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

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