The Arciform sign (better known as the “Fishtail” sign) was unveiled at a bottlers meeting in 1958. Within a year, this piece of advertising used in copy, signage, cartons and on vending machines. Unfortunately, by 1965, the design was phased out and replaced by the Red Disc, so familiar to everyone. It was decided that “The red circle is our strongest visual association with the trade-mark”.
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