Which Coca-Cola logo style uses the company’s famous Spencerian script lettering?

The Coca-Cola script logo uses the company’s famous Spencerian script lettering.

Frank M. Robinson, Coca-Cola’s bookkeeper and partner of John S. Pemberton, wrote the Coca-Cola name in the flowing Spencerian style in 1886. Robinson believed the distinctive lettering would look attractive in advertising and remain recognizable when reproduced. The script became the foundation of Coca-Cola’s visual identity.

The lettering has been adjusted in details over the decades, but its connected, sweeping form remains strongly associated with the brand. It is often paired with the red disc, the contour bottle, or the white Dynamic Ribbon, yet these are separate elements of Coca-Cola’s broader identity system.

A common mix-up is attributing the logo lettering to Pemberton because he created the beverage. Pemberton developed the original formula, while Robinson created the written brand name and its visual script. The Spencerian lettering therefore predates many later Coca-Cola symbols and campaigns.