Coke’s logo is iconic. The brand just demolished it in a new ad

Coca-Cola’s breaking one of the cardinal rules of logo usage for a good cause. Brand guides warn against stretching or otherwise manipulating a logo’s shape, but for a new campaign to encourage recycling in Latin America called “Recycle Me,” Coke crunched its logo like one of its cans. In a promotional video from Ogilvy New York, Coke’s iconic red can is crushed by an invisible force, drawing attention to its new crunched-up logo in white. (The ad makers used techniques like...