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Is Coca-Cola's Iconic Red Color Protected by a Patent?

Published in Brand Intellectual Property 4 mins read

No, Coca-Cola's iconic red color itself is not protected by a patent. Instead, the specific way its red and white product colors are used on its products, alongside its distinctive cursive logo, is safeguarded by copyright.

Understanding Coca-Cola's Intellectual Property Protection

While the color red itself cannot be owned or patented by any single entity, Coca-Cola has strategically protected its unique brand presentation. The company has not protected the actual colors red and white or the standard font used to write its name. However, it has protected how these elements are specifically used on its product packaging and branding. This form of protection, as it relates to the specific combination and arrangement of red and white as product colors, falls under copyright.

Key aspects of Coca-Cola's brand protection:

  • Copyrighted elements: The company's cursive written logo and the particular arrangement of its red and white product colors are copyrighted. This means that the specific visual expression and design are protected.
  • Focus on "specific use": It's not about owning the color red, but rather about protecting the distinctive visual identity created by the application of red and white in Coca-Cola's branding. This prevents others from replicating the exact visual look and feel.

Why Colors Are Not Patented

Patents are a form of intellectual property that protect inventions—new and useful processes, machines, manufactures, or compositions of matter, or any new and useful improvement thereof, as well as unique designs for manufactured articles. Colors, in isolation, do not fit the criteria for patent protection. A company cannot patent a basic color like "red" because colors are fundamental elements available for public use.

How Brands Protect Their Visual Identity

Companies employ various intellectual property (IP) tools to protect their brand elements. While patents cover inventions, other forms of IP are crucial for safeguarding visual identities:

  • Copyright: This protects original works of authorship, including literary, dramatic, musical, and artistic works. For brands, copyright often covers unique logos, specific graphic designs, and the particular arrangement or presentation of visual elements, such as Coca-Cola's specific use of red and white.
  • Trademark: This protects brand names, logos, slogans, and distinctive sounds or even colors or color combinations when they uniquely identify the source of goods or services. For instance, Tiffany & Co. has a registered trademark for its specific shade of blue. While trademark is often used for brand colors, Coca-Cola's specific combination of red and white for product colors is noted to be protected by copyright in its particular usage.
  • Design Patents: These protect the ornamental design of a functional item. While not applicable to a color alone, they could protect the unique shape of a bottle (like the iconic Coca-Cola contour bottle).

Intellectual Property Protection Overview

The table below summarizes how different IP types relate to brand elements, clarifying why Coca-Cola's red isn't patented but its specific application is protected by copyright.

Intellectual Property Type What it Protects Relevance to Coca-Cola's Red
Patent Inventions, processes, designs for functional items Not applicable to a color itself
Copyright Original works of authorship, unique graphic designs, specific visual arrangements Yes, for the specific use of red and white product colors and the cursive logo
Trademark Brand names, logos, slogans, and distinctive brand identifiers (including specific colors or combinations) Often used for brand colors, but Coca-Cola's specific color usage is identified as copyrighted protection.

The Iconic Red and White Design

Coca-Cola's enduring brand recognition owes much to its consistent and distinctive visual identity. The strategic use of red and white, combined with its unique script, has created a powerful and universally recognizable brand presence. This careful protection of its visual assets ensures brand integrity and market distinction.