Rhythm - in one of the world's most familiar logos

Downloaded from Brands of the World, February 13, 2018

If it's not the most famous logo on Earth, it almost certainly would make any "Top Five" list of the most recognizable trademarks in the world. And I would assert that it's an example of rhythm in design -- that is, "repetition of multiple units in a deliberate pattern."  The undulating rhythm of the lettering, as well as the bottom extension of the first capital "C" and the top extension of the second capital "C," suggests a sense of motion and a rhythmic pattern (albeit a short one).

In the late 1960s, Coca-Cola trademarked its "dynamic ribbon device" -- a simple curve that accentuates the logo, reinforces its rhythm, and even serves as a substitute for the logo sometimes:

Ron van der Vlugt, Logo Life: Life Histories of 100 Famous Logos, BIS Publishers, Amsterdam, copyright 2012.

The "dynamic ribbon device" is still in use some 50 years later -- often as a subtle reminder of the parent brand, neatly tying together its many extensions in countries all over the world:

Downloaded from Brands of the World, February 13, 2018.