Project Arden was a significant overhaul initiated in 1969 to create a cohesive brand identity for Coca-Cola during its rapid growth. Spearheaded by Walter Margulies of Lippincott & Margulies, the project prioritized preserving essential brand features, like the iconic serif logo and bold red color. It produced the Arden Square visual system, which became a pivotal branding asset in Coca-Cola's history. The redesign recognized the importance of a unified corporate brand system, ensuring that Coca-Cola maintained its strong presence in the global market during an era of transformation.
"Project Arden was a design effort aimed at creating a cohesive corporate brand system for Coca-Cola during a time of exponential growth, focusing on preserving brand elements."
"The overhaul became a pivotal moment in the brand's history, with the establishment of the Arden Square visual system that would influence branding for years to come."
Read at Fast Company
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