Coca-Cola may have just been ranked as the top global brand by brandchannel’s owner, Interbrand, but the beverage giant apparently thinks you might be able to help make its brand even stronger. Yes, you.
For more than 125 years, the company has had a logo that hasn’t changed a whole lot, as you can see above. As the Blank You Very Much design contest website notes, “the classic lettering was originally designed in the early 1900s by Coca-Cola’s former bookkeeper, Frank Robinson,” and the swirl “was added in 1969 to represent the unique contour of the glass bottles.”
Coca-Cola and the Blank You Very Much site have joined forces and are asking designers across America to work with the iconic logo in a fresh way, incorporating it into a design that could work as a t-shirt. Don’t worry, Coke fans; there is no plan to change the logo. In fact, the rules are very clear on how the logo can be used.[more]
The contest’s rules state just how the logo may be used:
- The archival assets selected as part of the asset pack cannot be altered or distorted in any way
- The Coca-Cola® logo can only be produced in Red and White
- Do not crop logo
- No international logos or flags may be used
- Must include the trademark sign
- When using the Coca-Cola® script it can only be placed horizontal and vertical – vertical script has to run from south to north
- The dynamic ribbon logo can only run horizontally
- The dynamic ribbon needs to be incorporated with a core Coca-Cola element (such as the Spencerian Script). It cannot be represented on its own.
- Outline of the contour bottle needs to be pristine (cannot distort the shape/outline of the contour bottle). If not pristine, the art will not be approved. Cans can be used, but the packaging graphics cannot be altered.
- If any photography is used in the design, it cannot be of anyone other than the designer
- No children under the age of 13 may be used in photography
- Design theme should always reflect a balanced, healthy lifestyle
- All designs should be targeted to a 12 years and older demographic.
So there you have it. The winner of the logo-based challenge will receive $5,000 and see their design on a limited-edition T-shirt. Entries will only be accepted from U.S. residents, and subject to approval (within 72 hours of submission) before being accepted and put to a popular vote before a final decision by a panel of judges.
If nothing else, the contest will surely drive a few sales, by designers buying a few Cokes for research purposes, and also make the design community think about how the logo has evolved (as Blank You Very Much points out) to today’s interation, which was designed in 1969. But they’d better be quick: submissions end on Oct. 29th, and voting begins on Oct. 30.