The latest issue of Communication Arts features the above-pictured, plastic Coke cups. The cups are cool. It is the malarky in the write-up that made me laugh.
It says:
The Coca-Cola Transparent Cup was designed as part of the Coca-Cola Visual Identity System. The bottle shape appears knocked out against an opaque red background, allowing the liquid to be seen...
[OK, good so far, but wait]
...and communicating the brand idea of “Coke brings joy.”
Gad. Who wrote that? Who approved it?
—Steve Cuno
It says:
The Coca-Cola Transparent Cup was designed as part of the Coca-Cola Visual Identity System. The bottle shape appears knocked out against an opaque red background, allowing the liquid to be seen...
[OK, good so far, but wait]
...and communicating the brand idea of “Coke brings joy.”
Gad. Who wrote that? Who approved it?
—Steve Cuno
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