Harmony But Not Sameness
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Abstract： The aim of this article is to analyses the development of Coca-Cola’s logo from two different views——“harmony” and “not sameness”. The logo equipped with same style but different design through the different development period. The part of Coca-Cola’s logo represented the “harmony” style by same character and color decorating， and the other part shows “not sameness” through the distinctive form of Coca-Cola’s logo during the different development period.
Key words： harmony；not sameness；Coca-Cola logo；design
中图分类号：J05 文献标识码：A 文章编号：1005-5312（2013）05-0067-02
In recent years， with the development of the society， the red and white Coca-Cola’s logo evolved as well， and becomes well-known brand all over the world. Whether you are young or elderly， the Coca-Cola’s logo indeed shows up in your sight through advertising， exhibition， party， supermarket and television， even on the internet. Why the Coca-Cola is so impressive to people and deep inside people’s heart？ Because of its unique design style， which I will describe in this article， on the basis of Confucius Theory. According to Confucius ， “The gentleman aims at harmony but not sameness， which means that man aims at sameness but not harmony”. I will firstly illustrate the “harmony” of the design through the unique script and cultural issues of Coca-Cola’s logo； Secondly， the “sameness” of the logo will be analyzed through different development period of Coca-Cola. At the end， according to the analysis of coca-cola， I draw a conclusion that is “harmony but not sameness”will be deemed to be the principles and method which help to solve the problem in logo design and brand design.
“Harmony” means that everything around us has a unified style， there is no exception on Logo design as well. The Coca-Cola has 126-year-old history. In these hundred years， Coca-Cola’s logo had many different shapes by different designer， but the style of the logo was unified. Frank Mason Robinson firstly created the famous Coca-Cola’s logo in 1885. It comes up with the beginning capital character “C” of Coca-Cola， and chose the logo’s distinctive cursive script that called Spenserian script. After more than 100 years， Spenserian script is still used in the Coca-Cola logo design. In addition， the red Coca-Cola logo that symbolizes the breath of life and match with happiness culture as is known to all over the world. The coca-cola of company has the strict brand identity system and selected the red as brand color. Everything about Coca-Cola is red， including logo， staff clothing， packaging and so on. With the lapse of time， the red coca-cola has become more and more popular. The happiness culture of Coca-Cola has been spread widely all over the world. In china， the logo of Coca-Cola was designed by Chen Youjian in 2003， who comes from Hong Kong. The new Coca-cola logo of China is more graceful and elegant than the old one. More and more people like Coca-Cola.
“Not the sameness” means that one thing not only has the unified style but also retains unique aspects and emphasizes the harmony is the unified style based on different aspects. Coca-Cola’s logo also has different changes during different periods in order to enhance brand’s recognition. The first design of Coca-Cola’s logo which is totally different with the logo we can see on the Atlanta Journal Constitution. If simply typing “Coca-Cola” on Baidu website， we may found a dozen of different shapes of the Coca-Cola’s logo， because it was probably drawn over and over for different applications. During the period of 1950s， “fishtail logo” was fixed into the design and instead of the old Coca-Cola logo，which Spencerian script remains unchanged.
In 1960s， the wave pattern was added into the logo design. In 1987， the shadow effect has been added into the logo， which could makes three-dimensional visual effect to public. With the change of times， in 1990s， the vision of the classic curved bottle and the spencerian script was playing an important role in Coca-Cola’s logo. Resulting in the rapidly development of the industrial design of Unite States in order to meet the demand of the market after the Second World War. During that period of time， all companies are busy on expanding production size to meet the growing of material needs， the logo design which could help with the company to obtain a more favorable position in the fierce competition of commodities， therefore the old logo style has been rejected and become more rich and flexible in the form of design.
In recent years， the Coca-Cola’s logo has the new style and communication platform. With the advent of the Internet age， the key point of logo is to transfer and optimize information between sender and receiver， and the Internet plays an important role in information transfer. People begin to get tired of complex font， picture， color and so on， after receiving too much information from Internet. Therefore， to comply with the current circumstance， the style of logo design has became simple and fashion. In 2009， coca-cola’s logo gives up some complex patterns and become more and more simplicity， fashion and harmony.
According to the coca-cola’s logo design， a conclusion could be conducted. “Harmony but not sameness” is deemed to be the principles in coca-cola logo design. On the one hand， in hundred years later， Coca-Cola’s logo design maintained the curve modeling and red color. On the other hand， various of models were designed in order to meet the needs of market competition during different periods. In summary， “harmony but not sameness” will be deemed to be the principles and design method， which could help with solving the problem in logo design and brand design.
References：
[1]张燕婴译注.论语.中华书局出版社，第一版（2006年9月1日）.
[2]http：///wiki/CocaCola#19th_century_historical_origins.LogoDesign.
[3]http：///view/1474/240732.21个全球最有影响力的logo进化史.