Before&After Design Tip: A Logotype That Looks Like What It Says!
Look how Coca-Cola created this simple typographic device—four letters, each skinnier than the one before.
Here’s a quick design tip on logo design from issue 41 of Before&After Magazine.
How do you combine the word zero, youth, and the idea of diet-friendly into a logotype without drawing a single image? Exactly as Coke did with this simple typographic device—four letters, each skinnier than the one before.
Lowercase says young; extra space between letters keeps the setting light.
The cold silver outline adds chill (the product’s marketing slogan) to the image and physical dimension similar to Coca-Cola.
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© John McWade/Before&After Magazine, courtesy of Gaye Anne McWade.
This article was last modified on December 18, 2025
This article was first published on June 20, 2025
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