Coca-Cola Zero

Brand Identity and Design Standards
v1.0

&RQ¿GHQWLDO_‹ The Coca-Cola Company. All Rights Reserved.

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY

Confidential: December 2009

Contents
Please note that updates to the Brand Identity and Design
Standards will only be made once per year.
Strategic Overview......................................................... 1.0
Identity Standards:
Core Brand Elements and Standards ............................ 2.0
Packaging Design Standards ........................................ 3.0
Point-of-Sale Design Standards .................................... 4.0
Equipment Design Standards ........................................ 5.0
Signage Design Standards ............................................ 6.0
Fleet Design Standards ................................................. 7.0
Trademark Usage Requirements ................................... 8.0
Identity Standards Management Team and Process .... 9.0

&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY

&RQ¿GHQWLDO'HFHPEHU

Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to using the Brand Standards. They are central to our ongoing commitment to: 1. 3. however. &RFD&ROD=HUR_%UDQG. Provide more consistency and quality. and 4.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .0 Simply put. 2. This chapter examines both. Facilitate increased System productivity. The importance of the Brand Standards. the Brand Identity and Design Standards exist to provide clear. reliable and enduring guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand Identity around the world. Maintain authenticity and build Brand equity. Leverage the scale of our System across all markets.Strategic Overview 1. is anything but utilitarian.

Strategic Overview 1.....................................1......09 &RFD&ROD=HUR_%UDQG.......01 Contents What is a Brand Identity? ...02 Why Do We Need Identity and Design Standards? .....................................1.....................................1.................07 Strategic Framework: Applied ........1..04 Identity and Design Standards: Foundation ..1.....................08 Making the Identity and Design Standards a System-wide Success.................................1.........03 Who Should Use These Identity and Design Standards? .......................1........................05 Design Principles .1.................GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 .....06 Strategic Framework: Overview ...............................................

02 What is a Brand Identity? $EUDQGLGHQWLW\LVWKHWRWDOLW\RIDOOWRXFKSRLQWVPHGLD SODWIRUPVFKDQQHOV.Strategic Overview 1.

$EUDQGLGHQWLW\LVH[SHULHQFHGE\ y WKRVHZKRFRPHLQWRFRQWDFWZLWKWKHEUDQGDQGLQIOXHQFHV WKHLURSLQLRQRIWKDWEUDQG Core Brand Elements &HQWUDOWRDOOWRXFKSRLQWVDUHWKHEUDQG¶VGHILQLQJ±RU FRUH±HOHPHQWVWKHYLVXDONH\VWRFUHDWLQJDQLQWHJUDWHG GLVWLQFWLYHDQGGLIIHUHQWLDWHGEUDQG Core Brand Elements in Execution &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 .

Leverage the Scale of our System Across All Markets We have an H[FHStional System in place DURXQG the JOREH. System-wide Identity and Design Standards are a longstanding part oIRXU heritage and essential to EXLOGLQJVWURQJJOREDO Brands.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 . Provide More Consistency and Quality Across the System The higher RXU System-wide consistency and eI¿FiencieVWhe stronger the connection that FRQVXPHUV drawIrom all they see and hearFreating more inherent vDOXH in the Coca-Cola Zero Brand to EHQH¿WWhe entire System.GHQWLWyDVWKH\DUHZKDWFRQVXPHUVVHH and associate with Coca-Cola Zero. &RFD&ROD=HUR_%UDQG. Maintain Authenticity and Build Equity %RWKDUHFUXFLDOWRUHLQIRUFLQJDQGLQFUHDVLQJWKHUHOHYDQFHRIWKH %UDQGWRRXUFRQVXPHUV 7KHEHWWHUZHUHSUHVHQWWKH%UDQGWKH EHWWHUZHFDQLQFUHDVHPLQGVKDUHDQGSURWHFWWKH%UDQG. 7KH\HPSRZHUPDUNHWVWREXLOGIURPXQLYHUVDOUXOHV DQGFRQYHQWLRQVVRWKDWWKH%UDQG.GHQWLW\ IURPGLOXWLRQ 2.GHQWLW\LVDQLQH[WULFDEOHSDUWRI the Brand¶s HTXLty and proIRXQGOy impacts how consXPHUs H[SHULHQFHLW $OOH[HFXWLRQVWKDWXWLOL]H&RFD&ROD=HURDUH SDUWRIWKH%UDQG.Strategic Overview 1.GHQWLW\LVH[SHULHQFHG FRQVLVWHQWO\ZRUOGZLGHRQDGDLO\EDVLVDQGSURWHFWHG DFURVVHYHU\WRXFKSRLQW The Identity and Design Standards Better Position the Company to: 1. 4.03 Why Do We Need Identity and Design Standards? 7KH&RFD&ROD=HUR%UDQG. Identity DQG'HVLJQ6WDQGDUGVSURYLGHHTXDOO\H[FHSWLRQDODQGHI¿FLHQW PHDQVWROHYHUDJHLWIRUJUHDWHUFRQVLVWHQF\DQGVSHHGWRPDUNHW 3. Facilitate Increased System-wide Productivity Consistencies achieved tKURXJK System-wide Standards allow Ior longer-lasting materials and potential UHXseWKXs saving time and money.

Agencies &RQ¿GHQWLDO_‹ The Coca-Cola Company.0 Company Functions Partners. 0RUHVSHFLILFDOO\WKH%UDQG6WDQGDUGVVKRXOGEHXVHG E\DOO&RPSDQ\IXQFWLRQVDQGWKH%RWWOLQJ6\VWHPDV ZHOODVDOOSDUWQHUVDJHQFLHVDQGRWKHUSDUWLHVLQYROYHG LQDQ\&RFD&ROD=HURWRXFKSRLQW The Bottling System $OZD\VXVHWKHODWHVWYHUVLRQRIWKH%UDQG6WDQGDUGV DYDLODEOHRQWKH&RFD&ROD=HUR%UDQG. All Other Parties &RFD&ROD=HUR_%UDQG.QDGGLWLRQEHVXUHWRVHHNORFDOJXLGDQFHIRU ‡&RPSOLDQFHZLWKORFDOOHJDOUHJXODWLRQVDQGPDQGDWHV ‡/RFDOOHJDODSSURYDORIDOOPDWHULDOVSULRUWRXVHLQWKH PDUNHWSODFHDQG ‡$OLJQPHQWRIWKHFRPPXQLFDWLRQREMHFWLYHVIRU\RXU PDUNHWDQGRU%UDQGV Coca-Cola Zero Brand Identity and Design Standards v1.04 Who Should Use These Identity and Design Standards? The VKRUWDQVZHULVDQ\RQHZKRDFWLYDWHVDQ\WKLQJIRU the Brand Coca-Cola Zero.Strategic Overview 1.GHQWLW\DQG'HVLJQ 6WDQGDUGVZHEVLWH $OZD\VPDNHVXUHSDUWQHUVDJHQFLHVDQGWKLUGSDUWLHVKDYH WKHODWHVWYHUVLRQRIWKH%UDQG6WDQGDUGV%HIRUHWKH\FDQ REWDLQDFFHVVDOOWKLUGSDUWLHVPXVWDJUHHWRNHHSWKH%UDQG 6WDQGDUGVFRQILGHQWLDO . All Rights Reserved.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 .

GHQWLW\DQG'HVLJQ Standards align with the Coca-Cola Zero Brand Vision and $UFKLWHFWXUH%9$.1.05 Strategic Overview Identity and Design Standards: Foundation $VZLWKDOOH[SUHVVLRQVRIWKH%UDQGWKH.

Bold..) The Battle For Share of Heart & Mind Will Deliver Share Of Stomach & Wallet Optimism Consumer Experience & Drivers Making Possibilities A Reality Inspiring you to create and explore new paths that expand what’s possible in the world. Unconventional. MY WORLD. ARCHETYPE: Explorer PERSONALITY & CHARACTER Maverick. Zero Sugar and a Bold Youthful Image. Confident Contour. they are actively taking the lead on determining who they can be.. Authentic. Human & Cultural Context Today’s Youth Have Thrown Away The Rulebook Fueled by an unprecedented belief in what they can achieve. Bold. they actively define what’s possible Target Explorers. enabled by their unlimited access to information technology and driven by their impatience with the status quo. with a Clear Purpose MARKET BRAND IDENTITY SYSTEM Black. THE WORLD – Product & Brand Truths Great Tasting Refreshment. Impulsive stars 18-24 M (Halo to Wishful Wanabees) AMBITION Business: Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020. Coca-Cola Zero has the Opportunity to Redefine the Category Coca-Cola Zero Fusion of Taste. Zero Sugar. Coca-Cola Zero: Brand Vision and Architecture (BVA) &RFD&ROD=HUR_%UDQG. Humorous. Brand: Move from a great tasting diets & lights brand to a game changing brand that inspires a new generation to define their own new positive reality.. Make it a Truly Unique Propostion Competitive Environment Game Changing Brands That Are Battling For 21st Century Youth (Obama.DVVKRZQKHUH 7KH&RFD&ROD=HUR%UDQGLVSRVLWLRQHGWRWDUJHW\HDU ROGPDOHVZKRDUHIXHOHGE\DQXQSUHFHGHQWHGEHOLHILQZKDW WKH\FDQDFKLHYHDQGGULYHQE\DQLPSDWLHQFHZLWKWKHVWDWXV TXR&RFD&ROD=HURVSHDNVWRLQGLYLGXDOVZKRDUHLQWKHLU IRUPDWLYH\HDUVRIFKDQJHDQGGLVFRYHU\DQGZKRDUH DFWLYHO\WDNLQJWKHOHDGLQGHWHUPLQLQJZKRWKH\FDQEH $OZD\VUHIHUWR6SDUN&LW\IRUWKHPRVWUHFHQWYHUVLRQRIWKH BVA. Dynamic Ribbon BRAND VISION BRAND VISIO Coca-Cola Zero Is A Beacon Of Possibilities BRAND PEOPLE Highest Emotional Ground Category Insight Neither a Diet Nor a Regular. Apple. Creators. Youthful.. Unconventional. Bold Smart. Masculine. Great Coke Taste.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 . With one single purpose: TO CREATE A BETTER REALITY – FOR ME. Uplifting Refreshment (Physical & Emotional). Open-Minded Experience Seekers In the formative years of change and discovery and motivated by their need for self determination.

06 Design Principles 7KH&RFD&ROD=HUR'HVLJQ3ULQFLSOHVKHOSWRIRFXV DQGFODULI\ZKDWLV±DQGLVQRW±&RFD&ROD=HUR 7KHVH3ULQFLSOHVGULYHWKHGHVLJQRIDOOWRXFKSRLQWVIRU the Coca-Cola Zero Brand. The Coca-Cola Zero Design Principles 1.Strategic Overview 1. $SSO\WKHVH3ULQFLSOHVZKHQHYHUQHZH[HFXWLRQVDUHFUHDWHG (YHU\WKLQJWKDWKDVDQ\WKLQJWRGRZLWKWKH%UDQGPXVWDOLJQ with them. Bold and Unexpected &RFD&ROD=HURGLVSOD\VLWVPDYHULFNFKDUDFWHULQDQXQSUHGLFWDEOHMRXUQH\ RIGLVFRYHU\&RNH=HURKDVOLFHQVHWRH[SORUHQHZSDWKVDQGH[SDQG ZKDW¶VSRVVLEOH &RFD&ROD=HUR_%UDQG. Bold Simplicity $UHWXUQWRFODULW\UHPRYDORIDOOH[WUDQHRXVQRLVHDQGVWDWLFDURXQG WKH%UDQGWRILQGWKHEROGVLPSOHHVVHQFHRI&RFD&ROD]HUR 2. Own Black $WHYHU\WRXFKSRLQWZHZLOOOHYHUDJHWKHEROGDQGFRQILGHQWYLWDOLW\RI &RNH=HUR%ODFNDURXQGWKHZRUOG$GGLWLRQDOO\ZHZLOOFRQWLQXHWR LQWHJUDWHWKHWKUHDGRI5HGLQWRHYHU\WKLQJZHGR 4. Real and Genuine 'ULYHQE\VHOIGHWHUPLQDWLRQ&RNH=HURGHILQHVDXQLTXHSDWKWRDJUHDWHU GHVWLQ\LQDVW\OHWKDWLVWUXHWRVHOI 3.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 .

GHQWLW\6WDQGDUGV DUHSDUWRIWKH&RFD&ROD=HUR%UDQG(YHU\WKLQJ FUHDWHGIRUWKH%UDQGHQVXHVIURPWKHP7KHSUHFHGLQJ page reviews the Design Principles. Identity Standards &RUH%UDQG(OHPHQWVDQG6WDQGDUGV.Strategic Overview 1.GHQWLW\LVH[SHULHQFHGFRQVLVWHQWO\E\ FRQVXPHUVDQGSURWHFWHGDWHYHU\WRXFKSRLQW BVA Design Principles 7KH%9$'HVLJQ3ULQFLSOHVDQG.07 Strategic Framework: Overview 7KH6WUDWHJLF)UDPHZRUNLVWKHPHDQVE\ZKLFKZH HQVXUHWKH%UDQG.

WVKRXOGDOVRUHIHUWR WKH'HVLJQ6WDQGDUGVIRUWRXFKSRLQWVWKDWDUHFRYHUHG in depth there.GHQWLW\6WDQGDUGVIRUDOO%UDQGH[HFXWLRQVLQ FDWHJRULHVVXFKDV3DFNDJLQJ326DQG(TXLSPHQW Design Standards $OOZRUNGRQHDFURVVWKH%UDQGVKRXOGGLUHFWO\OHYHUDJH 7LHUDQG. 3DFNDJLQJ(TXLSPHQW6LJQDJH)OHHW.GHQWLW\6WDQGDUGV. 7KH'HVLJQ6WDQGDUGVIXUWKHUGHILQHDQGDUWLFXODWH .

Sustaining Campaigns Properties Customer Promotions &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 .

08 Strategic Framework: Applied 7KH%9$'HVLJQ3ULQFLSOHVDQG.GHQWLW\6WDQGDUGVDUH SDUWRIWKH&RFD&ROD=HUR%UDQG(YHU\WKLQJ FUHDWHGIRUWKH%UDQGHQVXHVIURPWKHP BVA Design Principles 7KH'HVLJQ6WDQGDUGVIXUWKHUGHILQHDQGDUWLFXODWH .GHQWLW\6WDQGDUGVIRUDOO%UDQGH[HFXWLRQVLQ FDWHJRULHVVXFKDV3DFNDJLQJ326DQG(TXLSPHQW Identity Standards &RUH%UDQG(OHPHQWVDQG6WDQGDUGV.Strategic Overview 1.

$OOZRUNGRQHDFURVVWKH%UDQGVKRXOGGLUHFWO\OHYHUDJH 7LHUDQG. 3.GHQWLW\6WDQGDUGV. Design Standards 3DFNDJLQJ Sustaining (TXLSPHQW Signage Campaigns Fleet Properties Customer Promotions &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 .WVKRXOGDOVRUHIHUWR WKH'HVLJQ6WDQGDUGVIRUWRXFKSRLQWVWKDWDUHFRYHUHG in depth there.

WLVHDFKLQGLYLGXDO¶V UHVSRQVLELOLW\WRHQVXUHWKDWDOOZRUNLVFUHDWHGLQFRPSOLDQFH with the Brand Standards. t
$BSFGVM
BOE
UIPSPVHI
SFWJFX
PG
UIF
#SBOE
4UBOEBSET
should answer most if not all questions that typically arise in the course of creating and producing work.09 Making the Identity and Design Standards a System-wide Success t Always consult the Identity and Design Standards before embarking on new work. $JHQFLHVDQGSDUWQHUVVKRXOGRQO\DFFHVVWKH %UDQG6WDQGDUGVLIWKH\KDYHHQWHUHGLQWRDFRQILGHQWLDOLW\ agreement with The Coca-Cola Company.Strategic Overview 1. t
$POTVMU
DIBQUFST

o

GPS
TQFDJmD
JOGPSNBUJPO
PO
Graphics Application across the main touchpoints of the Brand±LQFOXGLQJIRUWKHILUVWWLPHJXLGDQFHRQ 3URSULHWDU\)RUPIRU3DFNDJLQJDQG(TXLSPHQW t
Ensure that any agency or partner who is working on or creating something for the Brand has reviewed and understands how the Identity and Design Standards relate to their work. 6KRXOGFLUFXPVWDQFHVQHFHVVLWDWHDUHTXHVWIRUVSHFLDOL]HG JXLGDQFHRUDQH[FHSWLRQWKHSURWRFROGHVFULEHGLQWKH Identity Standards Management Team and Process chapter ..

PXVWEHIROORZHG t
3FGFS
PGUFO
UP
$IBQUFS

$PSF
#SBOE
&MFNFOUT
BOE

Standards.GHQWLW\DQG'HVLJQ6WDQGDUGVBY t
4FF
UIF
$POUFOUT
QBHF
GPS
B
DPNQMFUF
MJTU
PG
UPQJDT
JO
UIJT
document and their locations. t
"MM
BEWFSUJTJOH
NBUFSJBMT
TIPXO
JO
UIJT
EPDVNFOU
BSF
for purposes of illustrating the Brand Standards. Main chapters include:  6WUDWHJLF2YHUYLHZ  .7KLVFKDSWHUUHYLHZVLQGHWDLOWKHSURSHUXVDJH RIWKHVHEXLOGLQJEORFNVRI%UDQGDXWKHQWLFDQGFRQVLVWHQW GHVLJQVVHWWLQJWKHVWDJHIRUXVLQJDOORWKHUFKDSWHUVLQ the Brand Standards. None RIWKHPFDQEHXVHGLQWKHPDUNHWSODFHXQOHVVWKH\DUH UHYLHZHGDQGDSSURYHGE\\RXUORFDOOHJDOFRXQVHO &RFD&ROD=HUR_%UDQG.GHQWLW\6WDQGDUGV&RUH%UDQG(OHPHQWVDQG6WDQGDUGV  3DFNDJLQJ'HVLJQ6WDQGDUGV  3RLQWRI6DOH'HVLJQ6WDQGDUGV  (TXLSPHQW'HVLJQ6WDQGDUGV  Signage Design Standards  Fleet Design Standards  7UDGHPDUN8VDJH5HTXLUHPHQWV  Identity Standards Management Team and Process Confidential: December 2009 .

Identity Standards: Core Brand Elements and Standards Coca-Cola Zero | Brand Identity and Design Standards_v1.0 2.0 Confidential: December 2009 .

Cans.................15 2....09 2.........25 2...... PETs...... Product Photography Art Direction .39 2.11 2......... Minimum Size..24 2...Identity Standards: Core Brand Elements and Standards 2.........13 2.....17 2... Contour Glass Bottle Photography .02 Coca-Cola Zero Logo Colors Clear Space........26 2..... 2.41 Confidential: December 2009 .....36 2.......... Safe Area Minimum Size Dynamic Ribbon Cropping Colors.............18 2.32 2........06 2.0 Backgrounds: Flat Colors...33 2......12 2.. Minimum Size Don’ts Color Palette Don’ts Typography Headlines and Body Copy Don’ts 2.37 2.................40 2.....20 2......35 2....03 2.....04 2.. Photography Details ...38 2.29 2..28 2..........31 2.........23 2..............08 2..01 Contents Overview 2....... Other Packaging ..37 Coca-Cola Zero | Brand Identity and Design Standards_v1....19 2..........14 2.16 2......07 2.......30 2.34 2.... Usage /RFNXS6SHFL¿FDWLRQV Don’ts Arden Square Colors Clear Space........ ® Scaling Don’ts Horizontal Limited Use Horizontal Safe Area Lock-up Specifications 20º Angled Logo 20º Safe Area 20º Cropping & Position /RFNXS6SHFL¿FDWLRQV Horizontal Limited Use Horizontal Safe Area Contour Bottle Symbol Contour Bottle Symbol with Coca-Cola Zero Logo Colors Clear Space.........05 2..10 2...

0). innovation and maximum System scale.0 Confidential: December 2009 .com. $SSURYHGGLJLWDO¿OHVRIWKH&RUH%UDQG(OHPHQWVFXVWRPL]DEOH graphics and design templates for Packaging. Please use only the approved versions supplied there. equity. These simple and timeless elements play an inextricable role in portraying and protecting our Brand across all touchpoints. POS and Equipment are available on the Design Machine website at www. It is therefore essential that any work for the Coca-Cola Zero Brand be approached in a manner that: ‡ Faithfully applies the Identity Standards for the Core Brand Elements. Consistently using a common set of elements enables integrated marketing communications.Identity Standards: Core Brand Elements and Standards 2. relevance – and standards for using them. Coca-Cola Zero | Brand Identity and Design Standards_v1.02 Overview Core Brand Elements are the building blocks of the Brand Identity and Design Standards. This chapter provides an overview of each Core Brand Element – heritage.coca-coladesignmachine. while ‡ Reinforcing the Design Principles (reviewed in the Strategic Overview Chapter 1.

is visually locked together with the “Zero” Logo. Together they form a holistic representation of the Coca-Cola Zero Brand that reflects the heritage of the original Coca-Cola Trademark. The Spencerian Script that is used for the Coca-Cola Trademark should never be used for anything other than the trademarks incorporating “Coca-Cola” and “Coke. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 . We are committed to using the Coca-Cola Zero Logo in its purest original form.03 Coca-Cola Zero Logo The Coca-Cola Zero Logo is the primary asset for the Coca-Cola Zero Brand and is the preferred Logo to represent this Brand. By boldly using the Script and "Zero" lockup on its own or in combination with other elements. we can create executions that retain the true essence of the Coca-Cola Brand. The Spencerian Script.Identity Standards: Core Brand Elements and Standards 2. carried over from the Coca-Cola Brand.” as well as the trade names of The Coca-Cola Company. which is designed to express the bold confidence and masculinity of the Brand. its subsidiaries and its Bottlers. yet fashions an enduring and unique vision for the Coca-Cola Zero Brand. Use only the approved versions of the Coca-Cola Zero Logo available on the Design Machine website.

Coca-Cola Zero | Brand Identity and Design Standards_v1. even if they are within the Brand color palette. ‡7KH&RFD&ROD=HUR/RJRPXVWQHYHUEHVKRZQLQRWKHU colors. Restricted-use Reversed Coca-Cola Zero Logo Reversed from a black background. Standard Coca-Cola Zero Logo Coke Red and black on a white background. the color can be the same as the substrate of the material used.Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors 2.0 Confidential: December 2009 . embossed. Restricted-use Coca-Cola Zero Logo Black on a white background. as described at right. ‡)RUSUHPLXPVDUFKLWHFWXUDOGHWDLOVRURWKHUDSSOLFDWLRQV where the Coca-Cola Zero Logo is etched. use either the restricted-use Coca-Cola Zero Logo or the restricted-use reverse Coca-Cola Zero Logo described at right. Exceptions ‡)RUPHGLDLQZKLFKFRORULVQRWDQRSWLRQHJDEODFN and-white print ad). ‡7KH&RFD&ROD=HUR/RJRPXVWQHYHUEHVKRZQRQ backgrounds other than those shown here.04 Colors ‡&RORUH[HFXWLRQVRIWKH&RFD&ROD=HUR/RJRLQFOXGHWKH standard Logo on a white background and the reversed Logo in Coke Red and white on a black background only. Reversed Coca-Cola Zero Logo Coke Red and white on a black background. sandblasted or spot varnished.

Cropping Clear Space Surround the Coca-Cola Zero Logo with clear space that is..” Minimum Print Size ‡)RUWKH&RFD&ROD=HUR/RJRDWOHDVWPP LQFKHV. Minimum Size. at a minimum. TM Scaling. “hyphen height” – i. equal to the height of the hyphen connecting “Coca” and “Cola.e.05 Clear Space.Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.

04 inches) in diameter. ‡$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU proper reference. Minimum Onscreen Size ‡'LVSOD\WKH&RFD&ROD=HUR/RJRDWOHDVWSL[HOVZLGH and the TM at least 6 pixels in diameter. Refer to the Identity Standards Management Team and Process chapter (9. Cropping ‡7KH&RFD&ROD=HUR/RJRPXVWQRWEHFURSSHGLQDQ\ SHUPDQHQWH[HFXWLRQVVXFKDVVLJQDJHYHQGLQJRUÀHHW ‡.” ‡:KHQXVLQJWKH&RFD&ROD=HUR/RJRLQVPDOOHUVL]HV scale up the TM as needed to ensure legibility.QWKHFDVHRIWHPSRUDU\H[HFXWLRQVH[FHSWLRQVWRWKLV rule may be granted if the market is considered mature from a Brand equity perspective. Exceptions are meant to have a maximum life of 3 months in market and each exception should only happen once a year.ZLGH ‡)RUWKHTM: at least 1 mm (. ‡0DNHVXUHWKHFOHDUVSDFHEHWZHHQWKH70DQGWKHHQG of the “o” in “Zero” equals at least 1/4 of the diameter of the TM and that it is no further away than one full diameter of the TM. Always scale the TM from the top edge. TM Scaling ‡$OLJQWKHWRSHGJHRIWKH70ZLWKWKHWRSRI the “o” in “Zero.0) for more information on submitting exception requests.0 1h 1h 1h 1h 1h Clear Space = h Distance Minimum Print Size Minimum Onscreen Size TM Scaling (Coca-Cola Zero Logo) Confidential: December 2009 . Coca-Cola Zero | Brand Identity and Design Standards_v1.

Logo Identity Standards: Core Brand Elements and Standards_Coca-Cola _SpencerianZero Script 2.0 Do not place on any color other than black. Coca-Cola Zero | Brand Identity and Design Standards_v1. except for 2° counter clockwise rotations. Do not remove or reposition the TM. Do not create a black disk icon. Do not reduce zero separately. Do not add strokes or outlines to the Coca-Cola Zero Logo. Confidential: December 2009 . This includes variants in existing Brand Elements or lock-ups. Do not scale/resize the Coca-Cola Zero Logo disproportionately. Do not add glows to the Coca-Cola Zero Logo. Do not rotate the Coca-Cola Zero Logo.06 Don’ts Do not use any other version of the Coke Logo. Do notXVHXQVSHFL¿HGFRORUV Do not enlarge Zero separately. Do not add elements. Do not distort the Coca-Cola Zero Logo. Do not skew the Coca-Cola Zero Logo or create false perspectives.

The Coca-Cola Zero Logo Lock-up should not be altered. 1 & 2) should be made based upon the application .Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2. this version of the Coca-Cola Zero Logo should be used for shelf-strips. horizontal version of the Coca-Cola Zero Logo which has been specifically designed with limited use in mind. 2 is preferred. 4.visibility and legibility should always be maintained. or in a horizontal format where space is limited and maximum impact is required. 2. 3.07 Horizontal Limited Use To the right is a single line. Primarily. 1. Coca-Cola Zero | Brand Identity and Design Standards_v1. Your choice of Coca-Cola Zero Logo (Ref. The black background shown in Ref.0 Confidential: December 2009 .

0 Confidential: December 2009 .” Coca-Cola Zero | Brand Identity and Design Standards_v1.Identity Standards: Core Brand Elements and Standards _Coca-Cola Zero Logo 2.08 Horizontal Safe Area The minimum required clear space forthe Coke Zero Horizontal Logo is equal to the height of the hyphen located between “Coca” and “Cola.

legal lines are recommended although no longer required for use on packaging. POS and promotional materials for TCCC products when those are the only product trademarks depicted in the materials. However. then use of a legal line is required. if TCCC trademarks are depicted with trademarks for third party products. Generally. Please consult WKH7UDGHPDUN8VDJH5HTXLUHPHQWVFKDSWHU. A legal line is a statement appearing in footnote form in an advertisement or on packaging that indicates the identity of the trademark owner.09 Lock-up Specifications Apply the standards below when pairing the Coca-Cola Zero Logo with the logo of another company for co-branding and partnership purposes.Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2. advertisements.

IRUIXUWKHU information. reduce the size of the latter until a balanced pairing is achieved. ‡ The clear space distance between the Coca-Cola Zero Logo and the other logo must be equal to 6 times the height of the hyphen connecting “Coca” and “Cola.’ ‡ 7KHFOHDUVSDFHEHJLQVDWWKHHQGRIWKHÀRXULVKRIWKH capital “C” in “Cola” and terminates at the leftmost edge of the other logo.e. ‡ The width of the horizontal rule must equal the distance from the leftmost edge of the capital “C” in Coca to the rightmost edge of the ÀRXULVK of the capital “C” in “Cola. the distance from the baseline of the Coca-Cola Zero Logo to top edge of the capital “C” in “Cola. ‡ The size height of the other logo must never exceed the height of the Coca-Cola Zero Logo. ‡ The clear space distance between the Coca-Cola Zero Logo and the logo beneath it must be equal to 6 times the height of the hyphen connecting “Coca” and “Cola.0 Vertical Lock-ups ‡7KHCoca-Cola Zero Logo must always sit above the other logo. Horizontal Lock-ups ‡ The Coca-Cola Zero Logo must always sit to the left of the other logo.” ‡ The other logo must be centered directly beneath the center point of the Coca-Cola Zero Logo. ‡7KHKHLJKWRIWKHYHUWLFDOUXOHPXVWHTXDOWKHKHLJKWRIWKH Coca-Cola Zero Logo. Horizontal Lock-up Vertical Lock-up Consider the overall effect of the pairing of the Coca-Cola Zero Logo and the other logo when adjusting the size of the latter.” This clear space area is shown to the right as ‘6 h.’ ‡ A black horizontal rule must bisect the clear space between the two logos. ‡$EODFNYHUWLFDOUXOHPXVWELVHFWWKHFOHDUVSDFHEHWZHHQ the two logos..” ‡ The baseline of the other logo must always sit even with the baseline of the Coca-Cola Zero Logo. i. If the Coca-Cola Zero Logo seems in any way overpowered by the other logo.” This clear space area is shown to the right as ‘6 h. as shown in the illustration at right. Confidential: December 2009 . ‡ The size height of the other logo must never exceed the height of the Coca-Cola Zero Logo. Coca-Cola Zero | Brand Identity and Design Standards_v1.

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.10

20 Angled Logo
This 20º angled Logo should only be used on temporary materials.
The black background shown in Ref. 2 is preferred. Your choice
of Logo (Ref. 1 & 2) should be made based upon the application.
– Visibility and legibility should always be maintained. Please
see application examples for guidance.

1. 20 Degr ees.

2.

3.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

4.

Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.11

20 Safe Area
The minimum required clear space for the Coca-Cola Zero Logo
is equal to the height of the hyphen located between
“Coca” and “Cola.”

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009

Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo

2.12

20 Cropping & Position
The Coca-Cola Zero Logo Lock-up and positions shown below
are the 2 primary placements for the Logo to sit when not
contained within the Contour Bottle.
The Coca-Cola Zero Logo should be cropped off 2 edges
as shown.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0

Confidential: December 2009

13 Clear Space. equal to the width of the top of the “k” in “Coke. at a minimum. Cropping Clear Space Surround the Coke Zero Logo with clear space that is. Minimum Size. ® Scaling.Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.” Minimum Print Size ‡)RUWKH6FULSWDWOHDVWPPLQFKHV.

” ‡When using the Zero in smaller sizes. ‡Make sure the clear space between the TM and the end of the “o” in “Zero” equals at least 1/4 of the diameter of the TM and that it is no further away than one full diameter of the TM.0 Confidential: December 2009 . Clear Space = x Distance Minimum Print Size TM Scaling (Coca-Cola Zero Logo) Minimum Onscreen Size Coca-Cola Zero | Brand Identity and Design Standards_v1. Minimum Onscreen Size ‡Display the Script at least 100 pixels wide and the TM at least 6 pixels in diameter. Always scale the TM from the top edge. ‡$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU proper reference.ZLGH ‡For the TM: at least 1 mm (. ® Scaling ‡Align the top edge of the TM with the top of the “o” in “Zero.04 inches) in diameter. scale up the TM as needed to ensure legibility.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 . 2. 3. 1. or in a horizontal format where space is limited and maximum impact is required.visibility and legibility should always be maintained. The Coke Zero Logo should not be altered. Primarily.Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2. horizontal version of the Coke Zero Logo which has been specifically designed with limited use in mind. 4. 1 & 2) should be made based upon the application . this version of the Logo should be used for shelf-strips.14 Horizontal Limited Use At right is a single line. Your choice of Logo (Ref.

0 Confidential: December 2009 .” Coca-Cola Zero | Brand Identity and Design Standards_v1.15 Horizontal Safe Area The minimum required clear space for the Coke Zero Horizontal Logo is equal to the height of the half-circle formed inside the top of “e” in “Zero.Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.

Proper use of the Contour Bottle Symbol is addressed on the following pages.” Celebrated works by artists such as Warhol DQG5DXVFKHQEHUJUHÀHFWWKH&RQWRXU%RWWOH¶VLQGHOLEOHUROH as a cultural icon. including those where photography is not appropriate or necessary. Refer to the Photography Art Direction section of this chapter regarding the proper use of the Contour Bottle Photo. is so iconic that it can be LGHQWL¿HGE\VLOKRXHWWHRUWRXFKDORQH Legendary industrial designer Raymond Loewy described the Contour Bottle as “a masterpiece” and “.. Use only the approved versions of the Contour Bottle Symbol available on the Design Machine website.Identity Standards: Core Brand Elements and Standards 2. The Contour Bottle remains one of our most modern yet timeless expressions of the uplifting experience of drinking a Coke. inspired by the shape of a cocoa-bean pod. The Brand Standards include the two expressions of the Contour Bottle shown here.17 Contour Bottle Symbol 'HVLJQHGLQWKH&RQWRXU%RWWOHV\PEROL]HV&RFD&ROD at a glance.. Contour Bottle Photo Coca-Cola Zero | Brand Identity and Design Standards_v1. The bold simplicity of the Contour Bottle Symbol makes it an ideal choice for many touchpoints. The Contour Bottle’s memorable curvilinear form. This primary element of Brand language carries such strong emotional resonance and universal recognition that it is second in the world only to one other iconic trademark: the Coca-Cola Zero Logo.0 Contour Bottle Symbol Confidential: December 2009 .one of the classics of packaging history.

‡7KH'&RFD&ROD=HUR/RJRH[SUHVVHVWKHWUXHFXUYDWXUHRIWKH Contour Bottle. However. the shape of the Contour Bottle Symbol can be formed by illustrations surrounding it. ‡.0 Confidential: December 2009 Confidential: December 2009 .QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRLVWKH primary communication of the Brand for a market.IDQ. ‡1RRWKHUFRORUVHYHQLIWKH\¶UHLQWKH%UDQGFRORUSDOHWWH are to be used.0 Coca-Cola Zero | Brand Identity and Design Standards_v1..HHSWKHVKDSHSURSRUWLRQVSRVLWLRQLQJDQG/RFNXSRI the Coca-Cola Zero Logo exactly as shown in the Brand Standards. ‡2QDZKLWH&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW is Coke Red and “Zero” is black. Coca-Cola Zero | Brand Identity and Design Standards_v1. it must be adapted to be consistent with the standard 3D form. Exception For certain executions (e. illustrations are not permitted inside the shape of the Contour Bottle Symbol.g. ‡1HYHUXVHD'&RFD&ROD=HUR/RJR ‡. Caveats ‡7KHVKDSHRIWKH&RQWRXU%RWWOH6\PEROPXVWDOZD\V remain the same.Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2. Campaigns and Properties).18 Contour Bottle Symbol with Coca-Cola Zero Logo Usage The Contour Bottle Symbol with the 3D Coca-Cola Zero Logo is the standard for the Brand. ‡1HYHUXVHWKH'&RFD&ROD=HUR/RJRHOVHZKHUHWKDQRQ the Contour Bottle Symbol. ‡7KH&RQWRXU%RWWOH6\PEROPXVWDOZD\VEHVKRZQLQLWV entirety and never be cropped. ‡2QDEODFN&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW is Coke Red and “Zero” is white.

19 Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol Colors Show the Contour Bottle Symbol as either: ‡%ODFNRQDZKLWHEDFNJURXQGRU ‡:KLWHRQDEODFNEDFNJURXQG Caveat ‡7KH&RQWRXU%RWWOH6\PEROPXVWQHYHUEHVKRZQLQRWKHU colors.2. even if they’re in the Brand color palette. Black White Black Coke Red White Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .

elements can surround it for other executions.20 Clear Space. however. the x-height of the “o” in “Cola. such as fountain cups and stadium boardings. at a minimum.” This clear space area is shown at right as ‘x. Safe Area Clear Space Surround the Contour Bottle Symbol with clear space that is. Do.0 Confidential: December 2009 . Clear Space Safe Area Clear Space Exception Coca-Cola Zero | Brand Identity and Design Standards_v1. Clear Space Exception Clear space can be omitted at the top for certain applications. Safe Area The safe area is only relevant for the Contour Bottle Symbol’s position within the page.’ The Contour Bottle Symbol must always be shown in its entirety and never be cropped. keep the minimum clear space along the sides.Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.

Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2. Exception If an execution necessitates using a Contour Bottle Symbol slightly below minimum size. The Script must never be shown smaller than these minimum sizes in order to assure legibility. Minimum Print Size PPLQFKHV.21 Minimum Size ‡'RQRWVFDOHWKH&RQWRXU%RWWOH6\PEROEHORZWKHVH minimal sizes. use only the version without the Script. 100 pixels PP ‡$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU proper reference.

Confidential: December 2009 .0 Minimum Onscreen Size 100 pixels high.KLJK Coca-Cola Zero | Brand Identity and Design Standards_v1.

Do not alter the Spencerian Script on the Contour Bottle Symbol.Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2. This includes variants in existing Brand Elements. alignment or cropping rules for the Contour Bottle Symbol. Do not add strokes or outlines to the Contour Bottle Symbol.0 Confidential: December 2009 . Do not skew the Contour Bottle Symbol or create false perspectives. Do not ignore the clear space. Do not add drop shadows or patterns behind the Contour Bottle Symbol. Do not distort the Contour Bottle Symbol. Do not scale/resize the Contour Bottle Symbol disproportionately.22 Don’ts Do not use an older version of the Contour Bottle Symbol. Do not remove or separate the elements of the Contour Bottle Symbol. Do notXVHXQVSHFL¿HGFRORUV Do not place the Contour Bottle Symbol on unapproved colors. Coca-Cola Zero | Brand Identity and Design Standards_v1. Do not rotate the Contour Bottle Symbol. Do not place the Contour Bottle Symbol in enclosing shapes of color (unless they are full-EOHHG¿HOGV of color). Do not add elements to the Contour Bottle Symbol.

the Dynamic Ribbon can be used to: ‡6XJJHVW³LQ¿QLWHÀRZ´E\VSDQQLQJOD\RXWV ‡3URYLGHEDODQFHWROD\RXWVFRQWDLQLQJPRUHVXUSULVLQJ Brand Elements. * While typically known as the Dynamic Ribbon. With its qualities of motion and continuity. Coca-Cola Zero | Brand Identity and Design Standards_v1. It is a graphic representation of the space between two Coca-Cola bottles situated side by side. the legal trademark name is Dynamic Ribbon Device. In the hierarchy of Brand Elements. the Dynamic Ribbon follows the Coca-Cola Zero Logo and Contour Bottle Symbol.23 Dynamic Ribbon The Dynamic Ribbon* – often called the Coke “wave” – was LQWURGXFHGWRWKHSXEOLFLQDVSDUWRIDQHZORRNIRU Coca-Cola.Identity Standards: Core Brand Elements and Standards 2. ‡6HUYHDVDSRZHUIXOFRQQHFWLQJGHYLFHQRWRQO\EHWZHHQ Elements.0 Confidential: December 2009 . but across executions. Refer to the following pages and the Trademark Usage Requirements chapter .eep this in mind when considering use of the Dynamic Ribbon.0) for standards VSHFL¿F to the Dynamic Ribbon. Consult with your local legal counsel for usage guidance. its meaning and relationship to the Coca-Cola Zero Brand is not always immediate. Use only the approved versions of the Dynamic Ribbon available on the Design Machine website. which is purely optional. While this distinctive Element is familiar to some.

with a maximum RIRQHDFKVLGHIRUH[HFXWLRQVWKDWKDYHVSDFH limitations and when maximum Ribbon impact is necessary. ‡&URSWKH'\QDPLF5LEERQHYHQOy.24 Cropping ‡6OLJKWFURSSLQJPD\EHQHFHVVDU\EHFDXVHWKH'\QDPLF Ribbon needs to bleed off an execution. PD[LPXPFURSSLQJRI5LEERQFURSHYHQO\±QRPRUHWKDQIURPHLWKHUHQG.Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.

0 Confidential: December 2009 . Coca-Cola Zero | Brand Identity and Design Standards_v1.

‡ Do not crop the Dynamic Ribbon more than  from either end.25 Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon Colors. a ® must be included as shown on this page. use the restricted-use Dynamic Ribbon as shown at right. Usage Colors ‡)RUVXVWDLQLQJH[HFXWLRQVXVHRQO\VLOYHU ‡'RQRWXVHSDWWHUQVRURWKHU¿OOLQOLHXRIWKHDSSURYHG solid colors. Silver White Black White Dynamic Ribbon White on a black background. Dynamic Ribbon Silver on a white background. ‡ 'RQRWRYHUODSWKH'\QDPLF5LEERQPRUHWKDQZKHQ using it with other Brand Elements or graphics. Usage ‡ Use the Dynamic Ribbon alone or as a connecting device with other design elements. Coca-Cola Zero | Brand Identity and Design Standards_v1. ‡ If approved usage of the Dynamic Ribbon excludes the Coca-Cola Zero Logo. ‡ Do not cross a section of the Dynamic Ribbon with a design element in a manner that obscures the identifying “thickest-thin-thick” rhythm of its form. Restricted-use Dynamic Ribbon Black on a white background. Dynamic Ribbon Silver on a white background with ®. ‡ Do not alter the distinctive shape of the Dynamic Ribbon from the approved form as shown in the Brand Standards.2. Exception ‡)RUPHGLDLQZKLFKFRORULVQRWDQRSWLRQHJDEODFNDQG white print ad).0 Confidential: December 2009 .

0 Confidential: December 2009 . ‡7KH'\QDPLF5LEERQDQGWKH&RFD&ROD=HUR/RJR never overlap.” ‡7KH&RFD&ROD=HUR/RJRLVDOZD\VFHQWHUHGRYHUWKH middle of the Dynamic Ribbon.e. equal to the height of the hyphen connecting “Coca” and “Cola. 4h Space between the Zero and Ribbon = h Coca-Cola Zero | Brand Identity and Design Standards_v1. the space between the two must be “hyphen height” – i.Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.26 Lock-up Specifications Align hyphen with the “z” in Zero The Lock-up of the Dynamic Ribbon and Coca-Cola Zero Logo creates a perfectly balanced tension between Brand icons that represent both modernity and heritage. Space Ratio Between the Coca-Cola Zero Logo and Ribbon When using the Coca-Cola Zero Logo with the Dynamic Ribbon..

The only allowable exception is in lock-up executions with the Coca-Cola Zero Logo (i.0 Confidential: December 2009 . Do not overlap the Dynamic Ribbon in any way with a Brand Element. Do not add highlights or drop shadows to the Dynamic Ribbon. Do not alter the proper space ratio for locking up the Dynamic Ribbon and the Coca-Cola Zero Logo.e.2. Do not move the Coca-Cola Zero Logo to an off-center position when creating a lock-up with the Dynamic Ribbon.. Do not rotate the Dynamic Ribbon. Coca-Cola Zero | Brand Identity and Design Standards_v1. except for 90° counterclockwise rotations. Do not use any colors other than black or white for sustaining executions (Exception: temporary use on Campaigns and with Properties. Do notµÀRDW’ the Dynamic Ribbon within a design. Do not allow design elements to cover more than  of the Dynamic Ribbon or obscure its identifying “thickest-thin-thick” rhythm. Do not alter the standard proportions provided for the Dynamic Ribbon with the Coca-Cola Zero Logo. Do not use older versions of the Dynamic Ribbon. Do not crop the Dynamic Ribbon PRUHWKDQIURPHLWKHUHQG Do not crop Dynamic Ribbon unevenly. packaging).27 Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon Don’ts Do not alter or distort the Dynamic Ribbon in any way.) Do not omit the ® from the Dynamic Ribbon if using it without the Coca-Cola Zero Logo.

In fact.28 Arden Square The Arden Square is the namesake of designer Elizabeth Arden. More than thirty years later. the Dynamic Ribbon and Coke Red. Coca-Cola Zero | Brand Identity and Design Standards_v1.Identity Standards: Core Brand Elements and Standards 2. The original design of the Arden Square was an ingenious blending of three elements distinctive to Coca-Cola: The Spencerian Script. It was introduced to the public in 1969. who also created the Dynamic Ribbon. the Coca-Cola Company $UGHQ6TXDUHPDGHIDVKLRQKLVWRU\LQWKHHDUO\ VZKHQ it was applied in a checkerboard style to bell-bottom pants and other popular items of apparel. the Coca-Cola Zero Brand's Arden Square blends three featured elements: The Coca-Cola Zero Logo. Its exceptional scalability enables bold and simple branding on virtually any medium. albeit in more traditional applications. Refer to the following pages for the standards specific to the Arden Square. the Arden Square is still used to capture consumers' attention. Similarly. Use only the approved versions of the Coca-Cola Zero Arden Square available on the Design Machine website. the Dynamic Ribbon and black.0 Confidential: December 2009 .

as shown at far right.g.29 Identity Standards: Core Brand Elements and Standards_ Arden Square Colors There is only one color execution for the Coca-Cola Zero Arden Square: Coke Red. as shown at right. Exception For media in which color is not an option (e.0 Coke Red Silver White Black White Confidential: December 2009 . Exception Black Coca-Cola Zero | Brand Identity and Design Standards_v1.. white and silver on a black background. a black-andwhite print ad).2. use the restricted-use Arden Square: white on a black background.

Minimum Size Clear Space Surround the Arden Square with clear space that is.’ Minimum Print Size ‡)RUWKH$UGHQ6TXDUHDWOHDVWPP LQFKHV.” This clear space area is shown at right as ‘x.30 Identity Standards: Core Brand Elements and Standards_ Arden Square Clear Space.2. the distance from the bottom of the “o” to the top of the “C” in “Coca. at a minimum.

ZLGH ‡)RUWKH70DWOHDVWPPLQFKHV.

TM Scaling.0 Minimum Onscreen Size Confidential: December 2009 . ‡$OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDW for proper reference.LQGLDPHWHU Minimum Onscreen Size ‡'LVSOD\WKH$UGHQ6TXDUHDWOHDVWSL[HOVZLGHDQG the ® at least 6 pixels in diameter. Minimum Size. Clear Space = x Distance Minimum Print Size Coca-Cola Zero | Brand Identity and Design Standards_v1. TM Scaling ‡$SSO\WKHThe Coca-Cola Zero Logo TM scaling rules specified on the ‘Clear Space. Cropping’ page in this chapter.

Do not use an older version of the Arden Square. except as VSHFL¿HG on the ‘Colors’ page in this chapter.0 Do not change the placement of the Dynamic Ribbon in the Arden Square. Do not ignore the clear space rules for the Arden Square. Do not use the restricted version of the Arden Square. Do not alter the proper space ratio of the lock-up of the Dynamic Ribbon and the The Coca-Cola Zero Logo. Do not alter the shape or proportions of the Arden Square in any way.Identity Standards: Core Brand Elements and Standards_ Arden Square 2.31 Don’ts Do notXVHXQVSHFL¿HGFRORUVRIWKH Arden Square. Confidential: December 2009 . Coca-Cola Zero | Brand Identity and Design Standards_v1.

B = 9 5 * %  5 * %  Hex = 000000 Hex = F40000 Hex = FFFFFF PMS is a registered trademark of Pantone. M = 100.  C = 0. M = 0.2. M = 0.32 Identity Standards: Core Brand Elements and Standards Color Palette Consumers almost universally identify the very sight of black with Coca-Cola Zero.  R = 0.  C = 0. et al. Remember their mindset when working with the Brand color palette: See black. B = 0 R = 244. M = 0. The colors shown on this page and throughout this document are not intended to match the 3DQWRQH&RORU6WDQGDUGV)RUDFFXUDWHVWDQGDUGVUHIHUWRWKHFXUUHQWHGLWLRQRIWKH3DQWRQH&RORU6SHFL¿HU*XLGH Coca-Cola Zero | Brand Identity and Design Standards_v1. Black ‡0XVWDSSHDULQDOOH[HFXWLRQVLQVRPHIRUPEDFNJURXQG Contour Bottle Symbol.0 Confidential: December 2009 .  C = 4. keeping it fresh. G = 0. think Coca-Cola Zero! 4 Primary Brand Colors: Usage Black must predominate all executions. Black Coke Red Silver White PMS = Black PMS = (no equivalent) PMS = Opaque White PMS = Opaque White C = 0. Y . Y . Y . Silver and White Give top consideration when choosing secondary Brand colors to support the primary Brand colors. bold and surprising. Y . G = 0. ‡0XVWDOZD\VEHWKHGRPLQDQWFRORULQDQH[HFXWLRQ Coke Red Use it sparingly to create dynamic framing that empowers the Black communication.® Inc.

Do not add gradients or multiple tones of color to the Brand colors.2. Do notFKDQJHWKHVSHFL¿HGFRORU breakdowns of the Brand colors.33 Identity Standards: Core Brand Elements and Standards_Color Palette Don’ts pick me up pick me up Do not use unapproved colors. Do not omit Coke Red from layouts. Do not use secondary Brand colors as primary Brand colors. Do not use unapproved colors for the The Coca-Cola Zero Logo. use RGB or HEX breakdowns instead. Do not ignore the color rules speci¿c to each Element in the Brand Standards.EUHDNGRZQVLQ onscreen executions. Do not screen or tint the Brand colors. Do not use breakdowns from previous editions of the Brand Standards. Coca-Cola Zero | Brand Identity and Design Standards_v1. Do notXVH&0<. Do not add gradients or multiple tones of color to the Brand colors. Do notXVH&0<.0 Confidential: December 2009 . Do not create layouts in which black or red are not the dominant colors.FRORUVLIVSRWFRORU printing is available.

Usage Rights ‡ ‡The Coca-Cola Company does not have global rights to any of the Brand fonts.Identity Standards: Core Brand Elements and Standards 2. Body Copy ‡Gotham Book should be used for body copy on all Brand communications. Primary Font ‡Gotham Bold should be used for headlines on all executions and Brand communications. the Arial font may be used as a replacement for internal communications or html text only.0 Confidential: December 2009 . Arial should never be used in consumer executions. Where local character language sets prohibit its use. Secondary Font ‡Gotham Medium should be used for functional messages only. This font family can be purchased at www.typography. Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIabcdefghi0123456789 Arial Bold ABCDEFGHIabcdefghi012349 Arial Book Coca-Cola Zero | Brand Identity and Design Standards_v1.34 Typography The Brand Standards use the Gotham font family. such as pricing or a call to action. the local market Group should set and communicate a standard that is as close a representation to the Gotham typeface as possible.com. Substitute Font ‡ When Gotham is unavailable.

ÀXVK right or centered as appropriate. For example. Gotham Book with 12 pt. leading. ‡ Call-to-action copy should always be set in all lowercase. leading. Gotham Book: 10 pt. gotham bold headline Gotham Book: 9 pt. type with 11 pt. ‡ Currency symbols should be reduced to  of the total height of the numbers. leading or 9 pt. leading. leading.HUQLQJ Body Copy ‡6KRXOGDOZD\VEHVHWZLWKOHDGLQJDWRIWKHIRQW size. This is 9 pt. This is an example of how to set type for Coca-Cola Zero body copy. leading (as shown right center). type with 12 pt. Gotham Book with 12 pt. This is 9 pt. leading. type with 11 pt. This is 10 pt. Gotham Book with 11 pt. This is 10 pt. Gotham Book with 11 pt. ‡ Use Gotham Medium for the offer and sub-head. ‡Should not be kerned more tightly or loosely than a “0” setting.0 offer $3. 10 pt.99 sub-head Coca-Cola Zero | Brand Identity and Design Standards_v1. This is an example of how to set type for Coca-Cola Zero body copy. This is an example of how to set type for Coca-Cola Zero body copy.35 Headlines and Body Copy Headlines ‡6KRXOGDOZD\VEHVHWLQORZHUFDVHW\SH ‡6KRXOGQHYHUEHVHWLQDOOFDSV ‡. type with 12 pt.99 sub-head Confidential: December 2009 .Identity Standards: Core Brand Elements and Standards_Typography 2. leading $3. ‡6KRXOGDOZD\VXVHVHQWHQFHFDSLWDOL]DWLRQUXOHV ‡ May align ÀXVK left. ‡ Use Gotham Bold for the price. Pricing and Call-to-Action Copy ‡ May vary in point size to create impact. This is an example of how to set type for Coca-Cola Zero body copy.

Do not use any font other than Gotham Bold as the primary headline font. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. Don’t use Goth am Medium for body copy.0 Confidential: December 2009 .don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. Any font other than Gotham Bold as the primary font. for long headlines or sentences. Do not use fonts other than those in the Gotham family for consumerfacing executions. Don’t use Gotham Medium for body copy... Coca-Cola Zero | Brand Identity and Design Standards_v1. Don’t use Gotham Medium for body copy. decisions . Don’t use Do not use Gotham Medium for body copy.2. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines Do not use lowercase-only typography or sentences. don’t use lowercase-only typography for long headlines or sentences. Do not use Arial in consumer-facing executions. 5]bVO[1]\RS\aSR W\OZO`USa^OQS Do not use Gotham Condensed. Don’t use Gotham Medium for body copy. Don’t use Gotham Medium for body cop y.36 Identity Standards: Core Brand Elements and Standards_Typography Don’ts decisions. Don’t use Gotham Medium for body copy. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercaseonly typography for long headlines or sentences.Don’t use Gotham Me dium for body copy.don’t use lowercase-only typography for long headlines or sentences. don’t use lowercaseonly typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. Do n’t use Gotham Medium for bo dy copy. don’t use lowercase-only typography for long headlines or sentences. Don’t use Gotham Med ium for body copy.

‡8VHLWLQDVLPSOHDQGEROGZD\WRPDNHDQLPPHGLDWHDQG familiar connection with the consumer and leverage our ‘ownership’ of black.Identity Standards: Core Brand Elements and Standards_Backgrounds 2. flexible range of applications.37 Backgrounds: Flat Colors Use the backgrounds shown at right to emphasize a communication as well as the elements within it. Black Background Color Black is the primary background color. Follow the standards below to ensure consistency for the Brand within a functional.0 Confidential: December 2009 . Black background White background Coca-Cola Zero | Brand Identity and Design Standards_v1.

38 Product Photography Art Direction Coca-Cola Zero is nearly impossible to describe. the smooth familiarity of the Contour Bottle. the multi-sensorial drinking experience and the refreshing uplift Coca-Cola Zero provides – physically and emotionally.0 Confidential: December 2009 .Identity Standards: Core Brand Elements and Standards_Photography 2. Coca-Cola Zero product photography should drive a desire for the uniqueness of the ice cold liquid. Photography of the product should elicit the following types of reactions from consumers: ‡&ROGDQGIL]]\ ‡6HQVXDODQGVRIW ‡3ULFNO\DQGVKDUS ‡5HIUHVKLQJ ‡6XUSULVLQJ ‡5HOD[LQJ ‡'LVSRVLWLRQEULJKWHQLQJ ‡8QOLNHDQ\WKLQJRQWKHSODQHW Coca-Cola Zero | Brand Identity and Design Standards_v1. The product drives immediate craving for the liquid.

Bottle Graphics ‡%RWWOHPRFNXSVVKRXOGEHGHYHORSHGIRUDOO photography of the Bottle in order to maximize the size and impact of the Coca-Cola Zero Logo. condensation. Approach ‡$OZD\VSUHVHQWWKHSURGXFWDVKHUR ‡0DNHVXUHHDFKSURGXFWVKRWFRQYH\VDIHHOLQJRI ice-cold refreshment and uplift – capturing that “PSHTTTTTT” moment when the Bottle is uncapped. if other Bottle perspectives or angles are needed. product color and glass color. However. Angle ‡3URGXFWVVKRXOGEHSKRWRJUDSKHGIURQWRQDWH\HOHYHO with very little perspective so that the bottoms of the products are flat and can be aligned next to each other as a range. graphics. Lighting ‡7KHYDULRXVSURGXFWWRQHVFDQEHDFKLHYHGE\SODFLQJ a chrome reflective card directly behind the product and using 2 soft boxes for the front lighting and a soft light for back lighting. lighting. ‡7KHULJKWSURGXFWFRORUIRUSKRWRJUDSK\FDQEH achieved with a mix of product and water.39 Contour Glass Bottle Photography Gold Standard Contour Glass Bottle Photo The Contour Bottle photo is a primary trademark for the Coca-Cola Zero Brand and the standard by which all future photography should be measured.0 Confidential: December 2009 . ‡:KHQWKHFDSLVRIIEHVXUHWRFDSWXUHWKHXSOLIWLQJ bubbles to indicate the ‘pshttttt’ of a freshly-opened bottle. Refreshment Cues ‡&RQGHQVDWLRQDQGLFHFDQEHXVHGWRDGGUHIUHVKPHQW but should be used sparingly and have the right balance. ‡7KHOLTXLGPXVWQRWEHRSDTXHQRUDVLQJOHFRORU or shade. color and formation of flutes. Product Color ‡&RFD&ROD=HURSURGXFWVKRXOGKDYHDQRYHUDOOFRODFRORU but should include areas of highlight (sunset oranges and yellows) and darkness (dark chocolate) with hints of caramel and deep red tones. Bottle Shape and Color ‡7KH1RUWK$PHULFDR]%RWWOHLVXVHGIRUWKH*OREDO Standard Contour Bottle photo and is the best representation of the Contour Bottle shape. ‡7KLV%RWWOHVKRXOGEHXVHGIRUDOOKHURSURGXFW SKRWRJUDSK\DQGFDQEHREWDLQHGIURPD1RUWK America Bottle supplier. ice.Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2. ‡5HPHPEHUWKDWWKHSURGXFWDGGVLFRQLFYDOXH ‡5HPHPEHUWKDWWKHSURGXFWVKRWPDNHVDYLVXDO invitation to consumers to purchase and consume the product. ‡$OZD\VUHIHUHQFHWKH*ROG6WDQGDUG&RQWRXU%RWWOH photo for the ideal expression of the Coca-Cola Zero product. Use this Bottle photo for all product hero photography. use this photo and the art direction outlined below as a photography guide for Bottle shape. Style ‡&OHDQVLPSOHDQGEROG ‡'HYRLGRIH[WUDQHRXVHOHPHQWV Coca-Cola Zero | Brand Identity and Design Standards_v1. ‡:KLOHDVWUDLJKWRQDSSURDFKLVSUHIHUUHGDOWHUQDWH perspectives are permitted in special cases where straight-on doesn’t match the perspective needed.

Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.40 Photography Details Uplifting Product Bubbles Maximize Script Size Correct Balance of Condensation Maintain Darks and Highlights Condensation Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .

QVSHFLDOFDVHVZKHUHDVWUDLJKWRQDSSURDFKGRHVQ¶W PDWFKWKHSHUVSHFWLYHDOWHUQDWHSHUVSHFWLYHVDUHSHUPLWWHG ‡$PRUHKHURLFSURGXFWDQJOHFDQEHXVHGZKHQLWEHWWHU VXLWVDJLYHQH[HFXWLRQHJFDQSKRWRVRQDIULGJHSDFN.Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2. PETs.41 Cans.HHSWKHVKRWGHYRLGRIH[WUDQHRXVHOHPHQWV ‡8VHUHIOHFWLRQVDW\RXUGLVFUHWLRQ&RQVLGHUZKDWEHVW VXLWVHDFKDSSOLFDWLRQ Angles ‡$QJOHVKRXOGEHVWUDLJKWRQDWH\HOHYHOZLWKYHU\OLWWOH SHUVSHFWLYH7KLVDOORZVWKHERWWRPVRIWKHSURGXFWVWREH IODWDQGDOLJQHGQH[WWRHDFKRWKHUDVDUDQJH ‡. Other Packaging Style ‡$VZLWKWKH&RQWRXU%RWWOHPDNHWKHSKRWRJUDSKFOHDQ VLPSOHDQGEROG ‡.

 Product Color ‡&RFD&ROD=HURSURGXFWVKRXOGKDYHDQRYHUDOOFRODFRORUEXW VKRXOGLQFOXGHDUHDVRIKLJKOLJKWVXQVHWRUDQJHVDQG\HOORZV.

DQGGDUNQHVVGDUNFKRFRODWH.

ZLWKKLQWVRIFDUDPHODQG GHHSUHGWRQHV ‡7KHOLTXLGPXVWQRWEHRSDTXHQRUDVLQJOHFRORURUVKDGH ‡:KHQWKHFDSLVRIIEHVXUHWRFDSWXUHWKHXSOLIWLQJEXEEOHV WRLQGLFDWHWKHµSVKWWWWW¶RIDIUHVKO\RSHQHG%RWWOH ‡5HIHUHQFHWKH*ROG6WDQGDUG&RQWRXU*ODVV%RWWOHSKRWR IRUWKHLGHDOH[SUHVVLRQRIWKH&RFD&ROD=HURSURGXFW Refreshment Cues ‡&RQGHQVDWLRQDQGLFHFDQEHXVHGWRDGGUHIUHVKPHQWEXW VKRXOGEHXVHGVSDULQJO\DQGKDYHWKHULJKWEDODQFH ‡:KHQSKRWRJUDSKLQJFDQVDQG3(7VWRJHWKHUPDNHVXUHWKDW WKHUHIUHVKPHQWFXHVDUHSODFHGUDQGRPO\DQGYDU\LQVL]H DQGVKDSHLQVWHDGRIFRYHULQJWKHHQWLUHSURGXFW.

IRU HDFKSURGXFWVKRZQ ‡3DFNDJLQJSKRWRVSODFHGZLWKLQRWKHUSDFNDJLQJLHWKHFDQ SKRWRRQWKHIULGJHSDFN.

VKRXOGEHSKRWRJUDSKHGZLWK FRQGHQVDWLRQWRFRXQWHUEDODQFHWKHPRUHLFRQLF(OHPHQWV RIWKHRYHUDOOGHVLJQ Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .

0 Confidential: December 2009 .Package Design Standards &RQ¿GHQWLDO_‹ 7KH&RFD&ROD&RPSDQy. All Rights Reserved. 3.

....... 3........................................................................Packaging Design Standards 3.....................................       ..........................................................     3ULQWLQJ%ODFNRQ3DSHUERDUG.............................................................................27 Understanding the Contour Bottle .     3ULQWLQJ%ODFNRQ&OHDU6KULQN:UDS..      $OXPLQXP'RQ¶WV.......................       3(7'RQ¶WV..................................................       3(7'R¶VDQG'RQ¶WV.................................................................     %ODFN&ORVXUHV....... 3................................................................ 3..43 2YHUDOO3URSRUWLRQ6FKHPDWLF....     1XPHULF&RORU0HDVXUHPHQW..........................................................................................................................................................................    )OXWHV'R¶VDQG'RQ¶WVORFDWLRQ..........04 Package Archetype 3DFNDJH$UFKHW\SH6XVWDLQLQJ.........................     &DOLEUDWLRQDQG&HUWLILFDWLRQ......................................26 Elements of the Contour Bottle ..........       &RFD&ROD=HUR_%UDQG..............................................................................................................................................    &RQWRXUHG6KRXOGHU'R¶VDQG'RQ¶WV.................................................... Evaluation and Calibration 0HDVXULQJ&RORU7HPSHUDWXUH..........     2YHUDOO3URSRUWLRQ'R¶VDQG'RQ¶WV..............................................25 Industrial Design Principles for Packaging Form ........24 The Standard Contour Bottle Form .........................................................................................................................................................................      $OXPLQXP6FDOLQJ..       ............................................................      3(76FDOLQJ..................................................................................................................... 3.........  R]$OXPLQXP%RWWOH$&/%RWWOHV&RORUDQG&RORU R]&DQ)ULGJH3DFN...............17 R]&DQ .............................01 Contents Packaging: Graphic Design Standards.......................     3DSHU&XS ....03 Package Framework.................................................... 3...............................      Achieving the Contour Bottle ........................................................................................    3ULQWLQJ%ODFNRQ*ODVV%RWWOHV .......................................    'HILQLQJ(OHPHQWV...     Sustaining Coca-Cola Zero Packaging Templates ................     Essentials of the Coca-Cola Zero Label .....      3(7'R¶V............................       /3(7.................................................. 3................................................................................................................................GHQWLW\DQG'HVLJQ6WDQGDUGVBY Packaging: Form Design Standards .............07 Printing Black 3ULQWLQJ%ODFNRQ/DEHOV........ 3........ *ODVV'RQ¶WV      *ODVV6FDOLQJ.      $OXPLQXP'R¶V .............................      Contour Bottle Construction.................................02 Overview ........31 *ODVV'R¶V...     9LVXDO&RORU(YDOXDWLRQ...................................................... 3......................................... 3.....................................................................     3DFNDJH$UFKHW\SH7KHPDWLF.... 3..............................................................................      Color Measurement...........................................       0/3(7.................................................... 3...... 3............28 &RQWRXU%RWWOH(OHPHQWV$SSOLHG...........................

.    )OXWHV'R¶VDQG'RQ¶WVIUHTXHQF\.........................................

....................    )OXWHV'R¶VDQG'RQ¶WVVHFWLRQ..................

......................................    3LQFK:DLVW'R¶VDQG'RQ¶WVIRUPDW.....

......... 3 2YHUYLHZRI([HFXWLRQDO&RQVWUDLQWV..............................    ........................51 Executional Constraints for Glass........    Confidential: December 2009 .. PET and Aluminum Material and Process Considerations ......... 3..............................

02 Packaging: Graphic Design Standards The Brand Identity and Design Standards support a unified Trademark strategy for Coca-Cola. The following pages provide guidance on using these Elements to consistently execute the strategy in your market.Packaging Design Standards 3.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . &RFD&ROD=HUR_%UDQG. the Dynamic Ribbon and solid background colors. the Contour Bottle. It is based on the use of iconic Brand Elements. central to which are the Coca-Cola Zero Logo. Diet Coke/Coca-Cola light and Coca-Cola Zero.

03 Overview 7KH&RFD&ROD7UDGHPDUN3DFNDJLQJ6\VWHPLVIXQGDPHQWDO WRDFKLHYLQJDWLPHOHVVEROGVLPSOHDQGXQLILHGH[SUHVVLRQ RIEUDQGLGHQWLW\DQGPHDQLQJ7KURXJKLWVSURSHUDSSOLFDWLRQ DFURVV&RFD&ROD'LHW&RNe/&RFD&RODOLJKWDQG&RFD&ROD=HUR ZHLQFUHDVHGLIIHUHQWLDWLRQVKHOILPSDFW%UDQGFRQVLVWHQF\VFDOH and cultural relevance – all vital to a strong leadership position.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .QWKHSDJHVWKDWIROORZWKHVHNH\%UDQG (OHPHQWVILQGDXWKHQWLFH[SUHVVLRQWKURXJKDVWUDWHJLF IUDPHZRUNRIEROGVLPSOLFLW\DQGRZQLQJEODFN $OOWKHGHVLJQHOHPHQWVQHHGHGWRFUHDWHVXFFHVVIXOSDFNDJLQJ H[HFXWLRQVIRU&RFD&ROD=HURDUHVKRZQLQWKLV6\VWHP $SSURYHGGLJLWDOILOHVRIFXVWRPL]DEOHJUDSKLFVDQGGHVLJQ WHPSODWHVIRU3DFNDJLQJDUHDYDLODEOHRQWKH'HVLJQ0DFKLQH ZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP3OHDVHXVHRQO\ the approved versions supplied there. $QLFRQLFGHVLJQDSSURDFKWRWKH&RFD&ROD=HUR/RJRDQGWKH '\QDPLF5LEERQ±WZRRIWKH%UDQG¶VPRVWUHFRJQL]HG WUDGHPDUNV±IRUPVWKHYLVXDOFRUHRIWKH&RFD&ROD=HUR 3DFNDJLQJ6\VWHP.Packaging Design Standards_Graphic Design Standards 3. &RFD&ROD=HUR_%UDQG.

04 Package Framework 7KHVWUDWHJLFIUDPHZRUNIRUWKH&RFD&ROD=HUR3DFNDJLQJ 6\VWHPSURYLGHVDXQLILHGDSSURDFKIRU ‡6XVWDLQLQJLHSHUPDQHQW.Packaging Design Standards_Graphic Design Standards 3.

H[HFXWLRQV ‡&DPSDLJQWHPSRUDU\.

H[HFXWLRQV ‡3URSHUWLHVWHPSRUDU\.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .H[HFXWLRQV BVA Design Principles Identity Standards (Core Brand Elements and Standards) Uniting them all is a design structure that ensures the FRQVLVWHQF\QHHGHGWROHYHUDJH%UDQGHTXLW\ZKLOHRIIHULQJ VLWXDWLRQDOIOH[LELOLW\ Design Standards (Core Brand Elements and Standards) Sustaining Campaigns Properties Promotions &RFD&ROD=HUR_%UDQG.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .com Content Line &RFD&ROD=HUR_%UDQG.QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRPD\EH used on this panel only. Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Middle Panel: Fixed ‡7KH&RFD&ROD=HUR/RJRDQGWKH'\QDPLF5LEERQPXVW DOZD\VEHSUHVHQWDQGDSSHDUDVVKRZQ ‡'RQRWPRYHUHVL]HRUDOWHUWKHP ‡'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU ‡'RQRWUHSODFHWKHPZLWKRWKHUHOHPHQWV ‡$Q.Coca-Cola.Packaging Design Standards_Graphic Design Standards_Package Archetype 3. ‡'RQRWPRYHUHVL]HRUDOWHUWKH&RFD&ROD=HUR/RJRRU5LEERQ ‡'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU ‡'RQRWUHSODFHWKHPZLWKRWKHUHOHPHQWV LegalText: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Visit www. www.05 Package Archetype: Sustaining Front Panel: Fixed ‡7KH&RFD&ROD=HUR/RJRPXVWDOZD\VEHSUHVHQWDQG DSSHDUDVVKRZQDWULJKW ‡7KH'\QDPLF5LEERQ PXVWEHSUHVHQWRQDOOODEHOV H[FHSW$&/JODVVERWWOHVZKHUHVSDFHSHUPLWV ‡7KH'\QDPLF5LEERQLVRSWLRQDORQWKHDOXPLQXP Contour Bottle.com CONTENT LINE Front Panel Middle Panel Back Panel: Fixed $OZD\VLQFOXGHWKHVHHOHPHQWV ‡6HFRQGDU\/RJR ‡1XWULWLRQDOLQIRUPDWLRQ ‡3URGXFWEDUFRGH ‡5HF\FOHV\PERO Back Panel Description: xxx xxxx xxxx xxxxx xxxx xxxx *While typically known as the Dynamic Ribbon.Coca-Cola. revise order as needed. the legal trademark name is Dynamic Ribbon Device. Description: xxx xxxx xxxx xxxxx xxxx xxxx Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Panel order may change by market. Consult with your local legal counsel for usage guidance.

Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Back Panel: Fixed www.Packaging Design Standards_Graphic Design Standards_Package Archetype 3. ‡ 'RQRWPRYHUHVL]HRUDOWHUWKH&RFD&ROD=HUR/RJRDQG Ribbon or their placement relative to one another. Consult with your local legal counsel for usage guidance. revise order as needed. ‡ 'RQRWRYHUODSPRUHWKDQRIWKH&RFD&ROD=HUR/RJRRUWKH 5LEERQZLWKDWKHPDWLFGHVLJQ Description: xxx xxxx xxxx xxxxx xxxx xxxx LegalText: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Middle Panel: Flexible ‡7KH'\QDPLF5LEERQPXVWDSSHDUEXWPD\EHVOLJKWO\VKLIWHG WRWKHULJKWRUOHIW ‡7KH&RFD&ROD=HUR/RJRLVDQRSWLRQDOGHVLJQHOHPHQWDQGPD\ be replaced by thematic designs on this panel only.com webaddresshere.06 Package Archetype: Thematic Panel order may change by market.com Content Line &RFD&ROD=HUR_%UDQG. ‡7KH&RFD&ROD=HUR/RJRPXVWDOZD\VEHSUHVHQWDQGDSSHDU DVVKRZQDWULJKW ‡ 7KH'\QDPLF5LEERQ PXVWEHSUHVHQWRQDOOODEHOVH[FHSW $&/ZKHUHYHUWLFDOVSDFHLVOLPLWHG ‡ 7KH'\QDPLF5LEERQLVRSWLRQDORQWKHDOXPLQXP Contour Bottle.com webaddresshere.com Content Line Front Panel Middle Panel Back Panel $OZD\VLQFOXGHWKHVHHOHPHQWV ‡&RFD&ROD=HUR/RJR ‡1XWULWLRQDOLQIRUPDWLRQ ‡5HF\FOHV\PERO ‡3URGXFWEDUFRGH Description: xxx xxxx xxxx xxxxx xxxx xxxx While typically known as the Dynamic Ribbon.Coca-Cola.Coca-Cola. the legal trademark name is Dynamic Ribbon Device.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . ‡ 'RQRWRYHUODSPRUHWKDQRIWKH&RFD&ROD=HUR/RJRRUWKH '\QDPLF5LEERQZLWKDWKHPDWLFGHVLJQ Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Front Panel: Fixed Visit www.

‡1HYHUEHXVHGLQRWKHUFRORUVZKHWKHURUQRWWKH\DUHLQWKH Brand color palette.Packaging Design Standards_Graphic Design Standards 3. Dynamic Ribbon 7KH'\QDPLF5LEERQLVXVHGWRVXSSRUWWKH%UDQGFRORUVDQG WRKHOSFRPPXQLFDWHWKHYDULRXVIODYRUV ‡.WPXVWDOZD\VEHSUHVHQWDQGEHXVHGLQLWVRULJLQDOIRUPDV VKRZQLQWKLV6\VWHPZLWKRXWDQ\GURSVKDGRZVRXWOLQHVRU DOWHUDWLRQVRIDQ\NLQG ‡7KH/RFNXSIRUWKH'\QDPLF5LEERQDQGWKH&RFD&ROD=HUR /RJRLVIL[HGDQGPXVWQRWEHFKDQJHG ±7KH&RFD&ROD=HUR/RJR must be centered over the PLGGOHRIWKH'\QDPLF5LEERQ)RUGHWDLOHGJXLGDQFHRQWKH FRUUHFW/RFNXSRIWKH&RFD&ROD=HUR/RJRDQG'\QDPLF 5LEERQSOHDVHUHIHUWRWKH/RFNXS6SHFLILFDWLRQVSDJHLQ WKH'\QDPLF5LEERQVHFWLRQRIWKH&RUH%UDQG(OHPHQWV DQG6WDQGDUGVFKDSWHU.07 Essentials of the Coca-Cola Zero Label Coca-Cola Zero Logo 7KH&RFD&ROD=HUR/RJRLVWKHFRUQHUVWRQHGHVLJQHOHPHQWRI WKH7UDGHPDUN3DFNDJLQJ6\VWHP%HLQJµXWWHUO\IDPLOLDU¶ZLWK the &RFD&ROD=HUR/RJRDOORZVXVEHFRQWLQXDOO\VXUSULVLQJ ZLWKRWKHUHOHPHQWV7KH6FULSWPXVW ‡$OZD\VEHSUHVHQWDQGWKHPRVWSUHGRPLQDQW(OHPHQW ‡$OZD\VEHXVHGLQLWVRULJLQDOIRUPDVVKRZQLQWKLV6\VWHP ZLWKRXWDQ\GURSVKDGRZVRXWOLQHVRUDOWHUDWLRQVRIDQ\NLQG ‡$OZD\VEHVFDOHGWRILOOWKHVSDFHLQZKLFKLWLVSODFHGDV VKRZQLQWKHLOOXVWUDWLRQ ‡$OZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD black background.

‡.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Coke Zero Logo ‡7KH&RNH=HUR/RJRPXVWDOZD\VDSSHDURQWKHEDFN SDQHORIWKHSDFNDJLQJDORQJVLGHWKHQXWULWLRQDOVWDWHPHQW ‡. ±7KHWZRPXVWQHYHURYHUODS &RFD&ROD=HUR_%UDQG. ‡(YHU\SDFNDJHODEHOPXVWLQFOXGHDOOVL[%UDQG(OHPHQWV in accordance ZLWKWKHJXLGHOLQHVVKRZQLQWKHVHSDJHV ‡(OHPHQWVPXVWQRWEHUHSODFHGDOWHUHGRUUHVL]HGUHODWLYHWRRQH DQRWKHU5HIHUWRWKHLOOXVWUDWLRQSURYLGHGDVDJHQHUDOWHPSODWH ‡/HDUQPRUHDERXWWKHVHIXQGDPHQWDO%UDQG(OHPHQWVLQWKH &RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU.WPXVWDOZD\VEHXVHGWRFRPPXQLFDWHFRQWHQWVL]H QXWULWLRQDOLQIRUPDWLRQDQGLQJUHGLHQWV Helvetica Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Black %ODFNPXVWEHWKHSUHGRPLQDQWFRORURQWKH&RFD&ROD =HURODEHOWKXVFRQVLVWHQWO\OHYHUDJLQJWKH3RZHURI%ODFN Dynamic Ribbon Coke Zero Logo Coca-Cola Zero Logo Description: xxx xxxx xxxx xxxxx xxxx xxxx Black Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx 7KH&RFD&ROD=HURODEHOLVDXQLTXHDPDOJDPRIVL[ Brand Elements. ‡.WPXVWDOZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD black background.WPXVWQHYHUEHVKRZQLQRWKHUFRORUVZKHWKHURUQRWWKH\ are in the Brand color palette. ‡5HPDLQWKHVDPHVKDSHDOWKRXJKLWVFRQWHQWDQG H[SUHVVLRQPD\YDU\DFURVVH[HFXWLRQV Dynamic Ribbon Typography ‡+HOYHWLFD%ROG&RQGHQVHGLVWKHSULPDU\W\SHIDFHIRU packaging. ‡1HYHUEHVKRZQLQRWKHUFRORUVZKHWKHURUQRWWKH\DUHLQ the Brand color palette. Contour Bottle (Optional Panel Graphic) 6LJQLI\LQJ&RFD&ROD=HURDWDJODQFHWKH&RQWRXU%RWWOHPXVW ‡$OZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD black background.

 Typography www.Coca-Cola.com Typography CONTENT LINE &RQ¿GHQWLDO'HFHPEHU .

and ‡7KH6SHFXODU5HIOHFWDQFH&XUYHLQIRUPDWLRQLQWKH&RORU 3DOHWWHVHFWLRQRIWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV chapter. )RUPRUHJXLGDQFHSOHDVHUHIHUWR ‡7KH&RORU0HDVXUHPHQW(YDOXDWLRQDQG&DOLEUDWLRQSDJHV later in this section.Packaging Design Standards_Graphic Design Standards_Printing Black 3. Printed black Ink Standards Visually match to the black Global Color Standard.08 Printing Black on Labels 7RHQVXUHEROGLPSDFWIXOODEHOVRQODEHOVXEVWUDWHVIROORZ the guidelines and ink measurements outlined in the print VSHFLILFDWLRQVEHORZ $OZD\VEOHHGWKHEODFNLQNWRWKHHGJHLQRUGHUWRSUHYHQW ZKLWHHGJHV Polypropylene Substrate $VLQJOHFRORURIEODFNVKRXOGEHUHYHUVHSULQWHGRQFOHDU VXEVWUDWHDQGODPLQDWHGWRZKLWHVXEVWUDWH Plastic Substrate $VLQJOHFRORURIEODFNVKRXOGEHVXUIDFHSULQWHGRQZKLWH VXEVWUDWHDQGRYHUSULQWHGZLWKFOHDUYDUQLVK Paper Substrate $VLQJOHFRORURIEODFNVKRXOGEHVXUIDFHSULQWHGRQZKLWH VXEVWUDWHDQGHLWKHURYHUSULQWHGZLWKFOHDUYDUQLVKRU laminated.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . )RUDYLVXDOFRORUPDWFKRQSRO\SURS\OHQHVXEVWUDWHSOHDVH FRQWDFWWKH*OREDO'HVLJQ*URXS &RFD&ROD=HUR_%UDQG.

Packaging Design Standards_Graphic Design Standards_Printing Black 3.09 Printing Coke Red and Black & White on Paperboard 7RHQVXUHEROGLPSDFWIXOPXOWLSDFNVRQSDSHUERDUG VXEVWUDWHVIROORZWKHJXLGHOLQHVDQGLQNPHDVXUHPHQWV RXWOLQHGLQWKHSULQWVSHFLILFDWLRQVEHORZ Paperboard Substrate 3ULQWEODFNLQNWRDFKLHYHWKHSURSHUVLOYHUUHIOHFWDQFH Printed Coke Silver Ink Standards Match to the black Global Color Standard visually. and ‡7KH6SHFXODU5HIOHFWDQFH&XUYHLQIRUPDWLRQLQWKH&RORU 3DOHWWHVHFWLRQRIWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV FKDSWHU. )RUPRUHJXLGDQFHSOHDVHUHIHUWR ‡7KH&RORU0HDVXUHPHQW(YDOXDWLRQDQG&DOLEUDWLRQSDJHV later in this section.

 )RUDYLVXDOFRORUPDWFKRQSDSHUERDUGVXEVWUDWHSOHDVH FRQWDFWWKH*OREDO'HVLJQ*URXS &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

Packaging Design Standards_Graphic Design Standards_Printing Coke Red 3.10 Printing Black on Clear Shrink Wrap 7RHQVXUHEROGLPSDFWIXOPXOWLSDFNVRQFOHDUVKULQNZUDS VXEVWUDWHVIROORZWKHJXLGHOLQHVDQGLQNPHDVXUHPHQWV RXWOLQHGLQWKHSULQWVSHFLILFDWLRQVEHORZ Shrink Wrap Substrate 3ULQWDVLQJOHOD\GRZQRIZKLWHSULRUWRDGRXEOHEXPSRI black ink to achieve the proper color intensity. Printed Black Ink Standards 0DWFKWRWKHEODFN*OREDO&RORU6WDQGDUGYLVXDOO\IRU+7/ DQG$&/ )RUPRUHJXLGDQFHSOHDVHUHIHUWR ‡7KH&RORU0HDVXUHPHQW(YDOXDWLRQDQG&DOLEUDWLRQSDJHV later in this section. and ‡7KH6SHFXODU5HIOHFWDQFH&XUYHLQIRUPDWLRQLQWKH&RORU 3DOHWWHVHFWLRQRIWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV FKDSWHU.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . &RFD&ROD=HUR_%UDQG.

Printed Black Ink Standards 0DWFKWRWKHEODFN*OREDO&RORU6WDQGDUGYLVXDOO\IRU+7/ DQG$&/ )RUPRUHJXLGDQFHSOHDVHUHIHUWR ‡7KH&RORU0HDVXUHPHQW(YDOXDWLRQDQG&DOLEUDWLRQSDJHV later in this section.Packaging Design Standards_Graphic Design Standards_Printing Coke Red 3. and ‡7KH6SHFXODU5HIOHFWDQFH&XUYHLQIRUPDWLRQLQWKH&RORU 3DOHWWHVHFWLRQRIWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV FKDSWHU.11 Printing Black on Glass Bottles 7RHQVXUHEROGLPSDFWIXOODEHOVRQJODVV&RQWRXU%RWWOHV IROORZWKHJXLGHOLQHVDQGLQNPHDVXUHPHQWVRXWOLQHGLQWKH SULQWVSHFLILFDWLRQVEHORZ HTL Substrate $VLQJOHFRORURIEODFNVKRXOGEHUHYHUVHSULQWHGRQZKLWH VXEVWUDWHDQGKHDWWUDQVIHUUHGWRDJODVV%RWWOH ACL Substrate $VLQJOHFRORURIEODFNVKRXOGEHVXUIDFHSULQWHGGLUHFWO\RQD glass Bottle.

 &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

IWZRFRORU FORVXUHSULQWLQJLVQRWDQRSWLRQXVLQJZKLWHRQO\LVDFFHSWDEOH &RFD&ROD=HUR_%UDQG.12 Black Closures $OZD\VXWLOL]HEODFNFRORUSODVWLFVXEVWUDWHIRUFORVXUHVon all %UDQG&RFD&ROD=HURSDFNVWKDWUHTXLUHUHVHDODEOHFDSV 7ZRFRORUFORVXUHSULQWLQJLVWKHSUHIHUUHGVWDQGDUG.Packaging Design Standards_Graphic Design Standards_Printing Coke Red 3.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

7KHSULPDU\REMHFWLYHRI7KH&RFD&ROD&RORU0DQDJHPHQW 6\VWHPLVIRUDOOIDFHWVRIRXU&RPSDQ\¶VWUDGHPDUNVWREHD GLUHFWUHIOHFWLRQRIWKHTXDOLW\RIRXU%UDQGV)LUVWDQGIRUHPRVW DQ\UHSURGXFWLRQRIRXU&RPSDQ\%UDQGVPXVWYLVXDOO\PDWFK approved Visual Color Standards issued. OBSERVER 4 5 ° / 0° Equipment 3URSHUOLJKWLQJRUYLHZLQJHQYLURQPHQWVVXFKDV*7.&RORU0DWFKHU RU00. BJ EC T 3URSHUYLHZLQJFRQGLWLRQVQRUPDOFRORUYLVLRQDQGFRUUHFW SRVLWLRQLQJRIWKHVWDQGDUGVDQGVDPSOHVDUHHVVHQWLDOWR PDLQWDLQLQJDVWDQGDUGL]HGYLVXDOHYDOXDWLRQSURFHVV2QFHWKH YLVXDOHYDOXDWLRQKDVWDNHQSODFHWKHUHVXOWVPXVWWKHQEH FRQILUPHGWKURXJKWKHXVHRILQVWUXPHQWDWLRQZKHQDSSOLFDEOH 45° O Visual Color Evaluation 7KHLQWHQWRIWKLVSUDFWLFHLVWRVWDQGDUGL]HWKHSURFHGXUHVIRUWKH YLVXDOHYDOXDWLRQRISULQWHGVDPSOHV7KHVHSURFHGXUHVDUHWREH XVHGZKHQYLVXDOO\FRPSDULQJDSULQWHGVDPSOHDJDLQVWWKH approved Color Standard. V I S UA L CO LO R E VA LUAT I O N P R O C E D U R E ILLUMINATION 7KH&RORU6WDQGDUGVUHSUHVHQWWKH)LQDO3URGXFW$SSHDUDQFH $Q\DGMXVWPHQWVQHHGHGWRFRPSHQVDWHIRUWKHHIIHFWVRI FRDWLQJVDGGLWLYHVYDUQLVKHVDQGRUWUDSVHWFWRWKHILQDO appearance must be taken into consideration by printers.Packaging Design Standards_Graphic Design Standards_Color Measurement.13 Visual Color Evaluation Visual Color Measurement 7KHYLVXDOHYDOXDWLRQRIFRORULVVXEMHFWLYH%\VWDQGDUGL]LQJWKH YLHZLQJHQYLURQPHQWDQGSURFHGXUHVWKHFRQVLVWHQF\RIRXU trademarks improve. Evaluation and Calibration 3.

DUHHVVHQWLDOIRUFRQVLVWHQWYLVXDOHYDOXDWLRQ6HHWKH
³6LPXODWHG/LJKWLQJ&RQGLWLRQV´FKDUWRQWKHQH[WSDJHIRUGHVLUHG
light sources.
Lighting
7KHDUHDZKHUHFRORUHYDOXDWLRQVDUHFRQGXFWHGPXVWKDYHD
ERRWKRUHQFORVHGDUHDZLWKDVWDQGDUGL]HGRYHUKHDGOLJKWLQJ
V\VWHP7KHOLJKWLQJV\VWHPPXVWEHFDSDEOHRISURYLGLQJWKH
VLPXODWHGOLJKWLQJFRQGLWLRQVGHVFULEHGRQWKHIROORZLQJSDJHV
&RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY

&RQ¿GHQWLDO'HFHPEHU

Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and Calibration

3.14

Measuring Color Temperature
Color Temperature Measuring Instruments
ASURSHUO\FDOLEUDWHGWUDFHDEOHVSHFWURUDGLRPHWHUFDQEH
used to check the color temperature and relevant parameters
RIHDFKVRXUFH
Viewing Environment
7KHDPELHQWOLJKWLQJFRQGLWLRQVPXVWQRWLQWHUIHUHZLWKWKH
FRQWUROOHGOLJKWLQJIURPERRWKVRUYLHZLQJHQYLURQPHQW
*UD\VXUURXQGFRORU0XQVHOO1

DQGFXUWDLQVLIQHFHVVDUy
are to be used. $QHQFORVHGYLHZLQJURRPSDLQWHGZLWKJUD\ 
0XQVHOO1

SDLQWLVDFFHSWDEOHLQOLHXRIDOLJKWLQJERRWK
2EVHUYHUVVKRXOGZHDUQHXWUDFRORUHGFORWKLQJRUVPRFNVVR
DVQRWWRLQÀXHQFHWKHUHÀHFWHGFRORUEDFNWRWKHVDPSOH
being evaluated.
:KHQVDPSOHVDUHEHLQJYLHZHGWKHUHVKRXOGEHQRRWKHU
items present in the booth or area other than the sample and
standard being evaluated.
,IOLJKWLVEHLQJUHÀHFWHGRIIZDOOVLQFORVHSUR[LPLW\WRWKH
HYDOXDWLRQDUHDWKHUHVKRXOGQRWEHDQ\GLVWUDFWLQJRU
EULJKWO\FRORUHGREMHFWVQHDUEy.

Lighting System Maintenance
3URSHUPDLQWHQDQFHLQDFFRUGDQFHZLWKWKHPDQXIDFWXUHU¶V
UHFRPPHQGDWLRQVRIWKHOLJKWLQJHTXLSPHQWLVHVVHQWLDOIRU
FRQVLVWHQF\RYHUWLPHDQGEHWZHHQXQLWV/DPSVDUHWREH
UHSODFHGZKHQWKHXQLWLVRXWRIVSHFLILFDWLRQIRULQWHQVLW\RU
FRORUWHPSHUDWXUH5HSODFHODPSVRQO\ZLWKWKRVHREWDLQHG
IURPWKHRULJLQDOPDQXIDFWXUHURIWKHSURGXFWLQDFFRUGDQFH
ZLWKWKHPDQXIDFWXUHU¶VUHFRPPHQGHGUHSODFHPHQW
schedule.
S I MUL AT ED LIGHT ING CON DIT IONS
P5,0$RY/,*+7 SOURCE

'D\OLJKWZLWKFRORUWHPSHUDWXUHRIƒ.

S(&21'$RY/,*+7 SOURCE

&RRO:KLWH)OXRUHVFHQW&:)

VRXUFHZLWKDFRORUWHPSHUDWXUHRIƒ.

7ER7,$RY/,*+7 SOURCE

Optional: 7KLVOLJKWVRXUFHVKRXOGEHVHOHFWHGDQGVWDQGDUGL]HGE\HDFK&RPSDQ\'LYLVLRQRIILFHLI
needed. 7KHXVHRIDWHUWLDU\OLJKWVRXUFHRWKHUWKDQ&RRO:KLWH)OXRUHVFHQWLVWKHSULPDU\VWRUH
OLJKWLQJFRQGLWLRQLQWKH'LYLVLRQ¶VJHRJUDSKLFDUHD,IWKHORFDOVWRUHOLJKWLQJFRQGLWLRQVDUHSULPDULO\
&RRO:KLWH)OXRUHVFHQW,QFDQGHVFHQWƒ.

&RFD&ROD=HUR_%UDQG.FDQEHXVHGDVWKHWHUWLDU\OLJKWVRXUFH U/75A9.*+7 SOURCE Optional: 7KLVLVQRUPDOO\XVHGWRHYDOXDWHRSWLFDOEULJKWHQHUVZKLWHQLQJDJHQWVIOXRUHVFHQWSLJPHQWV and dyes.2/(7/. 1RWH $OORIWKHDERYHLVFRYHUHGLQGHWDLOLQ $670'.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .) Simulated Enclosure Size 7KHVL]HRIWKHERRWKURRPHWFVKRXOGDOORZIRUFRPIRUWDEOH YLHZLQJ 7KHUHVKRXOGEHHQRXJKVSDFHWRYLHZDOODUHDV IURPGLIIHUHQWDQJOHVDQGVWLOOUHPDLQLQWKHFRQWUROOHGOLJKWLQJ environment.

15 Numeric Color Measurement &RORUFRPPXQLFDWHV%HFDXVHWKHFRORUVRIRXUWUDGHPDUNVDUH VXFKDQLQWHJUDOHOHPHQWRIWKH%UDQGV¶LGHQWLW\LWLVFULWLFDO WKDWRXU%UDQGFRORUVEHUHSURGXFHGZLWKXQFRPSURPLVLQJ quality and consistency.)ILOH7KH0.GHQWLW\DQG'HVLJQ6WDQGDUGVBY General Methods for Measurement . Evaluation and Calibration 3.WLVDOVR YHU\LPSRUWDQWWRHQVXUHWKDWWKHUHDUHQRSK\VLFDOGHIHFWVLQ WKHDUHDFRORU.QDGGLWLRQWRWKH9LVXDO&RORU6WDQGDUGVWKH&RORU6WDQGDUGV DUHSURYLGHGHOHFWURQLFDOO\LQWKHIRUPRID0.OOXPLQDQWV ‡6WDQGDUGL]HG2EVHUYHU ‡'LJLWDO7ROHUDQFHV ‡5HIOHFWDQFH9DOXHV Digital Tolerances 6WDQGDUGVXVLQJWKHVSHFLILHG.Packaging Design Standards_Graphic Design Standards_Color Measurement.5LWH4$0DVWHUVRIWZDUH 'RZQORDGLQJWKH'LJLWDO6WDQGDUGVGLUHFWO\LQWRWKHVRIWZDUH HQVXUHVWKDWHYHU\RQHHYDOXDWLQJRXU%UDQGFRORUVZLOOEH XVLQJWKHH[DFWVDPHQXPHULFYDOXHVIRUFRQVLVWHQF\ 7KLV'LJLWDO&RORU6WDQGDUGFRQWDLQV ‡$EVROXWH/ D E 9DOXHV ‡6WDQGDUGL]HG.) ILOHZLOOEHVHQWYLDHPDLO7KLV'LJLWDO&RORU6WDQGDUGVKRXOG EHGRZQORDGHGGLUHFWO\LQWR\RXU. .5LWHHTXLSPHQWDQG4$ 0DVWHUVRIWZDUHLQFRUSRUDWHWKHVSHFLILFDWLRQVVKRZQ &RFD&ROD=HUR_%UDQG.QVWUXPHQWVPXVWEHFDOLEUDWHGZLWKWKHDVVLJQHGWLOHDQG ZLWKLQWKHPDQXIDFWXUHU¶VWROHUDQFH7KHVDPSOHVL]HPXVW EHDWOHDVWPPDQGODUJHHQRXJKIRUWKHPHDVXUHPHQW ZLQGRZRIWKHLQVWUXPHQWWREHFRYHUHGFRPSOHWHO\.

S(&21'$RY.Rite QA Master® or QA MDVWHU® )./(75$16)(5FORMA7 .167580(17 . ƒ.F S7$1'$5'OBSERVER 'egree PR.//80.Rite®RU M($685(0(17*(20(7RY  APER785( 1RVPDOOHUWKDQPP S2)7WARE .EHLQJPHDVXUHG$QDYHUDJHRIUHDGLQJV PD\EHWDNHQWRHQVXUHDUHSUHVHQWDWLYHUHDGLQJRIWKHVDPSOH I N S T R U M E N TA L CO LO R M A N A G E M E N T S P E C I F I C AT I O N S .M.MARY.//80.1$17 Cool White Fluorescent (F.1$17 'aylight ' ƒ.

7KHXVHRIDWHUWLDU\OLJKWVRXUFHRWKHUWKDQCool White Fluorescent is the primary store lighting condition in the 'ivision¶VJHRJUDSKLFDUHD.QFDQGHVFHQWƒ.IWKHORFDOVWRUHOLJKWLQJFRQGLWLRQVDUHSULPDULO\ Cool White FOXRUHVFHQW.//80. 7ER7.ARY.1$17 Optional: 7KLVOLJKWVRXUFHVKRXOGEHVHOHFWHGDQGVWDQGDUGL]HGE\HDFKCompany 'ivision oIILFHLI needed.

(/$% C2/2572/(5$1&( CMC1XPHULFWROHUDQFHVDUHVSHFLILFWRWKHLQGLYLGXDOFRORUDQGVXEVWUDWHEHLQJPHDVXUHG.FDQEHXVHGDVWKHWHUWLDU\OLJKWVRXUFH Coke Red Only C2/25SPACE C.

&RQ¿GHQWLDO'HFHPEHU .

Evaluation and Calibration 3.WLVH[WUHPHO\FULWLFDOWKDWDOOLQGLYLGXDOVZKRDUHUHVSRQVLEOHIRU XVLQJWKH.5LWHRUFRQGXFWWKHFDOLEUDWLRQSURFHVV FRUUHFWO\DQGFRQVLVWHQWO\7RHQVXUHDFFXUDF\WKH.Packaging Design Standards_Graphic Design Standards_Color Measurement.16 Calibration and Certification Calibration and Certification of the X-Rite 939 or 530 .5LWH4$0DVWHUVRIWZDUHZLWKFRPSXWHU ‡1XPHULFFRORUOLEUDU\0.).5LWH RUKDVVDIHJXDUGVWRPDLQWDLQSURSHUFDOLEUDWLRQ7KHILUVW VDIHJXDUGLVDQLQWHUQDOFORFNWKDWZLOOSURPSWWKHXVHUWRUH FDOLEUDWHHYHU\KRXUV$VDVHFRQGVDIHJXDUGWKHLQVWUX PHQWZLOOSURPSWUHFDOLEUDWLRQLIWKHWHPSHUDWXUHRIWKH LQVWUXPHQWFKDVVLVGULIWVƒ)DKUHQKHLW7KHLQVWUXPHQWZLOO DOZD\VDOHUWWKHXVHUZKHQLWUHTXLUHVFDOLEUDWLRQ(YHQZLWK WKHVHVDIHJXDUGVKRZHYHULWUHPDLQVWKHREOLJDWLRQRIWKHXVHU to ensure that calibration is done correctly. Please note: Calibration due to temperature change occurs at a ƒVKLIWLQWHPSHUDWXUH Equipment: ‡.5LWHRU6SHFWURSKRWRPHWHU ‡&0&OLJKWVRXUFH'GHJUHH ‡&DOLEUDWLRQWLOHZLWKFXUUHQWH[SLUDWLRQGDWH ‡.

5LWHRU HQVXUHWKDWWKHIROORZLQJIXQFWLRQVDUHVHOHFWHGZLWKLQWKH instrument: ‡/ D E PRGH ‡'LOOXPLQDQW ‡žREVHUYHU &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . Instrument Settings %HIRUHWDNLQJDQ\UHDGLQJVZLWKWKH.

Packaging Design Standards_Graphic Design Standards 3.17 Sustaining Coca-Cola Zero Packaging Templates UVHRQO\WKHDSSURYHGFXVWRPL]DEOHJUDSKLFWHPSODWHV DYDLODEOHRQWKH'HVLJQ0DFKLQHZHEVLWH $OZD\VIROORZWKH)L[HG%XW)OH[LEOHDSSURDFKWRHQVXUH FRQVLVWHQWGHVLJQZKLOHFXVWRPL]LQJSDFNDJHVDVQHHGHG Caveats ‡(QVXUHDWDOOWLPHVWKDWDWOHDVWRQHVWURQJO\EUDQGHGSDQHOLV present on the package. ‡'RQRWSULQWUHIUHVKPHQWFXHVFRQGHQVDWLRQRULFH.

RQSDFNV ‡$OOSDFNDJHOD\RXWVPXVWEHVXEPLWWHGIRUORFDORUUHJLRQDO DSSURYDOWKURXJKOHJDODQG%RWWOHUUHYLHZV ‡$OOORFDOOHJDOUHJLVWUDWLRQQRWLFHVPXVWEHDSSOLHGWRDOO trademarks. ‡%DFNRISDFNDJHLQIRUPDWLRQPXVWEHDSSOLHGLQDFFRUGDQFH ZLWKORFDOUHTXLUHPHQWVLQFOXGLQJ ±*'$*XLGHOLQH'DLO\$PRXQWV.

 ±³5RPDQFH´RUSURPRWLRQDOFRS\ ±6HFRQGDU\EDFNRISDFNDJH/RJRVDVVSDFHSHUPLWV.

 ‡*XLGDQFHIRUSULQWHUVPXVWEHVXSSOLHGRQDOODUWZRUNILOHV &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .com 12 OZ 00000 Content Line &RFD&ROD=HUR_%UDQG. Can Description: xxx xxxx xxxx xxxxx xxxx xxxx Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx &RFD&ROD=HURR]&DQ Color Specs: Black Pure Silver Coke Red White Visit www.18 12 oz.Coca-Cola.Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . &RFD&ROD=HUR_%UDQG.com (no white borders) Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx bleed ink to edge Description: xxx xxxx xxxx xxxxx xxxx xxxx Color Specs: Black Pure Silver Coke Red White Substrate Bottle.19 Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 500ML PET &RFD&ROD=HUR0/3(7 Content Line Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx 00000 Visit www.3.Coca-Cola.

20 2L PET (no white borders) bleed ink to edge &RFD&ROD=HUR/3(7 Description: xxx xxxx xxxx xxxxx xxxx xxxx Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Content Line Content Line 00000 Visit www.Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3.Coca-Cola.com Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Color Specs: Black Pure Silver Coke Red White Content Line &RQ¿GHQWLDO'HFHPEHU .

21 8 oz.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . Aluminum Bottle.Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3. ACL Bottles: 3-Color &RFD&ROD=HURR]$OXPLQXP%RWWOH Color Specs: Black Coke Red White Silver Substrate Content Line Color Specs: Black Coke Red White $&/%RWWOH&RORU Content Line &RFD&ROD=HUR_%UDQG.

Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3. Can Fridge Pack &RFD&ROD=HURR]&DQ)ULGJH3DFN Color Specs: Black Pure Silver Coke Red White &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .22 12 oz.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . &RFD&ROD=HUR_%UDQG.QFDVHVZKHUHWKH5HF\FOHG3(7&XSFDQQRWEHXWLOL]HG XVHDSDSHUFXSZLWKWKLVVWDQGDUGGHVLJQ ‡'RQRWDOWHUWKHGHVLJQRULWVHOHPHQWVLQDQ\ZD\ For more guidance on properly using Food Service Cups in your market.Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3. please contact the Global Packaging Group or North America Food Service Team.23 Paper Cup ‡.

&RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . The Global Standard Contour Bottle is the archetype from which we derive the rules for packaging executions in all markets and across a range of materials and sizes. the Contour Bottle evokes the heritage of the Coca-Cola Zero Brand and expresses the uplifting experience of drinking a Coca-Cola Zero. Universally recognized.3.24 Packaging Design Standards Packaging: Form Design Standards The Contour Bottle is the standard package for Coca-Cola Zero.

‡+RZWRWUDQVODWHVWUXFWXUDOIHDWXUHVDFURVVSDFNDJLQJ IRUPDWVDQGPDWHULDOV ‡'HVLJQJXLGHOLQHVLQFOXGLQJ'R¶VDQG'RQ¶WV ‡6L]HH[WHQVLRQVDQGVFDOLQJ ‡0DVWHULQJWHFKQRORJLFDODQGPDQXIDFWXULQJFRQVWUDLQWV &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY The Standard Contour Bottle Form Glass PET Aluminum &RQ¿GHQWLDO'HFHPEHU .Q7KH&RFD&ROD&RPSDQ\FRQYLQFHGWKH8QLWHG6WDWHV 3DWHQWDQG7UDGHPDUN2IILFHWKDWWKHYHU\VKDSHRIZKDWZH NQRZQRZDVWKH&RQWRXU%RWWOHKDGEHFRPHVRZHOONQRZQ WKDWLWGHVHUYHGWKHVWDWXVRIDUHJLVWHUHGWUDGHPDUN$SSO\LQJ IRUDWUDGHPDUNIRUDFRPPHUFLDOSDFNDJHZDVDPRVWXQXVXDO DQGEROGVWHSDWWKHWLPH%XWWKH&RPSDQ\ZLVHO\NQHZWKDW ZKHUHDVSDWHQWVHYHQWXDOO\UXQRXWDWUDGHPDUNGRHVQRWVR DVORQJDVLWLVNHSWLQFRQWLQXRXVXVHDWUDGHPDUNODVWV LQGHILQLWHO\ 7KH&RPSDQ\SUHVHQWHGWKHFDVHWKDWWKHYHU\VKDSH±LQWKHLU ZRUGVWKH³GLVWLQFWLYHO\VKDSHGFRQWRXU´RIWKH³KREEOHVNLUW ERWWOH´±ZDV³WKHPRVWUHFRJQL]HGFRQWDLQHULQWKHKLVWRU\RI WKHZRUOG´DQGKDGLQHIIHFWDOUHDG\WDNHQRQWUDGHPDUNVWDWXV 7KH86372DJUHHGDQGJUDQWHGDUHJLVWHUHGWUDGHPDUNWR &RFD&RODIRUWKH&RQWRXU%RWWOH 7KLVFKDSWHUGHVFULEHVWKH&RFD&ROD=HUR&RQWRXU%RWWOH IRUPVWDQGDUGDQGRXWOLQHVKRZWRH[HFXWHLWDFURVVYDULRXV PDWHULDOVDQGVL]HVVSHFLILFDOO\ ‡6WUXFWXUDOIHDWXUHVWKDWVHWWKHSDFNDJLQJVWDQGDUGIRU the Brand.25 Packaging Design Standards_Form Design Standards The Standard Contour Bottle Form .3.

Real Authenticity ‡:HOHYHUDJHDOOWKDWLVUHDORULJLQDODQGKRQHVWDERXWWKH%UDQG. Bold Simplicity ‡$UHWXUQWRFODULW\UHPRYDORIDOOH[WUDQHRXVQRLVHDQGVWDWLF DURXQGWKH%UDQGWRILQGWKHEROGVLPSOHHVVHQFHRI &RFD&ROD=HUR 2.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . Familiar Yet Surprising ‡:HGRQRWIROORZFDWHJRU\QRUPVLQVWHDGZHOHDGWKHP ‡:HLQWURGXFHQHZVWUDWHJLFHOHPHQWVWRFUHDWHYDULHW\ DQGIUHVKQHVVDFURVVWKH%UDQGH[SHULHQFH &RFD&ROD=HUR_%UDQG. ‡Clearly linking back to our heritage gives us the license to try QHZthings and keep evolving.Packaging Design Standards_Form Design Standards 3. Own Black ‡$WHYHU\WRXFKSRLQWZHZLOOOHYHUDJHWKH3RZHURI%ODFNDQG HQVXUHLWVFRQVLVWHQF\DURXQGWKH:RUOG:HZLOOLQWHJUDWHWKH WKUHDGRI5HGLQWRHYHU\WKLQJZHGR 4.26 Industrial Design Principles for Packaging Form 7KHVHDUHWKH'HVLJQ3ULQFLSOHVEHKLQGWKH&RQWRXU%RWWOH DQGVKRXOGEHXVHGZKHQHYHUGHYHORSLQJSDFNDJLQJIRU &RFD&ROD=HUR 1. 3.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .3.27 Packaging Design Standards_Form Design Standards Elements of the Contour Bottle 7KH&RQWRXU%RWWOH±RXUDUFKHW\SHDQGLQVSLUDWLRQIRUEULQJLQJ DOORWKHUSDFNDJLQJWROLIH±LVFRPSRVHGRIGLVWLQFWLYHHOHPHQWV Black Closure Georgia Green Color 1HFN)LQLVK 6FDOORSHG7UDQVLWLRQV Flutes &XUYHG/DEHO3DQHO &RFD&ROD=HUR/RJR Visible Product (Bubbles) %ODFN/DEHO Pinch Waist Overall Proportion (Silhouette) Champagne Base &RFD&ROD=HUR_%UDQG.

QGLDQDVSHFLILHG³$JODVVSDFNDJHVRGLVWLQFWLYHDVRQH FRQWDLQLQJ&RFD&RODVRVKDSHGWKDWHYHQLIEURNHQD SHUVRQFRXOGWHOODWDJODQFHZKDWLWZDVVRGLVWLQJXLVKDEOH E\WRXFKWKDWHYHQDEOLQGPDQFRXOGLGHQWLI\LW´ &RFD&ROD=HUR_%UDQG.28 Understanding the Contour Bottle 7KHRULJLQDOSURMHFWEULHIIRUWKH&RQWRXU%RWWOHWKDW ZDVJLYHQWRWKH5RRW*ODVV&RPSDQ\RI7HUUH+DXWH .Packaging Design Standards_Form Design Standards 3.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . from base to pinch waist to label area to shoulder) &RFD&ROD=HUR_%UDQG.GHDOZKHQHYHUIHDVLEOHEXWQRWHVVHQWLDO True Form Elements Black Closure Contoured Shoulder Flutes 1HFN)LQLVK Georgia Green Color Color Palette Visible Product (Bubbles) &XUYHG/DEHO Panel Scalloped 7ransitions Graphic Elements %ODFN/DEHO Pinch Waist Champagne Base Overall Proportions (Silhouette) (relationship of elements to each other.Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle 3.29 Contour Bottle Elements: Applied Supporting Elements Defining Elements 7KHNH\VWRFUHDWLQJRXULGHQWLWy(VVHQWLDOWRSDFNDJLQJIRUP .

3.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .W also detail LPSDUWVDXQLTXHIHHO HPSKDVL]HVWKH3LQFKWaist Contoured ShoulderCurved ÀRZLQJDHVWKHWLFRIWKHLFRQ in the bottle adding depth. creates a slenderÀRZLQg ZKHQWKH&RQWRXU%RWWOHLV DQGLVZKHUHWKH)OXWHV /DEHO Area3inch Waist 7hey also provide structure aesthetic that is the essence held. Vertical Fluting and Overall WRDVRIWÀRZLQJIRUP oIWhe icon. terminate.30 Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle Defining Elements Overall Proportion Contoured Shoulder Flutes Pinch Waist Scalloped Transitions Champagne Base 7KHRYHUDOOSURSRUWLRQLV 7KHFRQWRXURIWKHVKRXOGHU Flutes are the vertical ribs. 7KH3LQFKWaist is located Created by the resolution oI Substantial and V\PEROLFRI PDGHXSRI¿YHEDVLF LVV\PPHWULFDOVOHQGHUDQG 7hey Irame the Curved EHORZ the label and provides the Flutes into the Curved the integrityRIWKHSURGXFW sections and GH¿QHVWKH GH¿QHGE\WZRHOHJDQWDUFV /DEHO Panel and create the most signature element /DEHO3DQHOWKLVGLVWLQFWLYH the Champagne Base iconic silhouette: 7KH LQDZDYHIRUPDW. &RFD&ROD=HUR_%UDQG. Silhouette comprise the iconic proportion and have a VSHFL¿FDVSHFWUDWLR to the overall package height.WVWDUWVWKH YDU\LQJZDOOWKLFNQHVVHV RIWKH&RQWRXU%RWWOH.

31 Achieving the Contour Bottle $OWKRXJKWHFKQLFDODQGPDQXIDFWXULQJFRQVWUDLQWVFDQ SUHYHQWWKHSHUIHFWUHSOLFDWLRQRIWKHLFRQLF&RQWRXU%RWWOH WKHLGHDOH[HFXWLRQIRUHDFKPDWHULDOFDQEHDFKLHYHGE\ DSSO\LQJWKH'R¶VDQG'RQ¶WVWKDWIROORZ &RFD&ROD=HUR_%UDQG.Packaging Design Standards_Form Design Standards 3.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

32 Glass: Do’s &RFD&ROD=HUR_%UDQG.Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3. $SSOLHG&RORU/DEHO$&/.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Black Closure Must use black closure. Black 7KUHDGHG&ORVXUH May use a black threaded closure on a Contour Bottle.

Georgia Green May use Georgia Green GRPLQDQWZDYHOHQJWK QP. May use $SSOLHG&RORU/DEHOV on glass Bottles. 5ROOIHG/DEHO 0D\XVHDUROOIHGODEHORUD split label.

&RQ¿GHQWLDO'HFHPEHU .IRUJODVV%RWWOHV Clear Glass May useÀint (clear) glass Bottle.

33 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Glass: Don’ts 1R)OXWHV )OXWHVPXVWDOZD\VEHSUHVHQW on glass Contour Bottles.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Straight Shoulder 7KH&RQWRXUHG6KRXOGHU must be present in all glass H[HFXWLRQV Straight Waist 7KH3LQFKWaist is the most GH¿QLQJIHDWXUHRIWKH&RQWRXU %RWWOHDQGPXVWDOZD\VEH present. &RQ¿GHQWLDO'HFHPEHU &RQ¿GHQWLDO'HFHPEHU .3. 7KH\DUHDGH¿QLQJIHDWXUH RIWKH&RQWRXU%RWWOHDQGDUH WHFKQLFDOO\IHDVLEOH &RFD&ROD=HUR_%UDQG.

'RQ¶WYDU\KHLJKWVWR maintain a common diameter.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . &RFD&ROD=HUR_%UDQG.34 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Glass: Scaling Ideal Unacceptable Unacceptable 6FDOHSURSRUWLRQDWHO\ZKLOHVWLOO XVLQJDFRPPRQFORVXUHVL]H 'RQ¶WYDU\GLDPHWHUVWR maintain a common height.3.

Short Height Closure May use a black short height closure on PE7.Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3. 5ROOIHG6KULQN/DEHO 0D\XVHDUROOIHGVKULQNODEHO 5ROOIHG/DEHO 0D\XVHDUROOIHGODEHO Petaloid Base May use a petaloid base. Recycled PE7 Use highest RPE7 content IHDVLEOH &RQ¿GHQWLDO'HFHPEHU . Georgia Green Color May tint PE7 Georgia Green.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Black 7KUHDGHG&ORVXUH Must use a black threaded closure on PE7. &OHDU3(7 May use clear PE7.35 PET: Do’s &RFD&ROD=HUR_%UDQG.

36 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle PET: Don’ts Embossed /RJo Embossed Ribbon 1R)OXWHV )OXWHVPXVWDOZD\VEHSUHVHQWRQ glass PE7H[HFXWLRQV 7KH\DUHD GH¿QLQJIHDWXUHRIWKH&RQWRXU%RWWOH DQGDUHWHFKQLFDOO\IHDVLEOH &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Replacing Flutes )OXWHVPXVWQHYHUEHUHSODFHGZLWK RWKHUVKDSHVRUWH[WXUHV Straight Waist 'RQRWHOLPLQDWHWKH3LQFKWaist.3. &RQ¿GHQWLDO'HFHPEHU .

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3. &RQ¿GHQWLDO'HFHPEHU .GHQWLW\DQG'HVLJQ6WDQGDUGVBY Champagne Base Using a Champagne Base on a PE7%RWWOHLQVWHDGRIWKHSHWDORLGLV SHUPLVVLEOH.HHSLQPLQGKRZHYHr WKDWLWFRXOGDGGZHLJKWDQGFRVW ZKLOHDGYHUVHO\DIIHFWLQJVXVWDLQDEOH packaging outcomes. &RFD&ROD=HUR_%UDQG.37 PET: Do’s and Don’ts &RORUHG3(7 Pigmented PE7 (opaque or translucent) Bottles must not be used.

Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .38 PET: Scaling &RFD&ROD=HUR_%UDQG.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY Unacceptable Unacceptable 'RQRWYDU\GLDPHWHUVWR maintain a common height.3. &RQ¿GHQWLDO'HFHPEHU . 'RQRWYDU\KHLJKWVWR maintain a common diameter.39 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle PET: Scaling Ideal 6FDOHSURSRUWLRQDWHO\ZKLOHVWLOO XVLQJDFRPPRQFORVXUHVL]H &RFD&ROD=HUR_%UDQG.

40 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Aluminum: Do’s ROPP Closure 0D\XVHDEODFN5ROOHGRQ 3LOIHU3URRI5233.3.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY ROPP Closure 0D\XVHDEODFN5ROOHGRQ 3LOIHU3URRI5233. Subtle Pinch Waist Use a subtle pinch to mimic the Contour Bottle.FORVXUH on aluminum. &RFD&ROD=HUR_%UDQG.

Contoured Shoulder Maintain the iconic Contoured Shoulder. &RQ¿GHQWLDO'HFHPEHU .FORVXUH on aluminum. Champagne Base 0DLQWDLQFKDPSDJQHVW\OH base.

Accent Flutes Graphic Flutes are not authentic enough to replace true Flutes as the scalloped DUHDVZLOOEHORVW Straight Waist 7KH3LQFKWaist is the most GH¿QLQJIHDWXUHRIWKH&RQWRXU %RWWOHDQGPXVWDOZD\VEH present. Straight Shoulder 7KH&RQWRXUHG6KRXOGHUPXVW be present in all aluminum &RQWRXU%RWWOHH[HFXWLRQV 6DFUL¿FH3LQFKWaist 'RQRWVDFUL¿FHWKHLFRQLF TXDOLW\RIWKH3LQFKWaist to DGG)OXWHVRUD&XUYHG/DEHO 3DQHOLQWKHIRUPLQJSURFHVV &RQ¿GHQWLDO'HFHPEHU .GHQWLW\DQG'HVLJQ6WDQGDUGVBY $UWL¿FLDO/DEHO Area 'RQRWFUHDWHDQDUWL¿FLDOODEHO area on the aluminum Contour Bottle. Formed Flutes 0XVWIRUHJR)OXWHVRQWKH aluminum Contour Bottle as LWLVQRWWHFKQLFDOO\IHDVLEOHWR H[HFXWHWKHPSURSHUOy.Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.41 Aluminum: Don’ts &RFD&ROD=HUR_%UDQG.

3. 'RQRWYDU\KHLJKWVWR maintain a common diameter.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . &RFD&ROD=HUR_%UDQG.42 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Aluminum: Scaling Ideal Unacceptable Unacceptable 6FDOHSURSRUWLRQDWHO\ZKLOHVWLOO XVLQJDFRPPRQFORVXUHVL]H 'RQRWYDU\GLDPHWHUVWR maintain a common height.

Packaging Design Standards_Form Design Standards 3.43 Contour Bottle Construction 7KLVVHFWLRQLQFOXGHVFULWLFDOWHFKQLFDOGHWDLOVIRUWKH 'H¿QLQJ(OHPHQWV.WLVHVVHQWLDOWKDWLQGXVWULDOGHVLJQHUV and engineers use this documentation in order to properly LQWHJUDWH'H¿QLQJ(OHPHQWVDQGWRHQVXUHWKHEHVWSRVVLEOH &RQWRXU%RWWOHH[HFXWLRQ 3OHDVHQRWH7KH*OREDO3DFNDJLQJ'DWDEDVHPXVWEH FRQVXOWHGEHIRUHFUHDWLQJDQHZ%RWWOHGHVLJQDVWKHUHDUH DOUHDG\PDQ\DSSURYHGVL]HDQGPDWHULDOLWHUDWLRQVRIWKH &RQWRXU%RWWOHLQH[LVWHQFH7KH*OREDO3DFNDJLQJ 'DWDEDVHPDLQWDLQVXSWRGDWHGUDZLQJVIRU8OWUD*ODVV &RQWRXUQRQUHWXUQDEOHDQGUHWXUQDEOH.

3(7QRQ UHWXUQDEOHDQGUHWXUQDEOH.

DQG$OXPLQXPQRQUHWXUQDEOH.

 $OZD\VFKRRVHWKH%RWWOHZLWKWKHORZHVWJUDPZHLJKW)RU DFFHVVWRWKH*OREDO3DFNDJLQJ'DWDEDVHSOHDVHFRQWDFW 'DUU\O'DZVRQDWRUYLDHPDLODW GGDZVRQ#QDNRFRP &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

GHQWLW\DQG'HVLJQ6WDQGDUGVBY 14.25 mm 27% 4 Pinch Waist 31.Packaging Design Standards_Form Design Standards _Contour Bottle Construction 3.00 mm 16% 5 Champagne Base Overall height: 190 mm Percentages = % of overall height &RQ¿GHQWLDO'HFHPEHU .44 Overall Proportion: Schematic 7KH8OWUD*ODVV%RWWOHSURSRUWLRQVGH¿QHWKH&RQWRXU 6LOKRXHWWHDQGLWVSURSRUWLRQV'LPHQVLRQVVKRZQKHUH UHSUHVHQWWKHP/158OWUD*ODVV%RWWOH)RURWKHU VL]HVUHIHUWRWKHSHUFHQWDJHVRUVHHWKHDGGHQGXPIRU VSHFL¿F&RQWRXU%RWWOHGUDZLQJV 1HFN)LQLVK &RQWRXUHG6KRXOGHU &XUYHG/DEHO3DQHO 3LQFK:DLVW &KDPSDJQH%DVH &RFD&ROD=HUR_%UDQG.00 mm 17% 3 Curved Label Panel 51.07 mm 32% 2 Contoured Shoulder 33.68 mm 8% 1 Neck Finish 60.

&RQ¿GHQWLDO'HFHPEHU .GHQWLW\DQG'HVLJQ6WDQGDUGVBY .QFUHDVH3LQFKWaist 'RQRWLQFUHDVHWKH3LQFK Waist section to increase grip. .45 Packaging Design Standards_Form Design Standards _Contour Bottle Construction Overall Proportion: Do’s and Don’ts Correct &RFD&ROD=HUR_%UDQG.QFUHDVH&XUYHG/DEHO3DQHO 'RQRWLQFUHDVHWKH&XUYHG /DEHO3DQHOWRDGGPRUH graphics.3. Change Pinch WDLVW/RFDWLRQ 'RQRWFKDQJHWKHORFDWLRQRIWKH3LQFKWDLVWZLWKLQWKH overall proportions.

46 Packaging Design Standards_Form Design Standards _Contour Bottle Construction Contoured Shoulder: Do’s and Don’ts Correct 'RXEOHDUFKHG&RQWRXUVLQZDYH.3.

&RQ¿GHQWLDO'HFHPEHU . Asymmetrical 'RQRWXVHDQDV\PPHWULFDO WUDQVLWLRQZLWKWKH&RQWRXr. Single Curve 'RQRWXVHDVKRXOGHU FRPSULVHGRIDVLQJOHFXUYH %RWWOH1HFN 'RQRWLQWURGXFHDWUXH vertical to mimic a traditional bottle neck. GH¿QHVWKHVKRXOGHr¶s contour in a V\PPHWULFDOIRUPDW &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Straight 'RQRWXVHDVWUDLJKW shoulder.

&RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY Bottom Only 'RQRW use Flutes solely in the Pinch Waist area. Continuous 'RQRWFRQWLQXH)OXWHV WKURXJKWKH&XUYHG/DEHO Area.Packaging Design Standards_Form Design Standards _Contour Bottle Construction 3.47 Flutes: Do’s and Don’ts (location) )OXWHVFRPHWRDIHDWKHUHQGPP Flutes terminate DWWRSILOOSRLQW Correct )OXWHVPXVWDOZD\VEHDERYH DQGEHORZWKH&XUYHG/DEHO 3DQHODQGVSDQPP RQm/ Bottles. 1RQH 'RQRWHOLPLQDWH)OXWHV &RQ¿GHQWLDO'HFHPEHU . 7op Only 'RQRWXVH)OXWHVVROHO\RQ the Contoured Shoulder.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY More tKDQ)OXWHV More tKDQRFFXUUHQFHV LVWRRIUHTXHQW /HVVtKDQ)OXWHV /HVVtKDQFUHDWHVDQ XQZDQWHGIDFHWHGORRN 1R)OXWHV Aluminum packaging is H[FHSWHGDV)OXWHVDUHQRW WHFKQLFDOO\IHDVLEOH &RQ¿GHQWLDO'HFHPEHU .3.48 Packaging Design Standards_Form Design Standards _Contour Bottle Construction Flutes: Do’s and Don’ts (frequency) Correct 7KH&RQWRXU%RWWOHKDV )OXWHV &RFD&ROD=HUR_%UDQG.

GHQWLW\DQG'HVLJQ6WDQGDUGVBY Section B Section C Flat 'R not use ÀDt surIaces to GH¿QH Flutes as theIorm ZLOO seemIaceted and sharp.49 Packaging Design Standards_Form Design Standards _Contour Bottle Construction Flutes: Do’s and Don’ts (section) &RFD&ROD=HUR_%UDQG. Concave 'RQRWXVHLQZDUGDUFKLQJ)OXWHVDV WKH\GHFUHDVHKDQGFRPIRUWDQGKLQGHU KLJKVSHHGFRQYH\DQFH. 6HFWLRQ' &RQ¿GHQWLDO'HFHPEHU .3.

Packaging Design Standards_Form Design Standards _Contour Bottle Construction 3.50 Pinch Waist: Do’s and Don’ts (format) Correct AÀRZLQJV\PPHWULFDO3LQFK WDLVWWKDWLVGH¿QHGE\DUFV.

Asymmetrical 'RQRWXVHDQDV\PPHWULFDO Pinch Waist. &RQ¿GHQWLDO'HFHPEHU .GHQWLW\DQG'HVLJQ6WDQGDUGVBY Angled 'RQRWXVHDQDQJXODU Pinch Waist. Mid Pinch Area 'RQRWHOLPLQDWHWKHLFRQLF TXDOLW\RIWKH3LQFKWaist. &RFD&ROD=HUR_%UDQG.

Packaging Design Standards_Form Design Standards 3.51 Executional Constraints for Glass. PET and Aluminum :KHQFUHDWLQJ&RQWRXU%RWWOHH[HFXWLRQVLQJODVV 3(7DQGDOXPLQXPGLIIHUHQFHVLQPDWHULDOSURSHUWLHVDQG PDQXIDFWXULQJUHTXLUHPHQWVPXVWEHFRQVLGHUHGVRWKDW 'H¿QLQJ)HDWXUHVDUHQRWGHJUDGHGRUORVW7KHIROORZLQJ SDJHVDGGUHVVKRZWRVXFFHVVIXOO\PDQDJHWKHVHFRQVWUDLQWV &RFD&ROD=HUR_%UDQG.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

3. Variations in closures PE7 Glass Aluminum 3. Variations in materials 2.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . Variations in labeling processes 4. forming processes &RFD&ROD=HUR_%UDQG. PET and Aluminum Material and Process Considerations 7KH¿YHSULPDU\OLPLWDWLRQVWKDWFDQEHHQFRXQWHUHG in creating iconic packaging are: 1.52 Packaging Design Standards_Form Design Standards _Executional Constraints for Glass. 5.

PET and Aluminum 3.Packaging Design Standards_Form Design Standards _Executional Constraints for Glass.QSDUWLFXODrNHHSWKHVH FRQVLGHUDWLRQVWRSRIPLQG 4 3 ‡&ULPSHGPHWDOFORVXUH ‡3ODVWLFFORVXUHZLWKWDPSHUULQJ ‡&ULPSHGPHWDOFORVXUH ‡/DUJHQHFN¿QLVK ‡ 7KLQWUDQVIHUQHFNULQJ ‡0LQLPDOQHFN¿QLVK ‡6FUHHQSULQWHGODEHOLQJ QRQUXOHGVXUIDFH.53 Material and Process Considerations 0DQXIDFWXULQJSURFHVVHV¿OOLQJDQGFDSSLQJHI¿FLHQFLHV DQGFRVWDQGOLPLWDWLRQRIFXUUHQWWHFKQRORJ\DUHDOOIDFWRUV WKDWGHWHUPLQHZKDWIHDWXUHVDQGGHWDLOVDUHDFKLHYDEOHIRU HDFKRIWKHVHWKUHHPDWHULDOV.

‡3DSHURUSODVWLFZUDSODEHOV UXOHGVXUIDFH.

‡FRORUSDGSULQWLQJDQGYDUQLVKLQJ SURFHVVQRQUXOHGVXUIDFH.

6LQFHFDUERQDWLRQFDQGLVWRUWVXUIDFHGHWDLOVRIWKHWKLQQHrVRIWHU ZDOOVRI3(7%RWWOHVHQVXUHDZHOOGH¿QHG)OXWHVKDSHE\JLYLQJ the divisions more structure. 7KH&KDPSDJQH%DVHFDQEHDWWDLQHG but requires a heavier Bottle. &RFD&ROD=HUR_%UDQG. 'RQRWDWWHPSW)OXWHVRU6FDOORSHGWUDQVLWLRQV7KH\DUHQRW DFKLHYDEOHIRUWKHDOXPLQXP&RQWRXU%RWWOHGXHWRWKHLPSDFW H[WUXVLRQDQGQHFNLQJSURFHVVHVXVHG $YDULDWLRQIURPWKHVWDQGDUGFXUYHRIWKH&KDPSDJQH%DVHZLOO RFFXUGXULQJWKHDOXPLQXPIRUPLQJSURFHVV7KLVUHVXOWVIURPWKH FUHDWLRQRIDÀDWDUHDDWWKHEDVHRIWKH%RWWOHZKHUHWKHPDWHULDO LVWRRWKLFNWREHIRUPHGIURPWKHRULJLQDOF\OLQGULFDOVKDSHWKDWLV FUHDWHGIURPWKHLPSDFWH[WUXVLRQ 3ULQWWKHDOXPLQXP&RQWRXU%RWWOHMXVWOLNHDVWDQGDUGFDQXVLQJ DSDGSULQWLQJSURFHVVEHIRUHWKHIRUPLVFUHDWHG7KHUHVXOWLQJ IXOOJUDSKLFFRYHUDJHRIWKHSDFNDJHLVDQDSSURYHGH[FHSWLRQIRU WKLVPDWHULDORQO\VLQFHRQJODVVDQG3(7WKHSURGXFWPXVWEH VKRZFDVHGWKURXJKWKHLUWUDQVSDUHQWPDWHULDOV Avoid tinted plastics as they are not as cost eIIHFWLYHDV clear resins. 2 5 1 *ODVVKDVWKHDELOLW\WRRIIHUDOORIWKHLFRQLFGH¿QLQJIHDWXUHVDQG PXVWEHLPSOHPHQWHGLQDOO&RQWRXU%RWWOHH[HFXWLRQV 7KHSHWDORLGEDVHRQD3(7%RWWOHDOORZVXVWRPLQLPL]HWKHJUDP ZHLJKWRIWKH%RWWOHDQGPDLQWDLQWKHVKDSHXQGHUSUHVVXUH created by the product. 8QOLNHRQWKHPRUHIUDJLOHJODVV%RWWOHWKH3(7 neck ring can be thinnerWKXVDOORZLQJOHVVPDWHULDOWREHXVHG 8VHDWZLVWRQFDSIRU3(7%RWWOHVDVDFURZQFDSLVQRWHIIHFWLYH at holding carbonation in a PE7 Bottle.GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU .

GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU . PET and Aluminum 3.Packaging Design Standards_Form Design Standards _Executional Constraints for Glass.54 Overview of Executional Constraints Possible Not Possible Challenging Black Cap Silhouette Flutes Georgia Green Color Curved Label Panel Pinch Waist Neck Finish Embossed Coca-Cola Zero Logo Black Label Visible Product (brown color) Champagne Base &RFD&ROD=HUR_%UDQG.

0 Confidential: December 2009 .Point-of-Sale Design Standards 4.0 (Work in Progress. coming 2010) Coca-Cola Zero | Brand Identity and Design Standards_v1.

Equipment Design Standards 5.0 (Work in Progress. coming 2010) &RQ¿GHQWLDO_‹7KH&RFD&ROD&RPSDQ\$OO5LJKWV5HVHUYHG1RWHWRXVHUV9LVXDOVRQWKHSDJHVDUHIRULOOXVWUDWLYHSXUSRVHVRQO\5HIHUWR'GUDZLQJVIRUGHWDLOHGVSHFL¿FDWLRQV Confidential: December 2009 .

0 6.Signage Design Standards Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .

........03 Square Format Square Format: Arden Square ....................................................6......................................................06 Horizontal Format: Customizable Signs.....04 Square Format: Contour Bottle .07 Vertical Format: Customizable Signs ............................11 Coca-Cola Zero | Brand Identity and Design Standards_v1..6................................0 Confidential: December 2009 ...............Signage Design Standards 6..........02 Permanent Signage Graphic Principles ........................................6...................................6.................09 Horizontal Format: Pitch Boards ..............................................................6.......... 6.08 Pitch Boards......................... 6..........6........10 Umbrellas ........................01 Contents Overview ..........................6........05 Horizontal Format Horizontal Format: Coca-Cola Zero Logo and Contour Bottle......................6............................................

in particular: ‡$SSO\LQJJUDSKLFVWRSHUPDQHQWVLJQDJHLQVSHFL¿F environments.02 Overview The purpose of permanent signage for Coca-Cola Zero is both simple and paramount: to tell people. From a tactical standpoint. The standards in this chapter provide guidance for leveraging them all. Coca-Cola Zero | Brand Identity and Design Standards_v1. and ‡0D[LPL]LQJWKHYLVLELOLW\RIJUDSKLFVWRDFFRPPRGDWH YDULDWLRQVLQVLJQVL]HORFDWLRQDQGWUDI¿FDSSURDFK $SSURYHGGLJLWDO¿OHVRIWKH&RUH%UDQG(OHPHQWVFXVWRPL]DEOH graphics and design templates for signage are available on the 'HVLJQ0DFKLQHZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP Please use only the approved versions supplied there. scale and cultural relevance.0 Confidential: December 2009 . “You can buy Coca-Cola Zero here.” Thus the Coca-Cola Zero Permanent Sign System is an essential component of worldwide Brand Identity and meaning.Signage Design Standards 6. consistency. proper application of the Sign System is vital to protecting and increasing Brand impact.

'LVFHUQLQJXVHRIWKHVH&RUH%UDQG(OHPHQWVDVVKRZQLQ this chapter: ‡Coca-Cola Zero Logo ‡'\QDPLF5LEERQ ‡&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR. This timeless approach: ‡3URYLGHVDPDLQVWD\RI%UDQG. 7KHJUDSKLFDUFKHW\SHIRUSHUPDQHQWVLJQDJHUHÀHFWVWKH following: A.03 Permanent Signage: Graphic Principles The design of permanent signs must always follow a graphic archetype that is iconic. simple and without Brand messaging.Signage Design Standards 6.GHQWLW\ZLWKLQWKHWRWDOLW\RI touchpoints. and ‡3URPSWVFRQVXPSWLRQDQGWRSRIPLQGDZDUHQHVVEHIRUH the shopper forms a consideration list. The Coca-Cola Zero Design Principles of Bold Simplicity and the Power of Black B. bold. ‡/HYHUDJHVWKHW\SLFDOO\ORQJGLVSOD\OLIHRISHUPDQHQW signs.

The importance of creating shopper awareness from 6 PHWHUVDERXWIHHW. Standard formats for conventional signage. ‡%ODFN C. as shown in this chapter: ‡6TXDUH ‡+RUL]RQWDO ‡Vertical D.

SuperMarket SuperMarket The remaining pages in this chapter provide standards for applying the archetype to key formats and types of permanent signage. SuperMarket Coca-Cola Zero | Brand Identity and Design Standards_v1.DZDy.0 Confidential: December 2009 .

which blends WKUHHGLVWLQFWLYH&RFD&ROD=HUR&RUH%UDQG(OHPHQWV &RFD&ROD=HUR/RJRWKH'\QDPLF5LEERQDQGEODFN.04 Square Format: Arden Square The ingenious design of the Arden Square.Signage Design Standards_Square Format 6.

 is ideal for permanent signage with a square format. Always apply the Design Standards for the Arden Square as SURYLGHGLQWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU .

‡1HYHUDGGERUGHUVRURXWOLQHVDURXQGWKH$UGHQ6TXDUH ‡$SSO\WKH&RFD&ROD=HUR/RJRDQG70VFDOLQJUXOHVDV specified on WKHµ&OHDU6SDFH0LQLPXP6L]H706FDOLQJ &URSSLQJ¶SDJHLQWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV FKDSWHU. are to be used. even if they’re in the Brand color palette.QSDUWLFXODU ‡0DLQWDLQSURSHUVFDOLQJRIWKH$UGHQ6TXDUHZKHQUHVL]LQJLW ‡7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH &RFD&ROD=HUR/RJRPXVWEH&RNH5HGDQG:KLWH 7KH'\QDPLF5LEERQPXVWEHVLOYHU No other colors..

 Use only the approved versions of the Arden Square available RQWKH'HVLJQ0DFKLQHZHEVLWH Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .

05 Square Format: Contour Bottle The bold simplicity of this global icon is well suited for this format. Always apply the Design Standards for the Contour Bottle LFRQLF6\PERORU3KRWR.Signage Design Standards_Square Format 6.

DVSURYLGHGLQWKH&RUH%UDQG (OHPHQWVDQG6WDQGDUGVFKDSWHU.

‡7KH&RQWRXU%RWWOHPXVWDOZD\VEHVKRZQLQLWVHQWLUHW\DQG never be cropped.. even if they’re in the Brand color palette. [ Clear Space Use only the approved versions of the Contour Bottle Symbol and the Contour Bottle Photo available on the Design 0DFKLQHZHEVLWH Coca-Cola Zero | Brand Identity and Design Standards_v1. ‡0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHZKHQUHVL]LQJLW ‡7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH&RQWRXU %RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQGEODFN Coca-Cola Zero Logo. ‡7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH Contour Bottle Photo may be utilized when refreshment cues are necessary. are to be used.0 Confidential: December 2009 .QSDUWLFXODU ‡6XUURXQGWKH&RQWRXU%RWWOHZLWKFOHDUVSDFHWKDWLVDWD PLQLPXPWKH[KHLJKWRIWKH³D´LQ³&RFD´7KLVFOHDUVSDFH DUHDLVVKRZQWRWKHULJKWDVµ[¶ ‡1HYHUXVHD'&RFD&ROD=HUR/RJRRQWKH&RQWRXU Bottle Symbol. No other colors. ‡7KHVKDSHRIWKH&RQWRXU%RWWOHPXVWDOZD\VUHPDLQ the same.

the Coca-Cola Zero Logo is DQDWXUDOILWIRUKRUL]RQWDOIRUPDWH[HFXWLRQVWKDWGRQRW LQFOXGHFXVWRPPHVVDJLQJHJDVWRUHQDPH. elegant and dynamic.Signage Design Standards_Horizontal Format 6.06 Horizontal Format: Coca-Cola Zero Logo and Contour Bottle Distinctive.

7KHSUHIHUUHG design approach features both the Coca-Cola Zero Logo and the Contour Bottle as shown. Always apply the Design Standards for the &RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHLFRQLF 6\PERORU3KRWR.

DVSURYLGHGLQWKH&RUH%UDQG (OHPHQWVDQG6WDQGDUGVFKDSWHU.

‡7KHCoca-Cola Zero Logo and Contour Bottle should be of equal height. ‡0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH Coca-Cola Zero Logo when resizing them.QSDUWLFXODU ‡6XUURXQGWKHCoca-Cola Zero Logo with clear space that is. ‡7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH Contour Bottle Photo may be utilized when refreshment cues are necessary. at a PLQLPXP³K\SKHQKHLJKW´LHHTXDOWRWKHKHLJKWRIWKH hyphen connecting “Coca” and “Cola. even if they’re in the Brand color palette. h h h h Clear Space Use only the approved versions of the Coca-Cola Zero Logo. are to be used. ‡7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKHVWDQGDORQH Coca-Cola Zero LogoPXVWEH&RNH5HGDQGEODFNWKH &RQWRXU%RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQG black Coca-Cola Zero Logo. ‡1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle Symbol.. ‡7KH&RQWRXU%RWWOHPXVWDOZD\VEHVKRZQLQLWVHQWLUHW\DQG never be cropped. the Contour Bottle Symbol and the Contour Bottle Photo DYDLODEOHRQWKH'HVLJQ0DFKLQHZHEVLWH Coca-Cola Zero | Brand Identity and Design Standards_v1.” ‡1HYHUFURSWKHCoca-Cola Zero Logo.0 Confidential: December 2009 . No other colors.

07 Horizontal Format: Customizable Signs This format can be adapted to include simple customer PHVVDJLQJHJDVWRUHQDPH.Signage Design Standards_Horizontal Format 6.

E\ERRNHQGLQJWKHVLJQZLWK the square-format designs as shown at right and specified below. Always apply the Design Standards for the Arden Square DQG&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR.

DVSURYLGHGLQ WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU.

 ‡7KHKHLJKWRIWKHVLJQPXVWEHHTXDOWRWKHKHLJKWRI the Arden Square. ‡)RUH[HFXWLRQVPRUHWKDQPHWHUVDERXWòIHHW.

‡7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH Contour Bottle Photo may be utilized when refreshment cues are necessary. ‡0DLQWDLQWKH&RFD&ROD=HURFRORUVWDQGDUGVIRUWKH$UGHQ 6TXDUHDQG&RQWRXU%RWWOHWKHEDFNJURXQGFRORUIRUWKH customizable area must always be white. ‡7KHWH[WRIWKHFXVWRPPHVVDJHVKRXOGEHVHWLQWKH *RWKDP0HGLXPIRQW5HIHUWRWKH7\SRJUDSK\VHFWLRQLQ WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU.ZLGH utilize a square-format design on each end that features the Arden Square only or in combination with the Contour Bottle. ‡0DLQWDLQSURSHUVFDOLQJRIWKH$UGHQ6TXDUHDQG&RQWRXU Bottle when resizing them. ‡)RUH[HFXWLRQVOHVVWKDQPHWHUVZLGHXWLOL]HD square-format design on each end that features the Arden Square only.

IRU typography usage standards. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 SuperMarket SuperMarket 8VHWKLVYHUVLRQRQO\IRUH[HFXWLRQVOHVVWKDQPHWHUVDERXWòIHHW.

ZLGH SuperMarket 8VHWKLVYHUVLRQRQO\IRUH[HFXWLRQVPRUHWKDQPHWHUVZLGH Confidential: December 2009 .

with its distinctive curvilinear form.08 Vertical Format: Customizable Signs Use the Contour Bottle.Signage Design Standards_Vertical Format 6. IRUH[HFXWLRQVRIWKLVIRUPDW Always apply the Design Standards for the Contour Bottle LFRQLF6\PERORU3KRWR.

DVSURYLGHGLQWKH&RUH%UDQG (OHPHQWVDQG6WDQGDUGVFKDSWHU.

0. ‡ Always place the customizable area at the bottom of the sign. ‡ The te[t of the custom message should be set in the Gotham 0HGLXm font. 5Hfer to the Typography section in the Core Brand (lements and Standards chapter .

‡7KHVKDSHRIWKH&RQWRXU%RWWOHPXVWDOZD\VUHPDLQWKHVDPH ‡ 0DLQtain proper scaling of the Contour Bottle when resizing it for various sign dimensions. ‡ The background color must always be blackthe Contour Bottle Symbol must be white with the Coke 5Hd and black Coca-Cola Zero Logo.” This clear space area is shown to the right as ‘[’ ‡ The Contour Bottle must always be shown in its entirety and never be cropped. ‡ Never use a D Coca-Cola Zero Logo on the Contour Bottle Symbol.for typography usage standards. No other colors. are to be used. ‡ Surround the Contour Bottle with clear space that is.0 [ SuperMarket SuperMarket SuperMarket Clear Space Confidential: December 2009 . ‡ The customizable area must e[Wend the full width of the sign while not e[Feeding one quarter of the total sign height. at a minimum. the [-height of the “a” in “Coca. but the Contour Bottle Photo may be utilized when refreshment cues are necessary. ‡ The Contour Bottle Symbol is the preferred artwork. Coca-Cola Zero | Brand Identity and Design Standards_v1. even if they’re in the Brand color palette.

as all boards need to: ‡ Create on-site awareness from 30-40 meters DERXt 0 feet. repeat-impression touchpoint for the Brand in sports venues and stadiums.09 Pitch Boards Pitch boards offer a high-visibility. Applying the Design Principle of Bold Simplicity is key for signage in these environments.Signage Design Standards_Pitch Boards 6.

Use the precisely optimized compositions of the Coca-Cola Zero Logo and Contour Bottle LFRQLc Symbol or PhotR. whether live or on television. ‡ 0D[LPL]e impact when viewed at a distance. regardless of size variations across venues.away. ‡ Be consistent in appearance.

. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 . for Pitch Board designs. provided on the QH[t page.

10 Horizontal Format: Pitch Boards Always apply the Design Standards for the Coca-Cola Zero Logo DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR.Signage Design Standards_Pitch Boards 6.

DVSURYLGHGLQ WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU.

a white background with the &RNH5HGDQGEODFNCoca-Cola Zero Logo and a white Contour Bottle Symbol may be used.” ‡1HYHUFURSWKHCoca-Cola Zero Logo. Coca-Cola Zero | Brand Identity and Design Standards_v1. do not include any Brand messaging on Pitch Boards. ‡ To ensure a quick and easy read from a distance. ‡0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWR¿WXPEUHOODV ‡ The preferred background color is black. ‡1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle Symbol. but in venues where black is not allowed. at a PLQLPXP³K\SKHQKHLJKW´LHHTXDOWRWKHKHLJKWRIWKH hyphen connecting “Coca” and “Cola. ‡ The Contour Bottle Symbol is the preferred artwork. ‡ The Contour Bottle must always be shown in its entirety and never be cropped. but the Contour Bottle Photo may be utilized when refreshment cues are necessary.0 5:1 5DWLR 10:1 5DWLR Confidential: December 2009 . ‡6XUURXQGWKHCoca-Cola Zero Logo with clear space that is.

11 Umbrellas Always apply the Design Standards for the Coca-Cola Zero Logo DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR.Signage Design Standards 6.

DVSURYLGHGLQWKH &RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU.

‡1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle Symbol. Coca-Cola Zero | Brand Identity and Design Standards_v1. ‡ The Contour Bottle Symbol is the preferred artwork. but the Contour Bottle Photo may be utilized when refreshment cues are necessary. but in venues where black is not allowed. ‡ To ensure a quick and easy read from a distance.0 Confidential: December 2009 .” ‡1HYHUFURSWKH&RFD&ROD=HUR/RJR ‡ The Contour Bottle must always be shown in its entirety and never be cropped. at a PLQLPXP³K\SKHQKHLJKW´LHHTXDOWRWKHKHLJKWRIWKH hyphen connecting “Coca” and “Cola. ‡6XUURXQGWKHCoca-Cola Zero Logo with clear space that is. ‡0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWR¿WXPEUHOODV ‡ The preferred background color is black. do not include any Brand messaging on umbrellas. a white background with the &RNH5HGDQGEODFNCoca-Cola Zero Logo and a white Contour Bottle Symbol may be used.

Fleet Design Standards Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .0 7.

..................07 Delivery Truck Front ....06 Delivery Truck Sides ..............................................7.......... 7..7.....................11 Automobiles ............................................................7..................................................................................................7......09 Route Trucks ..........7...................Fleet Design Standards 7...7.......................................... 7..................12 Pickup Trucks .......................................... 7.... 7............01 Contents Overview ...................................02 Fleet: Graphic Archetype ...................................14 Coca-Cola Zero | Brand Identity and Design Standards_v1.........................7.............0 Confidential: December 2009 .....................04 Fleet: Paint Color Standards ....................05 Fleet: Application Standards for Graphics and Decals ........................08 Delivery Truck Rear .........................03 Fleet: Graphic Standards .....10 Event Trailers ......................................7............................................................................. 7........................................................................................13 Vans .......

Fleet Design Standards 7. Coca-Cola Zero | Brand Identity and Design Standards_v1. This chapter provides the standards for doing so.com. Please use only the approved versions supplied there.02 Overview By virtue of their size. fleet graphics are some of the Brand’s most visible expressions of identity. Approved digital files of the Core Brand Elements and customizable graphics for Fleet are available on the Design Machine website at www. whatever the environment and circumstance. Since our System both owns and controls this potent medium. vans and automobiles).0 Confidential: December 2009 . and ‡(QVXULQJWKDWIOHHWJUDSKLFVFRQWLQXRXVO\DQGFRQVLVWHQWO\ connect with consumers.coca-coladesignmachine. in particular: ‡$SSO\LQJJUDSKLFVLQDSURSHUFRQVLVWHQWPDQQHUWRDOOIOHHW vehicles (trucks. fleet graphics bring ample opportunity – and responsibility – to maximize their impact.

GHQWLW\LVH[SHULHQFHGFRQVLVWHQWO\ within the totality of touchpoints. bold. B. ‡0D[LPL]HVLPSDFWDWDOOWLPHVHYHQZKHQERWKRXUYHKLFOHV and consumers are in motion relative to each other. ‡3URYLGHVDVLPSOHXQLIRUPDSSURDFKIRULPSOHPHQWDWLRQ The archetype for fleet graphics is based upon the following: A.Fleet Design Standards 7. ‡(QVXUHVWKDWWKH%UDQG. simple and without Brand messaging.03 Fleet: Graphic Archetype The design of fleet graphics must always follow an established archetype that is iconic. as shown in this chapter: ‡&RFD&ROD=HUR/RJR ‡&RQWRXU%RWWOHLFRQLF6\PERORU3KRWR. The Coca-Cola Zero Design Principles of Bold Simplicity and the Power of Black. Discerning use of these Core Brand Elements. This approach: ‡(QVXUHVWKDWDOOYHKLFOHVXVHGE\%RWWOHUVRI The Coca-Cola Company make a unified visual impression.

0 Confidential: December 2009 . ‡%ODFNDQG&RNH5HG The following pages in this chapter provide standards for applying the archetype to key types and sizes of fleet vehicles. Coca-Cola Zero | Brand Identity and Design Standards_v1.

” i. ‡7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNDQGWKHFRORU standards for the &RFD&ROD=HUR/RJR and Contour Bottle always apply.0 h h x h h h Clear Space Confidential: December 2009 . at a minimum. ‡7KH&RQWRXU%RWWOHPXVWDOZD\VEHVKRZQLQLWVHQWLUHW\DQG never be cropped. ‡0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RFD&ROD=HUR/RJR by following the graphic references included in this section and scaling rules specified on the ‘Clear Space.0).0).e.” ‡1HYHUFURSWKH&RFD&ROD=HUR/RJR. even if they’re in the Brand color palette. equal to the height of the hyphen connecting “Coca” and “Cola. Cropping’ page in the Core Brand Elements and Standards chapter (2.0). TM Scaling. ‡1HYHUXVHD'&RFD&ROD=HUR/RJR on the Contour Bottle Symbol. ‡0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RQWRXU%RWWOHE\ following the graphic references included in this section and scaling rules specified on the ‘Clear Space. Cropping’ page in the Core Brand Elements and Standards chapter (2. No other colors. Coca-Cola Zero | Brand Identity and Design Standards_v1. ‡$SSO\WKHVWDQGDUGVVSHFLILFWRHDFKW\SHRIYHKLFOHSHUWKH following pages..04 Fleet: Graphic Standards These graphic standards apply to all trucks and vehicles used by Bottlers of The Coca-Cola Company. 2h 2h h 2h 2h Coca-Cola Zero Logo ‡6XUURXQGWKH&RFD&ROD=HUR/RJR with clear space that is. Contour Bottle ‡8VHWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWRRQO\ as specified on the following pages. TM Scaling.Fleet Design Standards 7. Minimum Size. Minimum Size. are to be used. “hyphen height. In General ‡'RQRWLQFOXGHDQ\%UDQGPHVVDJLQJRQIOHHWJUDSKLFV ‡$OZD\VDSSO\WKH'HVLJQ6WDQGDUGVIRUWKH&RFD&ROD=HUR/RJR and Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.

Calculate the size of the decal so that its height is approximately 50. 3.8 . using heavy gauge.2 mm (2 . To determine the appropriate decal size for the Coca-Cola =HUR/RJRDQG&RQWRXU%RWWOH 1.2 mm (2 . ‡6SHFLILFVWDQGDUGVIRUGHOLYHU\WUXFNVURXWHWUXFNVHYHQW trailers. make sure the minimum clear space is in any case at least equal to the height of the K\SKHQLQWKH&RFD&ROD=HUR/RJR Coca-Cola Zero | Brand Identity and Design Standards_v1. – Follow the size and clearspace guidelines for vinyl decals.. from top to bottom.Fleet Design Standards 7. In General ‡)ROORZWKHFDUHIXOO\GHYHORSHGVWDQGDUGVSURYLGHGKHUHWR ensure a uniform visual impression.8 .76.76. Vinyl Decals Vinyl decals are the preferred means by which to render the &RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHLFRQLF6\PERORU Photo) onto fleet vehicles. Painted Graphics ‡2QO\WKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH6\PERO may be painted. While the ideal clear space around decals is approximately 50. automobiles. ‡Maintain proper scale of the provided graphics when resizing them for various vehicle sizes. í1HYHUSDLQWWKH&RQWRXU%RWWOH3KRWR ‡2QO\RQHVWHQFLOVL]HRIWKH&RFD&ROD=HUR/RJRDQG Contour Bottle Symbol is required for each vehicle size in the fleet.0 Confidential: December 2009 . the black space onto which the decal will be applied (i. the door panel of a pickup truck). Affix the decals according to their application instructions. 2. – Create a custom stencil for each graphic.05 Fleet: Application Standards for Graphics and Decals Graphics forÀeet application support the overall Brand Identity through visual consistency across the globe while accommodating variations in vehicle types and styling. Measure. the side body panel of a trailer. transparent Mylar plastic.3 inches) less than the total height of the black space.3 inches). pickup trucks and utility vans are provided on the following pages.e.

06 Delivery Truck Sides Fleet graphics on large delivery trucks serve as mobile billboards. ‘Application Standards for Graphics and Decals. Trailer Side Graphics ‡6KRZWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHRQERWKVLGHV of the trailer. ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Side Cab Graphics ‡6KRZWKH&RFD&ROD=HUR/RJRRQERWKVLGHVRIGRRUSDQHOVRIWKH cab portion of the truck. ‡&HQWUDOO\SRVLWLRQWKH%RWWOHU¶VQDPHDGGUHVVDQGDQ\LGHQWLILHUV UHTXLUHGE\ODZEHQHDWKWKH&RFD&ROD=HUR/RJR Refer to the prior page. B o ttle r N a m e A d d re ss C ity. ‡3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHIDUOHIWVLGHRIWKHWUDLOHU position the Contour Bottle upright on the far right side of the trailer. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWR on delivery trucks.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.’ as needed. S tate Z ip Coca-Cola Zero | Brand Identity and Design Standards_v1. ±7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH will vary with the trailer length. but never both on the same panel.0 Confidential: December 2009 .

‡6LQFHWKH&RFD&ROD=HUR/RJRLVWKHRQO\JUDSKLF identification when the truck is viewed directly from the front.’ as needed.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.07 Delivery Truck Front Front Graphic ‡&HQWHUWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRQWKH “cab over” portion above the windshield.0 Confidential: December 2009 . be sure to maximize its visibility above the cab. Refer to the prior page. ‘Application Standards for Graphics and Decals. Coca-Cola Zero | Brand Identity and Design Standards_v1.

‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN space. but never both on the same panel. ‡.IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHV.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.08 Delivery Truck Rear Rear Graphic ‡7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO of the truck. ensuring equal space on each side of the decal. í 8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on delivery trucks.

WKH &RFD&ROD=HUR/RJRPD\EHXVHGLQVWHDGFHQWHUHGLQWKH black space with equal space on each side of the decal. Coca-Cola Zero | Brand Identity and Design Standards_v1.’ as needed. ‘Application Standards for Graphics and Decals. Refer to the prior page.0 Confidential: December 2009 .

– The space between the &RFD&ROD=HUR/RJR and Contour Bottle will vary with the trailer length. í8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on route trucks. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on route trucks. ‡. ‡$VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the truck is viewed directly from the front. position the Contour Bottle upright on the far right side of the trailer. ‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN space. be sure to maximize its visibility above the cab. but never both on the same panel. ensuring equal space on each side of the decal. ‡3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the trailer.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7. but never both on the same panel.IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHV. ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Front Graphic ‡&HQWHUWKH&RFD&ROD=HUR/RJR in the black space on the “cab over” portion above the windshield. B o ttle r N a m e A d d re ss C ity. S tate Z ip Rear Graphic ‡7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO of the trailer.09 Route Trucks Side Graphics ‡6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both sides of the trailer.

0 Confidential: December 2009 . Refer to the prior page. centered in the black space with equal space on each side of the decal.WKH &RFD&ROD=HUR/RJR may be used instead. ‘Application Standards for Graphics and Decals. Coca-Cola Zero | Brand Identity and Design Standards_v1.’ as needed.

but never both on the same panel. ensuring equal space on each side of the decal.’ as needed.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7. Center it in the black space. be sure to maximize its visibility above the vehicle pulling it. ‡$VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the truck is viewed directly from the front. Front Graphic ‡&HQWHUWKH&RFD&ROD=HUR/RJR in the black space above the hitch portion of the trailer. ‡7RHQVXUHWKDWWKH&RFD&ROD=HUR/RJR is always visible.10 Event Trailers Side Graphics ‡6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both sides of the trailer. Refer to the prior page. ‘Application Standards for Graphics and Decals. position it on the panel below the window panel that lifts up.0 Confidential: December 2009 . Coca-Cola Zero | Brand Identity and Design Standards_v1. but never both on the same panel. í 8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on event trailers. Rear Graphic ‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHUHDUGRRURIWKH trailer. Position it upright and centered in the Coke Red space of this panel. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on event trailers. ‡6KRZWKH&RQWRXU%RWWOHRQWKHYHUWLFDOSDQHOWKDWLVDORQJVLGH the window panel.

‘Application Standards for Graphics and Decals. ‡3RVLWLRQWKH&RQWRXU%RWWOHRQWKHULJKWVLGHRIWKHEXPSHU ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Refer to the prior page. and í7KH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH ‡7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJR and Contour Bottle will vary with the automobile length. Front Graphic ‡&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRI the hood.11 Automobiles Side Graphics ‡6KRZWKH&RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHRQERWK sides of the automobile. ‡$VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the automobile is viewed directly from the front.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH Photo on automobiles. Coca-Cola Zero | Brand Identity and Design Standards_v1. be sure to maximize its visibility on the hood. ensuring equal space on each side of the decal.’ as needed.0 Confidential: December 2009 . ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW ‡3RVLWLRQERWKJUDSKLFVLQWKHDUHDEHWZHHQWKHIURQWDQGEDFN wheels and below the side windows. with: í&RFD&ROD=HUR/RJR on the far left side. Rear Graphics ‡3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHOHIWVLGHRI the bumper. but never both on the same panel.

‘Application Standards for Graphics and Decals. ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW ‡&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between the front and back wheels and below the side window. ensuring equal space on each side of the decal. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH Photo on pickup trucks. ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Refer to the prior page. ‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH of the gate.’ as needed. Rear Graphics ‡3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the truck gate. Coca-Cola Zero | Brand Identity and Design Standards_v1.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7. Front Graphic ‡&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black space of the hood. but never both on the same panel.12 Pickup Trucks Side Graphics ‡6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both sides of the truck. ‡$VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the truck is viewed directly from the front. be sure to maximize its visibility on the hood. ‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO and bumper.0 Confidential: December 2009 .

– That the bottom edge of the decal is approximately 38.Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7. Rear Graphic ‡3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the left rear door. ‡&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between the front and back wheels and below the side window (driver/front passenger). ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Refer to the prior page.0 Confidential: December 2009 . ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Side Graphic with No or Painted Cargo Windows ‡&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between the side window (driver/front passenger) and the back edge of the van.13 Vans Side Graphic with Visible Cargo Windows ‡6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both sides of the van. ‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO and bumper. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on vans.5 inches) above the seam where the hood meets the grill. ‡%RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Front Graphic ‡&HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black space of the hood.10 mm (1. but never both on the same panel. ‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGHRIWKH right rear door. Ensure: – Equal space on each side of the decal. Coca-Cola Zero | Brand Identity and Design Standards_v1. ‡3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHVLGHGRRU (driver/front passenger).’ as needed. ‘Application Standards for Graphics and Decals.

0 8.Trademark Usage Requirements Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .

0 well known and famous trademarks (such as COCA-COLA and COKE) can also be used as proper nouns. whenever possible. Consistent use of TCCC’s marks in accordance with these rules strengthens the rights in TCCC’s marks and enhances their value. font. As a result. whenever possible. rarely.Trademark Usage Requirements 8. Those principles generally relate to making consistent use of trademarks in a particular way and avoiding “combining” the elements or identities of different brands. italics. and indicates that it is a trademark. use of a trademark as a proper noun should be evaluated on a case-by-case basis by appropriate TCCC Trademark Counsel. Use of our trademarks in the possessive or plural forms is discouraged. our trademarks are among the most valuable assets of TCCC. a trademark can also be used as a proper noun. Trademarks of TCCC. or as a verb. Because of the importance of TCCC’s trademarks. or bold print. be displayed in a format that sets it apart from other text. be used as an adjective and followed by a generic term. However. we run the risk of losing one or more of our trademarks altogether. and all such uses must be approved by the appropriate TCCC Trademark Counsel. There are a number of trademark use rules that apply to all of TCCC’s trademarks. For this reason. use only graphic presentations that are approved. should be made. These rules include the following: A trademark should. Confidential: December 2009 . care must be taken that the trademark is not used in a way that suggests that it is an everyday. with improper use. Example: Drink COCA-COLA ZERO soft-drinks. Exceptions. it is the policy of TCCC that all employees of TCCC must help safeguard its trademarks and be aware of the rules and guidelines for proper use of TCCC’s trademarks. advance approval must be obtained. everyday terms that can be used to refer to products of many companies. For trademarks that have a particular typeface. so that it is clear that the trademark refers to a specific product that is of a particular type. such as in all CAPITAL LETTERS. Example: Correct: 2 Coca-Cola Zero products for $4 Incorrect : 2 Coke Zeros for $4 A trademark should never be used as a generic name for a category of products. If you believe that an exception to any of these rules is appropriate. Do not change in any way the spelling of a word mark.01 Trademark Policies of The Coca-Cola Company Our trademarks include some of the best-known and most well-recognized trademarks in the world. a common noun. if ever. DIET COKE and COCA-COLA ZERO. In materials distributed outside TCCC. Presenting the trademark COCA-COLA in Spencerian script. do not use hyphens to link the trademarks to other words in the slogan. Coca-Cola Zero | Brand Identity and Design Standards_v1. If the context is clear that the reference is to a specific product of TCCC identified by the trademark. a trademark should.” or in a special script. or any part of speech other than an adjective or a proper noun.” Beverage products should not be described as “original” or “genuine” or otherwise identified in a way that could suggest that others have similar products. do not change the spelling of “COCA-COLA ZERO” so that it reads “COKA-KOLA ZERO. For example. Incorrect: I bought a ZERO yesterday. The policies apply regardless of whether a proposed use of TCCC’s trademarks is internal or external. Example: Correct : Enjoy a COKE ZERO. generic term for a type of product. In creating slogans that include trademarks. TCCC’s valuable and distinctive trademarks can be kept forever. These policies and procedures for trademark protection and use should be followed to ensure consistent use and continued protection of our trademarks. presentation or design element associated with them. If a trademark is used as a proper noun. in “quotation marks. Incorrect Example: Hoorah-Coca-Cola Zero. If they are used properly. Examples of such exceptions are: the phrase “Original Formula” used for COCA-COLA ZERO. makes it stand out. Our rights to our trademarks are strengthened and maintained when we use them properly and do not suggest that they are common. They are designed to ensure that TCCC’s trademarks are used in ways that strengthen TCCC’s rights in each of its trademarks. Brand Integrity Principles There are certain trademark use principles that relate to the integrity of the brands in connection with which TCCC’s trademarks are used. Example: This store sells COKE.

Incorrect: Using the Dynamic Ribbon Device with brand FANTA. we still need to insert the appropriate TCCC legal line. Incorrect: Coke Zero. so that clarifying language can be added if necessary. Always include the hyphen whenever the trademark is displayed. All such variations could result in the creation of a new trademark that could infringe the rights of other parties and therefore would need to be searched and cleared prior to use. Do not add any graphic or other design elements to an existing trademark of TCCC without approval for the use of those additional elements.” “DIET COKE. Coca-Cola Zero | Brand Identity and Design Standards_v1. the Internet or otherwise. Such situations can arise in conjunction with sponsorship by TCCC of events or organizations (such as the Olympics or the FIFA World Cup). Confidential: December 2009 . Example: Incorrect: Using slogans such as “That is Possible” instead of “It’s Possible.” Alteration of any of the words of a slogan trademark is an improper variation of the trademark. including the letter “T” in the word “The. There are many ways in which TCCC’s trademarks can be adapted. Do not use elements that have been approved for one brand with a different brand. Such variations can sometimes strengthen the original trademark. Such legal lines must identify the trademarks owned by TCCC and assert TCCC’s ownership of them. For these reasons. use a “non-breaking hyphen” for the hyphen in “COCA-COLA ZERO.” The trademark “COCA-COLA ZERO” should always be presented as a unitary phrase. You must never use the Contour Bottle on FANTA. The hyphen in “COCA-COLA ZERO” is an integral part of the trademark.0 The addition of a prefix or suffix to a trademark. It’s Possible. vending machines. Do not suggest that the shape of the COCA-COLA Contour Bottle (or any other proprietary bottle) has a functional benefit. Example: Correct: Using the Dynamic Ribbon Device with brand COCA-COLA ZERO. it is important that all such proposed variations be submitted for approval to the appropriate TCCC Trademark Counsel prior to use. Refer to such bottles as containers or packaging that are distinctive and identify TCCC’s products. When using word processing programs. legal lines must accompany our trademarks whenever a trademark of another party appears with one of our trademarks. Example: XYZ is a registered trademark of XYZ Associates. its subsidiaries and its bottlers. or otherwise using an existing trademark as a “stem” for a new word or trademark is an improper variation. as part of joint promotional activities. the relationship between the other party and TCCC must be clear from the context. For example. All uses of trademarks of TCCC together with trademarks owned by other companies should be reviewed and approved by the appropriate TCCC Trademark Counsel. ODWALLA. Example: WRONG: “The shape of the Contour Bottle makes it easier to get a firm grip on the bottle. adding additional flourishes to the letters of COCA-COLA when it is presented in Spencerian script. whether on packaging. SPRITE or other products other than COCA-COLA brand beverages. presentations and design elements are generally associated with only one brand. Example: Incorrect: Using words or phrases such as “COKEVILLE” or “ZEROtastic.” There are many occasions when one or more of TCCC’s trademarks is used together with trademarks owned by others. COCA-COLA ZERO and the Dynamic Ribbon Device are trademarks of The Coca-Cola Company.” Spencerian script that is used for the “COCA-COLA” trademark should not be used for anything other than trademarks incorporating “COCA-COLA. All such uses must be reviewed by the appropriate TCCC Trademark Counsel or Operations Counsel.02 Trademark Policies of The Coca-Cola Company Particular typefaces.” “COKE. modified and/or combined with other materials. and/or in advertising or other uses by parties that have a right to use our trademarks. When a trademark of another party appears on packaging or in advertising for one of TCCC’s beverage products. fonts.” “COCA-COLA LIGHT” and “COCA-COLA ZERO” and the trade names of The Coca-Cola Company. but could sometimes be potentially damaging for legal or other reasons. Every term in the corporate name “The Coca-Cola Company” should have the initial letter capitalized.Trademark Usage Requirements 8. With limited exceptions. Do not combine the Dynamic Ribbon Device with third-party trademarks to create a new design or trademark. Certain of the containers and packaging used by TCCC are proprietary to TCCC and can serve as trademarks. even if the materials on which the graphics are based are archival pieces that do not include the hyphen. in accordance with the standard practice of your Group. Even in cases where the third party does not require a legal line. Obey Your Thirst. and the materials must reflect that only TCCC’s trademark is the trademark for the beverage product. and the words “Coca” and “Cola” and “Zero” should not be split on different lines or separated.” Use the Dynamic Ribbon Device only in relation to the “COCA-COLA” family of beverages or as a reference to TCCC. Example: Correct: Coca-Cola Zero. Slogans should be used only in connection with the product for which they are intended. Inc.

0 9.Identity Standards Management Team and Process Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 .

..........9........0 Confidential: December 2009 ....Identity Standards Management Team and Process 9.......9.01 Contents Standards Management Principles ...04 Coca-Cola Zero | Brand Identity and Design Standards_v1................9............03 Brand Standards Council........................................02 Standards Management Process and Accountability .............

‡An exception may have a maximum presence in market of 3 months and may only be leveraged once per year. Therefore. Design and Legal) Amplification (Brand. consistency and productivity across the System worldwide. Principles for Exceptions ‡The Standards.Identity Standards Management Team and Process 9.0 Report plans and exception requests Report plans and exception requests Confidential: December 2009 . the Company can understand our progress. No work outside of the Standards should be started until an approval has been granted. ‡A request for an exception must have a valid Business Case and be planned in advance. exceptions should be very limited. should be the overwhelming norm. Design and Legal) Localization (Brand) Execution (Commercialization) Report plans and exception requests Coca-Cola Zero | Brand Identity and Design Standards_v1. ‡An assessment process will be put in place so that. as written. ‡It is the responsibility of each entity described herein to work towards and have a plan for aligning to the Identity and Design Standards.02 Standards Management Principles Principles for Alignment to Standards ‡The Identity and Design Standards are meant to drive quality. Roll-out standards Roll-out standards Roll-out standards High Level Process Global Group Business Unit Bottler/Local Standard (Brand. periodically.

Identity Standards Management Team and Process 9.03 Standards Management Process and Accountability Global Group Business Unit Bottler/Local Standard (Brand.0 Confidential: December 2009 . Design and Legal) Amplification (Brand. Design and Legal) Localization (Brand) Execution (Commercialization) ‡Uphold and train Groups on Identity and Design Standards ‡Uphold and train Business Units on Identity and Design Standards ‡Uphold and train Bottlers on Identity and Design Standards ‡Responsible for implementing Standards in Bottler/Local Projects ‡Responsible for implementing Standards in Global Projects ‡Responsible for implementing Standards in Group Projects ‡Responsible for implementing Standards in Business Unit Projects ‡Responsible for implementing and renewing Identity and Design Standards ‡Review and record exception requests from Business Units ‡Review and record exception requests from Bottlers or other local entities ‡Deny exception requests or approve for escalation to Global ‡Deny exception requests or approve for escalation to Group ‡Review and record exception requests from Groups ‡All Exception Rights are approved at Global Coca-Cola Zero | Brand Identity and Design Standards_v1.

Derk Hendriksen EUG Brand: Regina Wurz-Janssens EUG Design: Karen Fream EUG Legal: Barry Gerber Email: brandstandards@eur.ko. Bernadette Drankoski EAG Brand: Sedef Salingan Sahin EAG Design: Elif Tokat EAG Legal: Linda Spencer Email: brandstandards@afr.com NA Brand: Caren Pasquale Seckler NA Design: Frederic Kahn NA Legal: Jim Dudukovich/Pamela Mallari Email: brandstandards@na.com LatAm Brand: Cynthia Gonzalez LatAm Design: Guido Rosales LatAm Legal: Roxana Penagos Email: brandstandards@la. Where exception requests have a valid business case attached and will not live in market for more than 3 months.com Japan Brand: Santiago Bargagna Japan Design: Hide Matsunaga Japan Legal: Hirotoshi Adachi Email: brandstandards@apac.Identity Standards Management Team and Process 9. Design and Legal) Localization (Brand) escalation to Group Execution (Commercialization) Brand: Cristina Bondolowski. Lisa Motto.com Coca-Cola Zero | Brand Identity and Design Standards_v1.ko.ko. Global Group Business Unit Bottler/Local Standard (Brand.com Design: Todd Brooks.ko. Design and Legal) Amplification (Brand.ko. these contacts will also review exception requests as per their UROHVGH¿QHGRQWKHSUHYLRXVSDJHV(PDLOVWRWKH*URXSVKRXOGRQO\FRPHIURPWKDW*URXSRU Business Units within that Group.ko.04 Brand Standards Council The following are the primary contacts for reporting roll-out and adoption plans for the Brand Standards.com Pacific Brand: Shakir Moin Pacific Design: Shakir Moin Pacific Legal: Rachel Peterson Email: brandstandards@apac.0 Confidential: December 2009 . Vince Voron Legal: Danise van Vuuren-Nield.

0 Confidential: December 2009 .Coca-Cola Zero | Brand Identity and Design Standards_v1.