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Coca-Cola

Global Brand (1886 - )
Designing a Brand - 125 Years of Coca-Cola (18 May-15 July 2011)  

可口可樂

世界級的品牌（1886 -）

“設(shè)計一個品牌——可口可樂的125年”(1886年5月18日-2011年7月15日)  

Since its invention in 1886 by an Atlanta-based chemist, Coca-Cola has been remarkable for the design of its logo, bottle and advertising. The logo is virtually the same now as then; written in decorative Spencerian script common at the time, it has remained a consistent identity inspiring consumer loyalty.

自1886年可口可樂被亞特蘭大的化學(xué)家發(fā)明以來，可口可樂的標(biāo)志、瓶形及廣告皆為杰出設(shè)計。其標(biāo)志在設(shè)計上可謂一以貫之，為具有裝飾風(fēng)格且與時俱進的圓體斯賓塞字體，保持著視覺的統(tǒng)一性特征，以期感召消費者的忠誠。

Coca-Cola was initially sold as concentrated syrup to the soda-fountain shops which were part of every American main street, but its sales increased from 1896 when the syrup was sold to bottling companies for distribution. Before 1915, Coca-Cola was sold in a different bottle by each company. To unify the brand the bottlers set a brief for designers to create a bottle that was so distinctive it could be recognised in the dark — the now-familiar contour bottle was launched.

起初，可口可樂被當(dāng)作濃縮糖漿，在遍布美國主要街道的冷飲店里銷售。1896年之后，賣給瓶裝公司進行分銷，其銷售額開始增長。1915年以前，不同的公司所賣的可口可樂包裝瓶各異。為統(tǒng)一品牌，設(shè)計師設(shè)計出了與眾不同的瓶子：即使在昏暗的光線下，也可以被識別。這就是今天廣為人知的可樂瓶。

The Designing a brand - 125 years of Coca-Cola showcases the timeline of Coca-Cola’s bottle design from innovations such as the first six-pack carton (1923), Raymond Loewy’s streamlined dispenser (1947), Coca-Cola’s first can (1961), plastic bottle (1969) and space-can (1985). Today, Coca-Cola is taking a sustainable approach with the introduction of a plastic bottle made of 25% plant materials and a chair, by Emeco, which is made of and promotes recycling of Coca-Cola bottles.

“設(shè)計一個品牌——可口可樂的125年”，展示了可口可樂瓶子設(shè)計不斷創(chuàng)新的歷程。如第一個六瓶裝的紙盒（1923年），雷蒙·羅維設(shè)計的流線型冷飲機（1947年），第一個可口可樂鋁罐（1961），塑料瓶（1969年）以及塑料包裝（1985年）。如今，可口可樂瓶正在以可持續(xù)發(fā)展的模式生產(chǎn)：塑料瓶中含有25％的植物材料和可以再生成椅子的塑料。美國著名的家俱公司Emeco公司，能將回收的可口可樂塑料瓶再利用并制成椅子。

Coca-Cola achieved consistency by pioneering brand unity and created some of the first design manuals, shown here, as early as the 1920s to distribute to bottlers and retailers around the world. Constant design and innovation behind Coca-Cola have ensured that its identity has become part of global visual culture.

通過出色的品牌整合戰(zhàn)略，以及在此展示的，從20世紀20年代的遍布世界各地的裝瓶廠和零售商的早期設(shè)計圖譜，可口可樂品牌實現(xiàn)了統(tǒng)一?？煽诳蓸繁澈蟛粩嗟脑O(shè)計創(chuàng)新，確保其成為全球視覺文化的一個組成部分。