Coca-Cola’s four rules for creating iconic brand design | D&AD Festival 2023
“In today’s world of endless distractions and innovation races, the need for distinctive, sustaining and truly iconic design is, I think, truly more important than ever,” says Rapha Abreu. Rapha is Global VP of Design at The Coca-Cola Company where he heads up all aspects of design for the company's iconic brands.
In this excerpt from his talk: Always The Real Everything – A design manifesto for The Coca-Cola Company, presented at the D&AD Festival 2023 in London, Rapha speaks on the brand’s unwavering focus on designing with iconic vision. Watch as he sets out the four distinct and defining characteristics of truly iconic design that are upheld at Coca-Cola.
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