Coca-Cola has erased its famous script from its new cans. Gone, poof, vanished, leaving behind a naked white ribbon, fluttering against Coke’s theater-curtain-red backdrop.

FP7/DXB, McCann-Erickson’s agency branch in Dubai, rolled out a limited-edition run of the new package design in Middle Eastern countries for the month of Ramadan, as part of Coca-Cola’s umbrella campaign to fight prejudice, “Let’s take an extra second.” The message behind the stripped down cans: don’t label other people.

Kumbaya rhetoric aside, the new cans say a lot about today’s branding landscape, without saying anything at all. Corporate logos are evolving to become simpler and flatter, and doing it faster. Consider Twitter: the site once used a fully fledged cartoon as its mascot. Today, it’s a flat white bird with very little plumage. Facebook, too, just unveiled a vanilla update to its logomark. Coca-Cola’s enduring look can go simpler without sacrificing design identity; that ribbon is enough to let us know what’s in store.