There are many artistic marketing logos that no doubt spring to mind as the most iconic in the world from McDonalds to Shell. Most people don’t realise the actual psychology that goes into these logos, their size, shape, colours and how this can have an effect on the consumer, look how McDonalds turning the colour green encouraged people to believe their food was healthy !
The classic logo of all time though must be Coca-cola, a fun holiday drink, or for some more often than that and indeed the health aspects of this one particular drink is something that has often caused concern, and of course now there is a huge industry for the reduced calorie versions. Some artists, like photographer David Hicks, have even based photographic collections around this one brand with his ‘Coca Cola, the rulers of the world’ collection . It really doesn’t matter where you are in the world you will see the Coca-Cola sign and everyone knows what it is and what they connect with it, personally the original coco- cola bottles, ice cold with a straw remind me of holidays in Spain!
These photographs from Hicks’s collection, have been taken from around the world over a period of a few years and show the real influence of America’s favourite drink. With over 200 countries selling coke and 1.7 billion units a day being consumed, too many humans around the world think that’s it’s a symbol of good living, success and freedom. The health threats from all the sugar go unnoticed. The brand is now estimated to be worth $243 billion ! They spend more on advertising than Microsoft and Apple combined. A brand also so closely connected to Father Christmas, their advertising has been immense. In 1931 Coca Cola commissioned illustrator Haddon Sundblom to paint Santa for their Christmas adverts and indeed this is the character we now all connect with our vision of Father Christmas and his Coca Cola red coloured coat. The power of branding is so effective and Coca-Cola truly elevated their brand by almost creating their own Santa and connecting themselves to an event that is world wide and
will never fade. The logo and imagery has captured photographers, artists and celebrities across the world, even Warhol couldn’t resist! Although Warhol did not approve of consumerist idols he obviously still appreciated the aesthetics of the brand design and its popularity, although he did say, ‘ A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking.’
The emotional bonding they have developed is genius really, connecting to one of our most loved characters representing jolly good fun and kindness – I mean who wouldn’t want to get involved and drink coke. So not only do we connect those classic coke bottles with the cool summer holidays of relaxation and fun but also Santa – no wonder they are one of the most successful companies in the world who also own so many other classic sugar drink brands. Definitely not a healthy drink, but one which will always resonate as a classic for not only its branding but also its emotional resonance.