Brand Identification Manuals for Coca-Cola

A collection of brand identification manuals from Coca-Cola, spanning their most modernist decade.

Spanning the period from 1969–1979, this collection of brand identification manuals from The Coca-Cola Company Archives takes a closer look into a period of design that was pure, direct, and powerful. Revolving around the development of Coca-Cola’s “arden square” logo, the seven manuals included in this collection articulate how to think about, apply, and extend the brand principles into everything from advertising, packaging, and beyond.