The Coca-Cola Company has engaged Widen+Kennedy Amsterdam to create the brand identity for teen-focused platform Coca-Cola Music.
Coca-Cola tasked the agency with designing a visual identity consistent with the tone of voice used for the brand’s global music programmes. As a result Wieden+Kennedy Amsterdam has created an identity which can, when needed, reinvent itself to serve a multitude of Coca-Cola Music events and programmes across different markets.
At the core of the project is the Dynamic Logo Creator, a reactive application developed to create dynamic sound signatures. Built around the iconic Coca-Cola bottle the app generates bubbles emanating from the bottle like soundwaves, the unique sound signatures can then be generated from any music track to create limitless versions of the identity.
Photography has also been integrated into the visual identity and plays a key role in the Coca-Cola Music branding by capturing music moments between friends. The images aim to capture authentic moments in a raw, unpolished and genuine way.
The multitude of moving logos will be used across a variety of digital media, from digital to OOH banners.