- Gallaudet University students create global sign name for The Coca-Cola Company (KO, Financial) using American Sign Language.
- The initiative enhances corporate accessibility, tapping into a $10 billion global sign language economy.
- Coca-Cola reimagines its iconic 1971 "Hilltop" ad featuring the new sign name.
In a pioneering move, students from Gallaudet University have developed a global corporate sign name for The Coca-Cola Company (KO). The new sign integrates the letters "C-O-K-E" in American Sign Language (ASL) with a dynamic hand motion mimicking the brand's iconic ribbon. This effort is part of a larger endeavor to enhance accessibility within the corporate world, targeting over 400 million individuals worldwide who are deaf or hard of hearing.
To celebrate this achievement, Coca-Cola has reimagined its famous 1971 "Hilltop" commercial. Filmed on the Gallaudet University campus, the ad features students, faculty, and alumni signing the lyrics to "I'd Like to Buy the World a Coke," replacing audio with ASL to honor the deaf community's unique communication style.
This initiative emerged from Gallaudet's student-led marketing consulting practice, established in 2023. It underscores a deep-rooted partnership between the university and Coca-Cola, dating back to the 1980s. This longstanding relationship has included scholarships and career development programs, among other collaborative efforts.
The introduction of a new corporate sign name is expected to set a precedent for other global brands, encouraging them to engage more meaningfully with the global signing community. The estimated $10 billion sign language economy presents significant marketing potential for companies committed to inclusion and accessibility.
