Coca-ColaZeroBrand Identity and Desian Standardsv1.0(bcabcla(CccaColazerozero
Coca-ColaZero|BrandIdertityand DesignStandardsv1.0Confidentiat:December2009
ContentsPleasenote thatupdatesto theBrandIdentityandDesignStandards willonly be madesonce peryearStrategicOverview1.0IdentityStandards:.2.0PackagingDesignStandards..3.04.0Equipment Design Standards.5.0SignageDesignStandards6.0FleetDesignStandards10TrademarkUsageRequirements.8.0.9.0
StrateqicOverview1.0Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduringguidanceonhowtouse theBrandElements andhowtodesignfortheCoca-ColaZeroBrandldentity around the world.The importance of the Brand Standards, however, is anything but utilitarian. They are central to ourongoingcommitmentto:1.Maintain authenticity and build Brand equity,2. Leverage the scale of our System across allmarkets,3.Provide more consistency and quality; and4. Faclitate increased System productivity,Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor tousingthe BrandStandards. Thischapterexaminesboth
StrategicOverview1.01ContentsWhatIsaBrandIdentity?...1.02.1.03WhoShould Use Theseldentity and DesignStandards?...10Identity and DesignStandards:Foundation,.1.05DesignPrinciples..1.06StrateglcFramework:Overview1.07StrateglcFramApplied.1.08System-wideSuccess,..1.09Coca-ColaZero|BrandidertityandDesignStandardsv1.0Confidentiat:December2009
StrategicOverview1.02Whatis a Brand Identity?A brandIdentiy s the torlityaof al touchpoints (mediaCoreBrand Elementsthose who come into contact with the brand and influencestheiropinion of that brand.Central to all touchpoints are the brand's defining-ofcore-elements. the visual keys to creating an ntegrated,(oca-Colazero(bcaColatead100)m0zerozerooJazCoreBrandElementsInExecutionCoca-Cola Zero|Brand Iderfity and Design Standardsv1.0Confidentiat:December2009
StrategicOverview1.03Why Do We Need Identity and Design Standards?The Coca-Cola Zero Brand Identity is an inextricable part ofthe Brand's equity and profoundly impacts how consumersexperienceit.Alexecutionsthat ulilizeCoca-ColaZeroarepar of the Erand Identy, as they are what consumers seeand associate with Coca-Cola Zero.,The Identity and DesignStandardsBetterPosition theCompany toxSystem-wide Identity and DesignStandards are alongstanding>art of our heritage and essentildingstrongglobaluild from universal ruleBoth are crucial to reinforcing and increasing the relevance of theconsistently worldwide on a dally basis and protectedBrandto ourconsumers.The better we represent theBrand.theacross every touchpoint.beltterwe canincreasemindshare and protect the Brand Identityfrom dilution.2.LeveragetheScaleofourSvstemAcrossAllMarketsWe have an exceptional Svstem in place around the globe; Identityand Design Standards provide equally exceptional and effcientmeanstoleverageitforgreaterconsistencyandspeed tomarket3.Provide More Consistency and QualityAcross the SystemThehigherourSvstem-wideconsistency and efficiencies.thestronger the connection that consurmers...
