What writing style is used in the classic Coca-Cola logo?

The classic Coca-Cola logo uses Spencerian script.

Spencerian script was a refined American handwriting style developed in the 19th century and widely used for business correspondence, documents, and advertising. Coca-Cola’s flowing wordmark was created in 1887 by Frank M. Robinson, the company’s bookkeeper and an early business partner of founder John Pemberton.

Robinson believed that two Cs would look effective in advertising, and he wrote the brand name in the ornate style. The script helped distinguish Coca-Cola from competitors in newspapers, signs, and packaging. Although the lettering has been adjusted over time, its basic calligraphic character has remained central to the brand.

People sometimes call the logo simply “cursive,” but Spencerian script is the more specific historical description. It should also not be confused with Coca-Cola’s contour bottle, which became another major part of the company’s visual identity.