“The more I thought about how I felt about the new identity, the more ridiculous I felt about having any regard or feelings at all.
“It’s soda. Headlines declare a financial meltdown threatens the entire planet and here I am considering the choice of thin san-serif.”
— Chris Glass
I can empathise, but as Chris goes on to say, the feelings are still there, regardless of value within the grander scheme.
Image via FormFiftyFive
Image from Greg Verdino on Flickr
What strikes me most isn’t the typeface, nor the cheesy grin, but just how often the directors choose to refresh the design.
Image via Chris Glass
Look at these classic cans.
Familiar, distinctive, iconic. I wonder how many billions have been spent on branding between then and now.