Storia e brand identity: il caso Coca-ColaUniversità IUAV di Venezia

Coca-Cola represents a global icon that has managed to adapt to and influence cultural and social changes through innovative communication strategies.
Our project analyzes the evolution of the brand, tracing a path through ten significant artifacts, from the 1887 logo to contemporary advertisements. These key elements testify to the brand’s continuous transformation, from the design of the logo and the bottle to the posters and TV commercials that have left an imprint on the collective memory. To reconstruct this history, we used primary and secondary sources, integrating research in libraries and digital resources for a detailed and critical analysis. The twelve selected publications, along with the primary sources, helped us understand how Coca-Cola became a universal symbol and a witness to cultural evolution, thanks to communication that has been able to reinvent itself and inspire generations.