1. The meaning of the Coca-Cola logo design

The meaning of the Coca-Cola logo depends on the two ingredients of the syrup: the leaves of coca (Coca) and the fruit of kola (Kola).

In order to be consistent, Frank Robinson, the accountant of Coca-Cola Company, changed the K of Kola to C, and then added a horizontal line between the two words, and the famous brand Coca-Cola logo was born.

The Coca-Cola logo uses red letters on a white background, which is very eye-catching. The smooth red letters, against the white background, have a leisurely beating state. The long red ripples formed by the continuity of the letters give people a sense of flow and fully reflect the characteristics of liquid. The entire design is full of attractive vitality.

How the loud and homophonic "Coca-Cola" was born

Coca-Cola is a famous beverage brand known to all ages in the world. There is an interesting story about the naming of this brand.

In 1886, in Atlanta, Georgia, USA, John Pemberton accidentally invented a popular colored drink. He wanted to develop this drink, but he had no funds, so he approached Robinson, a local rich man who was illiterate, and proposed the idea of ????developing this drink together. After negotiating the terms of cooperation, in order to use Robinson's financial resources, Pemberson gave up the right to name the new drink to Robinson. Robinson agreed, but after thinking for a while, he felt uncomfortable naming the drink. Not that easy.

He looked through the dictionary but could not find a satisfactory name. At the end of the day, due to my dizziness, I fell asleep sitting on the chair in the study after dinner. When he woke up, it was already 1 o'clock in the night. At this time, he had no intention to use his brain and just wanted to name the drink according to its nature.

He thought that the drink must be served cold, which is represented by the word "COID", but the word "COID" cannot be used as a name, and must be added

with another word. He started looking through the dictionary again, but still found nothing. He threw the dictionary aside angrily.

Coincidentally, the rooster crows at this time. He suddenly jumped up and said, "By the way, let's use the name rooster!" But "rooster", "cold rooster", "or cold rooster" are not the names of the drinks.

Thinking about it, he walked to the yard and saw a meteor flashing across the sky. This inspired him to change the letters of "cock" and "cold". So he changed the K and D in COCKCOID to A, and it became COCACOIA.

Pemberton asked Robinson what the name meant. "They have no meaning in themselves, but isn't it interesting to look at the structure of their letters? "

Pemberton read it several times and suddenly shouted happily, "It's wonderful. No one can think of such a good name except you.

Since It's easy to spell, easy to pronounce, and easier to remember. No matter who reads it once, they will remember it. As a product name, it couldn't be better.

Actually, these two words are meaningful. One represents a medicinal herb in South America, and the other represents a fruit produced in Africa. COCACOIA is a combination of medicinal herb and fruit.

One of the basic functions of a trademark is to enable consumers to distinguish one company's products from another company's products of the same type.

The stronger the ability of a trademark, the stronger the distinctiveness of the trademark, which means that the trademark has unique originality and recognizability.

The Coca-Cola trademark is exactly such a trademark.

Trademarks should not only allow people to distinguish products from different manufacturers of similar goods, but also allow people to leave impressions and memories on the products they identify.

Concise and clear logos are in line with people’s memory rules and characteristics, and concise logos can also transcend restrictions such as country, ethnicity, language, and cultural level, making it easier for a wider public to understand and remember.

On the one hand, the name COCACOID is concise and clear, which conforms to people's memory rules and characteristics. On the other hand, COCA

COIA is related to COCK (rooster), and COIA is related to COID ( Cold) are associated with each other and are familiar to people with average education levels.

This can strengthen recognition and deepen people's impressions and memories.

The biggest feature of the COCACOIA brand name is that it does not pay attention to the meaning of the words but pays attention to the loud pronunciation. COCA

COIA is a short and concise phrase with originality and unique personality. It is a unique and unprecedented trademark, which can lead the world.

It is worth noting that contemporary trademark positioning has formed an international development trend. In addition to the general characteristics of trademarks - easy to read, remember and recognize, the internationalization of trademarks must also pay attention to the trademark positioning of countries around the world, especially those Western developed countries that have many world-famous trademarks. *Follow popular trends.

One of the trends in contemporary Western trademark positioning is that, led by "Coca-Cola", a large number of word trademarks that are easy to read are used. The trademark of group words focuses on the pronunciation rather than the meaning of the sentence. Even some Western famous brand trademarks boldly use a number of Western letters to form meaningless words. As long as the word has a loud pronunciation and is easy for consumers to remember, it is a good name.