Brand Identity Example
When you hear the name Coca-Cola, you probably picture its well-known logo. Coca-Cola’s brand identity begins with a red logo in script text. The red colour elicits confidence in the person who drinks a Coke, while the script typeface is all about enjoyment. Coffee, for example, is marketed as a drink you have before work in the morning whilst Coca-Cola is a drink you enjoy when you’re done in the evening. This is a powerful statement.
Coca-Cola prints its logo on a uniquely shaped bottle (it’s true, no other beverages have bottles exactly like it). This tells customers they’re not getting an imitation – this is the real thing. The brand develops credibility and trust this way. Soon the bottle became more recognisable than the logo itself.
The company has been sharing the feeling of ‘happiness’ from the very beginning of its advertising campaigns. The logo and the Coca-Cola slogan ‘delicious and refreshing’ were consistently used across all promotion.
Coca-Cola is very much associated with the Christmas season. For some, the Christmas season doesn’t begin until they see the red Coca-Cola truck with Santa Claus on their TV screen. Thanks to the whole Christmas campaign, the company associates itself with the ‘most wonderful time of the year’ which integrates perfectly with the branding strategy of sharing happiness.
03. The process
I feel it is important to have a good understanding of what a brand identity is and why it is important before we start the brand building journey together.
Brand Identity sits in the middle of the branding process. Below is an overview of my approach to the complete branding project…