Coca-Cola’s Distinctive Fishtail Logo is 60 Years Old
The Coca-Cola fishtail logo is very collectible among today’s retro Coke aficionados. The name for this distinctive design arose from the resemblance of both ends of the logo to a fishtail. Technically, it’s called an “Arciform,” meaning forming or resembling an arch.
First introduced in 1958, the fishtail logo appeared on signs, print ads, vending machines, coolers and all sorts of Coca-Cola products up until 1965. By then the Coca-Cola Company was phasing out this logo for the preferred red disc that had been used earlier. The belief was that the red disc was more readily identifiable as a Coca-Cola logo and was more graphically striking. But we sure do love the fishtail logo, too!
It’s easy to see what influenced the design of the fishtail logo in the late 1950s—automobiles in those years were sporting dramatic tailfins inspired by fighter aircraft of WWII and modern rocket designs.
Since the Coca-Cola fishtail logo was used for such a short duration it’s become identifiable with a specific time period: the late 50s and early 60s. This makes it a desirable graphic for mid-century buffs in particular but its rarity makes it a favorite among Coke collectors in general. A nice alternative to high-priced vintage collectibles are the officially licensed reproductions we offer at RetroPlanet. From large metal signs to wall decals to stickers—we have hundreds of Coca-Cola products to choose from overall and over 60 that feature the Fishtail or Arciform design.