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

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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 <strong>zero</strong>.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
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Coca-Cola Zero | Brand Identity and
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