The Importance of Condition
Condition is the most important factor in determining the value of an item. That is why it is so difficult to put a value on an item in a book such as this. People very often do not consider condition. This is a major mistake. The prices that you see in this book are what I call “average prices,” considering the item is in nice condition. If the piece is in mint condition, the value will be higher, and if in poor condition the value be lower. The price should always reflect the piece's condition. It would be an error to purchase a piece for $50 because it is in the price guide for $50 but the condition is poor. You should point out to the dealer any flaws in the piece and the price should be adjusted accordingly.
I have always been in favor of the “upgrade” system of collecting. This is, basically, buying a piece in a less-than-ideal condition and when you find the same piece in better condition, buying it and selling the lesser of the two. Keep in mind that selling pieces in poor condition is not easy in many cases. So before you turn your money over to a dealer, ask yourself this important question: “Am I considering condition in the purchase of this piece?”
Condition Guide
The condition of any Coca-Cola collectible is the most important factor in determining its value. Collectors use two types of grading systems. The “Poor to Mint” system seems to be used less now than the “1 to 10” method. Described below are both methods not only in relationship to each other but also with examples of the range “1 to 10” and “Poor to Mint.” These examples use the 1934 tray, but the guidelines apply to any form of collectible. Keep in mind that it is not in anyone's interest to overgrade an item.
The Coca-Cola Script Trademark
The story surrounding the creation of the famous Coca-Cola script trademark is an interesting one, and since it has never been disputed, the legend lives on. Frank Robinson, Pemberton's associate, named the product by using two of its ingredients and changing the “K” in “Kola” to a “C.” It was also Robinson, as the legend goes, who penned the famous script lettering that is now iconic. However, this early script version of the trademark was probably not used until 1887. Pemberton did apply for the registration of a trademark, which was granted in June of 1887. However, this was for the words “Coca-Cola” in block letters, and not the script lettering. This script lettering, or “logo,” has changed and has seen many variations over the years. Shown below are many of those variations. Study them, because knowing these logos and when they were used can be very helpful in determining age, as well as detecting a counterfeit piece. Keep in mind that many of the companies that produced advertising for The Coca-Cola Company, and especially local Coca-Cola bottlers, took liberties with the logo, in some cases altering or misusing — or even using — an outdated logo, especially in the earlier years.