Able Quote by Martin Lindstrom
“Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon.”
About This Quote
Source Speech: Coca‑Cola Brand Talk, 1915
A concept can retain its identity even when broken into many parts, because its core attributes are deeply embedded.
In simple terms: Even shattered pieces can reveal the whole.
Key Takeaway
Design for recognizability.
Themes
branding
identity
perception
Mood
inspirational
analytical
Type
philosophical
inspirational
When to use this quote
- product design
- advertising
- visual identity
- audio branding
Key Concepts
semiotics
pattern recognition
brand equity
Questions to Reflect On
- What core element defines your brand?
- How can you test recognizability when fragmented?
A Different Perspective
If the core attributes are weak, the whole collapses.
