Arguably the most recognised brand of all time, Coca-Cola’s iconic logo is largely the reason for its immortalisation. The red-and-white script has been etched into the minds of billions through global culture for over a century. Interestingly, a consumer expert has revealed a hidden message weaved into the world’s most identifiable logo that would otherwise go unnoticed.
Almost every day, millions of people encounter a Coca-Cola logo without thinking twice about the second “C” in Coca-Cola. While Coca-Cola has had variations of their recipes and different types of their carbonated sugary drink, the company’s iconic logo has remained unchanged.
What Most People Never Notice
Richard Lau, president of LOGO.com, reiterated that the value of a great logo extends beyond aesthetics, it becomes the relationship between the company and consumer. He said: “businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most.”
The Hidden ‘Smile’
He states that if you focus on the extended curve of the second ‘C’, you will notice how it creates a subtle smile. Lau explains that. “This subtle message may go unnoticed, but it subconsciously creates a positive association with the brand in the minds of consumers,” Lau explained. According to Lau, the smile reinforces Coca-Cola’s decades-long mantra: happiness and joy.
The Man Who Created an Icon
The Coca-Cola logo emerged from humble beginnings in 1886 Atlanta. Dr. John Pemberton had perfected his secret formula, but needed help with branding and marketing his new beverage. Frank Mason Robinson, Pemberton’s bookkeeper and partner, suggested both the name and visual identity that subsequently became the immortalized logo we know today.
The first advertisement featuring Robinson’s logo appeared in the Atlanta Journal on May 29, 1886. This newspaper ad launched what would become one of history’s most successful branding campaigns.
The Smile Theory
There are many design experts and historians who are skeptical of the validity of this theory. Critics point out that Coca-Cola’s official company records contain no mention of intentional facial features in the logo design. “Since Coca-Cola’s own history of its logo through the years contains no mention of a smile, it’s looking unlikely to be a conscious design choice,” according to Creative Bloq. This absence of documentation and lack of verification from Coca-Cola themselves have critics and skeptics raising questions about whether people are projecting meaning onto shapes rather than discovering deliberate messages.
Debunking The Theory
Further evidence against the smile theory comes from Coca-Cola’s 2013 “Open Happiness” campaign. Designers had to manually edit the logo’s curvature to create a more obvious smile effect. If the original design already contained a smile, such modifications would have been unnecessary. However, supporters argue that subliminal messages work best when they operate below conscious awareness. Whether Robinson intended the smile or not, the curved letter may still influence consumer emotions through psychological association.
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Coca-Cola’s Change In Recipe
Earlier this year, Coca-Cola announced that after years of using corn syrup, the company plans to use cane sugar for its U.S. drink range. Coca-Cola has confirmed it will introduce a new recipe in the U.S. this fall. Currently, Coca-Cola’s flagship beverage is sweetened with high-fructose corn syrup, according to NBC News.
By contrast, Coca-Cola sold in Mexico and Europe often uses cane sugar. While some welcomed the change, for example U.S. President Donald Trump, experts warn the switch could complicate U.S. supply chains. They also argue that it would increase prices as corn syrup is less expensive compared to sugar cane. Corn syrup gained popularity in the 1980s because it is cheaper than sugar.
In July of this year, Trump claimed in a post on his social media platform, Truth Social, that he had spoken to the executives at Coca-Cola regarding the change to sugar cane. In the post, Trump claimed that under his advice, they have decided to use sugar cane in their beverages, which he praised stating: “This will be a very good move by them — You’ll see. It’s just better!”
Other Hidden Messages in Famous Logos
There are a couple of famous logos that contain hidden meanings you might have or might not have come across before. The FedEx logo famously contains a white arrow between the ‘E’ and ‘x’, alluding to the purported speedy delivery and precision. Amazon’s logo features a smile that connects the ‘A’ to ‘Z’, implying they stock a vast and comprehensive array of items. “Many brand designers haven’t enough awareness of subliminal messages and its effect on consumer behavior,” according to Dr. Faten Farouk’s journal published in the International Design Journal, Vol.3 No.1. This states that subliminal messaging from designers could be merely accidental, and some research suggests that subliminal messaging in logos sometimes go unnoticed with little to no effect on consumers.
Why This Logo Remains Timeless After 137 Years
The Coca-Cola logo has survived major cultural shifts, technological revolutions, and changing consumer preferences because it balances tradition with subtle evolution. The basic Spencerian script remains virtually unchanged since Robinson’s original 1886 design. The logo’s longevity stems from its perfect fusion of aesthetic beauty and commercial functionality.
The flowing script conveys elegance and craftsmanship while remaining instantly recognizable across cultures and languages. The mystery of the hidden smile may never be definitively resolved, but it has achieved something equally valuable: making millions of people look more closely at one of the world’s most familiar images.
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