The Co-operative Brand Identity
Corporate Brand IdentityPentagram Design (working with John McConnell)
EXECUTIVE SUMMARY
The first UK co-operative Society was founded in 1844. Today the Movement consists of 35 individual and independent retail societies all of which are member-owned.
The Movement does not have one national brand. Moreover, the individual businesses do not operate under one brand. As a result consumers are confused and unaware of the scale of the brand or the business linkages. The Co-operative Group is the largest of these societies with retail interests in food, travel, pharmacy, funeral, legal and financial services – including banking...