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Coca-Cola ZeroBrand Identity and Design Standardsv1.0Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

ContentsCoca-Cola Zero | Brand Identity and Design Standards_v1.0 Please note that updates to the Brand Identity and Design Standards will only be made once per year. Strategic Overview ......................................................... 1.0 Identity Standards: Core Brand Elements and Standards ............................ 2.0Packaging Design Standards ........................................ 3.0Point-of-Sale Design Standards .................................... 4.0Equipment Design Standards ........................................ 5.0Signage Design Standards ............................................ 6.0 Fleet Design Standards ................................................. 7.0Trademark Usage Requirements ................................... 8.0Identity Standards Management Team and Process .... 9.0Confidential: December 2009

Strategic Overview1.0 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand Identity around the world.The importance of the Brand Standards, however, is anything but utilitarian. They are central to our ongoing commitment to: 1. Maintain authenticity and build Brand equity; 2. Leverage the scale of our System across all markets; 3. Provide more consistency and quality; and 4. Facilitate increased System productivity.Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to using the Brand Standards. This chapter examines both.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009Strategic OverviewWhat is a Brand Identity? .......................................................1.02Why Do We Need Identity and Design Standards? ...............1.03Who Should Use These Identity and Design Standards? ......1.04Identity and Design Standards: Foundation ...........................1.05Design Principles ....................................................................1.06Strategic Framework: Overview .............................................1.07Strategic Framework: Applied ................................................1.08Making the Identity and Design Standards a System-wide Success .............................................................1.09Contents1.01

Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009Strategic Overview1.02What is a Brand Identity?y Core Brand ElementsA brand identity is the totality of all touchpoints (media, platforms, channels). A brand identity is experienced by those who come into contact with the brand and influences their opinion of that brand.Central to all touchpoints...