Coca-Cola called its 1969 logo redesign featuring a white wave beneath the script the Arden Square.
The redesign retained the familiar Spencerian-script Coca-Cola wordmark but placed it inside a red rectangular field, with a flowing white wave crossing beneath the lettering. The change gave the brand a stronger, more standardized appearance across cans, bottles, signs, and advertising.
The white wave later became widely associated with Coca-Cola's dynamic ribbon device. The names are sometimes treated as interchangeable, but Arden Square refers specifically to the broader 1969 identity treatment, while the ribbon describes the curved graphic element used within and beyond that system.
The redesign reflected Coca-Cola's effort to create a consistent international visual identity. Earlier packaging and signs varied more widely, whereas the 1969 system made the wordmark and wave easier to reproduce across different media.