For designers used to an array of small print logo usage, Coke celebrates 125 years by giving the brand police a holiday. Robert Klara reports in Adweek that San Francisco design team Turner Duckworth have produced a limited edition series of Diet Coke cans, which reduce the universally recognisable logo to a D and a K (essentially a crop as Creative Review points out). When your product is consumed 1.7 billion times a day and is sold in 200 countries you can afford to play with your brands biggest asset.
That said, seeing the can is a little startling, like seeing the furniture of your world being re-arranged. The experts asked by Adweek had widely differing opinions, so Stuart Leslie from 4sightinc congratulated the brand in downplaying the ‘diet’ word which concerns customers while creating “an attention-grabbing giant graphic representation of their logo”, while Nick de la Mare from Frog Design argues they are just “scaling the mark 1,000 percent and trying to capture that elusive ‘edgy’ demographic by making the design vaguely unintelligible.”
Louis Cheskin’s idea of Sensation Transference suggests this Diet Coke might taste a bit different. Will it taste ‘unintelligible’ or will it grab your taste buds’ attention? What do you think of the new packaging? Will Diet Coke taste better?