Yes, they did make the logo bigger. Last year Diet Coke released limited edition packaging from agency Turner Duckworth featuring an enlarged, cropped version of the logo. Diet Coke is now to adopt the design permanently.

The new packaging uses a graphic that is basically a crop of the logo wrapped around the can – full versions are also applied just in case shoppers were unable to identify the brand. Ad Age in the US now reports that Diet Coke is making the design permanent due “to popular demand”. But it also reports that the new design will only be applied to cans, not bottles.

Turner Duckworth has enjoyed a very successful relationship with Coca-Cola, steering the drinks giant toward a simpler, bolder approach with clean graphics replacing the clutter of previous designs. Its cropped design was tested in Target shops where it was found to have performed well.

Tom Kelly-Lord

Image source: turnerduckworth.com