30/07/2026
In today’s Tidings, we’re looking at a brand move that barely changed the surface, but could completely change how global identities are managed.
Coca-Cola has refreshed its visual system across 200+ markets without touching the assets people already know. The script stays. The ribbon stays. The red stays.
What changed is the machinery behind them.
A central Brand Center now gives teams one source of truth, while an AI-powered Design Intelligence tool helps check work before it goes live.
That matters because Coca-Cola serves 2.2 billion drinks a day and operates through thousands of teams, partners and touchpoints. At that scale, inconsistency doesn’t arrive all at once. It creeps in, one ex*****on at a time.
The smartest part? AI isn’t replacing creativity. It’s protecting the system so people can focus on the work that actually needs human judgement.
Maybe the future of branding isn’t about making more assets.
Maybe it’s about making every asset work harder, everywhere.
What matters more now: a stronger identity, or a stronger system to protect it?