Have you ever wondered how Coca-Cola maintains such a consistent and powerful brand image across the globe? Well, the secret lies in their detailed and well-structured brand guidelines. In 2023, the company released a new version of these guidelines, often referred to as the “Coca-Cola brand guidelines 2023 -zero.” These documents are more than just a rulebook—they’re a roadmap for anyone involved in representing the brand, whether through marketing, advertising, packaging, or digital presence.

This new update, sometimes abbreviated as “-zero,” includes fresh rules on visual identity, tone of voice, and brand positioning, especially around their zero-sugar products like Coca-Cola Zero Sugar. Whether you're a designer, marketer, or just a curious consumer, understanding these guidelines can give you insight into how one of the world’s most iconic brands stays on top.

So, what’s actually inside these brand guidelines, and why do people keep searching for “Coca-Cola brand guidelines 2023 -zero”? Let’s take a closer look at what’s changed, what’s stayed the same, and why it all matters for the future of the Coca-Cola brand.

• Troian Bellisario Parents

Table of Contents

• Introduction
• What Are Brand Guidelines?
• What’s New in the Coca-Cola Brand Guidelines 2023
• The Zero-Sugar Focus in the Brand Guidelines
• How to Use the Coca-Cola Brand Guidelines 2023
• Frequently Asked Questions
• Conclusion

What Are Brand Guidelines?

Brand guidelines are like a rulebook for how a company should look, sound, and feel across all touchpoints. Think of it as a brand’s personality in written form. These guidelines help ensure consistency, no matter where you encounter the brand—whether it's on a billboard, a soda can, or a social media post.

For a global giant like Coca-Cola, brand guidelines are essential. They help maintain that unmistakable red-and-white look, the warm and inviting tone of voice, and the emotional connection people feel with the brand. The 2023 update, especially the “-zero” version, refines those rules to match today’s trends and consumer expectations, particularly around healthier beverage options.

You can find more on brand consistency from the official Coca-Cola Company website, where they talk about brand stewardship in depth.

• Erinn Bartlett

What’s New in the Coca-Cola Brand Guidelines 2023

The 2023 brand guidelines include several updates that reflect current design trends, consumer preferences, and the evolving brand strategy. One of the main focuses this year is on sustainability, inclusivity, and digital-first design. These aren’t just buzzwords—they’re part of how Coca-Cola wants to be seen in the next few years.

Visual identity changes include more flexible layouts for digital use, updated color palettes that work better across screens, and clearer rules about using the brand’s iconic Spencerian script. The logo, while still the same recognizable shape, now has more detailed spacing and sizing rules to make sure it looks good on everything from smartphone apps to vending machines.

There’s also a strong emphasis on tone of voice. The brand wants to stay friendly and approachable, but also modern and inclusive. That means avoiding outdated language, being more gender-neutral, and using a voice that feels more like a conversation than a corporate message.

The Zero-Sugar Focus in the Brand Guidelines

One of the big themes in the 2023 update is the growing importance of zero-sugar products. Coca-Cola Zero Sugar has become a major part of the brand’s lineup, and the guidelines now reflect that with specific instructions on how to represent these products visually and verbally.

For example, the color palette for zero-sugar items includes more black and dark grey tones, giving them a sleek, modern look. The typography also shifts slightly—cleaner, bolder fonts to emphasize the bold taste and the no-sugar message.

Marketing messaging around these products is also more health-conscious. The brand guidelines now advise against using words like “diet” or “light,” which can carry negative connotations. Instead, the focus is on “zero sugar,” “full taste,” and “refreshing” to keep the tone positive and appealing.

This change aligns with a broader trend in the beverage industry. As more consumers look for healthier options, brands like Coca-Cola are adapting their image to stay relevant and appealing.

How to Use the Coca-Cola Brand Guidelines 2023

Whether you’re a designer, marketer, or partner brand working with Coca-Cola, following the brand guidelines is essential. Here are a few key tips to help you stay on track:

• Stick to the color codes: Use the specified Pantone, CMYK, RGB, and HEX values for every application, from print to digital.
• Keep the logo clean: Always leave enough white space around the logo, and never stretch or distort it.
• Use the right fonts: Stick to the approved typefaces—usually a combination of custom Coca-Cola fonts and widely available ones like Helvetica or Arial.
• Match the tone: Whether writing a social media post or a product label, keep the language friendly, inclusive, and consistent with the brand voice.

If you’re a partner brand or retailer, you can access more tools and templates by learning more about brand assets on Coca-Cola’s official brand portal. There, you’ll find downloadable files, style examples, and even templates for packaging and digital ads.

Frequently Asked Questions

Where can I find the official Coca-Cola brand guidelines 2023 -zero?

The official brand guidelines are typically shared internally with Coca-Cola employees and approved partners. However, many of the key points are available through Coca-Cola’s marketing partners or on their brand portal. You can also learn more about brand identity by visiting the official Coca-Cola brand site.

Can I use Coca-Cola’s logo or colors in my own project?

Only if you have permission. Coca-Cola is very protective of its brand identity. Using the logo, colors, or fonts without authorization could lead to legal issues. If you’re a partner or retailer, check with the brand team for approved usage guidelines.

Why does Coca-Cola update its brand guidelines every year?

Brand guidelines evolve to keep up with design trends, consumer behavior, and new technologies. The 2023 update, especially the “-zero” version, focuses more on digital usage, sustainability, and the growing importance of zero-sugar products. These updates help the brand stay fresh and relevant without losing its iconic identity.

Conclusion

The Coca-Cola brand guidelines 2023 -zero aren’t just a set of rules—they’re a living document that helps the brand stay strong and recognizable around the world. Whether you're creating a new ad, designing a product label, or just curious about how big brands maintain their look and feel, these guidelines are a valuable resource.

If you work with the Coca-Cola brand or represent it in any way, taking the time to understand these guidelines can make a huge difference. And if you're just a fan of branding or marketing, they offer a fascinating behind-the-scenes look at one of the most iconic brands in history.

Want to dive deeper into brand identity or visual marketing? Learn more about brand assets and tools on Coca-Cola’s official brand site. There, you’ll find templates, color guides, and more to help bring the brand to life.