The Hug Logo is a perspective view of the Coca-Cola script as wrapped on packaging. Imagine the script after the pack disappears. You’re left with the Hug Logo which, after refinements, serves as the core visual asset articulating the Real Magic campaign/platform at all touch points. The Hug Logo can cradle the tender moments, embrace vitality, and celebrate connections. We literally use the Hug Logo to embrace all moments of Real Magic, the design expression of the communication idea.

Cultures and sub-cultures are the front line of where you’ll find Real Magic. That’s because they represent a constantly evolving melting pot of differences and passions. That’s why wherever you find culture evolving – music, sports, gaming – you’ll see Real Magic being triggered. It’s why Coca-Cola is committed to be at the heart of those conversations.