Coca-Cola did not become one of the worlds most recognized brands by accident. From day one, the company spent a great deal of time and money developing its identity. Every year, or as it thought necessary, the company would put out standardization bulletins covering how everything with the Coca-Cola name should look.
The Coca-Cola logo & look needed to be the same on everything worldwide, including stationary, checks, uniforms and, of course, trucks. Trucks were and still are an important way for Coca-Cola to advertise.
Here are some pages from 1948 and 1957, depicting just how Coca-Cola trucks and cars should be painted.
Text and images from RetroPlanet