When John S. Pemberton created the formula for his new drink in
1886, his partner and bookkeeper, Frank M. Robinson, suggested the
name "Coca-Cola®," thinking that "the two Cs
would look well in advertising."
Mr. Robinson wanted his name for the new product to have an effective
and dramatic style of its own. He experimented in writing out an
adaptation of the elaborate Spencerian script, a form of penmanship
characteristic of that day. He wrote out the name Coca-Cola and,
after consultation, the others working at Pembertons company
adopted the script by unanimous consent.
The trademark Coca-Cola, drawn in flowing handwriting, became through
the years just what Mr. Robinson wanted it to be -- a distinctive
and unique trademark for the drink first sold at an Atlanta pharmacy.
The famous script has seen slight changes in more than a century,
and some of those adaptations appear below.