Brand Identification Manuals for Coca-Cola
Compiled from archival documents spanning 1969–79, Brand Identification Manuals for Coca-Cola explores a period in the company’s branding history that spans prolific advertising campaigns to a deep focus on modernist design systems. Most notably, the introduction of the Coca-Cola “Arden Square,” which exists as a global brand identifier to this day. Each manual in this compilation displays usage guidelines around logos, typography, packaging, color, and ephemera.
Collaborators
Colophon
Copyright
© 2025 The Coca-Cola Company
Scanned manual images
© 2025 The Coca-Cola Company
Foreword
© 2025 Rapha Abreu / Sue Murphy
The Road to Arden Square
© 2025 Standards Manual
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher.
Additional credits
Design by Order→
Additional production: Garrett Corcoran
Additional consulting: Christopher Bonanos / Phil Mooney
Published by Standards Manual
Book photography by Casey Steffens→
ISBN
979-8-218-61497-3