Last week, construction workers finished installing a large swoosh across what will become one of the most recognizable and visible corporate headquarters buildings as a gateway to Birmingham.

The new Coca-Cola United headquarters under construction in Birmingham has a sleek glassy façade that now has the trademark “Dynamic Ribbon” on it.

The dynamic ribbon is the official name of the swoosh on the Coca-Cola can.

“It’s not just decorative – it’s part of our brand DNA,” said a statement from Coca-Cola Bottling Co. United. “It was introduced in 1969, underlining the Coca-Cola script with a sweeping white wave as a signature brand device. The ribbon has since become one of the most recognized visual elements tied to Coke, representing movement, refreshment and continuity.”

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