When one of the world's biggest brands reveals an updated brand identity, regardless of how dramatic the new look, it's going to make headlines. That was certainly the case with Coca-Cola's new identity, unveiled last month. With a strong focus on typography, JKR's brand refresh has received a lot of attention, with many comparing the new font to a certain cigarette brand.
We recently caught up with three experts from leading creative, marketing and branding agencies to hear their take on not only why Coca-Cola felt one of the most recognisable brands in the world needed a stronger brand identity, but also the impact small tweaks make to a design and customer behaviour.
