Five New Thoughts About Vintage Coca Cola Logo That Will Turn Your World Upside Down

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In 1891, Asa Candler bought a aggregation for $2,300. That amount tag in today’s dollars is afterpiece to $60,000, but still, not a bad accord for a business that would gross a accumulation of added than $30 billion in 2014. During the aboriginal years, Candler focused his efforts on architecture his brand, alms coupons for chargeless samples and distributing tchotchkes with the company’s logo on them. The advancing business paid off. By 1895, a bottle of Coca-Cola could be begin in every accompaniment in America.

By the time Henry Luce purchased LIFE Magazine in 1936, Coca-Cola was aloof years abroad from bearing its billionth gallon of its cast soda syrup. The pages of LIFE balloon with Coke ads, the aboriginal one actualization in 1937, and abounding issues included assorted invitations to “add bite to the hour” and booty “the abeyance that refreshes.”

But LIFE was not alone a client of Coca-Cola advertising. LIFE’s photographers were additionally capturing the growing beyond of that Spencerian Script—the looping, cursive chantry of Coke’s logo—in places as extensive as Bangkok and the Autobahn. During the 1930s, the aggregation had amorphous to set up bottling plants in added countries. But back General Eisenhower beatific an burning cable from North Africa in 1943, requesting that Coca-Cola authorize added across bottling plants in adjustment to accession soldiers’ morale, the auto were set in motion for accelerated all-embracing expansion. Wartime saw the accession of 64 adopted plants to the absolute 44, and post-war advance connected steadily.

The photos actuality characterize not aloof the way Coke began to alloy into all-embracing surroundings—by the backward 1960s, bisected of the company’s profits would appear from adopted outposts—but additionally the advanced arrangement of American locales and subcultures the cast was penetrating. Led by aggregation admiral Robert Woodruff, whose appellation began in 1923, Coca-Cola’s active business efforts begin footholds for the cast from absolute country food to New York City’s Columbus Circle to roadside stands in Puerto Rico.

Of the dozens of slogans Coca-Cola has had over the years, the one it debuted in 1945 was absolutely accumbent with the all-around ascendancy the aggregation had set its architect on. “Passport to refreshment” was not aloof a able pun, but a assurance of things to come.

Liz Ronk, who edited this gallery, is the Photo Editor for LIFE.com. Follow her on Twitter at @LizabethRonk.

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