Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand Identity around the world.
The importance of the Brand Standards, however, is anything but utilitarian. They are central to our
ongoing commitment to:
1. Maintain authenticity and build Brand equity;
2. Leverage the scale of our System across all markets;
3. Provide more consistency and quality; and
4. Facilitate increased System productivity.
Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to
using the Brand Standards. This chapter examines both.
