I do indeed find much favor with the new Coca-Cola can. The “minds” behind Coca-Cola’s image have finally begun to do what I have been wanting and waiting for them to do for years: leverage Coca-Cola’s rich iconic status in their marketing. This new can has stripped away all the extra graphics (bubbles, drop shadows, strokes) and gone for a pure and clean Coca-Cola identity. The white Spencerian script. A clean, unstroked Dynamic Ribbon Device™ (“The Wave”). The only new element is the modern sans-serif font for “Classic” (I’ve heard a couple design-minded friends grumble about this but I like it).

Now if only they would bring back the glass bottles.

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