Coca-Cola’s four rules for creating enduring brand design
The Global VP of Design at Coca-Cola explains the company’s design strategy
“In today’s world of endless distractions and innovation races, the need for distinctive and globally recognised design is, I think, more important than ever,” says Rapha Abreu, Global VP of Design at The Coca-Cola Company.
In this excerpt from his talk: Always The Real Everything – A design manifesto for The Coca-Cola Company at D&AD Festival, Abreu speaks on the brand’s unwavering focus on designing with “iconic vision” and creating designs that are instantly recognisable. Watch the video to learn the four distinct and defining characteristics of truly iconic design that are upheld at Coca-Cola.
Watch more highlights from D&AD Festival talks here.
