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

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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
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Page 8 and 9: Strategic Overview 1.04Who Should U
Page 10 and 11: Strategic Overview 1.06Design Princ
Page 12 and 13: Strategic Overview 1.08Strategic Fr
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Point-of-Sale Design Standards 4.0(
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Signage Design Standards 6.0Coca-Co
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Signage Design Standards 6.02Overvi
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Signage Design Standards_Square For
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Signage Design Standards_Horizontal
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Signage Design Standards_Pitch Boar
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Fleet Design Standards 7.0Coca-Cola
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Fleet Design Standards 7.02Overview
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Fleet Design Standards 7.04Fleet: G
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Bottler NameFleet Design Standards_
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Fleet Design Standards_Fleet: Appli
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Trademark Usage Requirements 8.0Coc
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Identity Standards Management Team
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Identity Standards Management Team
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Coca-Cola Zero | Brand Identity and
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