Coca-Cola Sign

The Times Square Coca-Cola Sign is an electro-kinetic sculpture created in 2004, replacing the famous three-dimensional bottle design that stood for years in the center of Times Square.

Entitled "Simply Coke," the sign is covered in programmable Light-emitting diodes, allowing an array of graphics to be displayed.

Design and Inspiration

The multi-layered billboard has a highly-complex pattern of stainless steel planes and exposed superstructure. The multi-colored lighting scheme illuminating the "Dynamic Ribbon Device"--the centerpiece of the sculpture--is meant to reflect both the ethnic diversity of New York City and the inclusive nature of Coca-Cola. The sign's design is inspired by the uplifting energy of Manhattan's steel and glass monoliths and the frenetic pace of midtown street traffic. The 3-D composition renders the Dynamic Ribbon Device in both positive form and negative space. The LED technology also offers the possibility of live video streaming across the sign's supple curvature.

Sign made and designed by Daktronics in Brookings SD

The sign attains 180-degree visibility by sculpting colorful LED panels around the 8' horizontal thrust. According to Wright Massey, owner of Brand Architecture Inc. and creator of the sign, "We realized that a vibrant, simple design would draw focus in the frenzied pandemonium of Times Square. Drawing from recent Coca-Cola marketing research, we found the Dynamic Ribbon Device the best vehicle for conveying key brand values. We wanted a contemporary, authentic statement, full of energy, optimism, and youthful spirit. We wanted our sculpture to inspire consumers on all three emotional levels: head, heart and gut."

Behind the Design

The video programming displays a series of graphic images that are meant to connect to Coca-Cola consumers on a rational "head" level. Images communicate product names, info relating to seasonal promotions, and corporate logos in a many different languages for the global visitors of Times Square.

The sign also displays a series of graphic images that are meant to connect to Coca-Cola consumers on a "heart" level. Images are generated to elicit certain moods and feelings from Coca-Cola consumers, relating to the conditions in the Square at different times of day and night, and across the changing seasons.

Finally, the sign attempts to connect on an immediate "gut" level. "Gut" graphics are dynamic artistic statements that are meant to illicit a "WOW" from the viewer.

The Coca-Cola Company and MOMA (The Museum of Modern Art) selected Brand Architecture's distinctive design from an assemblage of fifteen design firms from across the United States.