Coca-Cola logo

[Zivio]

Fantastic @Erica McPhee!  Thanks to @Vintage_BE for reviving this post — it truly has taken on new life, and I’ve learned so much.

Wow, that original logo …. just wow.    I’m wondering if its proportions and layout was the artist’s “shock of the new” of the time. Maybe very edgy/avant garde? To my eye, it is ridiculously clumsy, but understandable as I have recently played with coming up with appealing “signature writing” designs after reading up in Sull’s new book on the topic.

The Struggle = Real

Now, about that Ford r.   Yeah, maybe I’ll start a new thread.   

[Erica McPhee]

Yes, it is a bit cringe inducing, if I may be so bold. 

[AnasaziWrites]

I think An Elegant Hand is the only calligraphy book I don't own!  I would love to read what it says.

Here you go.

(and Madarasz moved from San Antonio to the Rochester, NY Business University in 1877, where he remained for 14 months.)

[Erica McPhee]

Fascinating!!! Thank you Tiffany and Mike for filling in the details. I have to say, other than the C flourished endings, I see NOTHING of Madarasz's hand in the original work.

I'm going to have to find a psychic to channel Madarasz to get to the truth. 

[Erica McPhee]

The plot thickens ...

In this article about Frank Mason Robinson it details Robinson's 20 year career at Coca Cola and how his logo was "based on Spencerian Script." 

However, I suspect, this article also falls victim to the "Spencerian Script" basis myth as well.  What I think really happened was Robinson, who was a bookkeeper by trade would have been familiar with both Spencerian and Roundhand. I think he crafted the logo, "borrowing" the Madarasz swoosh and lettering an amalgam of Roundhand and Spencerian. Perhaps because he was not a penman, it looked to him like Spencerian. (Or someone later on down the line gave it that attribute.) No one thus far has established where the idea he based it on Spencerian originated other than a century later speculation.

This article mentions Robinson as an "adept utilizer of Spencerian Script" and as a "skilled calligrapher." Looking at the original logo - given the placement of the shades - it was lettered, not written. And "adept" would not be my first adjective.

Even shaded Spencerian looks vastly different. I see no characteristics of Spencerian in that original logo. If someone else does, please correct me.

[Erica McPhee]

OK, I'm on a roll!!! 

This is one of the first advertisements for Coca Cola featuring a model - this is singer and model Hilda Clark. She was featured in various ads from the late 1890's to 1904.

Take a look at the note on the desk in front of her...  What do we see???

Roundhand!!!!

Another great Coca Cola logo article (minus the Spencerian part): The Story of the Coca-Cola Logo

[Erica McPhee]

BTW, if you want really go down the rabbit hole and read a fascinating account of the origination of Coca Cola, and Frank Mason Robinson's vested interest (literally and figuratively), trademark robbery, and advertising, this is a fascinating read. You have to borrow it on Archive.

The Sparkling Story of Coca Cola: An Entertaining History. The author makes no mention of Spencerian but does say Robinson spent months perfecting the logo. I am tending to believe this version of history versus Del's recount two layers deep that Madarasz said he designed it.

[Ken Fraser]

The Coca-Cola lettering has nothing to do with Spencerian but is a failed attempt to emulate English Roundhand (Copperplate) and the script of Louis Madarasz.
It is so bad I am surprised that it was ever approved and has survived for so long. This badly-drawn lettering is an insult to Spencerian (which it doesn't even remotely resemble) and in particular to the great calligrapher Louis Madarasz.

One final point, the flourish passing through the letter l is dreadful. In Copperplate thick lines never cross!

[tiffany.c.a]

Mr. Ken, so glad you joined and commented!

Regarding the above graphic that Erica posted, looking at the logo on her tabletop display and then the logo on the glass she is holding, I find it very interesting how differently the two logos are rendered. Who now would ever know why.

[Erica McPhee]

Sir Ken has spoken and I concur! 

BTW Ken, it was approved because the gentleman who created it was also one of the original investors/creators/originators of Coca-Cola and so he was essentially calling the shots. (See what happens when you don't hire a professional?  )

@tiffany.c.a - the illustration is an advertisement used a few years after the logo was created. And it's apparent a real artist was used to do the illustration and calligraphy in a gorgeous Roundhand. Thus the difference between that and the logo on the bottle. What I find really interesting is that the artist was able to separate the two. But honestly, probably the majority of people (and perhaps even the majority of calligraphy enthusiasts) wouldn't be able to discern the difference.

The Coca-Cola lettering has nothing to do with Spencerian but is a failed attempt to emulate English Roundhand (Copperplate) and the script of Louis Madarasz.
It is so bad I am surprised that it was ever approved and has survived for so long. This badly-drawn lettering is an insult to Spencerian (which it doesn't even remotely resemble) and in particular to the great calligrapher Louis Madarasz.

One final point, the flourish passing through the letter l is dreadful. In Copperplate thick lines never cross!

[Ken Fraser]

Well said, Erica
Not only has the original logo nothing to do with Spencerian - this poorly-drawn impression of Copperplate was never produced by a calligrapher.

[Vintage_BE]

Today’s newspaper reports on the launch of a white-label cola drink by Lidl, a discount-retailer headquartered in Germany but present in several European countries. The “Freeway Cola” drink is being launched with a “new” logo… which does seem inspired by the Coca-Cola logo. No comment as to which logo is better looking, or as to whether Coca Cola’s foreseeable trademark complaint will succeed, but the “new” logo in my view has one thing going for it: it has nothing to suggest that it belongs to/is inspired by Spencerian.  Roundhand all around, I’d say.

[Erica McPhee]

LOLOLOL! Love this! Wow - they should expect a trademark lawsuit asap. The plot thickens. 

[Jayantcy]

Going against " Elon Musk " is trying to go against a stone wall. There's going to be a lawsuit trade mark battle.   
I read that Elon has bought  Coka-Cola  company. >>> Interesting...

[tiffany.c.a]

Did anyone see Jeopardy this evening? (Jeopardy = U.S. game show)

The Final Jeopardy category was “Brand Names.”
This was the question:

In 1886, this brand’s bookkeeper came up with its name & flowing script logo, saying, “The two Cs would look well in advertising.”

None of the three contestants answered correctly.
(Two guessed Coco Chanel.)

Of course, we all know what the answer is! (even if the full story is now somewhat mysterious or malleable.)