Did Coca-Cola take the ‘fridge cigarette’ too far?

For any brand, a major redesign is a make-or-break moment. But for legacy companies with decades of clout behind them, the stakes are even higher. So when Coca-Cola unveiled a new global visual identity this week (it has not yet launched in the North American market), it also gave the internet something to talk about. [Image: Coca-Cola] Retaining its unmistakable 140-year-old red-and-white color palette, the brand keeps its original logo but rotates the “Coca-Cola” wordmark vertically on the can. And the logo color is now unified across all flavors. (Coke Zero, for example, used to feature ...