可口可乐×世界杯联名品牌 VI 手册（2026年版）

Coca-ColaFIFAWorldCup

26™

VIS

1.0TheCoca-ColaCompany®Private&ConfidentialOWNERSHIPAND

LICENSINGOFGRAPHICS,

PHOTOS,

IMAGESAND

FONTSThisdeckandtheartworkdiskcontainartworkandphotographicimages.TheCompanyownsthegraphicartwork.

Allphotosandimages

are

shown

FORPLACEMENTONLY.Thecompanyownstherightstousethefinalselectedphotographsgloballyonallmedia,except

broadcast.TheCompanyownstheBetter

Withfontsoitmay

be

usedgloballywithoutobtainingalicense.TheCompany

hasNOTlicensed

any

otherfontsforglobaluse.Anyotherfontlicenses

must

beobtained

locally.USEOF

PARTNER,

PROPERTY,TEAM

AND

PLAYER

LOGOS,

REFERENCES,

AND

IMAGESUseofanypartnerlogos,

joint

logoswithsponsoredproperties,teamcolors,insignia

orotherteamreferencesmustbe

reviewed

andapprovedbyyourOUTrademark,Marketingand/orOperationsLegalCounselpriortouse.

Useof

any

playerimagesorreferences(whetheran

actual

photoorotherlikeness,

player

number,etc.)mustbeapproved

by

boththe

player

aswellasyourOUTrademark,Marketing

and/orOperationsLegalCounsel.USEOFCOCA-COLA

TRADEMARKSNotrademarks,logos,orothergraphics

ofthirdparties(includinggraphicsfromcountryorteamflags)shouldbeincorporatedinsidetheCOCA-COLAtrademarkorotherCoca-Colatrademarkassets,includingtheDynamic

RibbonTRADEMARK

NOTICESAND

LEGAL

LINESTrademarknotices

(forexample,®,TRADEMARK

REGD.,

MARCA

REG.,MARQUE

DESPOSEE,etc.)mustappear

legiblyatleastonceinconnectionwith

theCoca-Colatrademarksoneachpageofmaterials.All

magazineandnewspaperadvertisingmustincludeatrademarkownershipstatement(forexample,“Coca-Cola,theContourBottleandtheDynamic

RibbonareregisteredtrademarksofTheCoca-Cola

Company”).Thecopyrightstatement“©2025TheCoca-ColaCompany”shouldbeshownonallapplicationswherepossible.Allproposed

legal

lines

shouldbereviewedandapproved

byyourOUTrademark,Marketingand/or

OperationsCounsel.ALL

MATERIALS

REQUIRE

LEGALREVIEWANDAPPROVALPleasenotethatthematerialscontainedintheCoca-Cola

FIFAWorldCup26™

VIS,includingtherelatedelectronicfiles,havenotbeenapprovedbythe

Legal

Functionforuseinanycountryor

Operating

Unit(“OU”).AllmaterialsusingtheCoca-ColaFIFAWorldCup26™VISelements

must

be

reviewedbyyourOUTrademark,Marketing

and/orOperationsLegalCounsel

priortouse.Thematerials

presented

inthisdeckandintherelatedelectronicfilesareintendedfor

INTERNALUSE(forCompany

employeesonly)andonlyforthepurpose

ofillustratingvariousideasandmarketing

materials.Beforeanyslogans,

headlines,

trademarks,orgraphics(includinguseofspecificcountrycolors)foundinthis

deckorintherelatedelectronicfilesaredisseminatedtothirdparties,suchitemsshouldbecleared

locally

by

yourOUTrademark,Marketingand/or

OperationsCounselandsubmittedtoFIFAforapproval(please

keep

reading

foradditionalinformation).TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page2LegalGuidelinesWHATWhilethedesignsinthistoolkithavebeen

approvedbyFIFA,

any

use

of

such

designs

inyourmarketneedsfurther

FIFAapproval.TIMING-Obtainapprovalforyouractivation

materialsbeforeproduction/market

roll-out.-Fromthemomentthatyourmaterials

havebeensubmittedonthe

FIFADigitalArchive(FDA)forapproval,FIFAcontractuallyhas10

businessdaystoprovidefeedback.-

IfFIFA

requires

revisions

(which

maytakeyouafewdaystocomplete),they

willtake5to10businessdaystoreview

theserevised

materials.WHOPleasereachouttoGrietVanden

brandeatgvandenbrande@tocheckifyourmarket

hasanApprovalCoordinatorwhocansubmitthematerials.Ifnot,Grietwillgladlysubmit.QUESTIONS/

HELPForanyquestionsorhelpwith

FIFAguidelinesortheFIFAapprovals

process,

pleasereach

outtoGrietVandenbrande

atgvandenbrande@.FIFAApprovals

ProcessTheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page3ContentsPgPgPgPgPgPgPgPgPg050609172835394553lntroductionBrandAnchorsPhotographyArdenSquare

DeviceCompositesFootballAssetTypographyApplicationCampaignOverviewTheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page4The

“Be

InIt”

campaign

serves

asthe

foundation

forthe

Coca-Cola

FIFA

WorldCup

2026™

identity.This

framework

establishes

the

core

principles

andgraphic

elements

that

define

the

visual

system.Incorporating

the

iconic

Arden

Square

asa

centralgraphic

device,

we

also

introduce

anew

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

WorldCup™.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page5BRAND

ANCHORSTheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page

6ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789!?ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!?TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page7BrandAnchors

OverviewCOKE

REDR244G0

B9C4

M100Y95

K0HEX#F40000COKE

BLACKR0G0

B0C20M20Y20K100HEX#000000TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page8BrandAnchors

Color

PaletteCOKEWHITER255G255

B255

C0

M0Y0

K0HEX#FFFFFFPHOTOGRAPHYTheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page9To

support

the

launch

of

the

“Be

InIt”

campaign,we

have

developed

a

bold

new

photography

directionto

capture

the

energy,

passion

and

emotion

ofthe

FIFA

WorldCup™.Initially

designed

asa

precise

five-light

setup

tohighlight

our

iconic

glass

bottle,

▲Contour’

has

evolved

intoa

dynamic

visual

approach,

perfectly

capturing

theyouthful

energy

and

uplifting

spirit

of

global

football

fans.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page10TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFA

World

Cup

26™

VIS

1.0

Page

11ProductEmotionUpli化TheCoca-ColaCompanyhaveglobalrightsfortheseimagesfromJan1st2026-

Dec31st2027,forallmediaexceptbroadcast.Aselectionof70imageswill

be

availablefordownloadintheKOAssetsplatform.Imagery

has

notyetbeenretouchedandwillbeupdatedwhenavailable.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFAWorld

Cup

26™

VIS

1.0

Page

12PhotographyContour

PrinciplesActionUpli化”Be

In

It”

isaboutembracingthemoment,energized

bythe

upliftingtasteofCoca-Cola.

Our

imagery

shouldalwaysfeeldynamic,visceral,

andvibrant,

capturingaclear

sense

of

uplift

in

every

shot,

bothemotionallyand

physically.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFAWorld

Cup

26™

VIS

1.0

Page

13EmotionWeshouldalways

aimto

capturemomentsofauthenticemotion

in

our

photography,from

hopetodespairandeverything

in-between.Throughoutthis

roller-coasterofemotions,our

imagesshould

alwaysconveyasense

ofoptimism

or

positivity.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFAWorld

Cup

26™

VIS

1.0

Page

14ActionThrough

immersive

perspectives,

dynamiccameraangles,

andtight

crops,our

imagery

is

placed

right

atthe

heartofthe

action.Bycapturing

real,

unfiltered

reactions

fromafirst-person

pointof

view,wecreatea

sense

of

connection

andvibrancy

inevery

image.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFAWorld

Cup

26™

VIS

1.0

Page

15ProductIconic

productssitatthe

heart

ofeverystory,woven

into

momentsofcelebration,connection,

andthirst.Our

productis

central

to

theexperience,embodyingtheenergy

ofthe

momentthroughgenuineand

relatablefanexperiences.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFAWorld

Cup

26™

VIS

1.0

Page

16ARDENSQUARE

DEVICETheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page

17Arden

Square

The

FIFA

World

Cup

2026

VIS

revolvesSustaining

Asset

around

the

iconic

Arden

Square

asset.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page18TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFAWorld

Cup

26™

VIS

1.0

Page

19Arden

Square

The

asset

serves

as

a

framing

device

for

footballPhotographic

Device

imagery,

either

within

a

frame

or

in

full

bleed.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

beenselected

nor

retouchedyet.

Coca-Cola

FIFA

World

Cup

26™VIS

1.0

Page

20Theframeenhancesemotional

momentsin

both

modeland

product

photography.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

been

selected

nor

retouchedyet.

Coca-Cola

FIFAWorld

Cup

26™

VIS

1.0

Page

21ArdenSquarePhotographic

DeviceProductcanoverlapthe

Dynamic

Ribbon

foraddedemphasis

and

depthTheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

beenselected

nor

retouchedyet.

Coca-Cola

FIFA

World

Cup

26™VIS

1.0

Page

22ArdenSquarePhotographic

DeviceThisframingdevicecan

be

usedwith

full-bleed

imagery,eithercontainingor

letting

emotional

moments

breakoutofthe

frame.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

beenselected

nor

retouchedyet.

Coca-Cola

FIFA

World

Cup

26™VIS

1.0

Page

23ArdenSquarePhotographic

DeviceThisframingdevicecan

be

positioned

left,

center,

or

right,

but

mustalwaysalignwiththe

margins.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page24ArdenSquarePhotographic

DeviceArden

Square

When

centered,

the

frame

can

shrink

but

mustPhotographic

Device

be

at

least

50%

of

the

safe

zone’s

height.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page25Invertical

layouts,theframingdevice

can

be

positionedatthe

bottom,center,or

top,

but

it

mustalwaysalignwith

the

margins.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page26ArdenSquarePhotographic

DeviceArden

Square

When

centered,

the

frame

can

shrink

but

mustPhotographic

Device

be

at

least

50%

of

the

safe

zone’s

width.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page27COMPOSITESTheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page28ArdenSquareCompositeWe

havedeveloped

acomposite

usingtheArden

Squareasset,which

serves

asthe

primary

lockupforallcommunications.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page29Arden

Square

The

Arden

Square

is

combined

with

the

FIFAComposite

World

Cup

2026™

logo

to

form

a

composite

lockup.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page30TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page31ArdenSquare

CompositeUsetheoutline-freeArden

Square

foroverlaying

imagery.TheCoca-ColaCompany

NOTE:

ImagesinthisdeckareFPOfor

nowasfinal

images

have

not

beenselected

nor

retouchedyet.

Coca-Cola

FIFA

World

Cup

26™VIS

1.0

Page

32ArdenSquare

CompositeArden

Square

We

also

have

a

limited

color

versionComposite

for

when

print

capabilities

are

restricted.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page33TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page34Exampleapplicaionof

limitedcolor

composite.ArdenSquare

CompositeFOOTBALLASSETTheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page35FootballAssetAStyle

EvolutionOur

new

FootballAssethas

been

rendered

inacel-shadingstylefor

a

more

dimensionalappearance.This

isour

primaryfootballcommunicatoracross

FIFAWorldCup™

communications.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page36The

FootballAssetand

Dynamic

Ribboncombine

tocreatea

playful,energetic

graphic

asset.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page37FootballAssetDynamic

FootballSCAN

ME

&SHAREA

no-scriptversionofthe

FootballAssetshould

be

usedatsmall

sizes,

such

asthe

connected

packtoggle.TheCoca-ColaCompany

Coca-Cola

FIFAWorldCup26™VIS1.0

Page3