Why Does Coca-Cola’s New Logo Look So Twisted?

by Iris Liu  (translated by ChatGPT)

11 July 2025

Story brief:

In April 2024, global beverage giant Coca-Cola unveiled a new logo. At first glance, the warped and irregular typography might seem random, but it’s actually inspired by crushed aluminum cans—designed to convey a message of recyclability to consumers.

Story in detailed description:

According to a report by Logo Design Visual, this initiative is part of Coca-Cola’s environmental campaign titled “Recycle Me.” As part of the project, the brand launched a series of outdoor ads featuring differently distorted typefaces. Unlike the conventional green recycling symbol and the straightforward “Recycle Me” slogan typically found on Coca-Cola packaging, this approach draws from the compressed shapes of used cans—aimed at sparking curiosity. Once consumers discover the design concept behind the twisted logo, they might exclaim, “Oh? So it’s about recycling.” In contrast, previous on-pack slogans were often overlooked despite their directness.

Implication:

Sustainability is becoming a global trend, but in many countries, there remains a significant gap between awareness and action. One key reason is that eco-friendly behavior doesn’t always offer tangible personal benefits—whether material or emotional, such as a sense of achievement or satisfaction. Therefore, it’s still up for debate whether brand-led environmental campaigns can genuinely inspire consumers to adopt sustainable habits.

Coca-Cola’s new logo has a key strength: it avoids the preachy tone often found in traditional eco-messaging. Instead, it encourages a shift in consumer mindset from “I don’t want to hear it” to “I’m curious to learn more.” By approaching sustainability from the consumer’s point of view, and delivering the message in a subtle, engaging way, the brand succeeds in making the idea of recycling more relatable and memorable.