This may seem like such a peculiar choice for the brief of Invisible Typography, as it is such a globally dominating brand that you can't help but see it. I just question, if you see something too much does it becomes invisible. The typography that is visible in the logo for Coca-Cola is exquisitely made with an old style italicised scripture printed in white on red. When i see this on a day to day basis, i don't see the typeface nor the letter shapes, what it says or anything do with the words. I automatically think coke, its instantaneous from its appearances its bottle shape, colour, product colour its imbedded within my brain. This theory is proven with Coke changing their logo to the customers names.
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