The Contour Bottle
The success of Coca-Cola came from its unique contoured bottle and logo. The Coca-Cola look could be recognized when compared to its competitors’ imitations. The shape of the bottle for Coca-Cola is so distinct that it is meant to “be recognized by feel[ing the bottle] in the dark or identify [it] lying broken on the ground" (125 Years of Sharing Happiness). The distinct contour was created and patented by Alexander Samuelson on November 16, 1915 by the Root Glass Company. Over time the design was more sophisticated and original. The same shape was used for 40 years but in 1955 the king-size package delivered a new variation to the bottle. By 1960 the bottle was registered as a US trademark and “today it is still the most recognized bottle in the world(125 Years of Sharing Happiness).”