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\u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u00a9The Coca-Cola Company, 2021\n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture data-lmg=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032761-87559.jpg?w=2000\u0026amp;output=webp\u0022\n\t\t\t\t\t\tdata-title=\u00222021 \u53ef\u53e3\u53ef\u6a02 \u64c1\u62b1 \u65b0 logo 08.jpg\u0022\n\t\t\t\t\t@click=\u0022open()\u0022 class=\u0022image cursor\u0022\u003E\n\t\t\t\t\t\u003Csource 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\t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cp\u003E\u672c\u6b21\u4ee5\u300c\u64c1\u62b1\u300d\u70ba\u984c\u7684\u65b0 logo\uff0c\u9748\u611f\u4f86\u81ea\u53ef\u53e3\u53ef\u6a02\u92c1\u7f50\u3001\u73bb\u7483\u74f6\u5305\u88dd\u4e0a\u7684 Coca-cola \u5b57\u6a23\uff0c\u5b57\u9996\u8207\u5b57\u5c3e\u56e0\u70ba\u5713\u5f27\u5f62\u7684\u74f6\u8eab\u800c\u5728\u8996\u89ba\u4e0a\u5411\u5167\u6536\u7684\u6548\u679c\u3002\u9019\u662f\u53ef\u53e3\u53ef\u6a02 logo \u7684\u5168\u65b0\u5448\u73fe\u8996\u89d2\uff0c\u672a\u4f86\u4e5f\u5c07\u4f7f\u7528\u65bc\u5ee3\u544a\u8996\u89ba\uff0c\u4e26\u4e0d\u6703\u66f4\u6539\u5305\u88dd\u4e0a\u7684 logo\u3002\u003C\/p\u003E\n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture 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\u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u00a9The Coca-Cola Company, 2021\n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cp\u003E\u53ef\u53e3\u53ef\u6a02\u4e5f\u9080\u8acb\u4e86\u651d\u5f71\u5e2b\u3001\u85dd\u8853\u5bb6\u3001\u63d2\u756b\u5bb6\u5011\u4ee5\u300cReal Magic\u300d\u70ba\u6982\u5ff5\u9032\u884c\u5275\u4f5c\u3002\u9019\u4e9b\u5ee3\u544a\u7d20\u6750\u98a8\u683c\u5404\u7570\uff0c\u6709\u7684\u76f4\u622a\u4e86\u7576\u5730\u7834\u984c\uff0c\u6709\u7684\u5247\u4ee5\u62bd\u8c61\u65b9\u5f0f\u8868\u9054\u4e3b\u984c\u3002\u003C\/p\u003E\n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture data-lmg=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032746-58390.jpg?w=2000\u0026amp;output=webp\u0022\n\t\t\t\t\t\tdata-title=\u00222021 \u53ef\u53e3\u53ef\u6a02 \u64c1\u62b1 \u65b0 logo 04.jpg\u0022\n\t\t\t\t\t@click=\u0022open()\u0022 class=\u0022image cursor\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032746-58390.jpg?w=2000\u0026amp;output=webp\u0022 media=\u0022(min-width: 1200px)\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032746-58390.jpg?w=900\u0026amp;output=webp\u0022 media=\u0022(min-width: 400px)\u0022\u003E\n \u003Cimg loading=\u0022lazy\u0022 src=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032746-58390.jpg?w=600\u0026amp;output=webp\u0022 alt=\u00222021 \u53ef\u53e3\u53ef\u6a02 \u64c1\u62b1 \u65b0 logo 04.jpg\u0022 \/\u003E\n \u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u00a9The Coca-Cola Company, 2021\n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cp\u003E\u9019\u662f\u53ef\u53e3\u53ef\u6a02\u54c1\u724c\u6709\u53f2\u4ee5\u4f86\u6700\u591a\u5143\u7684\u54c1\u724c\u8996\u89ba\u5448\u73fe\uff0c\u4e0d\u50c5\u53c3\u8207\u8a2d\u8a08\u7684\u4eba\u54e1\u4f86\u81ea\u5168\u7403\u5404\u5730\uff0c\u85dd\u8853\u5bb6\u5011\u9078\u64c7\u7684\u5a92\u6750\u548c\u8868\u73fe\u65b9\u5f0f\u5404\u81ea\u7cbe\u91c7\uff0c\u5728\u5b8c\u6210\u7684\u4f5c\u54c1\u88e1\uff0c\u4e5f\u53ef\u898b\u5230\u591a\u5143\u65cf\u7fa4\u51fa\u73fe\u5728\u651d\u5f71\u3001\u63d2\u756b\u4f5c\u54c1\u7576\u4e2d\u4eae\u76f8\u3002\u003C\/p\u003E\n\u003Cp\u003E\u300cReal Magic \u4e0d\u50c5\u50c5\u662f\u4e00\u53e5\u5ee3\u544a\u8a5e\uff0c\u5b83\u5c07\u662f\u6211\u5011\u5ee3\u544a\u548c\u6574\u9ad4\u54c1\u724c\u7684\u6307\u5357\u91dd\uff0c\u672a\u4f86\u6240\u6709\u65d7\u4e0b\u7684\u54c1\u724c\u9732\u51fa\u5c07\u4ee5\u6b64\u4f5c\u70ba\u539f\u5247\u3002\u300dArroyo \u8868\u793a\u3002\u003C\/p\u003E\n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture data-lmg=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032749-91028.jpg?w=2000\u0026amp;output=webp\u0022\n\t\t\t\t\t\tdata-title=\u00222021 \u53ef\u53e3\u53ef\u6a02 \u64c1\u62b1 \u65b0 logo 05.jpg\u0022\n\t\t\t\t\t@click=\u0022open()\u0022 class=\u0022image cursor\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032749-91028.jpg?w=2000\u0026amp;output=webp\u0022 media=\u0022(min-width: 1200px)\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032749-91028.jpg?w=900\u0026amp;output=webp\u0022 media=\u0022(min-width: 400px)\u0022\u003E\n \u003Cimg loading=\u0022lazy\u0022 src=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-10\/img-1634032749-91028.jpg?w=600\u0026amp;output=webp\u0022 alt=\u00222021 \u53ef\u53e3\u53ef\u6a02 \u64c1\u62b1 \u65b0 logo 05.jpg\u0022 \/\u003E\n \u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u00a9The Coca-Cola Company, 2021\n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture 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\u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u00a9The Coca-Cola Company, 2021\n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cp\u003E\u8cc7\u6599\u4f86\u6e90\uff1a\u003Ca target=\u0022_blank\u0022 href=\u0022https:\/\/www.coca-colacompany.com\/news\/coca-cola-launches-real-magic-brand-platform-including-refreshed-visual-identity-and-global-campaign\u0022\u003E\u53ef\u53e3\u53ef\u6a02\u003C\/a\u003E\u003C\/p\u003E\n","authors":"\u90ed\u601d\u59a4","editor":"\u90ed\u601d\u59a4","date":"2021.10.12","date2":"Oct.12","time":"10:06 PM","my_publish_date":"2021-10-12T18:00:00+08:00","to_publish_date":"2021\/10\/12","url":"https:\/\/www.shoppingdesign.com.tw\/post\/view\/7129"}
可口可樂全新品牌理念 Real Magic！經典瓶身為靈感，同步亮相「擁抱」logo
©The Coca-Cola Company, 2021
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可口可樂迎來全新品牌理念 Real Magic！搭配以「擁抱」為概念的嶄新 logo 設計，可口可樂釋出品牌史上最風格多元的廣告視覺。
可口可樂也提出全新品牌理念「Real Magic」，背後的意涵是：我們與人的互動，尤其是意料之外的那些驚喜發現，正是將日子由平淡無奇轉化為與眾不同的獨特魔力。
這是可口可樂自 2016 年廣告詞「Taste the Feeling」以來首度更新 slogan。「Real Magic」承襲自該品牌最為人所知的「It’s the Real Thing」之外，新概念也點出在疫情之下人們對互動、連結的需要。
「人類正站在一個的轉折點上，過去 18 個月裡，生活的每個面向都受到衝擊，我們被迫回到二選一、是非黑白的方式觀看世界。」可口可樂行銷長 Manolo Arroyo 表示。「Real Magic」希望能喚起人們的行動，用更人性化的方式來擁抱我們獨特的觀點。
搭配 Real Magic 品牌理念，可口可樂釋出廣告視覺專用的新 logo，由英國設計工作室 Wieden+Kennedy 設計操刀，原本波浪形的 Coca-Cola 標誌經過重整，形成向內環抱的模樣！為了這一波宣傳，可口可樂也發表了一系列海報、視覺設計。
本次以「擁抱」為題的新 logo，靈感來自可口可樂鋁罐、玻璃瓶包裝上的 Coca-cola 字樣，字首與字尾因為圓弧形的瓶身而在視覺上向內收的效果。這是可口可樂 logo 的全新呈現視角，未來也將使用於廣告視覺，並不會更改包裝上的 logo。
可口可樂也邀請了攝影師、藝術家、插畫家們以「Real Magic」為概念進行創作。這些廣告素材風格各異，有的直截了當地破題，有的則以抽象方式表達主題。
這是可口可樂品牌有史以來最多元的品牌視覺呈現，不僅參與設計的人員來自全球各地，藝術家們選擇的媒材和表現方式各自精采，在完成的作品裡，也可見到多元族群出現在攝影、插畫作品當中亮相。
「Real Magic 不僅僅是一句廣告詞，它將是我們廣告和整體品牌的指南針，未來所有旗下的品牌露出將以此作為原則。」Arroyo 表示。
資料來源：可口可樂
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