Massive Diet Coke

New Diet Coke Can Design

We are, of course, intrigued by iconic brands. Take Diet Coke for example, a brand we love on all levels. The occasional holiday version of the soda can notwithstanding, it is seldom that we see super-brands altered or modified. So, we are paying attention to what’s going on with Diet Coke right now. We came across a blog [] discussing the new Diet Coke logo, which tracks a story published originally in Adweek. We share the blog version of the original story with you, verbatim, because we think it includes some interesting points made by the author. By the way, we don’t think people will really freak out about the new logo – but we do think it will add energy and interest (i.e., the “buzz” intended by the company) in the market as well as in the design industry.

“First made available in 1982, Diet Coke is currently the No. 3 soft drink in the world, according to its producer, The Coca-Cola Company. Diet Coke was originally the first brand other than Coca-Cola itself to carry the giant’s name. Today, of course, there is like a dozen Coca-Cola This or Coca-Cola That. This coming September, to celebrate Coca-Cola’s 125th anniversary, the company will be introducing a limited-edition design of Diet Coke that will be on shelves for an as of yet undisclosed period of time. Could be three months, could be three decades. Adweek first broke the story. The design is by Turner Duckworth.

New DIet Coke Box Design

This is a great redesign that falls in line with the latest Coca-Cola cans (also by Turner Duckworth): absolute simplicity and boldness. No visual fizz, no gratuitous waves, no fake sweat drops. Just a big-ass Diet Coke logo. It’s amazing how instantly recognizable it is. It reminds me a little bit of the new Starbucks redesign, where the kraft slip-ons for the heat feature a very tight close-up of the mermaid, elevating the logo to icon status. There is so much focus on the Coca-Cola logo being one of the most recognizable in the world but, as this design proves, the Diet Coke logo isn’t a second-tier pushover.


I also like how at a given angle of the can you can see a big “ok”. Not sure if that was intentional, but it’s great. The only thing that seems weird is that the full “Diet Coke” logo is repeated three times. Might be two too many and it was probably required by legal: “But how will people know what they are drinking? It needs the logo here, here, and here.” I hope “limited-edition” is code for “We are testing this out on a massive scale to see if people freak out or not” and keep the cans on the market. It’s a much more interesting look than the current.

An edited version of the opinion above first appeared on Adweek.”