The Real Thing
July 22, 2007
Notice anything different on the soda aisle of your local grocery store? Fans of Coca-Cola and graphic design in general may have recently noticed a change in the packaging for America’s favorite soda pop. Gone are the superfluous swooshes, bubbles and halftone tints that have been creeping onto Coke’s cans these last few years. In their place is one of the strongest treatments of the company’s brand I’ve ever seen.
The can is now a simple field of red with the Coca-Cola logo popped out in white. No drop shadows, no fake drops of water, nothing. In addition, the soda’s “Classic” text has gone from a formal, stuffy serif treatment to a modern, simple sans-serif face that expertly compliments the new logo. Over at his blog, Creative Director Jon Berry wonders how such a straight forward design ever made it past the suits in Atlanta. However it happened, he likes it and I have to say I whole-heartedly agree. The new design is wonderfully simple, clear and feels extremely retro. Maybe others will take a cue from the Coca-Cola company and remember to KISS. Lord knows some companies can use all the help they can get.