There's more than meets the eye on the famous Coke logo
The Hidden Message You Never Noticed on a Coca-Cola Bottle
Published on Nov. 08, 2024
Logos for household brands become so ingrained in our brains that it’s hard to believe any detail about them can go unnoticed. And yet there are dozens of secret messages in company logos, and once you find them, they’re impossible to unsee. Take the Coke logo, for example.
Now, the Coca-Cola font is iconic in its own right. But if you look a little more closely, it holds something dear to the company’s heart—a nod to happiness.
Intrigued? We’ll reveal the secrets of the Coke logo below, plus share expert opinions on what makes it memorable. So whether you’ve ever wondered what yellow Coke bottle caps signify or want to wax philosophical on the differences between Coke and Pepsi, get ready for us to drop a little more soda knowledge on you.
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What’s the hidden message in the Coke logo?
Let’s get right to the reason you’re here—that hidden message. Many believe the ribbon-like extension on the first “C” in Coca-Cola is actually a smile. In theory, this jibes with Coca-Cola’s overarching message that the classic carbonated beverage brings happiness to all who enjoy it. And previous Coke slogans have included “Have a Coke and a Smile,” “Open Happiness” and “Taste the Feeling.”
We asked Reilly Newman, co-founder of the California-based branding studio Motif Brands and co-author of Brandy: 101 Sips of Wisdom for Attaining a Successful Brand, for his professional take. “The Coca-Cola logo has become an American icon dipped in nostalgia and flavor,” he says. “The signature look of the word mark helps the brand’s logo feel authentic and refreshing. It flows visually as the typography forms each letter.” So what’s the hidden message? “The ribbons feel like abstract liquid while there are positive curvatures to the shapes that do, yes, feel like smiles,” Newman says.
Newman also notes that the flow and uplifting angles of the logo help a consumer’s brain register more positive feelings, gliding left to right across the word mark.
What’s the history of the Coke logo?
As you may know, John S. Pemberton, a pharmacist, invented Coca-Cola way back in 1886. According to Coca-Cola’s website, his bookkeeper F.M. Robinson is believed to have created the first iteration of the Coke logo. He reportedly thought “the two Cs would look well in advertising,” and indeed they did! Robinson suggested the name and penned the now-famous trademark “Coca‑Cola” in Spencerian script, which was popular at the time. While the logo has evolved over the last century and a half, you can still see its roots in the current version.
Just four years after its inception in 1890, Coca-Cola’s logo got a dash of extra drama, as more swirls were added to punch it up. This is when it became closer in style to the Coke logo we know today. But, really, it’s when you hit 1969’s logo revamp that the undeniable pull of Coca-Cola’s “Arden Square” logo becomes a thing. This is when Coca-Cola started using a white font in a red square box, with the white ribbon flourish underneath it.
Who created the Coke logo?
While Robinson is largely believed to have created the first Coca-Cola logo, Louis Madarasz, a Texas-based calligrapher, insisted that he actually designed the logo. Robinson refuted this during a 1914 court case, insisting that it was he and a gentleman named Frank Ridge who created it. Unfortunately, Madarasz passed away in 1910 and never had a chance to present his side of the story.
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Sources:
- Reilly Newman, co-founder of Motif Brands and co-author of Brandy: 101 Sips of Wisdom for Attaining a Successful Brand; email interview, Nov. 6, 2024
- Manchester Evening News: “Coca-Cola fans are only just noticing subconscious message in logo”
- Coca-Cola.com: “The Coca‑Cola logo story”
