Coca-Cola's new global identity: one operating system for 200 markets
On 21 July 2026 Coca-Cola unveiled a new global visual identity system developed with JKR. It rolls out across Latin America, Europe, the Middle East and Asia in more than 200 markets, covering every touchpoint from packaging and retail to equipment and digital.
What stands out?
- Renewed emphasis on the red-and-white palette, Spencerian script, Dynamic Ribbon and Arden Square.
- Brody Associates created a proprietary typeface.
- Coca-Cola Zero Sugar moves closer to the flagship: larger "Zero Sugar" type, a more prominent black Dynamic Ribbon on cans and black caps on PET bottles.
Not a rigid system, an operating system
JKR's Tosh Hall said the aim was to find "what makes Coca-Cola the most recognisable version of itself." Coca-Cola's Rapha Abreu said the goal "wasn't to create a rigid global system," likening it to "designing the operating system rather than every application." Local markets keep flexibility over photography, messaging, partnerships and cultural activations.
A lesson for smaller brands
The approach works at any scale. A café chain, a fashion label or a multi-branch business can do the same: define the core that won't change (logo, colour, type) and leave room for teams elsewhere. The brand stays recognisable everywhere while adapting to local needs.
If you want to talk about how your brand should adapt to these shifts, request a quote.
Source: Creative Review, 21 July 2026
