Everyone's Saying the Same Thing About the New Coca-Cola Font

Back to Devoured - July 27, 2026

DEVOURED

Everyone's Saying the Same Thing About the New Coca-Cola Font

Coca-Cola’s new serif typeface is facing social media scrutiny for its striking visual resemblance to the classic Marlboro cigarette brand identity.

What: Coca-Cola has promoted the 'Better With' serif font (designed by Brody Associates) as the centerpiece of a major brand overhaul by JKR, inadvertently sparking comparisons to tobacco marketing aesthetics.

Why it matters: The overlap in color palettes (red and white) combined with high-contrast serif typography creates a brand association that aligns a sugar-based product with a legacy addictive consumer good.

Original article

Coca-Cola's newly overhauled brand identity, designed by JKR, gives greater prominence to the "Better With" serif typeface, created by Brody Associates in 2023 for a holiday campaign.

Explore all 65 articles in today's digest