Coca-Cola is rolling out its biggest visual identity overhaul in years

Coca-Cola $KO launched a new global visual identity system on Monday, extending the update across more than 200 markets with changes to packaging, retail environments, equipment, and digital experiences, the company said. The rollout is beginning in Latin America, Europe, the Middle East, and Asia. North America will not receive the new look until 2027, according to The Dieline.

The refresh centers on amplifying existing brand assets — the red and white color palette, the Spencerian script wordmark, the Dynamic Ribbon, and the Arden Square $SQ — rather than introducing entirely new elements. On cans, the most conspicuous shift is the wordmark going vertical again — the horizontal orientation it replaces had been in place for close to ten years, according to The Dieline. Multipack boxes are getting a new look as well, trading the elongated wordmark that ran across their face for an image of a can positioned horizontally.

Coca-Cola Zero Sugar is receiving its own distinct update: cans will feature a black Dynamic Ribbon, and plastic bottles will have a black cap rather than the standard red one. The Zero Sugar wordmark, previously rendered in black, will now appear in white, with "Zero Sugar" text set larger and in a serif typeface, the company said. For flavored varieties, a visual of the fruit or flavor will appear within the logo itself, with the flavor name sitting beneath it, according to Allrecipes.

Diet Coke is not part of the refresh, the company said. The identity system was developed with several outside partners. JKR led the overall brand identity work, The Superultrarare was responsible for packaging, and Brody Associates took on typography.

"Making Coca-Cola more Coca-Cola became our guiding principle from day one," Rapha Abreu, global vice president of design at The Coca-Cola Company, said in a statement. "Iconic brands don't need to reinvent themselves; they need to reinforce what makes them unmistakable." To support the rollout, Coca-Cola introduced a Brand Center — a platform for internal design and marketing teams and agency partners — alongside AI-assisted Design Intelligence tools built in collaboration with Adobe $ADBE, the company said.

The last major redesign before this one came in 2021, according to Allrecipes.