How did Coca-Cola establish its iconic red color and Spencerian script?

This story can be divided into two parts: the font and the color, both quite interesting.

First, let's discuss that beautiful, ribbon-like English font. Its origins trace back to the birth of Coca-Cola, around 1886. At that time, Frank Robinson, a partner and bookkeeper for founder John Pemberton, felt that this new beverage needed a catchy and memorable name, along with a unique logo. He not only came up with the name "Coca-Cola" but also personally designed the logo we see today.

The font he used is called "Spencerian script," which was very popular in late 19th-century America. It was a standard, elegant commercial handwriting style. Robinson believed that using this flowing and ornate script, especially with the two capital "C"s side-by-side, would look beautiful and stand out prominently in advertisements. As it turned out, his foresight was indeed sharp; this handwritten logo has been used ever since, becoming an enduring classic.

Now, let's talk about the prominent red color. Its origin is very practical, almost "for convenience." In the early days, Coca-Cola's concentrated syrup was transported in large wooden barrels to soda fountains across the country. At that time, U.S. law stipulated that alcoholic beverages were subject to tax, while soft drinks were not. To ensure that tax officials and transporters could easily identify which barrels contained Coca-Cola among a pile of barrels (thus avoiding incorrect taxation), the company began painting all the Coca-Cola barrels a vibrant red.

This striking red marking proved highly effective, and over time, red became inextricably linked with the Coca-Cola brand. From transport barrels to billboards, and later to bottle caps and vending machines, red became Coca-Cola's signature color, symbolizing vitality, excitement, and passion.

So, to summarize: the elegant font was chosen for its "aesthetic appeal and sophistication," while the striking red color was initially adopted for "practicality and distinction." These two elements, through a serendipitous combination, ultimately forged the globally renowned super-brand image we know today.