Coca-Cola is inviting the world to celebrate the real magic of humanity in its first new global brand platform in five years.
The ‘Real Magic’ platform includes a new design identity for the Coke Trademark, anchored by a fresh expression of the Coca-Cola logo. We conceptualised the ‘Hug’ logo, inspired by iconic Coca-Cola packages wrapped with the signature trademark. We created an extensive Logo Design Strategy, Principles and Inspiration Toolkit to be taken by Coca-Cola’s agencies across the globe to help guide how they approach design and campaign work.
KnownUnknown, a global network of independent talent, crafted the visual identity, including photography, animations and illustrations.