Coca-Cola Care Font
Award: Wood Pencil
Wood Pencil / Type Design / Traditional / 2021
Coca-Cola has been operating in the Chinese market for 41 years, and has drawn inspiration from Chinese cultural and spiritual traditions. Its corporate values resonate well with the gentle, unassuming "we care" attitude advocated in the Chinese culture. To pay tribute to this resonance, two Chinese character promotion agencies were invited to design a custom font for Coca-Cola China.
What did the judges have to say?
"As the post-pandemic world moves towards more comfortable styles, this typeface fits right in. It embraces the spirit of our times with a relaxed, unpretentious, humanist attitude. Its clean, well-structured strokes look as if they were done by hand but at the same time they are typographically refined to evoke a pleasing personality. Informal but not completely so, it comes with a lot of character I have not seen in a Chinese font for a while. Overall, it is a smooth, warm and friendly typeface that deserves our attention."
Panos Vassiliou, Head of Creative, Parachute
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