Although the logo may appear to be simply a stylised name, marketing experts point out that the flowing tail of the ‘C’ in the word Coca-Cola is meant to resemble a smile. This subtle element subconsciously emphasises the brand’s focus on happiness and joy.
This subtle message may go unnoticed, but it subconsciously creates a positive association with the brand in the minds of consumers,
– explains Richard Lau, President of LOGO.com.
The story behind the logo’s creation
The Coca-Cola Company openly recounts the origins of its legendary drink, the formula of which was perfected by Dr John S. Pemberton in May 1886.
The very name “Coca-Cola” and the distinctive flowing font was coined by Pemberton’s accountant, Frank M. Robinson. He thought that the two C’s would look good in an advertisement.
Robinson created the name using the Spencer typeface, which was a fashionable writing style at the time and is still famous today.