“We asked Reilly Newman, founder of the California-based branding studio Motif Brands and co-author of Brandy: 101 Sips of Wisdom for Attaining a Successful Brand, for his professional take. “The Coca-Cola logo has become an American icon dipped in nostalgia and flavor,” he says. “The signature look of the word mark helps the brand’s logo feel authentic and refreshing. It flows visually as the typography forms each letter.” So what’s the hidden message? “The ribbons feel like abstract liquid while there are positive curvatures to the shapes that do, yes, feel like smiles,” Newman says.
Newman also notes that the flow and uplifting angles of the logo help a consumer’s brain register more positive feelings, gliding left to right across the word mark.”
