Lets begin by looking at probably one of the most recognisable companies and logos in the entire world. A company that since the late 19th century has become a byword and benchmark for global marketing and branding; Coca Cola.
The drink was introduced in 1886 after an initial nerve tonic, wine drink was created by John Pemberton, who was a colonel in the American Civil war. Due to prohibition laws the wine cola was changed to a non alcoholic beverage which Pemberton began selling from his pharmacy in Atlanta, Georgia. Since these humble beginnings, Coca Cola can be found in over 200 countries worldwide with over 1.8 billion units being consumed every single day! In 2011 a study of the worlds best brands found Coca Cola to be the most valuable of all with a net operating revenue of over 40 billion U.S dollars! This is all the more remarkable when there is ever increasing concern and criticism of the health risks and changing eating and drinking habits of the global population.
Now I believe a huge factor in the incredible success of Coca Cola is the exceptional branding and design skills and efforts used to appeal to thirsty customers for well over 100 years. The Coca Cola logo was created by Pemberton’s bookkeeper, Frank Mason Robinson in 1885. Robinson came up with name and the famous curved script writing used. The typeface used is known as spencerian script and after is development in the mid 19th century, it became the dominant formal handwriting style of that period. Robinson can also take credit for the initial mass marketing ideas behind the brand, suggesting city wide banner advertising in Atlanta and offering free drink coupons to entice the population to try the new beverage.
The marketing efforts grew in this style year on year with the trademark and logo now being a common sight in every corner of the globe. The company can also take credit for the modern day depiction of Santa Claus in his Coke coloured bright red and white suit holding the famous contoured glass bottle that is as ingrained upon the public consciousness as any other part of the Coke image. If mass marketing and cultural branding was ever an Olympic sport, Coca Cola would have more Gold medals than it could count!