By Mark Ritson

It’s very hard to launch any kind of logo redesign and not look stupidly superficial. To the credit of Coca-Cola and its global team of executives they almost got away with it last week. Repeated references to the company’s ‘One Brand’ strategy and constant mentions of Coke’s long and venerated heritage made it clear that this was a seriously important move. Coke’s Q1 global sales, also announced last week, continue to frighten investors so the company needed to something, anything, to allay their fears.

“The unification of the brands through design marks the first time in our 130-year history Read full story ›

Source: Marketing Week