When John S. Pemberton created the formula for his new drink in 1886, his partner and bookkeeper, Frank M. Robinson, suggested the name "
Mr. Robinson wanted his name for the new product to have an effective and dramatic style of its own. He experimented in writing out an adaptation of the elaborate Spencerian script, a form of penmanship characteristic of the day. He wrote out the name
The famous script has seen slight changes in more than a century, and some of those adaptations are detailed below.
1887-1890s – The words "Trade mark" are written in the tail of the "C" in Coca.
1890-1891 – This version of the script showed the greatest departure from Robinson’s original.
1893-1901 – The words "Trade mark" are again written in the tail of the "C" in Coca.
1903-1931 – The words "Trade mark Registered" are written in the tail of the "C" in Coca. The
1930-1941 – The words "Trade mark Registered" appear in the tail of the "C" in Coca.
1941-1960s – In this version, the words "Trademark Registered" moved
out of the tail of the "C" and were noted as "Reg. US Pat Off." below
1958-1960s – This period saw the introduction of the Arciform or "fishtail" logo.
1969 – The Arden Square with the Dynamic Ribbon Device (commonly called the "wave") was introduced.
1980s – We see a modified Dynamic Ribbon Device with the ribbon integrated within the "
2003 – With the introduction of the "
2007 - A simple, yet bold design with a single white ribbon.