可口可乐 世界级的品牌

Coca-Cola

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

可口可乐

世界级的品牌（1886 -）

“设计一个品牌——可口可乐的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年可口可乐被亚特兰大的化学家发明以来，可口可乐的标志、瓶形及广告皆为杰出设计。其标志在设计上可谓一以贯之，为具有装饰风格且与时俱进的圆体斯宾塞字体，保持着视觉的统一性特征，以期感召消费者的忠诚。

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，可口可乐被当作浓缩糖浆，在遍布美国主要街道的冷饮店里销售。1896年之后，卖给瓶装公司进行分销，其销售额开始增长。1915年以前，不同的公司所卖的可口可乐包装瓶各异。为统一品牌，设计师设计出了与众不同的瓶子：即使在昏暗的光线下，也可以被识别。这就是今天广为人知的可乐瓶。

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.

“设计一个品牌——可口可乐的125年”，展示了可口可乐瓶子设计不断创新的历程。如第一个六瓶装的纸盒（1923年），雷蒙·罗维设计的流线型冷饮机（1947年），第一个可口可乐铝罐（1961），塑料瓶（1969年）以及塑料包装（1985年）。如今，可口可乐瓶正在以可持续发展的模式生产：塑料瓶中含有25％的植物材料和可以再生成椅子的塑料。美国著名的家俱公司Emeco公司，能将回收的可口可乐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.

通过出色的品牌整合战略，以及在此展示的，从20世纪20年代的遍布世界各地的装瓶厂和零售商的早期设计图谱，可口可乐品牌实现了统一。可口可乐背后不断的设计创新，确保其成为全球视觉文化的一个组成部分。