Coca-Cola sign

In late October 1969, Coca-Cola embarked on a multimillion-dollar advertising campaign which at its helm was a new logo for the company, in which the trademark was housed in a square with a "dynamic ribbon" near the bottom.

A large electric sign, which alternated the new look and slogan "It's the Real Thing" in vibrant and eclectic red and white color patterns, replaced the previous one, remaining installed at Times Square for over 20 years.

The sign's design was inspired by Manhattan's steel and glass monoliths and the frenetic pace of midtown street traffic.

Wright Massey, owner of Brand Architecture Inc. and creator of the sign, said, "We realized that a vibrant, simple design would draw focus in the frenzied pandemonium of Times Square.

Drawing from recent Coca-Cola marketing research, we found the Dynamic Ribbon Device the best vehicle for conveying key brand values.

Some images are designed solely to elicit moods, while others communicate product names, seasonal promotions, and corporate logos in different languages.