Coca-Cola Music is a teen-focused platform that provides a foundation and consistent voice for the brand’s global music programs. To ensure a consistent look and feel for Coca-Cola Music, Coca-Cola partnered with the Wieden+Kennedy Amsterdam design studio to create a new visual identity that is dynamic and brings to life the visual expression of the brand's music identity.
The result is an identity that can reinvent itself time and time again and serve a multitude of Coca-Cola Music events and programs across different markets. This is the first Coca-Cola VIS to embrace digital technology and motion. At the core of the system is the Dynamic Logo Creator, a reactive application developed to create dynamic sound signatures. The app is built around the iconic contour bottle and generates bubbles that emanate from the bottle as if they were sound waves.
The unique sound signatures can be generated from any music track to create limitless versions of the Music logo, each with its own distinct energy. The Dynamic Music Logo is so striking that it can convey instant energy even to static elements such as print, OOH and packaging.
THE COCA-COLA COMPANY
Global Design Director Lisa Motto
Agency: WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director Mark Bernath & Eric Quennoy
Creative Director: Edu Pou
Creative / Design Director Joseph Burrin
Designer Philip Cronerud
Planner Amanda Feve
Group Account Director Andrew Kay, Kirk Johnsen
Account Manager Alex Alcott
Art Buyer Kristina Wilmar
Application Programmer Jesus Gollonet
Photographer Chad Moore
Retoucher Loupe Imaging