Coca-Cola rolls out global visual refresh of its brand identity

Coca-Cola announced a visual refresh of its brand, unveiling a subtle redesign that updates the company’s iconic red‑white palette, Spencerian script, Dynamic Ribbon and other visual assets. The overhaul, carried out by branding agency Jones Knowles Ritchie, is intended to make the brand clearer and more consistent across packaging, retail, digital and equipment in more than 200 markets.

The company’s Global Brand Head, Arnab Roy, said the refresh aims to “keep evolving” while preserving what people already know and love about Coca‑Cola. The redesign has generated social‑media commentary after some users noted the new typeface resembles the Marlboro cigarette font, sparking discussion about the health image of sugary drinks. Coca‑Cola has not responded to those specific observations.

The redesign is part of a broader effort to modernise the brand for evolving consumer expectations, technology and media, while maintaining the brand’s worldwide recognisability.