or other applicationswhere the Coca-Cola Zero Logo is etched, embossed,sandblasted or spot varnished, the color can be the sameas the substrate of the material used.Reversed Coca-Cola Zero LogoCoke Red and white on a blackbackground.Restricted-use Coca-Cola Zero LogoBlack on a white background.Restricted-use ReversedCoca-Cola Zero LogoReversed from a black background.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo2.05Clear Space, Minimum Size, TM Scaling, CroppingClear SpaceSurround the Coca-Cola Zero Logo with clear space that is,at a minimum, “hyphen height” – i.e., equal to the heightof the hyphen connecting “Coca” and “Cola.”1h1h1hMinimum Print Size• For the Coca-Cola Zero Logo: at least 15.875 mm(.625 inches) wide.• For the TM : at least 1 mm (.04 inches) in diameter.1hMinimum Onscreen Size• Display the Coca-Cola Zero Logo at least 100 pixels wideand the TM at least 6 pixels in diameter.• Always view PDFs of the Brand Standards at 100% forproper reference.Clear Space = h Distance1hTM Scaling• Align the top edge of the TM with the top ofthe “o” in “Zero.”• When using the Coca-Cola Zero Logo in smaller sizes,scale up the TM as needed to ensure legibility. Always scalethe TM from the top edge.• Make sure the clear space between the TM and the endof the “o” in “Zero” equals at least 1/4 of the diameter ofthe TM and that it is no further away than one full diameterof the TM.Minimum Print SizeCropping• The Coca-Cola Zero Logo must not be cropped in anypermanent executions, such as signage, vending or fleet.• In the case of temporary executions, exceptions to thisrule may be granted if the market is considered maturefrom a Brand equity perspective. Exceptions are meant tohave a maximum life of 3 months in market and eachexception should only happen once a year. Refer to theIdentity Standards Management Team and Process chapter(9.0) for more information on submitting exception requests.Minimum Onscreen SizeTM Scaling (Coca-Cola Zero Logo)Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Spencerian _Coca-Cola Zero Script Logo2.06Don’tsDo not use any other version of theCoke Logo. This includes variants inexisting Brand Elements or lock-ups.Do not remove or reposition the TM.Do not add elements.Do not add glows to theCoca-Cola Zero Logo.Do not add strokes or outlines to theCoca-Cola Zero Logo.Do not scale/resize the Coca-Cola Zero Logodisproportionately.Do not rotate the Coca-Cola Zero Logo,except for 2 ° counter clockwise rotations.Do not skew the Coca-Cola Zero Logo orcreate false perspectives.Do not distort the Coca-Cola Zero Logo.Do not use unspecified colors.Do not enlarge Zero separately.Do not reduce zero separately.Do not create a black disk icon.Do not place on any color other than black.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo2.07Horizontal Limited UseTo the right is a single line, horizontal version of theCoca-Cola Zero Logo which has been specifically designedwith limited use in mind.Primarily, this version of the Coca-Cola Zero Logo should beused for shelf-strips, or in a horizontal format where space islimited and maximum impact is required.The black background shown in Ref. 2 is preferred. Your choiceof Coca-Cola Zero Logo (Ref. 1 & 2) should be made basedupon the application - visibility and legibility should always bemaintained.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 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards _Coca-Cola Zero Logo2.08Horizontal Safe AreaThe minimum required clear space forthe Coke Zero HorizontalLogo 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 Logo2.09Lock-up SpecificationsApply the standards below when pairing the Coca-Cola ZeroLogo with the logo of another company for co-brandingand partnership purposes.A legal line is a statement appearing in footnote form inan advertisement or on packaging that indicates the identityof the trademark owner. Generally, legal lines arerecommended although no longer required for use onpackaging, advertisements, POS and promotional materialsfor TCCC products when those are the only producttrademarks depicted in the materials. However, if TCCCtrademarks are depicted with trademarks for third partyproducts, then use of a legal line is required. Please consultthe Trademark Usage Requirements chapter (8.0) for furtherinformation.Horizontal Lock-ups• The Coca-Cola Zero Logo must always sit to the left of theother logo.• The clear space distance between the Coca-Cola Zero Logoand the other logo must be equal to 6 times the height ofthe hyphen connecting “Coca” and “Cola.” This clear spacearea is shown to the right as ‘6 h.’• The clear space begins at the end of the flourish of thecapital “C” in “Cola” and terminates at the leftmost edge ofthe other logo.• A black vertical rule must bisect the clear space betweenthe two logos.• The height of the vertical rule must equal the height of theCoca-Cola Zero Logo; i.e., the distance from the baseline ofthe Coca-Cola Zero Logo to top edge of the capital “C” in “Cola.”• The baseline of the other logo must always sit even withthe baseline of the Coca-Cola Zero Logo.• The size height of the other logo must never exceed theheight of the Coca-Cola Zero Logo.Vertical Lock-ups• The Coca-Cola Zero Logo must always sit above the other logo.• The clear space distance between the Coca-Cola Zero Logoand the logo beneath it must be equal to 6 times the height ofthe hyphen connecting “Coca” and “Cola.” This clear spacearea is shown to the right as ‘6 h.’• A black horizontal rule must bisect the clear space betweenthe two logos.• The width of the horizontal rule must equal the distance fromthe leftmost edge of the capital “C” in Coca to the rightmostedge of the flourish of the capital “C” in “Cola.”• The other logo must be centered directly beneath thecenter point of the Coca-Cola Zero Logo, as shown in theillustration at right.• The size height of the other logo must never exceed theheight of the Coca-Cola Zero Logo.Consider the overall effect of the pairing of theCoca-Cola Zero Logo and the other logo when adjustingthe size of the latter. If the Coca-Cola Zero Logo seems inany way overpowered by the other logo, reduce the sizeof the latter until a balanced pairing is achieved.Horizontal Lock-upVertical Lock-upCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo2.1020 Angled LogoThis 20º angled Logo should only be used on temporary materials.The black background shown in Ref. 2 is preferred. Your choiceof Logo (Ref. 1 & 2) should be made based upon the application.– Visibility and legibility should always be maintained. Pleasesee application examples for guidance..sergeD02 .1.2.3.4Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo2.1120 Safe AreaThe minimum required clear space for the Coca-Cola Zero Logois 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 Logo2.1220 Cropping & PositionThe Coca-Cola Zero Logo Lock-up and positions shown beloware the 2 primary placements for the Logo to sit when notcontained within the Contour Bottle.The Coca-Cola Zero Logo should be cropped off 2 edgesas shown.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo2.13Clear Space, Minimum Size, ® Scaling, CroppingClear SpaceSurround 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• For the Script: at least 15.875 mm (.625 inches) wide.• 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 atleast 6 pixels in diameter.• Always view PDFs of the Brand Standards at 100% forproper reference.® Scaling• Align the top edge of the TM with the top ofthe “o” in “Zero.”• When using the Zero in smaller sizes, scale up the TMas needed to ensure legibility. Always scale the TM from thetop edge.• Make sure the clear space between the TM and the endof the “o” in “Zero” equals at least 1/4 of the diameter ofthe TM and that it is no further away than one full diameterof the TM.Clear Space = x DistanceMinimum Print SizeTM Scaling (Coca-Cola Zero Logo)Minimum Onscreen SizeCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero LogoHorizontal Limited Use2.14At right is a single line, horizontal version of theCoke Zero Logo which has been specificallydesigned with limited use in mind.Primarily, this version of the Logo should be used forshelf-strips, or in a horizontal format where space is limitedand maximum impact is required.Your choice of Logo (Ref. 1 & 2) should be made basedupon the application - visibility and legibility should alwaysbe maintained.1.The Coke Zero Logo should not be altered.2.3.4.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.15Horizontal Safe AreaThe minimum required clear space for the Coke Zero HorizontalLogo is equal to the height of the half-circle formed inside thetop of “e” in “Zero.”Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards 2.17Contour Bottle SymbolDesigned in 1915, the Contour Bottle symbolizes Coca-Colaat a glance. This primary element of Brand language carriessuch strong emotional resonance and universal recognitionthat it is second in the world only to one other iconic trademark:the Coca-Cola Zero Logo.The Contour Bottle’s memorable curvilinear form, inspiredby the shape of a cocoa-bean pod, is so iconic that it can beidentified by silhouette or touch alone.Legendary industrial designer Raymond Loewy described theContour Bottle as “a masterpiece” and “...one of the classics ofpackaging history.” Celebrated works by artists such as Warholand Rauschenberg reflect the Contour Bottle’s indelible roleas a cultural icon.The Contour Bottle remains one of our most modern yettimeless expressions of the uplifting experience of drinkinga Coke.The Brand Standards include the two expressions of theContour Bottle shown here. The bold simplicity of the ContourBottle Symbol makes it an ideal choice for many touchpoints,including those where photography is not appropriate ornecessary.Proper use of the Contour Bottle Symbol is addressed on thefollowing pages. Refer to the Photography Art Direction sectionof this chapter regarding the proper use of the Contour BottlePhoto.Use only the approved versions of the Contour Bottle Symbolavailable on the Design Machine website.Contour Bottle PhotoContour Bottle SymbolCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Contour Bottle Symbol2.18Contour Bottle Symbol with Coca-Cola Zero Logo UsageThe Contour Bottle Symbol with the 3D Coca-Cola Zero Logois the standard for the Brand.• The 3D Coca-Cola Zero Logo expresses the true curvature of theContour Bottle.• Never use the 3D Coca-Cola Zero Logo elsewhere than onthe Contour Bottle Symbol.• Never use a 2D Coca-Cola Zero Logo.• If an International Variant of the Coca-Cola Zero Logo is theprimary communication of the Brand for a market, it must beadapted to be consistent with the standard 3D form.• Keep the shape, proportions, positioning and Lock-up ofthe Coca-Cola Zero Logo exactly as shown in the BrandStandards.• On a black Contour Bottle Symbol, the Spencerian Scriptis Coke Red and “Zero” is white.• On a white Contour Bottle Symbol, the Spencerian Scriptis Coke Red and “Zero” is black.• No other colors, even if they’re in the Brand color palette,are to be used.ExceptionFor certain executions (e.g., Campaigns and Properties),the shape of the Contour Bottle Symbol can be formed byillustrations surrounding it. However, illustrations are notpermitted inside the shape of the Contour Bottle Symbol.Caveats• The shape of the Contour Bottle Symbol must alwaysremain the same.• The Contour Bottle Symbol must always be shown in itsentirety and never be cropped.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Contour Bottle SymbolColors2.19Show the Contour Bottle Symbol as either:• Black on a white background, or• White on a black background.Caveat• The Contour Bottle Symbol must never be shown in othercolors, even if they’re in the Brand color palette.BlackWhiteBlackCoke RedWhiteCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Contour Bottle SymbolClear Space, Safe Area2.20Clear SpaceSurround the Contour Bottle Symbol with clear space thatis, at a minimum, the x-height of the “o” in “Cola.” This clearspace area is shown at right as ‘x.’The Contour Bottle Symbol must always be shown in itsentirety and never be cropped.Safe AreaThe safe area is only relevant for the Contour BottleSymbol’s position within the page; elements can surround itfor other executions.Clear Space ExceptionClear 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 SpaceSafe AreaClear Space ExceptionCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Contour Bottle SymbolMinimum Size2.21• Do not scale the Contour Bottle Symbol below theseminimal sizes.ExceptionIf an execution necessitates using a Contour Bottle Symbolslightly below minimum size, use only the version without theScript. The Script must never be shown smaller than theseminimum sizes in order to assure legibility.• Always view PDFs of the Brand Standards at 100% forproper reference.19.05 mm100pixelsMinimum Print Size19.05 mm (.75 inches) high.Minimum Onscreen Size100 pixels high.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Contour Bottle SymbolDon’ts2.22Do not use an older version of theContour Bottle Symbol. This includesvariants in existing Brand Elements.Do not add drop shadows or patternsbehind the Contour Bottle Symbol.Do not add strokes or outlines to theContour Bottle Symbol.Do not remove or separate theelements of the Contour Bottle Symbol.Do not add elements to the ContourBottle Symbol.Do not alter the Spencerian Script onthe Contour Bottle Symbol.Do not rotate the Contour BottleSymbol.Do not scale/resize the ContourBottle Symbol disproportionately.Do not skew the Contour BottleSymbol or create false perspectives.Do not distort the Contour BottleSymbol.Do not use unspecified colors.Do not place the Contour BottleSymbol on unapproved colors.Do not place the Contour BottleSymbol in enclosing shapes of color(unless they are full-bleed fieldsof color).Do not ignore the clear space,alignment or cropping rules for theContour Bottle Symbol.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and StandardsDynamic Ribbon2.23The Dynamic Ribbon* – often called the Coke “wave” – wasintroduced to the public in 1970 as part of a new look forCoca-Cola. It is a graphic representation of the spacebetween two Coca-Cola bottles situated side by side.With its qualities of motion and continuity, the DynamicRibbon can be used to:• Suggest “infinite flow” by spanning layouts.• Provide balance to layouts containing more surprisingBrand Elements.• Serve as a powerful connecting device not only betweenElements, but across executions.In the hierarchy of Brand Elements, the Dynamic Ribbonfollows the Coca-Cola Zero Logo and Contour BottleSymbol. While this distinctive Element is familiar to some,its meaning and relationship to the Coca-Cola Zero Brand isnot always immediate. Keep this in mind when consideringuse of the Dynamic Ribbon, which is purely optional.Refer to the following pages and the Trademark UsageRequirements chapter (8.0) for standards specific to theDynamic Ribbon.Use only the approved versions of the Dynamic Ribbonavailable on the Design Machine website.* While typically known as the Dynamic Ribbon, the legaltrademark name is Dynamic Ribbon Device. Consult withyour local legal counsel for usage guidance.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Dynamic RibbonCropping2.24• Slight cropping may be necessary because the DynamicRibbon needs to bleed off an execution.• Crop the Dynamic Ribbon evenly, with a maximumof 10% on each side, for executions that have spacelimitations and when maximum Ribbon impactis necessary.20% maximum cropping of Ribbon (crop evenly – no more than 10% from either end)Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Dynamic RibbonColors, Usage2.25Colors• For sustaining executions, use only silver.• Do not use patterns or other fill in lieu of the approvedsolid colors.Exception• For media in which color is not an option (e.g., a black-andwhiteprint ad), use the restricted-use Dynamic Ribbon asshown at right.Dynamic RibbonSilver on a white background.Restricted-use Dynamic RibbonBlack on a white background.Usage• Use the Dynamic Ribbon alone or as a connecting devicewith other design elements.• Do not alter the distinctive shape of the Dynamic Ribbonfrom the approved form as shown in the Brand Standards.• Do not crop the Dynamic Ribbon more than 10% fromeither end.• Do not overlap the Dynamic Ribbon more than 5% whenusing it with other Brand Elements or graphics.• Do not cross a section of the Dynamic Ribbon with adesign element in a manner that obscures the identifying“thickest-thin-thick” rhythm of its form.• If approved usage of the Dynamic Ribbon excludes theCoca-Cola Zero Logo, a ® must be included as shown onthis page.White Dynamic RibbonWhite on a black background.Silver White BlackDynamic RibbonSilver on a white background with ®.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Dynamic RibbonLock-up Specifications2.26The Lock-up of the Dynamic Ribbon and Coca-Cola Zero Logocreates a perfectly balanced tension between Brand iconsthat represent both modernity and heritage.Align hyphen with the “z” in ZeroSpace Ratio Between the Coca-Cola Zero Logo and RibbonWhen using the Coca-Cola Zero Logo with the DynamicRibbon, the space between the two must be “hyphen height”– i.e., equal to the height of the hyphen connecting “Coca”and “Cola.”• The Coca-Cola Zero Logo is always centered over themiddle of the Dynamic Ribbon.• The Dynamic Ribbon and the Coca-Cola Zero Logonever overlap.4hSpace between the Zero and Ribbon = hCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Dynamic RibbonDon’ts2.27Do not alter or distort the DynamicRibbon in any way.Do not overlap the Dynamic Ribbonin any way with a Brand Element.Do not allow design elements tocover more than 5% of the DynamicRibbon or obscure its identifying“thickest-thin-thick” rhythm.Do not use any colors other than blackor white for sustaining executions(Exception: temporary use onCampaigns and with Properties.)Do not omit the ® from the DynamicRibbon if using it without theCoca-Cola Zero Logo.Do not rotate the Dynamic Ribbon,except for 90° counterclockwiserotations.Do not add highlights or dropshadows to the Dynamic Ribbon.Do not crop the Dynamic Ribbonmore than 10% from either end.Do not crop Dynamic Ribbonunevenly.Do not ‘float’ the Dynamic Ribbonwithin a design. The only allowableexception is in lock-up executionswith the Coca-Cola Zero Logo(i.e., packaging).Do not alter the proper space ratiofor locking up the Dynamic Ribbonand the Coca-Cola Zero Logo.Do not move the Coca-Cola Zero Logoto an off-center position when creatinga lock-up with the Dynamic Ribbon.Do not alter the standard proportionsprovided for the Dynamic Ribbon withthe Coca-Cola Zero Logo.Do not use older versions of theDynamic Ribbon.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and StandardsArden Square2.28The Arden Square is the namesake of designer ElizabethArden, who also created the Dynamic Ribbon. It wasintroduced to the public in 1969.The original design of the Arden Square was an ingeniousblending of three elements distinctive to Coca-Cola: TheSpencerian Script, the Dynamic Ribbon and Coke Red.Similarly, the Coca-Cola Zero Brand's Arden Square blendsthree featured elements: The Coca-Cola Zero Logo, theDynamic Ribbon and black.Its exceptional scalability enables bold and simple brandingon virtually any medium. In fact, the Coca-Cola CompanyArden Square made fashion history in the early 1970's whenit was applied in a checkerboard style to bell-bottom pantsand other popular items of apparel.More than thirty years later, the Arden Square is still usedto capture consumers' attention, albeit in moretraditional applications.Refer to the following pages for the standards specific to theArden Square.Use only the approved versions of the Coca-Cola Zero ArdenSquare available on the Design Machine website.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Arden SquareColors2.29There is only one color execution for the Coca-Cola ZeroArden Square: Coke Red, white and silver on a blackbackground, as shown at right.ExceptionFor media in which color is not an option (e.g., a black-andwhiteprint ad), use the restricted-use Arden Square: whiteon a black background, as shown at far right.ExceptionBlack Coke Red Silver WhiteBlackWhiteCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Arden SquareClear Space, Minimum Size2.30Clear SpaceSurround the Arden Square with clear space that is, at aminimum, the distance from the bottom of the “o” to the top ofthe “C” in “Coca.” This clear space area is shown at right as ‘x.’Minimum Print Size• For the Arden Square: at least 17.767 mm(.6995 inches) wide.• For the TM: at least 1 mm (.04 inches) in diameter.Minimum Onscreen Size• Display the Arden Square at least 112 pixels wide andthe ® at least 6 pixels in diameter.• Always view PDFs of the Brand Standards at 100%for proper reference.TM Scaling• Apply the The Coca-Cola Zero Logo TM scaling rulesspecified on the ‘Clear Space, Minimum Size, TM Scaling,Cropping’ page in this chapter.Clear Space = x DistanceMinimum Print SizeMinimum Onscreen SizeCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Arden SquareDon’ts2.31Do not use unspecified colors of theArden Square.Do not alter the shape or proportionsof the Arden Square in any way.Do not change the placement of theDynamic Ribbon in the Arden Square.Do not alter the proper space ratioof the lock-up of the Dynamic Ribbonand the The Coca-Cola Zero Logo.Do not use an older version of theArden Square.Do not use the restricted versionof the Arden Square, except asspecified on the ‘Colors’ page inthis chapter.Do not ignore the clear space rulesfor the Arden Square.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and StandardsColor Palette2.32Consumers almost universally identify the very sight of blackwith Coca-Cola Zero. Remember their mindset when workingwith the Brand color palette: See black, think Coca-Cola Zero!4 Primary Brand Colors: UsageBlack must predominate all executions.Black• Must appear in all executions in some form: background,Contour Bottle Symbol, et al.• Must always be the dominant color in an execution.Coke RedUse it sparingly to create dynamic framing that empowers theBlack communication, keeping it fresh, bold and surprising.Silver and WhiteGive top consideration when choosing secondary Brand colorsto support the primary Brand colors.BlackCoke RedSilverWhitePMS = BlackPMS = (no equivalent)PMS = Opaque WhitePMS = Opaque WhiteC = 0, M = 0, Y = 0, K = 100C = 4, M = 100, Y = 95, K = 0C = 0, M = 0, Y = 0, K = 0C = 0, M = 0, Y = 0, K = 0R = 0, G = 0, B = 0R = 244, G = 0, B = 9R = 255, G = 255, B = 255R = 255, G = 255, B = 255Hex = 000000Hex = F40000Hex = FFFFFFPMS is a registered trademark of Pantone, ® Inc. The colors shown on this page and throughout this document are not intended to match thePantone Color Standards. For accurate standards, refer to the current edition of the Pantone Color Specifier Guide.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Color PaletteDon’ts2.33pick me uppick me upDo 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 blackor red are not the dominant colors.Do not use secondary Brand colorsas primary Brand colors.Do not change the specified colorbreakdowns of the Brand colors.Do not use breakdowns from previouseditions of the Brand Standards.Do not add gradients or multipletones of color to the Brand colors.Do not use CMYK colors if spot colorprinting is available.Do not use CMYK breakdowns inonscreen executions; use RGB orHEX breakdowns instead.Do not ignore the color rules specific toeach Element in the Brand Standards.Do not use unapproved colors forthe The Coca-Cola Zero Logo.Do not add gradients or multipletones of color to the Brand colors.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and StandardsTypography2.34The Brand Standards use the Gotham font family. This fontfamily can be purchased at www.typography.com.Where local character language sets prohibit its use, thelocal market Group should set and communicate a standardthat is as close a representation to the Gotham typefaceas possible.Primary Font• Gotham Bold should be used for headlines on allexecutions and Brand communications.Body Copy• Gotham Book should be used for body copy on allBrand communications.Secondary Font• Gotham Medium should be used for functional messagesonly, such as pricing or a call to action.Substitute Font• When Gotham is unavailable, the Arial font may be usedas a replacement for internal communications or html textonly. Arial should never be used in consumer executions.Usage Rights• The Coca-Cola Company does not have global rights toany of the Brand fonts.Gotham BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Gotham BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Gotham MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIabcdefghi0123456789Arial BoldABCDEFGHIabcdefghi0123456789Arial BookCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_TypographyHeadlines and Body Copy2.35Headlines• Should always be set in lowercase type.• Should never be set in all caps.• Kerning -55.Body Copy• Should always be set with leading at +20% of the fontsize. For example, 10 pt. type with 12 pt. leading or9 pt. type with 11 pt. leading (as shown right center).• Should not be kerned more tightly or loosely than a“0” setting.• Should always use sentence-capitalization rules.• May align flush left, flush right or centered as appropriate.Pricing and Call-to-Action Copy• May vary in point size to create impact.• Call-to-action copy should always be set in all lowercase.• Currency symbols should be reduced to 60% of the totalheight of the numbers.• Use Gotham Medium for the offer and sub-head.• Use Gotham Bold for the price.gotham bold headlineGotham 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 howto set type for Coca-Cola Zero body copy. This is 9 pt. Gotham Bookwith 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 bodycopy. This is 10 pt. Gotham Book with 12 pt. leading. This is anexample of how to set type for Coca-Cola Zero body copy.This is 10 pt. Gotham Book with 12 pt. leading$3.99sub-headoffer$3.99sub-headCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Typography2.36Don’tsDo not use fonts other than thosein the Gotham family for consumerfacingexecutions.decisions, decisions ...Do not use Arial in consumer-facingexecutions.Any font other thanGotham Boldas the primary font.Do not use any font other thanGotham Bold as the primaryheadline font.Don’t use Gotham Medium forbody copy. Don’t use GothamMedium for body copy. Don’tuse Gotham Medium for bodycopy. Don’t use Gotham Medium for body copy. Don’t useGotham Medium for body copy. Don’t use Gotham Mediumfor body copy. 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 useDo not use Gotham Medium forbody copy.Do not use Gotham Condensed.don’t use lowercase-only typography for longheadlines or sentences. don’t use lowercase-onlytypography for long headlines or sentences. don’tuse lowercase-only typography for long headlinesor sentences. don’t use lowercase-only typographyfor long headlines or sentences. don’t use lowercaseonlytypography for long headlines or sentences.don’t use lowercase-only typography for longheadlines or sentences.don’t use lowercase-onlytypography for long headlines or sentences.don’t use lowercase-only typography for longheadlines or sentences. don’t use lowercase-onlytypography for long headlines or sentences. don’tuse lowercase-only typography for long headlinesDo not use lowercase-only typographyor sentences. don’t use lowercase-only typographyfor long headlines or sentences.long headlines or sentences. don’t use lowercaseonlytypography for long headlines or sentences.don’t use lowercase-only typography for longheadlines or sentences.don’t use lowercase-onlytypography for long headlines or sentences.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_BackgroundsBackgrounds: Flat Colors2.37Use the backgrounds shown at right to emphasize acommunication as well as the elements within it. Follow thestandards below to ensure consistency for the Brandwithin a functional, flexible range of applications.Black Background ColorBlack is the primary background color.• Use it in a simple and bold way to make an immediate andfamiliar connection with the consumer and leverage our‘ownership’ of black.Black backgroundWhite backgroundCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_PhotographyProduct Photography Art Direction2.38Coca-Cola Zero is nearly impossible to describe.The product drives immediate craving for the liquid.Coca-Cola Zero product photography should drive a desirefor the uniqueness of the ice cold liquid, the smoothfamiliarity of the Contour Bottle, the multi-sensorial drinkingexperience and the refreshing uplift Coca-Cola Zeroprovides – physically and emotionally.Photography of the product should elicit the following typesof reactions from consumers:• Cold and fizzy• Sensual and soft• Prickly and sharp• Refreshing• Surprising• Relaxing• Disposition-brightening• Unlike anything on the planetCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art DirectionContour Glass Bottle Photography2.39Gold Standard Contour Glass Bottle PhotoThe Contour Bottle photo is a primary trademark for theCoca-Cola Zero Brand and the standard by which allfuture 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 aphotography guide for Bottle shape, graphics, lighting,condensation, ice, product color and glass color.Approach• Always present the product as hero.• Make sure each product shot conveys a feeling ofice-cold refreshment and uplift – capturing that“PSHTTTTTT” moment when the Bottle is uncapped.• Remember that the product adds iconic value.• Remember that the product shot makes a visualinvitation to consumers to purchase and consumethe product.Bottle Graphics• Bottle mock-ups should be developed for allphotography of the Bottle in order to maximize thesize and impact of the Coca-Cola Zero Logo.Bottle Shape and Color• The North America 8 oz. Bottle is used for the GlobalStandard Contour Bottle photo and is the bestrepresentation of the Contour Bottle shape, colorand formation of flutes.• This Bottle should be used for all hero productphotography and can be obtained from a NorthAmerica Bottle supplier.Style• Clean, simple and bold.• Devoid of extraneous elements.Angle• Products should be photographed front-on at eye levelwith very little perspective so that the bottoms of theproducts are flat and can be aligned next to each otheras a range.• While a straight-on approach is preferred, alternateperspectives are permitted in special cases wherestraight-on doesn’t match the perspective needed.Product Color• Coca-Cola Zero product should have an overall cola color,but should include areas of highlight (sunset orangesand yellows) and darkness (dark chocolate) with hintsof caramel and deep red tones.• The right product color for photography can beachieved with a mix of product and water.• The liquid must not be opaque nor a single coloror shade.• When the cap is off, be sure to capture the upliftingbubbles to indicate the ‘pshttttt’ of a freshly-openedbottle.• Always reference the Gold Standard Contour Bottlephoto for the ideal expression of the Coca-Cola Zeroproduct.Lighting• The various product tones can be achieved by placinga chrome reflective card directly behind the productand using 2 soft boxes for the front lighting and a softlight for back lighting.Refreshment Cues• Condensation and ice can be used to add refreshment,but should be used sparingly and have the rightbalance.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art DirectionPhotography Details2.40Uplifting Product BubblesCorrect Balance of CondensationMaximize Script SizeMaintain Darks and HighlightsCondensationCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art DirectionCans, PETs, Other Packaging2.41Style• As with the Contour Bottle, make the photograph clean,simple and bold.• Keep the shot devoid of extraneous elements.• Use reflections at your discretion. Consider what bestsuits each application.Angles• Angle should be straight-on at eye level with very littleperspective. This allows the bottoms of the products to beflat and aligned next to each other as a range.• In special cases where a straight-on approach doesn’tmatch the perspective, alternate perspectives are permitted.• A more heroic product angle can be used when it bettersuits a given execution (e.g., can photos on a fridge pack).Product Color• Coca-Cola Zero product should have an overall cola color, butshould include areas of highlight (sunset oranges and yellows)and darkness (dark chocolate) with hints of caramel anddeep red tones.• The liquid must not be opaque nor a single color or shade.• When the cap is off, be sure to capture the uplifting bubblesto indicate the ‘pshttttt’ of a freshly-opened Bottle.• Reference the Gold Standard Contour Glass Bottle photofor the ideal expression of the Coca-Cola Zero product.Refreshment Cues• Condensation and ice can be used to add refreshment, butshould be used sparingly and have the right balance.• When photographing cans and PETs together, make sure thatthe refreshment cues are placed randomly and vary in sizeand shape (instead of covering the entire product) foreach product shown.• Packaging photos placed within other packaging (i.e., the canphoto on the fridge pack) should be photographed withcondensation to counterbalance the more iconic Elementsof the overall design.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Package Design Standards 3.0Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.Confidential: December 2009

Packaging Design Standards 3.01ContentsPackaging: Graphic Design Standards ....................................... 3.02Overview ................................................................................ 3.03Package Framework ............................................................... 3.04Package ArchetypePackage Archetype: Sustaining ............................................ 3.05Package Archetype: Thematic ............................................. 3.06Essentials of the Coca-Cola Zero Label .................................. 3.07Printing BlackPrinting Black on Labels ....................................................... 3.08Printing Black on Paperboard ............................................... 3.09Printing Black on Clear Shrink Wrap ..................................... 3.10Printing Black on Glass Bottles ............................................ 3.11Black Closures ..................................................................... 3.12Color Measurement, Evaluation and CalibrationMeasuring Color Temperature .............................................. 3.13Visual Color Evaluation ........................................................ 3.14Numeric Color Measurement ................................................ 3.15Calibration and Certification ................................................. 3.16Sustaining Coca-Cola Zero Packaging Templates .................. 3.1712 oz. Can .......................................................................... 3.18500ML PET ......................................................................... 3.192L PET ................................................................................ 3.208 oz. Aluminum Bottle, ACL Bottles: 1-Color and 2-Color ....... 3.2112 oz. Can Fridge Pack ....................................................... 3.22Paper Cup .......................................................................... 3.23Packaging: Form Design Standards .......................................... 3.24The Standard Contour Bottle Form ........................................ 3.25Industrial Design Principles for Packaging Form .................... 3.26Elements of the Contour Bottle .............................................. 3.27Understanding the Contour Bottle .......................................... 3.28Contour Bottle Elements: Applied ......................................... 3.29Defining Elements ............................................................... 3.30Achieving the Contour Bottle ................................................. 3.31Glass: Do’s ......................................................................... 3.32Glass: Don’ts ....................................................................... 3.33Glass: Scaling ..................................................................... 3.34PET: Do’s ........................................................................... 3.35PET: Don’ts ......................................................................... 3.36PET: Do’s and Don’ts .......................................................... 3.37PET: Scaling .............................................................. 3.38 - 3.39Aluminum: Do’s .................................................................. 3.40Aluminum: Don’ts ................................................................ 3.41Aluminum: Scaling .............................................................. 3.42Contour Bottle Construction ................................................... 3.43Overall Proportion: Schematic ............................................. 3.44Overall Proportion: Do’s and Don’ts ...................................... 3.45Contoured Shoulder: Do’s and Don’ts .................................. 3.46Flutes: Do’s and Don’ts (location).........................................3.47Flutes: Do’s and Don’ts (frequency) ..................................... 3.48Flutes: Do’s and Don’ts (section)..........................................3.49Pinch Waist: Do’s and Don’ts (format)..................................3.50Executional Constraints for Glass, PET and Aluminum ............. 3.51Material and Process Considerations .......................... 3.52 - 3.53Overview of Executional Constraints .................................... 3.54Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Packaging Design Standards 3.02Packaging: Graphic Design StandardsThe 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 solidbackground colors.The following pages provide guidance on using these Elements to consistently execute the strategyin your market.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards 3.03OverviewThe Coca-Cola Trademark Packaging System is fundamentalto achieving a timeless, bold, simple and unified expressionof brand identity and meaning. Through its proper applicationacross Coca-Cola, Diet Coke/Coca-Cola light and Coca-Cola Zero,we increase differentiation, shelf impact, Brand consistency, scaleand cultural relevance – all vital to a strong leadership position.An iconic design approach to the Coca-Cola Zero Logo and theDynamic Ribbon – two of the Brand’s most recognizedtrademarks – forms the visual core of the Coca-Cola ZeroPackaging System. In the pages that follow, these key BrandElements find authentic expression through a strategicframework of bold simplicity and owning black.All the design elements needed to create successful packagingexecutions for Coca-Cola Zero are shown in this System.Approved digital files of customizable graphics and designtemplates for Packaging are available on the Design Machinewebsite at www.coca-coladesignmachine.com. Please use onlythe approved versions supplied there.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards 3.04Package FrameworkThe strategic framework for the Coca-Cola Zero PackagingSystem provides a unified approach for:• Sustaining (i.e., permanent) executions• Campaign (temporary) executions• Properties (temporary) executionsUniting them all is a design structure that ensures theconsistency needed to leverage Brand equity while offeringsituational flexibility.BVADesign PrinciplesIdentity Standards(Core Brand Elements and Standards)Design Standards(Core Brand Elements and Standards)SustainingCampaignsPromotionsPropertiesCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

xxxx xxx xxxxPackaging Design Standards_Graphic Design Standards_Package Archetype 3.05Package Archetype: SustainingPanel order may change by market; revise order as needed.Front Panel: Fixed• The Coca-Cola Zero Logo must always be present andappear as shown at right.• The Dynamic Ribbon* must be present on all labelsexcept ACL glass bottles where space permits.• The Dynamic Ribbon is optional on the aluminumContour Bottle.• Do not move, resize or alter the Coca-Cola Zero Logo or Ribbon.• Do not change their placement relative to one another.• Do not replace them with other elements.Middle Panel: Fixed• The Coca-Cola Zero Logo and the Dynamic Ribbon mustalways be present and appear as shown.• Do not move, resize or alter them.• Do not change their placement relative to one another.• Do not replace them with other elements.• An International Variant of the Coca-Cola Zero Logo may beused on this panel only.CONTENT LINEDescription: xxx xxxx xxxxxxxxx xxxx xxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxFront Panel Middle Panel Back PanelIngredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxxxxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxVisit www.Coca-Cola.comBack Panel: FixedAlways include these elements:• Secondary Logo• Nutritional information• Product barcode• Recycle symbol*While typically known as the Dynamic Ribbon, the legaltrademark name is Dynamic Ribbon Device. Consult with yourlocal legal counsel for usage guidance.Description: xxx xxxx xxxxxxxxx xxxx xxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxxxxx xxx xxxxIngredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxxxxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxwww.Coca-Cola.comContent LineCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Package Archetype 3.06Package Archetype: ThematicPanel order may change by market; revise order as needed.Front Panel: Fixed• The Coca-Cola Zero Logo must always be present and appearas shown at right.• The Dynamic Ribbon* must be present on all labels exceptACL where vertical space is limited.• The Dynamic Ribbon is optional on the aluminumContour Bottle.• Do not move, resize or alter the Coca-Cola Zero Logo andRibbon or their placement relative to one another.• Do not overlap more than 5% of the Coca-Cola Zero Logo or theRibbon with a thematic design.Middle Panel: Flexible• The Dynamic Ribbon must appear, but may be slightly shiftedto the right or left.• The Coca-Cola Zero Logo is an optional design element and maybe replaced by thematic designs on this panel only.• Do not overlap more than 5% of the Coca-Cola Zero Logo or theDynamic Ribbon with a thematic design.Front Panelwebaddresshere.comContent LineMiddle PanelDescription: xxx xxxx xxxxxxxxx xxxx xxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxxxxx xxx xxxxBack PanelIngredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxxxxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxVisit www.Coca-Cola.comBack Panel: FixedAlways include these elements:• Coca-Cola Zero Logo• Nutritional information• Recycle symbol• Product barcode* While typically known as the Dynamic Ribbon, the legal trademarkname is Dynamic Ribbon Device. Consult with your local legalcounsel for usage guidance.Description: xxx xxxx xxxxxxxxx xxxx xxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxxxxx xxx xxxxIngredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxxxxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxwww.Coca-Cola.comwebaddresshere.comContent LineCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards 3.07Essentials of the Coca-Cola Zero LabelThe Coca-Cola Zero label is a unique amalgam of sixBrand Elements.• Every package label must include all six Brand Elements,in accordance with the guidelines shown in these pages.• Elements must not be replaced, altered or resized relative to oneanother. Refer to the illustration provided as a general template.• Learn more about these fundamental Brand Elements in theCore Brand Elements and Standards chapter (2.0).Coca-Cola Zero LogoThe Coca-Cola Zero Logo is the cornerstone design element ofthe Trademark Packaging System. Being ‘utterly familiar’ withthe Coca-Cola Zero Logo allows us be continually surprisingwith other elements. The Script must:• Always be present and the most predominant Element.• Always be used in its original form as shown in this System,without any drop shadows, outlines or alterations of any kind.• Always be scaled to fill the space in which it is placed, asshown in the illustration.• Always be shown as Coke Red and white on ablack background.• Never be used in other colors, whether or not they are in theBrand color palette.Dynamic RibbonThe Dynamic Ribbon is used to support the Brand colors andto help communicate the various flavors.• It must always be present and be used in its original form asshown in this System, without any drop shadows, outlines oralterations of any kind.• The Lock-up for the Dynamic Ribbon and the Coca-Cola ZeroLogo is fixed and must not be changed.– The Coca-Cola Zero Logo must be centered over themiddle of the Dynamic Ribbon. For detailed guidance on thecorrect Lock-up of the Coca-Cola Zero Logo and DynamicRibbon, please refer to the Lock-up Specifications page inthe Dynamic Ribbon section of the Core Brand Elementsand Standards chapter (2.0).– The two must never overlap.Coke Zero Logo• The Coke Zero Logo must always appear on the backpanel of the packaging alongside the nutritional statement.• It must always be shown as Coke Red and white on ablack background.• It must never be shown in other colors, whether or not theyare in the Brand color palette.Contour Bottle (Optional Panel Graphic)Signifying Coca-Cola Zero at a glance, the Contour Bottle must:• Always be shown as Coke Red and white on ablack background.• Never be shown in other colors, whether or not they are inthe Brand color palette.• Remain the same shape, although its content andexpression may vary across executions.Coca-Cola Zero LogoBlackTypographyDynamic Ribbon Dynamic Ribbon Coke Zero LogoCONTENT LINETypography• Helvetica Bold Condensed is the primary typeface forpackaging.• It must always be used to communicate content size,nutritional information and ingredients.Helvetica Bold CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789BlackBlack must be the predominant color on the Coca-ColaZero label, thus consistently leveraging the Power of Black.Description: xxx xxxx xxxxxxxxx xxxx xxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxxxxx xxx xxxxIngredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxxxxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxwww.Coca-Cola.comTypographyCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Printing BlackPrinting Black on Labels3.08To ensure bold, impactful labels on label substrates, followthe guidelines and ink measurements outlined in the printspecifications below.Always bleed the black ink to the edge in order to preventwhite edges.Polypropylene SubstrateA single color of black should be reverse-printed on clearsubstrate and laminated to white substrate.Plastic SubstrateA single color of black should be surface-printed on whitesubstrate and overprinted with clear varnish.Paper SubstrateA single color of black should be surface-printed on whitesubstrate and either overprinted with clear varnish orlaminated.Printed black Ink StandardsVisually match to the black Global Color Standard.For more guidance please refer to:• The Color Measurement, Evaluation and Calibration pageslater in this section; and• The Specular Reflectance Curve information in the ColorPalette section of the Core Brand Elements and Standardschapter (2.0).For a visual color match on polypropylene substrate, pleasecontact the Global Design Group.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Printing BlackPrinting Coke Red and Black & White on Paperboard3.09To ensure bold, impactful multi-packs on paperboardsubstrates, follow the guidelines and ink measurementsoutlined in the print specifications below.Paperboard SubstratePrint black ink to achieve the proper silver reflectance.Printed Coke Silver Ink StandardsMatch to the black Global Color Standard visually.For more guidance please refer to:• The Color Measurement, Evaluation and Calibration pageslater in this section; and• The Specular Reflectance Curve information in the ColorPalette section of the Core Brand Elements and Standardschapter (2.0).For a visual color match on paperboard substrate, pleasecontact the Global Design Group.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Printing Coke RedPrinting Black on Clear Shrink Wrap3.10To ensure bold, impactful multi-packs on clear shrink wrapsubstrates, follow the guidelines and ink measurementsoutlined in the print specifications below.Shrink Wrap SubstratePrint a single lay down of white prior to a double bump ofblack ink to achieve the proper color intensity.Printed Black Ink StandardsMatch to the black Global Color Standard visually for HTLand ACL.For more guidance please refer to:• The Color Measurement, Evaluation and Calibration pageslater in this section; and• The Specular Reflectance Curve information in the ColorPalette section of the Core Brand Elements and Standardschapter (2.0).Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Printing Coke RedPrinting Black on Glass Bottles3.11To ensure bold, impactful labels on glass Contour Bottles,follow the guidelines and ink measurements outlined in theprint specifications below.HTL SubstrateA single color of black should be reverse-printed on whitesubstrate and heat transferred to a glass Bottle.ACL SubstrateA single color of black should be surface-printed directly on aglass Bottle.Printed Black Ink StandardsMatch to the black Global Color Standard visually for HTLand ACL.For more guidance please refer to:• The Color Measurement, Evaluation and Calibration pageslater in this section; and• The Specular Reflectance Curve information in the ColorPalette section of the Core Brand Elements and Standardschapter (2.0).Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Printing Coke RedBlack Closures3.12Always utilize black color plastic substrate for closures on allBrand Coca-Cola Zero packs that require resealable caps.Two-color closure printing is the preferred standard. If two-colorclosure printing is not an option, using white only is acceptable.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and CalibrationVisual Color Evaluation3.13Visual Color MeasurementThe visual evaluation of color is subjective. By standardizing theviewing environment and procedures, the consistency of ourtrademarks improve.The primary objective of The Coca-Cola Color ManagementSystem is for all facets of our Company’s trademarks to be adirect reflection of the quality of our Brands. First and foremost,any reproduction of our Company Brands must visually matchapproved Visual Color Standards issued.VISUAL COLOR EVALUATION PROCEDUREILLUMINATIONThe Color Standards represent the Final Product Appearance.Any adjustments needed to compensate for the effects ofcoatings, additives, varnishes and/or traps, etc. to the finalappearance must be taken into consideration by printers.45°OBSERVERVisual Color EvaluationThe intent of this practice is to standardize the procedures for thevisual evaluation of printed samples. These procedures are to beused when visually comparing a printed sample against theapproved Color Standard.OBJECTProper viewing conditions, normal color vision and correctpositioning of the standards and samples are essential tomaintaining a standardized visual evaluation process. Once thevisual evaluation has taken place, the results must then beconfirmed through the use of instrumentation when applicable.45°/0°EquipmentProper lighting or viewing environments (such as GTI ColorMatcheror MM-1) are essential for consistent visual evaluation. See the“Simulated Lighting Conditions” chart on the next page for desiredlight sources.LightingThe area where color evaluations are conducted must have abooth or enclosed area with a standardized overhead lightingsystem. The lighting system must be capable of providing thesimulated lighting conditions described on the following pages.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and CalibrationMeasuring Color Temperature3.14Color Temperature Measuring InstrumentsA properly calibrated, traceable spectroradiometer can beused to check the color temperature and relevant parametersof each source.Viewing EnvironmentThe ambient lighting conditions must not interfere with thecontrolled lighting from booths or viewing environment.Gray surround color (Munsell N/7) and curtains, if necessary,are to be used. An enclosed viewing room painted with gray(Munsell N/7) paint is acceptable in lieu of a lighting booth.Lighting System MaintenanceProper maintenance in accordance with the manufacturer’srecommendations of the lighting equipment is essential forconsistency over time and between units. Lamps are to bereplaced when the unit is out of specification for intensity orcolor temperature. Replace lamps only with those obtainedfrom the original manufacturer of the product in accordancewith the manufacturer’s recommended replacementschedule.SIMULATED LIGHTING CONDITIONSObservers should wear neutracolored clothing or smocks soas not to influence the reflected color back to the samplebeing evaluated.When samples are being viewed, there should be no otheritems present in the booth or area other than the sample andstandard being evaluated.If light is being reflected off walls in close proximity to theevaluation area, there should not be any distracting orbrightly colored objects nearby.Simulated Enclosure SizeThe size of the booth, room, etc. should allow for comfortableviewing. There should be enough space to view all areasfrom different angles and still remain in the controlled lightingenvironment.PRIMARY LIGHT SOURCESECONDARY LIGHT SOURCETERTIARY LIGHT SOURCEULTRAVIOLET LIGHT SOURCEDaylight with color temperature of 5000°K.Cool White Fluorescent (CWF) source with a color temperature of 4000°K.Optional: This light source should be selected and standardized by each Company Division office ifneeded. The use of a tertiary light source other than Cool White Fluorescent is the primary storelighting condition in the Division’s geographic area. If the local store lighting conditions are primarilyCool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source.Optional: This is normally used to evaluate optical brighteners, whitening agents, fluorescent pigmentsand dyes.(Note: All of the above is covered in detail in ASTM D1729-96.)Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and CalibrationNumeric Color Measurement3.15Color communicates. Because the colors of our trademarks aresuch an integral element of the Brands’ identity, it is criticalthat our Brand colors be reproduced with uncompromisingquality and consistency.In addition to the Visual Color Standards, the Color Standardsare provided electronically in the form of a .MIF file. The .MIFfile will be sent via email. This Digital Color Standard shouldbe downloaded directly into your X-Rite QA Master software.Downloading the Digital Standards directly into the softwareensures that everyone evaluating our Brand colors will beusing the exact same numeric values for consistency.This Digital Color Standard contains:• Absolute L*a*b* Values• Standardized Illuminants• Standardized Observer• Digital Tolerances• Reflectance ValuesDigital TolerancesStandards using the specified X-Rite equipment and QAMaster software incorporate the specifications shown.General Methods for MeasurementInstruments must be calibrated with the assigned tile andwithin the manufacturer’s tolerance. The sample size mustbe at least 4 mm and large enough for the measurementwindow of the instrument to be covered completely. It is alsovery important to ensure that there are no physical defects inthe area (color) being measured. An average of 3 readingsmay be taken to ensure a representative reading of the sample.INSTRUMENT X-Rite ® 939 or 530MEASUREMENT GEOMETRY 0/45APERTUREI NSTR UMENTAL COLOR MANAGEMENT SPECIFICATIONSNo smaller than 3.4 mmSOFTWARE X-Rite QA Master ® or QA Master 2000 ®FILE TRANSFER FORMATSTANDARD OBSERVER.MIF10 DegreePRIMARY ILLUMINANT Daylight D50/10 5000°KSECONDARY ILLUMINANT Cool White Fluorescent (F2) 4000°K Coke Red OnlyTERTIARY ILLUMINANTCOLOR SPACECOLOR TOLERANCEOptional: This light source should be selected and standardized by each Company Division office ifneeded. The use of a tertiary light source other than Cool White Fluorescent is the primary storelighting condition in the Division’s geographic area. If the local store lighting conditions are primarilyCool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source.CIELABCMC 2:1 (Numeric tolerances are specific to the individual color and substrate being measured.)Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and CalibrationCalibration and Certification3.16Calibration and Certification of the X-Rite 939 or 530It is extremely critical that all individuals who are responsible forusing the X-Rite 939 or 530 conduct the calibration processcorrectly and consistently. To ensure accuracy, the X-Rite 939or 530 has safeguards to maintain proper calibration. The firstsafeguard is an internal clock that will prompt the user to recalibrateevery 12 hours. As a second safeguard, the instrumentwill prompt re-calibration if the temperature of theinstrument chassis drifts 7° Fahrenheit. The instrument willalways alert the user when it requires calibration. Even withthese safeguards, however, it remains the obligation of the userto ensure that calibration is done correctly.Please note: Calibration due to temperature change occurs at a10° shift in temperature.Equipment:• X-Rite 939 or 530 Spectrophotometer• CMC light source D50/10 degree• Calibration tile with current expiration date• X-Rite QA Master software with computer• Numeric color library (MIF)Instrument SettingsBefore taking any readings with the X-Rite 939 or 530,ensure that the following functions are selected within theinstrument:• L*a*b* mode• D50 illuminant• 10º observerCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design StandardsSustaining Coca-Cola Zero Packaging Templates3.17Use only the approved customizable graphic templatesavailable on the Design Machine website.Always follow the Fixed But Flexible approach to ensureconsistent design while customizing packages as needed.Caveats• Ensure at all times that at least one strongly branded panel ispresent on the package.• Do not print refreshment cues (condensation or ice) on packs.• All package layouts must be submitted for local or regionalapproval through legal and Bottler reviews.• All local legal registration notices must be applied to alltrademarks.• Back-of-package information must be applied in accordancewith local requirements, including:– GDA (Guideline Daily Amounts).– “Romance” or promotional copy.– Secondary back-of-package Logos (as space permits).• Guidance for printers must be supplied on all artwork files.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Sustaining Coca-Cola Zero Packaging Templates3.1812 oz. CanCoca-Cola Zero 12 oz. CanDescription: xxx xxxx xxxxxxxxx xxxx xxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxxxxx xxx xxxxIngredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxxxxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxColor Specs:BlackPure SilverCoke RedWhiteVisit www.Coca-Cola.com12 OZ00000Content LineCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Sustaining Coca-Cola Zero Packaging Templates3.19500ML PETCoca-Cola Zero 500ML PETContent LineDescription: xxx xxxx xxxxxxxxx xxxx xxxxIngredients: xxxxx xxxxxx xxx xxxxxxxx xxxxx xxx xxxxx xxxxx xxxx xxxxxxx xxxx xxx xxxx xxx xxxx xxx xxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxxxxx xxx xxxx00000Visit www.Coca-Cola.combleed ink to edge(no white borders)Color Specs:BlackPure SilverCoke RedWhite SubstrateBottle.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Sustaining Coca-Cola Zero Packaging Templates2L PET3.20Coca-Cola Zero 2L PETContent LineDescription: xxx xxxx xxxxxxxxx xxxx xxxxIngredients: xxxxx xxxxxx xxxxxxxx xxx xxxxx xxx xxxxx xxxxxxxxx xxxx xxx xxxx xxx xxxx xxxxxxx xxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxxxx xxxxxxx xxxxxxx xxxxxxxxxxxLegal Text: xxx xxxx xxxxxxxxxx xxxxx xxxxx xxxxContent Line 00000Visit www.Coca-Cola.comContent Linebleed ink to edge(no white borders)Color Specs:BlackPure SilverCoke RedWhiteCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Sustaining Coca-Cola Zero Packaging Templates8 oz. Aluminum Bottle, ACL Bottles: 3-Color3.21Coca-Cola Zero 8 oz. Aluminum BottleColor Specs:BlackCoke RedWhiteSilver SubstrateContent LineACL Bottle: 3-ColorColor Specs:BlackCoke RedWhiteContent LineCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Sustaining Coca-Cola Zero Packaging Templates12 oz. Can Fridge Pack3.22Coca-Cola Zero 12 oz. Can Fridge PackColor Specs:BlackPure SilverCoke RedWhiteCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Graphic Design Standards_Sustaining Coca-Cola Zero Packaging TemplatesPaper Cup3.23• In cases where the Recycled PET Cup cannot be utilized,use a paper cup with this standard design.• Do not alter the design or its elements in any way.For more guidance on properly using Food Service Cups inyour market, please contact the Global Packaging Group orNorth America Food Service Team.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design StandardsPackaging: Form Design Standards3.24The Contour Bottle is the standard package for Coca-Cola Zero. Universally recognized, the ContourBottle evokes the heritage of the Coca-Cola Zero Brand and expresses the uplifting experience ofdrinking a Coca-Cola Zero.The Global Standard Contour Bottle is the archetype from which we derive the rules for packagingexecutions in all markets and across a range of materials and sizes.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design StandardsThe Standard Contour Bottle Form3.25In 1960, The Coca-Cola Company convinced the United StatesPatent and Trademark Office that the very shape of what weknow now as the Contour Bottle had become so well knownthat it deserved the status of a registered trademark. Applyingfor a trademark for a commercial package was a most unusualand bold step at the time. But the Company wisely knew thatwhereas patents eventually run out, a trademark does not; soas long as it is kept in continuous use, a trademark lastsindefinitely.The Company presented the case that the very shape – in theirwords, the “distinctively shaped contour” of the “hobble skirtbottle” – was “the most recognized container in the history ofthe world” and had in effect already taken on trademark status.The USPTO agreed and granted a registered trademark toCoca-Cola for the Contour Bottle.This chapter describes the Coca-Cola Zero Contour Bottleform standard and outlines how to execute it across variousmaterials and sizes, specifically:• Structural features that set the packaging standard forthe Brand.• How to translate structural features across packagingformats and materials.• Design guidelines, including Do’s and Don’ts.• Size extensions and scaling.• Mastering technological and manufacturing constraints.The Standard Contour Bottle Form Glass PET AluminumCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design StandardsIndustrial Design Principles for Packaging Form3.26These are the Design Principles behind the Contour Bottleand should be used whenever developing packaging forCoca-Cola Zero.1. Bold Simplicity• A return to clarity; removal of all extraneous noise and staticaround the Brand to find the bold, simple essence ofCoca-Cola Zero.2. Real Authenticity• We leverage all that is real, original and honest about the Brand.• Clearly linking back to our heritage gives us the license to trynew things and keep evolving.3. Own Black• At every touchpoint, we will leverage the Power of Black andensure its consistency around the World. We will integrate thethread of Red into everything we do.4. Familiar Yet Surprising• We do not follow category norms; instead, we lead them.• We introduce new strategic elements to create varietyand freshness across the Brand experience.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design StandardsElements of the Contour Bottle3.27The Contour Bottle – our archetype and inspiration for bringingall other packaging to life – is composed of distinctive elements.Black ClosureGeorgia Green ColorNeck FinishScalloped TransitionsFlutesCurved Label PanelCoca-Cola Zero LogoVisible Product(Bubbles)Black LabelPinch WaistOverall Proportion(Silhouette)Champagne BaseCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design StandardsUnderstanding the Contour Bottle3.28The original project brief for the Contour Bottle thatwas given to the Root Glass Company of Terre Haute,Indiana, specified “... A glass package so distinctive as onecontaining Coca-Cola, so shaped that even if broken, aperson could tell at a glance what it was, so distinguishableby touch that even a blind man could identify it.”Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Understanding the Contour BottleContour Bottle Elements: Applied3.29Defining ElementsThe keys to creating our identity. Essential to packaging form.Supporting ElementsIdeal whenever feasible, but not essential.True Form ElementsContoured ShoulderFlutesScalloped TransitionsBlack Closure Neck Finish Georgia GreenColorCurved LabelPanelGraphic ElementsBlack Label Color Palette Visible Product(Bubbles)Pinch WaistChampagne BaseOverall Proportions(Silhouette)( relationship of elementsto each other, from baseto pinch waist to labelarea to shoulder)Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Understanding the Contour BottleDefining Elements3.30Overall Proportion Contoured Shoulder Flutes Pinch WaistScalloped TransitionsChampagne BaseThe overall proportion isThe contour of the shoulderFlutes are the vertical ribs.The Pinch Waist is locatedCreated by the resolution ofSubstantial and symbolic ofmade up of five basicis symmetrical, slender andThey frame the Curvedbelow the label and providesthe Flutes into the Curvedthe integrity of the product,sections and defines thedefined by two elegant arcsLabel Panel and createthe most signature elementLabel Panel, this distinctivethe Champagne Baseiconic silhouette: Thein a wave format. It starts thevarying wall thicknessesof the Contour Bottle. It alsodetail imparts a unique feelemphasizes the Pinch WaistContoured Shoulder, Curvedflowing aesthetic of the icon.in the bottle, adding depth.creates a slender, flowingwhen the Contour Bottle isand is where the FlutesLabel Area, Pinch Waist,They also provide structureaesthetic that is the essenceheld.terminate.Vertical Fluting and Overallto a soft flowing form.of the icon.Silhouette comprise theiconic proportion and havea specific aspect ratio tothe overall package height.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design StandardsAchieving the Contour Bottle3.31Although technical and manufacturing constraints canprevent the perfect replication of the iconic Contour Bottle,the ideal execution for each material can be achieved byapplying the Do’s and Don’ts that follow.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottleGlass: Do’s3.32Black ClosureMust use black closure.Black Threaded ClosureMay use a black threadedclosure on a Contour Bottle.Applied Color Label (ACL)May use Applied Color Labelson glass Bottles.Roll-fed LabelMay use a roll-fed label or asplit label.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Georgia GreenMay use Georgia Green(dominant wavelength515-545 nm) for glass Bottles.Clear GlassMay use flint (clear) glass Bottle.Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottleGlass: Don’ts3.33No FlutesFlutes must always be presenton glass Contour Bottles.They are a defining featureof the Contour Bottle and aretechnically feasible.Straight ShoulderThe Contoured Shouldermust be present in all glassexecutions.Straight WaistThe Pinch Waist is the mostdefining feature of the ContourBottle and must always bepresent.Confidential: December 2009Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottleGlass: Scaling3.34IdealUnacceptableUnacceptableScale proportionately while stillusing a common closure size.Don’t vary diameters tomaintain a common height.Don’t vary heights tomaintain a common diameter.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottlePET: Do’s3.35Black Threaded ClosureMust use a black threadedclosure on PET.Short Height ClosureMay use a black shortheight closure on PET.Roll-fed Shrink LabelMay use a roll-fed shrink label.Roll-fed LabelMay use a roll-fed label.Petaloid BaseMay use a petaloid base.Clear PETMay use clear PET.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Georgia Green ColorMay tint PET Georgia Green.Recycled PETUse highest RPET contentfeasible.Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottlePET: Don’ts3.36EmbossedLogoEmbossedRibbonNo FlutesFlutes must always be present onglass PET executions. They are adefining feature of the Contour Bottleand are technically feasible.Replacing FlutesFlutes must never be replaced withother shapes or textures.Straight WaistDo not eliminate the Pinch Waist.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottlePET: Do’s and Don’ts3.37Colored PETPigmented PET (opaque or translucent) Bottles must not be used.Champagne BaseUsing a Champagne Base on aPET Bottle instead of the petaloid ispermissible. Keep in mind, however,that it could add weight and costwhile adversely affecting sustainablepackaging outcomes.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottlePET: Scaling3.38Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottlePET: Scaling3.39IdealScale proportionately while stillusing a common closure size.UnacceptableDo not vary diameters tomaintain a common height.UnacceptableDo not vary heights tomaintain a common diameter.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottleAluminum: Do’s3.40ROPP ClosureMay use a black Rolled-onPilfer-Proof (ROPP) closureon aluminum.ROPP ClosureMay use a black Rolled-onPilfer-Proof (ROPP) closureon aluminum.Contoured ShoulderMaintain the iconic ContouredShoulder.Subtle Pinch WaistUse a subtle pinch to mimicthe Contour Bottle.Champagne BaseMaintain champagne-stylebase.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottleAluminum: Don’ts3.41Artificial Label AreaDo not create an artificial labelarea on the aluminum ContourBottle.Formed FlutesMust forego Flutes on thealuminum Contour Bottle asit is not technically feasible toexecute them properly.Accent FlutesGraphic Flutes are notauthentic enough to replacetrue Flutes as the scallopedareas will be lost.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Straight WaistThe Pinch Waist is the mostdefining feature of the ContourBottle and must always bepresent.Straight ShoulderThe Contoured Shoulder mustbe present in all aluminumContour Bottle executions.Sacrifice Pinch WaistDo not sacrifice the iconicquality of the Pinch Waist toadd Flutes or a Curved LabelPanel in the forming process.Confidential: December 2009

Packaging Design Standards_Form Design Standards_Achieving the Contour BottleAluminum: Scaling3.42IdealScale proportionately while stillusing a common closure size.UnacceptableDo not vary diameters tomaintain a common height.UnacceptableDo not vary heights tomaintain a common diameter.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design StandardsContour Bottle Construction3.43This section includes critical technical details for theDefining Elements. It is essential that industrial designersand engineers use this documentation in order to properlyintegrate Defining Elements and to ensure the best possibleContour Bottle execution.Please note: The Global Packaging Database must beconsulted before creating a new Bottle design, as there arealready many approved size and material iterations of theContour Bottle in existence. The Global PackagingDatabase maintains up-to-date drawings for Ultra GlassContour (non-returnable and returnable), PET (nonreturnableand returnable) and Aluminum (non-returnable).Always choose the Bottle with the lowest gram weight. Foraccess to the Global Packaging Database, please contactDarryl Dawson at 404.676.5582 or via email atddawson@na.ko.com.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Contour Bottle ConstructionOverall Proportion: Schematic3.44The Ultra Glass Bottle proportions define the ContourSilhouette and its proportions. Dimensions shown hererepresent the 237 mL NR Ultra Glass Bottle. For othersizes,refer to the percentages or see the addendum forspecific Contour Bottle drawings.14.68 mm 8%1Neck Finish1. Neck Finish2. Contoured Shoulder3. Curved Label Panel4. Pinch Waist5. Champagne Base60.07 mm32%2Contoured Shoulder33.00 mm17%3Curved Label Panel51.25 mm27%4Pinch Waist31.00 mm16%5Champagne BaseCoca-Cola Zero | Brand Identity and Design Standards_v1.0Overall height: 190 mmPercentages = % of overall heightConfidential: December 2009

Packaging Design Standards_Form Design Standards_Contour Bottle ConstructionOverall Proportion: Do’s and Don’ts3.45CorrectIncrease Curved Label PanelDo not increase the CurvedLabel Panel to add moregraphics.Increase Pinch WaistDo not increase the PinchWaist section to increase grip.Change Pinch Waist LocationDo not change the location of the Pinch Waist within theoverall proportions.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Contour Bottle ConstructionContoured Shoulder: Do’s and Don’ts3.46CorrectDouble-arched Contour (sin-wave)defines the shoulder’s contour in asymmetrical format.StraightDo not use a straightshoulder.Single CurveDo not use a shouldercomprised of a single curve.Bottle NeckDo not introduce a truevertical to mimic a traditionalbottle neck.AsymmetricalDo not use an asymmetricaltransition with the Contour.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Contour Bottle ConstructionFlutes: Do’s and Don’ts (location)3.47Flutes terminateat top fill pointFlutes come to a feather end 131.77 mmCorrectFlutes must always be aboveand below the Curved LabelPanel and span 131.77 mmon 237 mL Bottles.Bottom OnlyDo not use Flutes solely inthe Pinch Waist area.Top OnlyDo not use Flutes solely onthe Contoured Shoulder.ContinuousDo not continue Flutesthrough the Curved LabelArea.NoneDo not eliminate Flutes.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Contour Bottle ConstructionFlutes: Do’s and Don’ts (frequency)3.48CorrectThe Contour Bottle has10 Flutes.More than 10 FlutesMore than 10 occurrencesis too frequent.Less than 10 FlutesLess than 10 creates anunwanted faceted look.No FlutesAluminum packaging isexcepted as Flutes are nottechnically feasible.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Contour Bottle ConstructionFlutes: Do’s and Don’ts (section)3.49Section B Section C Section DFlatDo not use flat surfaces to define Flutes,as the form will seem faceted and sharp.ConcaveDo not use inward-arching Flutes asthey decrease hand comfort and hinderhigh-speed conveyance.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Contour Bottle ConstructionPinch Waist: Do’s and Don’ts (format)3.50CorrectA flowing, symmetrical PinchWaist that is defined by arc(s).AngledDo not use an angularPinch Waist.AsymmetricalDo not use an asymmetricalPinch Waist.Mid Pinch AreaDo not eliminate the iconicquality of the Pinch Waist.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design StandardsExecutional Constraints for Glass, PET and Aluminum3.51When creating Contour Bottle executions in glass,PET and aluminum, differences in material properties andmanufacturing requirements must be considered so thatDefining Features are not degraded or lost. The followingpages address how to successfully manage these constraints.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Executional Constraints for Glass, PET and AluminumMaterial and Process Considerations3.52The five primary limitations that can be encounteredin creating iconic packaging are:1. Variationsin materials2. Variationsin closuresGlassPETAluminum3. Variationsin labelingprocesses4.5.formingprocessesCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Executional Constraints for Glass, PET and AluminumMaterial and Process Considerations3.53Manufacturing processes, filling and capping, efficienciesand cost, and limitation of current technology are all factorsthat determine what features and details are achievable foreach of these three materials. In particular, keep theseconsiderations top of mind:34• Crimped metal closure• Plastic closure with tamper ring• Crimped metal closure• Large neck finish• Thin transfer neck ring• Minimal neck finish• Screen-printed labeling(non-ruled surface)25• Paper or plastic wrap labels(ruled surface)• 4-color pad-printing and varnishingprocess (non-ruled surface)11. Glass has the ability to offer all of the iconic defining features andmust be implemented in all Contour Bottle executions.1. The petaloid base on a PET Bottle allows us to minimize the gramweight of the Bottle and maintain the shape under pressurecreated by the product. The Champagne Base can be attained,but requires a heavier Bottle.2. Since carbonation can distort surface details of the thinner, softerwalls of PET Bottles, ensure a well-defined Flute shape by givingthe divisions more structure.3. Unlike on the more fragile glass Bottle, the PET neck ring can bethinner, thus allowing less material to be used.4. Use a twist-on cap for PET Bottles, as a crown cap is not effectiveat holding carbonation in a PET Bottle.5. Avoid tinted plastics as they are not as cost effective asclear resins.1. Do not attempt Flutes or Scalloped transitions. They are notachievable for the aluminum Contour Bottle due to the impactextrusion and necking processes used.2. A variation from the standard curve of the Champagne Base willoccur during the aluminum forming process. This results from thecreation of a flat area at the base of the Bottle where the materialis too thick to be formed from the original cylindrical shape that iscreated from the impact extrusion.3. Print the aluminum Contour Bottle just like a standard can, usinga pad-printing process before the form is created. The resultingfull graphic coverage of the package is an approved exception forthis material only, since on glass and PET the product must beshowcased through their transparent materials.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Packaging Design Standards_Form Design Standards_Executional Constraints for Glass, PET and AluminumOverview of Executional Constraints3.54PossibleNot PossibleChallengingBlack CapSilhouetteFlutesGeorgia Green ColorCurved Label PanelPinch WaistNeck FinishEmbossed Coca-Cola Zero LogoBlack LabelVisible Product (brown color)Champagne BaseCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Point-of-Sale Design Standards 4.0(Work in Progress, coming 2010)Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Equipment Design Standards 5.0(Work in Progress, coming 2010)Confidential | ©2009 The Coca-Cola Company. All Rights Reserved. Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications.Confidential: December 2009

Signage Design Standards 6.0Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards 6.01ContentsOverview ...................................................................................... 6.02Permanent Signage Graphic Principles ......................................6.03Square FormatSquare Format: Arden Square .................................................. 6.04Square Format: Contour Bottle ..................................................6.05Horizontal FormatHorizontal Format: Coca-Cola Zero Logo and Contour Bottle......6.06Horizontal Format: Customizable Signs.....................................6.07Vertical Format: Customizable Signs ..........................................6.08Pitch Boards...................................................................................6.09Horizontal Format: Pitch Boards ................................................6.10Umbrellas ......................................................................................6.11Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards 6.02OverviewThe purpose of permanent signage for Coca-Cola Zero is bothsimple and paramount: to tell people, “You can buy Coca-Cola Zerohere.” Thus the Coca-Cola Zero Permanent Sign System is anessential component of worldwide Brand Identity and meaning.From a tactical standpoint, proper application of the Sign Systemis vital to protecting and increasing Brand impact, consistency,scale and cultural relevance. The standards in this chapter provideguidance for leveraging them all, in particular:• Applying graphics to permanent signage in specificenvironments, and• Maximizing the visibility of graphics to accommodatevariations in sign size, location and traffic approach.Approved digital files of the Core Brand Elements, customizablegraphics and design templates for signage are available on theDesign 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

Signage Design Standards 6.03Permanent Signage: Graphic PrinciplesThe design of permanent signs must always follow a graphicarchetype that is iconic, bold, simple and without Brandmessaging. This timeless approach:• Provides a mainstay of Brand Identity within the totality oftouchpoints,• Leverages the typically long display life of permanentsigns, and• Prompts consumption and top-of-mind awareness beforethe shopper forms a consideration list.The graphic archetype for permanent signage reflects thefollowing:A. The Coca-Cola Zero Design Principles of Bold Simplicityand the Power of BlackB. Discerning use of these Core Brand Elements, as shown inthis chapter:• Coca-Cola Zero Logo• Dynamic Ribbon• Contour Bottle (iconic Symbol or Photo)• BlackC. Standard formats for conventional signage, as shownin this chapter:• Square• Horizontal• VerticalD. The importance of creating shopper awareness from 6meters (about 20 feet) away.The remaining pages in this chapter provide standards forapplying the archetype to key formats and types of permanentsignage.SuperMarketSuperMarketSuperMarketCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards_Square Format 6.04Square Format: Arden SquareThe ingenious design of the Arden Square, which blendsthree distinctive Coca-Cola Zero Core Brand Elements(Coca-Cola Zero Logo, the Dynamic Ribbon and black),is ideal for permanent signage with a square format.Always apply the Design Standards for the Arden Square asprovided in the Core Brand Elements and Standards chapter(2.0). In particular:• Maintain proper scaling of the Arden Square when resizing it.• The background color must always be black; theCoca-Cola Zero Logo must be Coke Red and White;The Dynamic Ribbon must be silver.No other colors, even if they’re in the Brand color palette,are to be used.• Never add borders or outlines around the Arden Square.• Apply the Coca-Cola Zero Logo and TM scaling rules asspecified on the ‘Clear Space, Minimum Size, TM Scaling,Cropping’ page in the Core Brand Elements and Standardschapter (2.0).Use only the approved versions of the Arden Square availableon the Design Machine website.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards_Square Format 6.05Square Format: Contour BottleThe bold simplicity of this global icon is well suited forthis format.Always apply the Design Standards for the Contour Bottle(iconic Symbol or Photo) as provided in the Core BrandElements and Standards chapter (2.0). In particular:• Surround the Contour Bottle with clear space that is, at aminimum, the x-height of the “a” in “Coca.” This clear spacearea is shown to the right as ‘x.’• Never use a 2D Coca-Cola Zero Logo on the ContourBottle Symbol.• The Contour Bottle must always be shown in its entirety andnever be cropped.• The shape of the Contour Bottle must always remainthe same.• Maintain proper scaling of the Contour Bottle when resizing it.• The background color must always be black; the ContourBottle Symbol must be white with the Coke Red and blackCoca-Cola Zero Logo. No other colors, even if they’rein the Brand color palette, are to be used.• The Contour Bottle Symbol is the preferred artwork, but theContour Bottle Photo may be utilized when refreshmentcues are necessary.xClear SpaceUse only the approved versions of the Contour Bottle Symboland the Contour Bottle Photo available on the DesignMachine website.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards_Horizontal Format 6.06Horizontal Format: Coca-Cola Zero Logo and Contour BottleDistinctive, elegant and dynamic, the Coca-Cola Zero Logo isa natural fit for horizontal-format executions that do notinclude custom messaging (e.g., a store name). The preferreddesign approach features both the Coca-Cola Zero Logo andthe Contour Bottle as shown.hhAlways apply the Design Standards for theCoca-Cola Zero Logo and the Contour Bottle (iconicSymbol or Photo) as provided in the Core BrandElements and Standards chapter (2.0). In particular:• Surround the Coca-Cola Zero Logo with clear space that is, at aminimum, “hyphen height;” i.e., equal to the height of thehyphen connecting “Coca” and “Cola.”• Never crop the Coca-Cola Zero Logo.• The Coca-Cola Zero Logo and Contour Bottle should be ofequal height.• The Contour Bottle must always be shown in its entirety andnever be cropped.• Never use a 2D Coca-Cola Zero Logo on the Contour BottleSymbol.• Maintain proper scaling of the Contour Bottle and theCoca-Cola Zero Logo when resizing them.• The background color must always be black; the stand aloneCoca-Cola Zero Logo must be Coke Red and black; theContour Bottle Symbol must be white with the Coke Red andblack Coca-Cola Zero Logo. No other colors, even if they’re inthe Brand color palette, are to be used.• The Contour Bottle Symbol is the preferred artwork, but theContour Bottle Photo may be utilized when refreshment cuesare necessary.hClear SpacehUse only the approved versions of the Coca-Cola Zero Logo,the Contour Bottle Symbol and the Contour Bottle Photoavailable on the Design Machine website.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards_Horizontal Format 6.07Horizontal Format: Customizable SignsThis format can be adapted to include simple customermessaging (e.g., a store name) by book-ending the sign withthe square-format designs as shown at right and specifiedbelow.Always apply the Design Standards for the Arden Squareand Contour Bottle (iconic Symbol or Photo) as provided inthe Core Brand Elements and Standards chapter (2.0).• The height of the sign must be equal to the height ofthe Arden Square.• For executions more than 2 meters (about 6 ½ feet) wide,utilize a square-format design on each end that featuresthe Arden Square only or in combination with theContour Bottle.• For executions less than 2 meters wide, utilize asquare-format design on each end that features theArden Square only.• Maintain proper scaling of the Arden Square and ContourBottle when resizing them.• Maintain the Coca-Cola Zero color standards for the ArdenSquare and Contour Bottle; the background color for thecustomizable area must always be white.• The Contour Bottle Symbol is the preferred artwork, but theContour Bottle Photo may be utilized when refreshmentcues are necessary.• The text of the custom message should be set in theGotham Medium font. Refer to the Typography section inthe Core Brand Elements and Standards chapter (2.0) fortypography usage standards.SuperMarketSuperMarketUse this version only for executions less than 2 meters (about 6 ½ feet) wide.SuperMarketUse this version only for executions more than 2 meters wide.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards_Vertical Format 6.08Vertical Format: Customizable SignsUse the Contour Bottle, with its distinctive curvilinear form,for executions of this format.Always apply the Design Standards for the Contour Bottle(iconic Symbol or Photo) as provided in the Core BrandElements and Standards chapter (2.0).• Always place the customizable area at the bottom of the sign.• The text of the custom message should be set in the GothamMedium font. Refer to the Typography section in the CoreBrand Elements and Standards chapter (2.0) for typographyusage standards.• The customizable area must extend the full width of the signwhile not exceeding one quarter of the total sign height.• Surround the Contour Bottle with clear space that is, at aminimum, the x-height of the “a” in “Coca.” This clear spacearea is shown to the right as ‘x.’• The Contour Bottle must always be shown in its entirety andnever be cropped.• The shape of the Contour Bottle must always remain the same.• Maintain proper scaling of the Contour Bottle when resizing itfor various sign dimensions.• Never use a 2D Coca-Cola Zero Logo on the ContourBottle Symbol.• The background color must always be black; the ContourBottle Symbol must be white with the Coke Red and blackCoca-Cola Zero Logo. No other colors, even if they’re in theBrand color palette, are to be used.• The Contour Bottle Symbol is the preferred artwork, but theContour Bottle Photo may be utilized when refreshment cuesare necessary.xSuperMarketClear SpaceSuperMarketSuperMarketCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards_Pitch Boards 6.09Pitch BoardsPitch boards offer a high-visibility, repeat-impression touchpointfor the Brand in sports venues and stadiums. Applying theDesign Principle of Bold Simplicity is key for signage in theseenvironments, as all boards need to:• Create on-site awareness from 30-40 meters(about 120 feet) away.• Maximize impact when viewed at a distance, whether live oron television.• Be consistent in appearance, regardless of size variationsacross venues.Use the precisely optimized compositions of theCoca-Cola Zero Logo and Contour Bottle (iconic Symbol orPhoto), provided on the next page, for Pitch Board designs.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards_Pitch Boards 6.10Horizontal Format: Pitch BoardsAlways apply the Design Standards for the Coca-Cola Zero Logoand the Contour Bottle (iconic Symbol or Photo) as provided inthe Core Brand Elements and Standards chapter (2.0).• To ensure a quick and easy read from a distance, do notinclude any Brand messaging on Pitch Boards.• Surround the Coca-Cola Zero Logo with clear space that is, at aminimum, “hyphen height;” i.e., equal to the height of thehyphen connecting “Coca” and “Cola.”• Never crop the Coca-Cola Zero Logo.• The Contour Bottle must always be shown in its entirety andnever be cropped.• Never use a 2D Coca-Cola Zero Logo on the Contour BottleSymbol.• Maintain proper scaling of the Contour Bottle and theCoca-Cola Zero Logo when resizing them to fit umbrellas.• The preferred background color is black, but in venueswhere black is not allowed, a white background with theCoke Red and black Coca-Cola Zero Logo and a whiteContour Bottle Symbol may be used.• The Contour Bottle Symbol is the preferred artwork, butthe Contour Bottle Photo may be utilized when refreshmentcues are necessary.5:1 Ratio10:1 RatioCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Signage Design Standards 6.11UmbrellasAlways apply the Design Standards for the Coca-Cola Zero Logoand the Contour Bottle (iconic Symbol or Photo) as provided in theCore Brand Elements and Standards chapter (2.0).• To ensure a quick and easy read from a distance, do notinclude any Brand messaging on umbrellas.• Surround the Coca-Cola Zero Logo with clear space that is, at aminimum, “hyphen height;” i.e., equal to the height of thehyphen connecting “Coca” and “Cola.”• Never crop the Coca-Cola Zero Logo.• The Contour Bottle must always be shown in its entirety andnever be cropped.• Never use a 2D Coca-Cola Zero Logo on the Contour BottleSymbol.• Maintain proper scaling of the Contour Bottle and theCoca-Cola Zero Logo when resizing them to fit umbrellas.• The preferred background color is black, but in venueswhere black is not allowed, a white background with theCoke Red and black Coca-Cola Zero Logo and a whiteContour Bottle Symbol may be used.• The Contour Bottle Symbol is the preferred artwork, but theContour Bottle Photo may be utilized when refreshmentcues are necessary.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards 7.0Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Fleet Design Standards 7.01ContentsOverview .................................................................................7.02Fleet: Graphic Archetype ........................................................7.03Fleet: Graphic Standards ........................................................7.04Fleet: Paint Color Standards ...................................................7.05Fleet: Application Standards for Graphics and Decals ..........7.06Delivery Truck Sides .............................................................7.07Delivery Truck Front ............................................................. 7.08Delivery Truck Rear .............................................................. 7.09Route Trucks ........................................................................ 7.10Event Trailers ....................................................................... 7.11Automobiles ..........................................................................7.12Pickup Trucks .......................................................................7.13Vans ......................................................................................7.14Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards 7.02OverviewBy virtue of their size, fleet graphics are some of the Brand’smost visible expressions of identity. Since our System both ownsand controls this potent medium, fleet graphics bring ampleopportunity – and responsibility – to maximize their impact.This chapter provides the standards for doing so, in particular:• Applying graphics in a proper, consistent manner to all fleetvehicles (trucks, vans and automobiles), and• Ensuring that fleet graphics continuously and consistentlyconnect with consumers, whatever the environment andcircumstance.Approved digital files of the Core Brand Elements andcustomizable graphics for Fleet are available on the DesignMachine 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 7.03Fleet: Graphic ArchetypeThe design of fleet graphics must always follow an establishedarchetype that is iconic, bold, simple and without Brandmessaging. This approach:• Ensures that all vehicles used by Bottlers ofThe Coca-Cola Company make a unified visual impression.• Ensures that the Brand Identity is experienced consistentlywithin the totality of touchpoints.• Maximizes impact at all times, even when both our vehiclesand consumers are in motion relative to each other.• Provides a simple, uniform approach for implementation.The archetype for fleet graphics is based upon the following:A. The Coca-Cola Zero Design Principles of Bold Simplicityand the Power of Black.B. Discerning use of these Core Brand Elements, as shownin this chapter:• Coca-Cola Zero Logo• Contour Bottle (iconic Symbol or Photo)• Black and Coke RedThe following pages in this chapter provide standardsfor applying the archetype to key types and sizes offleet vehicles.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards 7.04Fleet: Graphic StandardsThese graphic standards apply to all trucks and vehiclesused by Bottlers of The Coca-Cola Company.In General• Do not include any Brand messaging on fleet graphics.• Always apply the Design Standards for the Coca-Cola Zero Logoand Contour Bottle (iconic Symbol or Photo) as provided inthe Core Brand Elements and Standards chapter (2.0).• The background color must always be black and the colorstandards for the Coca-Cola Zero Logo and Contour Bottlealways apply. No other colors, even if they’re in the Brand colorpalette, are to be used.• Apply the standards specific to each type of vehicle, per thefollowing pages.2h2hh2hCoca-Cola Zero Logo• Surround the Coca-Cola Zero Logo with clear space that is, at aminimum, “hyphen height;” i.e., equal to the height of thehyphen connecting “Coca” and “Cola.”• Never crop the Coca-Cola Zero Logo.• Maintain proper scaling when resizing the Coca-Cola Zero Logoby following the graphic references included in this section andscaling rules specified on the ‘Clear Space, Minimum Size, TMScaling, Cropping’ page in the Core Brand Elements andStandards chapter (2.0).xhhhh2hhContour Bottle• Use the Contour Bottle Symbol or Contour Bottle Photo onlyas specified on the following pages.• The Contour Bottle must always be shown in its entirety andnever be cropped.• Never use a 2D Coca-Cola Zero Logo on the ContourBottle Symbol.• Maintain proper scaling when resizing the Contour Bottle byfollowing the graphic references included in this section andscaling rules specified on the ‘Clear Space, Minimum Size, TMScaling, Cropping’ page in the Core Brand Elements andStandards chapter (2.0).Clear SpaceCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards 7.05Fleet: Application Standards for Graphics and DecalsGraphics for fleet application support the overall BrandIdentity through visual consistency across the globe whileaccommodating variations in vehicle types and styling.In General• Follow the carefully developed standards provided here toensure a uniform visual impression.• Specific standards for delivery trucks, route trucks, eventtrailers, automobiles, pickup trucks and utility vans areprovided on the following pages.• Maintain proper scale of the provided graphics when resizingthem for various vehicle sizes.Painted Graphics• Only the Coca-Cola Zero Logo and Contour Bottle Symbolmay be painted.− Never paint the Contour Bottle Photo.• Only one stencil size of the Coca-Cola Zero Logo andContour Bottle Symbol is required for each vehicle size inthe fleet.– Create a custom stencil for each graphic, using heavygauge, transparent Mylar plastic.– Follow the size and clearspace guidelines for vinyl decals.Vinyl DecalsVinyl decals are the preferred means by which to render theCoca-Cola Zero Logo and Contour Bottle (iconic Symbol orPhoto) onto fleet vehicles. Affix the decals according to theirapplication instructions.To determine the appropriate decal size for the Coca-ColaZero Logo and Contour Bottle:1. Measure, from top to bottom, the black space ontowhich the decal will be applied (i.e., the side body panel of atrailer, the door panel of a pickup truck).2. Calculate the size of the decal so that its height isapproximately 50.8 - 76.2 mm (2 - 3 inches) less than thetotal height of the black space.3. While the ideal clear space around decals is approximately50.8 - 76.2 mm (2 - 3 inches), make sure the minimum clearspace is in any case at least equal to the height of thehyphen in the Coca-Cola Zero Logo.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Bottler NameFleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.06Delivery Truck SidesFleet graphics on large delivery trucks serve as mobile billboards.Trailer Side Graphics• Show the Coca-Cola Zero Logo and Contour Bottle on both sidesof the trailer.– Use either the Contour Bottle Symbol or Contour Bottle Photoon delivery trucks, but never both on the same panel.• Position the Coca-Cola Zero Logo on the far left side of the trailer;position the Contour Bottle upright on the far right side ofthe trailer.–The space between the Coca-Cola Zero Logo and Contour Bottlewill vary with the trailer length.• Both graphics should be of equal height.Side Cab Graphics• Show the Coca-Cola Zero Logo on both sides of door panels of thecab portion of the truck.• Centrally position the Bottler’s name, address and any identifiersrequired by law beneath the Coca-Cola Zero Logo.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.AddressCity, State ZipCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.07Delivery Truck FrontFront Graphic• Center the Coca-Cola Zero Logo in the black space on the“cab over” portion above the windshield.• Since the Coca-Cola Zero Logo is the only graphicidentification when the truck is viewed directly from the front, besure to maximize its visibility above the cab.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.08Delivery Truck RearRear Graphic• The Contour Bottle is the preferred graphic for the rear panelof the truck.− Use either the Contour Bottle Symbol or Contour BottlePhoto on delivery trucks, but never both on the same panel.• Position the Contour Bottle upright and centered in the blackspace, ensuring equal space on each side of the decal.• If vertical space is limited (e.g., trucks with lift gates), theCoca-Cola Zero Logo may be used instead, centered in theblack space with equal space on each side of the decal.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Bottler NameFleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.09Route TrucksSide Graphics• Show the Coca-Cola Zero Logo and the Contour Bottle on bothsides of the trailer.– Use either the Contour Bottle Symbol or Contour BottlePhoto on route trucks, but never both on the same panel.• Position the Coca-Cola Zero Logo on the far left side of thetrailer; position the Contour Bottle upright on the far right sideof the trailer.– The space between the Coca-Cola Zero Logo and ContourBottle will vary with the trailer length.• Both graphics should be of equal height.Front Graphic• Center the Coca-Cola Zero Logo in the black space on the“cab over” portion above the windshield.• As the Coca-Cola Zero Logo is the only graphic identificationwhen the truck is viewed directly from the front, be sure tomaximize its visibility above the cab.AddressCity, State ZipRear Graphic• The Contour Bottle is the preferred graphic for the rear panelof the trailer.− Use either the Contour Bottle Symbol or Contour BottlePhoto on route trucks, but never both on the same panel.• Position the Contour Bottle upright and centered in the blackspace, ensuring equal space on each side of the decal.• If vertical space is limited (e.g., trucks with lift gates), theCoca-Cola Zero Logo may be used instead, centered in theblack space with equal space on each side of the decal.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.10Event TrailersSide Graphics• Show the Coca-Cola Zero Logo and Contour Bottle on bothsides of the trailer.− Use either the Contour Bottle Symbol or Contour BottlePhoto on event trailers, but never both on the same panel.• To ensure that the Coca-Cola Zero Logo is always visible,position it on the panel below the window panel that lifts up.• Show the Contour Bottle on the vertical panel that is alongsidethe window panel. Position it upright and centered in the CokeRed space of this panel.Front Graphic• Center the Coca-Cola Zero Logo in the black space abovethe hitch portion of the trailer.• As the Coca-Cola Zero Logo is the only graphic identificationwhen the truck is viewed directly from the front, be sure tomaximize its visibility above the vehicle pulling it.Rear Graphic• Position the Contour Bottle upright on the rear door of thetrailer. Center it in the black space, ensuring equal spaceon each side of the decal.– Use either the Contour Bottle Symbol or Contour BottlePhoto on event trailers, but never both on the same panel.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.11AutomobilesSide Graphics• Show the Coca-Cola Zero Logo and the Contour Bottle on bothsides of the automobile.– Use either the Contour Bottle Symbol or the Contour BottlePhoto on automobiles, but never both on the same panel.• Both graphics should be of equal height.• Position both graphics in the area between the front and backwheels and below the side windows, with:− Coca-Cola Zero Logo on the far left side, and− The Contour Bottle upright on the far right side.• The space between the Coca-Cola Zero Logo and ContourBottle will vary with the automobile length.Front Graphic• Centrally position the Coca-Cola Zero Logo in the black space ofthe hood, ensuring equal space on each side of the decal.• As the Coca-Cola Zero Logo is the only graphic identificationwhen the automobile is viewed directly from the front, be sureto maximize its visibility on the hood.Rear Graphics• Position the Coca-Cola Zero Logo on the left side ofthe bumper.• Position the Contour Bottle on the right side of the bumper.• Both graphics should be of equal height.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.12Pickup TrucksSide Graphics• Show the Coca-Cola Zero Logo and Contour Bottle on bothsides of the truck.– Use either the Contour Bottle Symbol or the Contour BottlePhoto on pickup trucks, but never both on the same panel.• Both graphics should be of equal height.• Centrally position the Coca-Cola Zero Logo in the area betweenthe front and back wheels and below the side window.• Position the Contour Bottle upright between the back wheeland bumper.Front Graphic• Centrally position the Coca-Cola Zero Logo in the blackspace of the hood, ensuring equal space on each side ofthe decal.• As the Coca-Cola Zero Logo is the only graphic identificationwhen the truck is viewed directly from the front, be sure tomaximize its visibility on the hood.Rear Graphics• Position the Coca-Cola Zero Logo on the far left side ofthe truck gate.• Position the Contour Bottle upright on the far right sideof the gate.• Both graphics should be of equal height.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.13VansSide Graphic with Visible Cargo Windows• Show the Coca-Cola Zero Logo and the Contour Bottle on bothsides of the van.– Use either the Contour Bottle Symbol or Contour BottlePhoto on vans, but never both on the same panel.• Centrally position the Coca-Cola Zero Logo in the area betweenthe front and back wheels and below the side window(driver/front passenger).• Position the Contour Bottle upright between the back wheeland bumper.• Both graphics should be of equal height.Side Graphic with No or Painted Cargo Windows• Centrally position the Coca-Cola Zero Logo in the area betweenthe side window (driver/front passenger) and the back edge ofthe van.• Position the Contour Bottle upright on the side door(driver/front passenger).• Both graphics should be of equal height.Front Graphic• Centrally position the Coca-Cola Zero Logo in the blackspace of the hood. Ensure:– Equal space on each side of the decal.– That the bottom edge of the decal is approximately38.10 mm (1.5 inches) above the seam where thehood meets the grill.Rear Graphic• Position the Coca-Cola Zero Logo on the far left side of the leftrear door.• Position the Contour Bottle upright on the far right side of theright rear door.• Both graphics should be of equal height.Refer to the prior page, ‘Application Standards for Graphics andDecals,’ as needed.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

Trademark Usage Requirements 8.0Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Trademark Usage Requirements 8.01Trademark Policies of The Coca-Cola CompanyOur trademarks include some of the best-known and mostwell-recognized trademarks in the world. As a result, ourtrademarks are among the most valuable assets of TCCC.If they are used properly, TCCC’s valuable and distinctivetrademarks can be kept forever. However, with improperuse, we run the risk of losing one or more of our trademarksaltogether.Because of the importance of TCCC’s trademarks, it isthe policy of TCCC that all employees of TCCC must helpsafeguard its trademarks and be aware of the rules andguidelines for proper use of TCCC’s trademarks. Thesepolicies and procedures for trademark protection and useshould be followed to ensure consistent use and continuedprotection of our trademarks. The policies apply regardlessof whether a proposed use of TCCC’s trademarks isinternal or external.There are a number of trademark use rules that apply to allof TCCC’s trademarks. Consistent use of TCCC’s marks inaccordance with these rules strengthens the rights inTCCC’s marks and enhances their value. Exceptions, rarely,if ever, should be made. If you believe that an exception toany of these rules is appropriate, advance approval must beobtained. These rules include the following:A trademark should, whenever possible, be used as anadjective and followed by a generic term, so that it is clearthat the trademark refers to a specific product that is of aparticular type.Example: Drink COCA-COLA ZERO soft-drinks.If the context is clear that the reference is to a specificproduct of TCCC identified by the trademark, a trademarkcan also be used as a proper noun. Trademarks of TCCC,well known and famous trademarks (such as COCA-COLAand 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 takenthat the trademark is not used in a way that suggests that it isan everyday, generic term for a type of product. For thisreason, use of a trademark as a proper noun should beevaluated on a case-by-case basis by appropriate TCCCTrademark Counsel.Use of our trademarks in the possessive or plural forms isdiscouraged, and all such uses must be approved by theappropriate TCCC Trademark Counsel. Example:Correct: 2 Coca-Cola Zero products for $4Incorrect : 2 Coke Zeros for $4A trademark should never be used as a generic name for acategory of products, or as a verb, a common noun, or anypart of speech other than an adjective or a proper noun. Ourrights to our trademarks are strengthened and maintainedwhen we use them properly and do not suggest that they arecommon, everyday terms that can be used to refer toproducts of many companies.In materials distributed outside TCCC, a trademark should,whenever possible, be displayed in a format that sets it apartfrom other text, makes it stand out, and indicates that it is atrademark, such as in all CAPITAL LETTERS, in “quotationmarks,” or in a special script, italics, or bold print.Example: This store sells COKE, DIET COKE andCOCA-COLA ZERO.In creating slogans that include trademarks, do not usehyphens 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 couldsuggest that others have similar products. Examples ofsuch exceptions are: the phrase “Original Formula” usedfor COCA-COLA ZERO.Brand Integrity PrinciplesThere are certain trademark use principles that relate to theintegrity of the brands in connection with which TCCC’strademarks are used. Those principles generally relate tomaking consistent use of trademarks in a particular way andavoiding “combining” the elements or identities of differentbrands. They are designed to ensure that TCCC’strademarks are used in ways that strengthen TCCC’s rightsin each of its trademarks.For trademarks that have a particular typeface, font,presentation or design element associated with them, useonly graphic presentations that are approved.Presenting the trademark COCA-COLA in Spencerian script.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Trademark Usage Requirements 8.02Trademark Policies of The Coca-Cola CompanyParticular typefaces, fonts, presentations and design elementsare generally associated with only one brand. Do not useelements that have been approved for one brand with adifferent brand. Example:Correct: Using the Dynamic Ribbon Device with brandCOCA-COLA ZERO.Incorrect: Using the Dynamic Ribbon Device with brandFANTA.Do not add any graphic or other design elements to anexisting trademark of TCCC without approval for the use ofthose additional elements. For example, adding additionalflourishes to the letters of COCA-COLA when it is presentedin Spencerian script.Certain of the containers and packaging used by TCCC areproprietary to TCCC and can serve as trademarks. You mustnever use the Contour Bottle on FANTA, ODWALLA, SPRITEor other products other than COCA-COLA brand beverages.Slogans should be used only in connection with the productfor 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 beadapted, modified and/or combined with other materials.Such variations can sometimes strengthen the originaltrademark, but could sometimes be potentially damaging forlegal or other reasons. All such variations could result in thecreation of a new trademark that could infringe the rights ofother parties and therefore would need to be searched andcleared prior to use. For these reasons, it is important that allsuch proposed variations be submitted for approval to theappropriate TCCC Trademark Counsel prior to use.Coca-Cola Zero | Brand Identity and Design Standards_v1.0The addition of a prefix or suffix to a trademark, or otherwiseusing an existing trademark as a “stem” for a new word ortrademark 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 animproper 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’strademarks is used together with trademarks owned by others.Such situations can arise in conjunction with sponsorship byTCCC of events or organizations (such as the Olympics orthe FIFA World Cup), as part of joint promotional activities,and/or in advertising or other uses by parties that have a rightto use our trademarks.All uses of trademarks of TCCC together with trademarksowned by other companies should be reviewed and approvedby the appropriate TCCC Trademark Counsel.When a trademark of another party appears on packaging orin advertising for one of TCCC’s beverage products, therelationship between the other party and TCCC must be clearfrom the context, and the materials must reflect that onlyTCCC’s trademark is the trademark for the beverage product.All such uses must be reviewed by the appropriate TCCCTrademark Counsel or Operations Counsel, in accordancewith the standard practice of your Group, so that clarifyinglanguage can be added if necessary.With limited exceptions, legal lines must accompany ourtrademarks whenever a trademark of another party appearswith one of our trademarks, whether on packaging, vendingmachines, the Internet or otherwise. Such legal lines mustidentify the trademarks owned by TCCC and assert TCCC’sownership of them.Example: XYZ is a registered trademark of XYZ Associates,Inc. COCA-COLA ZERO and the Dynamic RibbonDevice are trademarks of The Coca-Cola Company.Even in cases where the third party does not require a legalline, 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 bepresented as a unitary phrase, and the words “Coca” and“Cola” and “Zero” should not be split on different linesor 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” trademarkshould not be used for anything other than trademarks incorporating“COCA-COLA,” “COKE,” “DIET COKE,” “COCA-COLALIGHT” and “COCA-COLA ZERO” and the trade names of TheCoca-Cola Company, its subsidiaries and its bottlers.The hyphen in “COCA-COLA ZERO” is an integral part of thetrademark. Always include the hyphen whenever the trademarkis displayed, even if the materials on which the graphics arebased are archival pieces that do not include the hyphen.Do not suggest that the shape of the COCA-COLA ContourBottle (or any other proprietary bottle) has a functionalbenefit. Refer to such bottles as containers or packaging thatare distinctive and identify TCCC’s products. Example:WRONG: “The shape of the Contour Bottle makes it easier toget 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 toTCCC. Do not combine the Dynamic Ribbon Device withthird-party trademarks to create a new design or trademark.Confidential: December 2009

Identity Standards Management Teamand Process9.0Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards Management Team and Process 9.01ContentsStandards Management Principles ........................................9.02Standards Management Process and Accountability ............9.03Brand Standards Council........................................................9.04Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards Management Team and Process 9.02Standards Management PrinciplesPrinciples 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 worktowards and have a plan for aligning to the Identity andDesign 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 Caseand be planned in advance. No work outside of the Standardsshould be started until an approval has been granted.• An exception may have a maximum presence in market of3 months and may only be leveraged once per year.Roll-out standardsRoll-out standardsRoll-out standardsHigh Level ProcessGlobalGroupBusiness UnitBottler/LocalStandard(Brand, Design and Legal)Amplification(Brand, Design and Legal)Localization(Brand)Execution(Commercialization)Report plans andexception requestsReport plans andexception requestsReport plans andexception requestsCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards Management Team and Process 9.03Standards Management Process and AccountabilityGlobalGroupBusiness UnitBottler/LocalStandard(Brand, Design and Legal)Amplification(Brand, Design and Legal)Localization(Brand)Execution(Commercialization)• Uphold and train Groups on Identityand Design Standards• Uphold and train Business Units onIdentity and Design Standards• Uphold and train Bottlers on Identityand Design Standards• Responsible for implementingStandards in Bottler/Local Projects• Responsible for implementingStandards in Global Projects• Responsible for implementingStandards in Group Projects• Responsible for implementingStandards in Business Unit Projects• Responsible for implementing andrenewing Identity and DesignStandards• Review and record exception requestsfrom Groups• Review and record exception requestsfrom Business Units• Deny exception requests or approvefor escalation to Global• Review and record exception requestsfrom Bottlers or other local entities• Deny exception requests or approvefor escalation to Group• All Exception Rights are approved atGlobalCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Identity Standards Management Team and Process 9.04Brand Standards CouncilThe following are the primary contacts for reporting roll-out and adoption plans for the BrandStandards. Where exception requests have a valid business case attached and will not live inmarket for more than 3 months, these contacts will also review exception requests as per theirroles defined on the previous pages. Emails to the Group should only come from that Group orBusiness Units within that Group.GlobalGroupBusiness UnitBottler/LocalStandard(Brand, Design and Legal)Amplification(Brand, Design and Legal)Localization(Brand) escalation to GroupExecution(Commercialization)Brand: Cristina Bondolowski,Derk HendriksenDesign: Todd Brooks,Lisa Motto,Vince VoronLegal: Danise van Vuuren-Nield,Bernadette DrankoskiEUG Brand: Regina Wurz-JanssensEUG Design: Karen FreamEUG Legal: Barry GerberEmail: brandstandards@eur.ko.comEAG Brand: Sedef Salingan SahinEAG Design: Elif TokatEAG Legal: Linda SpencerEmail: brandstandards@afr.ko.comLatAm Brand: Cynthia GonzalezLatAm Design: Guido RosalesLatAm Legal: Roxana PenagosEmail: brandstandards@la.ko.comPacific Brand: Shakir MoinPacific Design: Shakir MoinPacific Legal: Rachel PetersonEmail: brandstandards@apac.ko.comJapan Brand: Santiago BargagnaJapan Design: Hide MatsunagaJapan Legal: Hirotoshi AdachiEmail: brandstandards@apac.ko.comNA Brand: Caren Pasquale SecklerNA Design: Frederic KahnNA Legal: Jim Dudukovich/Pamela MallariEmail: brandstandards@na.ko.comCoca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009

Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009