可口可乐×世界杯联名VI手册【联名营销】

LegalGuidelines OWNERSHIP AND LICENSING OFGRAPHICS, PHOTOS, IMAGES AND FONTSUSE OF COCA-COLA TRADEMARKSNo trademarks, logos, or other graphics ALL MATERIALS REQUIRE LEGALREVIEW AND APPROVAL of third parties (including graphicsfrom country or team flags) should beincorporated inside the COCA-COLAtrademark or other Coca-Cola trademarkassets, including the Dynamic Ribbon This deck and the artwork disk containartwork and photographic images.The Company owns the graphic artwork.All photos and images are shown FORPLACEMENT ONLY. The company ownsthe rights to use the final selectedphotographs globally on all media, exceptbroadcast. The Company owns the BetterWith font so it may be used globallywithout obtaining a license. The Companyhas NOT licensed any other fonts forglobal use. Any other font licenses mustbe obtained locally.TRADEMARK NOTICES AND LEGAL LINESTrademark notices (for example, ®,TRADEMARK REGD., MARCA REG.,MARQUE DESPOSEE, etc.) must appearlegibly at least once in connection withthe Coca-Cola trademarks on eachpage of materials. All magazine andnewspaper advertising must include Please note that the materials containedin the Coca-Cola FIFA World Cup 26™ VIS,including the related electronic files, havenot been approved by the Legal Functionfor use in any country or Operating Unit(“OU”). All materials using the Coca-ColaFIFA World Cup 26™ VIS elements must bereviewed by your OU Trademark, Marketingand/or Operations Legal Counsel priorto use. The materials presented in thisdeck and in the related electronic files areintended for INTERNAL USE (for Companyemployees only) and only for the purposeof illustrating various ideas and marketingmaterials. Before any slogans, headlines,trademarks, or graphics (including useof specific country colors) found in thisdeck or in the related electronic filesare disseminated to third parties,such items should be cleared locally byyour OU Trademark, Marketing and/orOperations Counsel and submitted toFIFA for approval (please keep readingfor additional information).USE OF PARTNER, PROPERTY, TEAMAND PLAYER LOGOS, REFERENCES,AND IMAGESUse of any partner logos, joint logos withsponsored properties, team colors, insigniaor other team references must be reviewedand approved by your OU Trademark,Marketing and/or Operations LegalCounsel prior to use. Use of any playerimages or references (whether an actualphoto or other likeness, player number,etc.) must be approved by both the player a trademark ownership statement(for example, “Coca- Cola, the ContourBottle and the Dynamic Ribbon areregistered trademarks of The Coca-ColaCompany”). The copyright statement“©2025 The Coca-Cola Company”should be shown on all applicationswhere possible. All proposed legal linesshould be reviewed and approved byyour OU Trademark, Marketing and/orOperations Counsel. as well as your OU Trademark, Marketingand/or Operations Legal Counsel. FIFAApprovalsProcess WHAT While the designs in this toolkit have beenapproved by FIFA, any use of such designsin your market needs further FIFA approval.Please reach out to Griet Van den brandeat gvandenbrande@coca-cola.com tocheck if your market has an ApprovalCoordinator who can submit the materials. If not, Griet will gladly submit. TIMING- Obtain approval for your activation materials before production/marketroll-out.- From the moment that your materials QUESTIONS / HELPFor any questions or help with FIFA guidelines or the FIFA approvals process,please reach out toGriet Van den brande at have been submitted on the FIFADigital Archive (FDA) for approval,FIFA contractually has 10 businessdays to provide feedback.- If FIFA requires revisions (which may gvandenbrande@coca-cola.com. take you a few days to complete), theywill take 5 to 10 business days to reviewthese revised materials. Pg 05Pg 06Pg 09Pg 17Pg 28Pg 35Pg 39Pg 45Pg 53IntroductionBrand AnchorsPhotographyArden Square DeviceCompositesFootball AssetTypographyApplicationCampaign Overview The “Be In It” campaign serves as the foundation forthe Coca-Cola FIFA World Cup 2026™ identity.This framework establishes the core principles andgraphic elements that define the visual system.Incorporating the iconic Arden Square as a central graphic device, we also introduce a new proprietary font‘Better With’ to ensure a vibrant yet recognizable brandpresence. The design identity maintains continuity withprevious iterations, while leveraging a refreshed CokeFootball Asset reinforces Coca-Cola’s cultural heritageand ongoing partnership with The FIFA World Cup™. BRAND ANCHORS Brand AnchorsOverview ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!? COKE WHITER255 G255 B255C0 M0 Y0 K0HEX #FFFFFF COKE REDR244 G0 B9C4 M100 Y95 K0HEX #F40000 C20 M20 Y20 K100 PHOTOGRAPHY To support the launch of the “Be In It” campaign,we have developed a bold new photography directionto capture the energy, passion and emotion ofthe FIFA World Cup™.Initially designed as a precise five-light setup