I recall when somebody told me they had noticed that the second “C” in the Coca-Cola logo sort of resembles a smile. Once you see it, you cannot help but continue to see it. Suddenly, nearly all the curved flourishes in that classic red-and-white Spencerian script seem to be smiling at you. Experts say that the second “C” does resemble a smile, and some people online have also caught on to the idea. They suggest that the logo contains a subtle emotional quality as well: friendly, joyful. This made me wonder: Is this an incredible hidden message from the brand, or is this merely creative projection on the part of the viewer?

What people are seeing

Take a close look at the vintage Coca-Cola wordmark: the letters flow in a beautiful Spencerian script, but there is something special about that second “C” in “Cola.” The top curve of the letter extends a little farther than normal, extending outward and then turning under. It is similar to the curve of a smile on a face. If that “C” were slightly tilted upward, it would definitely appear to be a smile. Today, many eyes catch the curved swoop of that “C” and immediately sense it is warm, happy, friendly. It’s as if it’s saying: “Hello, I am smiling at you.” Some people even refer to it as a friendly wink, a covert gesture hidden in plain view. Once you recognize the curve could possibly represent a smile, it becomes an eerie phenomenon, like seeing a face in a cloud. (It would be fun to add a simple happy-face mask over the wordmark to verify).

What’s been historically verified

We do know the following: The iconic script of the Coca-Cola logo originated during the latter portion of the 1880s. The name (“Coca-Cola”) and the flowing cursive style of the logo were created by a young bookkeeper named Frank Mason Robinson. He chose the symmetrical, elegant Spencerian handwriting style that was prevalent at the time. The flowing loops and curves of the lettering were typical of formal scripts, not a clever branding trick. Therefore, the original logo existed prior to any current “hidden messages in logos” trends by several decades. The curvy style simply represented the aesthetic conventions of the era. The red background color and the wavy “Dynamic Ribbon Device” swoosh, these arrived much later (in 1969). However, these arrived as packaging and branding developed, long after the wordmark was designed.

Therefore, based upon available archives: there is no documentation (memo, designer note, etc.) from the company confirming that the second “C” was intended to evoke a smile. There is no mention of a “hidden grin” in vintage advertising copy. Nor is there any evidence of a design brief from the early twentieth century mentioning “subtle emotion.”

Is the “smile” intentional?

To be frank: no one has produced any credible sources or archives from the company to confirm that the second “C” was meant to evoke a smile. No vintage advertisements hint at it, and no early-twentieth-century design brief mentions “hidden grin.” That means the concept of a smiling letter is almost certainly a modern interpretation. It is a theory that has been popularized in recent years. It has resurfaced as people examine old logos through fresh eyes and a cultural lens looking for hidden symbolism. Simply put: while many people currently see a smile in the second “C,” there is no official confirmation, and no documented intent from the designers of the original logo.

Why the interpretation feels plausible

Even though the interpretation of the second “C” has no historical backing, I understand why many people now see a smile in that letterform. I also understand why the connection feels natural. First, the human brain is hardwired to recognize patterns. There is a psychological concept called pareidolia (or more broadly, Gestalt tendency), which suggests that we tend to identify facial expressions or emotional cues in random forms. Thus, it is no surprise that once someone mentioned the possibility of interpreting the second “C” as a smile, many began “seeing” it.

Secondly, the interpretation aligns neatly with what we already know about the brand. The Coca-Cola logo has come to symbolize happiness, refreshment, nostalgia. These are the kinds of emotions the brand has been promoting for decades. The modern interpretation of the logo as a smiling mark complements perfectly with Coke’s ongoing promotion of joy and connection. That alignment causes the “smile” to appear less like an assumption and more like a logical extension of the brand’s identity, even if it occurs unconsciously.

Thirdly, there is something poetic about a retrospective interpretation. Classic designs typically develop additional layers of interpretation as culture evolves. What appeared as a flourish in 1886 may feel like a display of warmth in 2025. As people assign stories to symbols, particularly ones seen frequently, classic designs take on lives of their own. They develop meanings that extend beyond what their designers originally intended. The “smile” in the Coca-Cola logo is an excellent illustration of that.

So, is it really there?

Whether or not the second “C” in the Coca-Cola logo was ever intentionally a smile, the fact many people today see one speaks volumes. It shows the strength of letterforms, and how brands exist not only in print, but in perception. I enjoy viewing it as a silent handshake between brand and consumer. A single curve conveys warmth, friendliness, perhaps even nostalgia. While some observers believe it is retroactive, others think it is projective. However, most agree on one point: once you see the curve as a smile, you will always see it again.

From my perspective, the most effective method for appreciating branding is not to assume that every flourish conceals a secret. Instead, appreciate how designs evolve in meaning as they pass through multiple generations of perceptions and emotions. That is the beauty of logos such as the Coca-Cola logo. They begin as ink on paper, then become heartbeat in culture.