Coca-Cola ‘Hug’ logo
A global symbol of togetherness for one of the world’s most iconic brands. The Coca-Cola ‘Hug’ logo takes the familiar Coke logo as it wraps around the iconic bottle — and turns it into a dynamic branding device. It became a unifying gesture across the brand’s global communications, bringing warmth and connection to everything Coca-Cola touches.
Launched as part of Coca-Cola’s ‘Real Magic’ brand platform, the logo has played the centeral role across various campaigns. Unifying global brand output while being remixed to ensure stand-out and relevance.
The below images show work produced by Coca-cola’s internal and external global agency partners. They are shown here to illustrate it’s breadth and reach as a brand asset.
Today the logo is held up as an example of how confident brands can use their iconic assets to stay fresh and build meaning.
Client:
Coca-Cola
Agency:
W+K London
Role:
Brand Design Direction
Logo Concept
Alex Thursby-Pelham (Senior Designer)
Juan Sevilla and Joe De Souza (Creative Directors)
Huw Devine (Strategy Director)
Laura Jacobs (Business Director)
Rapha Abreu (Vice President, Design Coca-Cola Company)
Additional design development by
Kenyon Weston,
KnownUnknown, and Coca-Cola Design