Word: logo
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Dates: during 1960-1969
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What has actually changed? There will be a new logotype on Coke cans, boxes, signs, trucks, cups, glasses and uniforms-everything but the bottles. But the logo will still spell Coca-Cola in the familiar flowing, baroque script. The new twisting white ribbon under the words is supposed to "echo" the wasp-waisted shape of the bottle. Coke signs and emblems, however, will now be square or at least rectangular; the old circles, diamonds and fish shapes will be banished from the company's advertising. Drivers of the 25,000 Coca-Cola trucks, a fleet that Coke officials claim...
...market, but the company's Tab ranks only third in the market for diet colas. On the other hand, Coke has diversified quite successfully in recent years, notably with its big-selling Fresca. Now the company hopes to put still more life into sales through the image and logo changeover, which is expected to be well on its way by the peak of next summer's soft-drinking season...
...keyed Sarnoff is a curious mixture of the modern and the conservative. The president's office in Manhattan's RCA building is adorned with abstract sculptures by Giacometti and De Rivera, and its occupant takes particular pride in the company's futuristic new logo, which is emblazoned in 24-ft.-high letters near the top of the 70-floor building. Yet Sarnoff seems to be playing the merger game, a favorite pastime of new-breed executives, with an eye more for posterity than for the present. He dismisses St. Regis' problems as the result...
...only page of this parody which elicited a sustained laugh from me wasn't supposed to: it was Life's first full-page ad, boasting a two-inch deep, white-on-red Life logo, topped by the words, "A good ribbing?" Down at the bottom, it says, "Let it never be said that Life couldn't appreciate a good ribbing. If that were true, we would never have taken this ad. But now that you've had a few laughs, it's only fair that you also have the opportunity to enjoy the real McCoy...
...named Roger. Peter and Jimmy; they dislike apportioning credit or using their family names. "We are waiting for another name," they explain. In the photo above, some group members (including Roger and Peter) display a picture of an old Indian called Gordon Whitefoot that they have adopted as their logo, a collective symbol to substitute for their individual identities...