Advertising Coca-Cola Creativity

Brits class logos as 'art' and Coca-Cola's classic red emblem is their favourite

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By Rebecca Stewart | Trends Editor

August 9, 2018 | 4 min read

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Coca-Cola's hallmark red and white branding has been crowned as the best ever logo by Brits, beating off competition from Nike's swoosh and the golden arches of McDonald's.

a bottle of cola in a fridge

Coca-Cola's universally recognisable coat of arms is 130 years in the making / Unsplash

According to a study commissioned by label firm Avery UK, which polled 2,000 adults about logos — the fizzy drink came out on top, followed by McDonald's, Disney and Apple.

Brits' favourite brand logos

  • 1.Coca-Cola
  • 2. McDonald's
  • 3. Mickey Mouse (Disney)
  • 4. Cadbury
  • 5. Apple
  • 6. Nike
  • 7. Guinness
  • 8. Lego
  • 9. Michelin
  • 10. PG Tips

Coca-Cola's universally recognisable coat of arms is 130 years in the making, having been conceived by the company's bookkeeper Frank Robinson in 1886.

Robinson actually came up with the entire Coca-Cola brand, suggesting that "the two Cs would look well in advertising".

The script logo has had some slight alterations over the years, but has remained largely unchanged since the 19th century – apart from a brief spell between 1890 to 1891 when it was adorned with extra swirls.

As well as ranking the nation's favourite branding, researchers discovered that logos are usually the first thing a customer notices about a product, ahead of its name and even its colour. 46% said logos were the most 'enduring' aspect of a brand.

Despite ongoing competition from supermarket-owned and challenger brands, 33% of people said they'd only buy from brands they're familiar with, while 53% said familiarity makes them 'trust' a brand more.

The study also found that 62% of people consider logos to be 'works of art' in their own right.

Fiona Mills, marketing director for Avery UK said the results showed what "a huge impact design and branding have on persuasiveness, consumer trust and perception."

She added: "When the highest-performing label design elements combine, such as handwritten fonts, bold colours and shapes, emotion and use of heuristics (the brain’s mental decision-making shortcuts), the results can be extremely powerful."

The poll also looked at the brands consumers find most memorable from different decades – from the 60s through to the 00s.

It emerged that the 80s is the most popular era when it comes to logos, packaging and branding. The most memorable branding examples from the eighties were cited as Coca-Cola, Pepsi and Nesquik.

Advertising Coca-Cola Creativity

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