Is It Still Recognizable?

I love case studies, and today, I came across a post on Wired Magazine’s site about how Coke’s new logo is no logo at all. Intrigued, I checked out the post to find out more. It turns out that this is just a limited edition can created by an ad agency in Dubai, FP7. The whole thing piqued my interest, and I had to check it out. I thought to myself, is it still recognizable?

It’s interesting to see how the iconic script lettering is stripped from the can. Even though the text is still gone, I would still recognize this as a Coke can. However, I may be a little skeptical at first whether this was really Coca Cola, or a generic knock-off.

Can You Have Branding Without a Logo?

That’s a tough one. Branding is all about consistency. Over the years, we’ve grown accustomed to Coca Cola and its iconic look. Sure the signature red is there, along with the ribbon, but do you really get the sense that this is a Coca Cola product? That’s a tough one.

Branding is About Trust & Recognition

It takes years, even decades for consumers to build trust in a brand. The absence of your logo text is a gamble that most businesses are unwilling to make. Personally, if I was in the grocery store, and I found this can, I may pass on it, unsure as to whether it is authentic or not.

Minimalism and Going Too Far

Milton Glaser, famous graphic designer, says, “Just enough is more.” That is definitely true. Having too much information or too many design elements can be overwhelming. However, the opposite is true, too. If there isn’t enough information, or important information is missing, then I would say, “Not enough is much worse.”

You never want to leave your customers or clients guessing. They should have every bit of information they need. They should be confident in the purchase of your products and services, knowing that they are buying from the authentic source. If buyers are unsure, they’ll usually just not buy it, or they’ll try someone else’s product.

What Do You Think?

You saw the Coca Cola can without the iconic script. Did you recognize it as a true Coca Cola product? I’m not sure I would have. I’d love to hear what you have to say. Please leave your thoughts in the comments section below.

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