Which Coca-Cola design agency created the 1970 “Coca-Cola” logo update with the white wave?

Lippincott & Margulies created Coca-Cola’s 1970 logo update featuring the white wave beneath the script lettering.

The white wave, often called the Dynamic Ribbon, gave the familiar Coca-Cola wordmark a stronger horizontal structure. It appeared in a period when the company was refining a consistent visual identity for bottles, cans, advertising, and other branded materials.

The design did not replace the Spencerian script. Instead, it placed the script within a broader graphic system that could be adapted across different package shapes and media. The wave also became a recognizable link between Coca-Cola’s red background and white lettering.

Later Coca-Cola identities changed the treatment of the ribbon and the surrounding red disc, but the 1970 update remains an important milestone in the brand’s visual history.