Coca-Cola’s Design Competition
Touting the creativity of its fans, US drinks giant Coca-Cola has teamed up with online design platform Blank You Very Much for a competition in which contestants create a T-shirt design using the brand’s Logo.
US participants can download Coca-Cola logos and templates to create the designs. A panel of judges will award a $5,000 prize to the creator of the winning T-shirt. However, the competition comes with a long list of rules, barring competitors from actions such as cropping or adjusting the colour of Coca-Cola’s iconic red-and-white logo. This suggests that Coca-Cola is still wary of relinquishing complete control of its brand to consumers.
We highlight the importance of letting consumers use and interpret brands in their own way in Visualise Me: Curation and the Tastegraph, and again in our Industry Trend: Consumer Creators. As William Allen of the Behance online art network said in a report for Co.Design: "When fans pay creative homage to a company, they're offering the gift of free publicity - and they should be celebrated for it, not punished."