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

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