Visual Identity Standards PDF v.3 - The Co-operative

good for everyone. 

Delivering our Visual Identity Standards.

2 

visual identity 

standards: Core Elements. 

A footnote: 

All of the information in this 

book is correct at the time 

of publication: April 2009. 

If you are unsure of any of the 

rules or details please contact 

Co-operative Brands Ltd. 

brand@co-operative.coop

04 The Co-operative visual identity 

18 The Co-operative logotype 

48 The Co-operative colours 

54 The Co-operative typeface 

66 Using layout 

76 Using imagery 

88 Communicating the brand 

94 Masterbrand 

102 Membership 

110 Business examples 

124 Society accreditation 

132 Contact 

3

has five Brand Components. 

They have been developed as a simple way to 

place emphasis on the important things we need 

to do to deliver our brand. How the components 

became the basis for our identity is detailed 

in Brand Identity Book One.* This is Book Two. 

Here are all the rules to implement our identity 

and how we can make our brand stronger together. 

*Ideally, Book One should be 

read in conjunction with these 

standards. If you haven’t 

already got a copy just contact 



The Co-operative visual identity 

This book is primarily concerned with our logotype, 

colour palette and typefaces. It also shows the 

importance of combining these three to deliver 

our identity with maximum effect. The logotype, 

colours and typefaces are right at the heart of our 

Visual Identity, so collectively we call them our 

Core Elements. Each one of the elements provides 

a primary role in visually identifying our brand. 

Implemented with cohesion and consistency 

they help to project the unique personality of 

our identity. 

5

6 

in the UK trades from over 

6,000 branches through various businesses. 

A consistent brand architecture clearly helps 

customer recognition and re-establishes 

our presence on the high street. In this book 

anyone who has been working with the brand 

since its launch may notice some variations, 

these changes are described across the page.

The logotype 

There are no physical changes to the logotype. 

However a strong, unique look has evolved in 

which our logotype leads the communication 

message or is incorporated within the text. 

This is a look we want to encourage. We have 

removed some exclusion zone rules and the 

double space following the logotype (but this 

change does not apply to fascia application). 


Using colour 

There are no changes to the colour palette 

and each individual business retains its original 

differentiating colour (except Pharmacy where 

the print colour has been darkened). What has 

now changed affects Masterbrand only, which 

now has the authority to use all the colour palette. 

Imagery and words 

Without doubt, the most successful material 

produced since the brand’s launch has been 

clean and simple. When communication 

becomes metaphorical, too clever, cluttered, 

it isn’t The Co-operative. That applies to 

words as well as imagery, keep things honest 

and straightforward with memorable images. 

Clearly define what you want the message 

to say, then use as few words as possible to 

deliver it. Avoid clichés or jargon, they are not 

synonymous with our brand. 

7

Brand Components are the 

foundations of our brand, there to help support our 

brand: everything we do, sell or associate ourselves 

with must support our brand proposition. Take 

our Brand Components, distil what they stand for 

into a single sentence and we have our Brand 

Proposition, which is: The Co-operative: a successful 

business with integrity. That is the single statement 

of what we offer, central to every one of our businesses. 

It’s the core message that we want customers to fully 

understand, then try us out.

Consistent quality 

A co-operative business gives its customers good 

quality products and a great service at 

a fair price, wherever and whenever they use it. 

Trustworthy 

A co-operative business is honest, open and fair with its 

customers, behaving with integrity at all times and being 

expert and accountable at what it does. 

Rewarding 

A co-operative business offers a welcoming, pleasing 

and rewarding experience. It does something worthwhile 

with its profits, leaving customers feeling that they’ve 

done well by both themselves and others. 

Community 

A co-operative business builds a close relationship with 

its customers by being there for them, reflecting their 

needs and contributing to their communities. 

Championing 

A co-operative business makes things better for 

its customers by creating, pioneering and implementing 

innovative and socially responsible ideas that lead 

its industry. 

Our components 

They play a very important part in differentiating us 

from our competitors. They define us, which enables our 

customers to understand what we stand for. They’re also 

the key to creating strong brand communications. 


: 

a successful business 

with integrity 

Our proposition 

The single statement of our offer that is core 

across all of our businesses. It is appealing 

to customers and will persuade them to try us. 

9

10 

is changing business for good. 

Our values set us apart from our competitors 

in many ways, but they are no longer unique. 

However being a co-operative makes us a unique 

organisation. As a consumer co-operative our aim 

is to service the needs of our consumer owners. 

It’s our Brand Personality that helps our businesses 

to develop their relationships with customers. 

Consistently delivering this experience will help 

to deliver our Brand Essence.

Open 

Decent 

Ambitious 

Co-operative 

Friendly 

Healthy 

Our Brand Personality 

Our Brand Personality helps our businesses develop their 

relationships with customers. Consistently delivering this 

experience will help deliver our Brand Essence. 


: 

changing business 

for good 

Our essence 

This is the single thought at the heart of our brand, 

it’s true across all of our businesses. 

11

12 

The Co-operative visual identity


Our Brand Proposition, ‘Successful business 

with integrity’ are words that probably will not 

be said very often. But they do sum up what we 

are and want to continue to be. What we say to 

the rest of the world is that we’re simply: good 

for everyone. Three words that are more than 

just a strap-line, they describe who we are and 

what we will deliver every single day. 

13

14 

understands the importance of 

consistency. It is vital that the values inherent in our 

brand – our Essence, Components and Personality 

are protected. If we constantly adhere to all of the 

aspects of our identity, customers will become fully 

aware of the true size of our brand and what we 

stand for.

The Co-operative is ‘changing business for 

good’. That’s because we’re also ‘a successful 

business with integrity’: our Brand Proposition. 

It follows then, that wherever possible the 

summarising message – our strapline 

‘good for everyone’ appears. 

Six words make up our Brand Personality: open, 

decent, ambitious, co-operative, friendly and 

healthy. They represent what our customers and 

members say about us. Those words are at the 

centre of who we are and should be reflected in 

everything we do and say. 


Whilst each business that is part of The 

Co-operative brand has different products and 

services to sell, it’s vital that everyone adheres 

to one consistent style. Individual businesses 

must present themselves with the same 

identifying typestyle. All messages need to be 

direct, honest and clearly legible. Headlines 

contain factual information and, ideally, will lead 

with the logotype. 

The logotype will appear on every single thing 

we produce. It shall not be altered in any 

circumstance from the rules that govern the 

logotype. The approved colour for each business 

will never vary and the correct palette shall 

always be applied. 

Finally, remember to keep everything produced 

clear and uncluttered and check it carefully against 

these Visual Identity Standards before production. 

15

16 The Co-operative visual identity 

The power of


Every organisation has an identity, and that is 

not necessarily a symbol or a logotype: it’s how 

the organisation is represented to the outside 

world. Through this book we refer to the custom 

drawn typeface, that embodies our name, 

as our logotype. We are a brand with our own 

distinct personality, we are unique. We are 

The Co-operative. Emphasising ‘The’ leaves 

no doubt about who we are. And there’s a 

straightforward typographic look, honest and 

uncomplicated, to reflect the heart of our 

co-operative spirit. 

17

has three Core Elements 

that are central to our Visual Brand Identity. 

Our logotype, from which individual business 

logotypes are developed. Our colour palette 

that helps to differentiate the businesses. And 

our typefaces. Before we describe any individual 

mechanics of applying our brand, here is a brief 

snapshot of how our Core Elements work.

This is called the Masterbrand logotype. It should 

appear in Masterbrand Blue as the primary 

option. Masterbrand is a part of The Co-operative 

that represents the collective of the individual 

businesses. 

Each of The Co-operative businesses has 

one identifying colour. The colour, which will 

differentiate the businesses, should be used as 

the primary colour on all physical manifestations 

of that business. 

Our primary font is Helvetica neue Condensed 

47 Light. This is a very modern and highly 

legible family which suits our straightforward 

and honest communication messages. 

2colour version logotype & bee 1 line PMS 130 

ABCDEFgHIjKLMnOPqRSTUVWxyz 

abcdefghijklmnopqrstuvwxyz 

The Co-operative logotype 

19


Right at the centre of our identity 

is the logotype. And it is central 

because it’s employed by all 

of our businesses. The logotype, 

therefore, is a key element 

that creates a link for all of our 

customers to relate to. 

As with most logotypes for large organisations ours 

has been customised, it’s specially drawn. 

So there should be no attempt to match it with any 

typeface, or recreate the logotype, or alter 

it in any way. never try to recreate our logotype, 

you can get approved digital artwork from 


The PMS © number is 2757. 

The four-colour breakdown is 

C100 M82 Y0 K30 

If colour is not an option please seek advice 

from Co-operative Brands Ltd.

If space restrictions cause a problem with our one 

line version this ranged left alternative is available. 

The same rules apply as they do to the single 

line version. Also, there must not be any attempt 

to recreate this alternative from the single line 

logotype: the spacing has been critically worked out. 

For master artwork of this stacked version please 

contact Co-operative Brands Ltd. 


21


Closely associated with our 

logotype is our strapline. 

Our combined logotype and 

strapline is a Core Element and 

it needs careful application. 

Where possible the two-line 

version should be used, 

but a one-line is available 

as an alternative. 

‘Good for everyone’ logotypes 

Our logotype has a strapline that sums up the heart 

of our brand, ‘good for everyone’. 

‘good for everyone’ is a core element of Masterbrand, 

and as a result, it can be used in any of the core 

business areas colours (see colours section). 

For example, when used in a Food communication, 

‘good for everyone’ can appear in Food green 

(PMS © 375) if suitable (see colours section). This is 

the strategic positioning of the relationship between 

a business and the ‘good for everyone’ strapline. 

Our businesses also have individual straplines that 

describe their current proposition. Such as ‘good 

with food’, ‘good with money’ etc. 

This strapline can be used as the core message, 

part of the main communication or to sign-off 

a message, but it is important that it is present 

in some form in the communication. 

There are two versions of the logotype: a one-line 

version and a two-line version. The two-line version 

is the preferential choice in all cases, however, 

when space is at a premium, the one-line version 

may be more suitable.

Two-line version and business colour 

When using this logotype in isolation, such as 

a Masterbrand ad or where space is at a premium, 

this is the preferred application. 

As ‘good for everyone’ is a Masterbrand 

component, it commands use of the colour palettes 

of The Co-operative’s Business areas (i.e. it can 

use Food green [PMS © 375] or equally Bank blue 

[PMS © 2925] where suitable). A grayscale version 

is also available for use whether solid black or a 

40% tint for differentiation. This makes for a wideselection 

of colourways for ‘good for everyone’. 

However wide the selection for colour, 

consideration should still be taken for the suitability 

for the communication and ultimately the brand. 

nB. When using the logotype as an endorsement, 

the two-line version should be used (see logotype 

section). 


23


Occasionally it may not be 

possible to use the two-line 

version of the ‘good for everyone’ 

logotype. For instance, when 

width dictates over height, 

such as a pitch-side billboard, 

it would be more effective to 

use the one-line version. 

One-line version 

Where space dictates (given a greater width 

opposed to height) it is advised to use the oneline 

version to maximise the visual impact of the 

logotype and strapline. 

Again, as ‘good for everyone’ is a Masterbrand 

component, it commands use of the colour palettes 

of The Co-operative’s Business areas (i.e. it can 

use Food green [PMS © 375] or equally Bank blue 

[PMS © 2925] where suitable). A grayscale version 

is also available for use whether solid black or a 

40% tint for differentiation. This makes for a wideselection 

of colourways for ‘good for everyone’.

However wide the selection for colour, 

consideration should still be taken for the suitability 

for the communication and ultimately the brand. 

nB. When using the logotype as an endorsement, 

the two-line version should be used and not the 

one-line version (see logotype section). 


25


The one-line version of the 

business logotypes have been 

created to give each business 

its own unique identity. When 

using a business logotype in 

any capacity it is preferred that 

the one-line version be used. 

A Logotype 

A Logotype 

C Strapline 

Individual high-street business logotypes: 

one-line version 

Our logotype (A) has been extended so that each 

business has ownership of its own variant: 

its descriptor. In addition each business, that has 

a high street presence, has an individual 

colour, the descriptor (B) should always appear 

in that colour or white. 

If you’re printing an item in just two colours, and 

you can specify them both, then use the colour 

version of the logotype shown. In this case both 

colours print as special inks. ‘The Co-operative’ 

will print PMS © 2757c whilst ‘travel’ prints PMS © 

1495c. 

B Descriptor 

B Descriptor 

However if you are printing a two colour item, and 

one of those colours is already specified as black, 

then use the single colour black and white version 

of the logotype. In this case the business descriptor 

(eg: ‘food’) is a 40% tint of black.

A and B 

A, B and C 

‘good for everyone’ is the Masterbrand strapline. 

It is at the heart of our brand. Each business has a 

specific relationship with ‘good for everyone’. 

Businesses are allowed to retain their own strapline 

and identity (such as ‘good with money’ for Bank) 

but, when using the ‘good for everyone’ strapline, 

must present it in Masterbrand or their business 

colour. This is the strategic positioning of the 

relationship between a business and the ‘good for 

everyone’ strapline (C). 

For example, when used in a Food communication, 

‘good for everyone’ can appear in Food green (PMS © 

375) if suitable (see colours section). 


27


A two-line version of the 

business logotypes have also 

been created to allow for 

increased visual impact when 

space is at a premium. 

Individual high-street business logotypes: 

two-line version 

There is an alternative version of each business 

logotype that is stacked into two, ranged left, lines. 

Occasionally it may not possible to use the preferred 

one-line version of the business logotype. For 

instance, a very narrow newspaper ad, where the 

one-line version would be ineffective, it would 

be better to use the two-line version. 

Wherever possible the full colour version 

should be used, with the business descriptor 

or strapline appearing in its individual colour 

(see colours section).


29


The three-line version of the 

business logotypes are for use 

in extreme cases of minimal 

space. It is designed to create 

the highest visual impact in 

the minimum amount of space. 

There are no three-line versions 

of the logotype that incorporate 

business straplines. 

Individual business logotypes: 

three-line version 

There is an alternative version of each business 

logotype that is stacked into three, ranged left, lines. 

Wherever possible the full colour version should 

be used, with the business descriptor appearing 

in its individual colour (see colours section). 

The primary use of this three-line version of the 

logotype is on projecting signage where space 

is at a premium. It is advised, unless extremely 

restricted by space, to use the one-line or the 

two-line versions for brand communications. 

Please note than under no circumstances does 

this version of the logo ever appear with the 

strapline.


31


Businesses without a high 

street presence follow the 

same descriptive architecture. 

These colourways have been 

strategically designed to lend 

order to the businesses whilst 

retaining a sense of each of their 

individual identities. 

Individual non-high street 

descriptive logotypes 

Our logotype has been extended so that each 

business has ownership of its own variant: 

its descriptor. Each business that has 

a high street presence has an individual 

colour and the descriptor should always appear 

in that colour (see colours section). 

When a business doesn’t have a high-street 

presence, these will share a limited colour palette 

(see colours section). For instance, cruises and 

2colour version logotype & bee 1 line PMS 130 

childcare above: two totally different businesses but 

sharing Travel’s orange to indicate fun and warmth. 

These businesses also adhere directly to the 

rules defined for the ‘good for everyone’ strapline. 

When using this strapline, it must be presented 

in the Masterbrand or relevent business colour. 

For example, when used in a Foundation 

communication, ‘good for everyone’ can appear 

in that designated gray (PMS © Warm gray 6 – 

see colours section).

If you’re printing an item in just two colours, and 

you can specify them both, then use the colour 

version of the logotype shown. In this case both 

colours print as special inks. ‘The Co-operative’ 

will print PMS © 2757c whilst ‘farms’ prints PMS © 375c. 

However if you are printing a two colour item, and 

one of those colours is already specified as black, 

then use the single colour black and white version 

of the logotype. In this case the business descriptor 

(eg: ‘food’) is a 40% tint of black. 


33


We use two logotypes. There’s 

one for small sizes and 

one for medium to large sizes. 

Whenever the logotype 

must appear below 25mm 

in width, use logotype A, 

and for anything above 25mm, 

use logotype B. This applies 

for all uses of the logotype. 

Size restrictions 

For impact, and sheer legibility, most logotypes 

are never allowed to appear below a certain 

measurement. 

Ours is no different and the main logotype has 

a minimum use size of 25mm wide. 

However there is a specially redrawn version that 

can be used below that width, which should be 

carefully specified. The stacked, one-line, redrawn, 

version should be used under 25mm wide but it 

should not be used smaller than 15mm. The threeline 

version can never be used below 12mm. 

A: 12mm up to 25mm the 

width of ‘ ’

B: Any size above 25mm. 

The minimum size of the 

logotype is always based 

on the length of ‘The 

Co-operative’. This rule 

applies when the logotype 

sits within brand statements 

and with Businesses and 

Activity logotypes. 


35


Appropriate use of the logotype 

and legibility 

The blue version of the logotype should be used 

as a primary option. There is also a reversed out 

(white) version available whenever there is the 

requirement. 

Always take the time to consider, and ensure, 

maximum legibility. For further information contact 


The blue logotype PMS © 2757c 

on a white background. 

The blue logotype PMS © 2757c 

on a background colour 

that is tonally different enough 

to allow good legibility. 

This is the logotype reversed 

(white) out of a colour.

Appropriate use of the logotype 

and legibility 

When over-laying the logotype onto an image 

it is imperative that you use an image that 

allows for a high contrast between the logotype 

and the image. Otherwise the logotype will 

be made illegible and go unseen. 

As before, on imagery the blue, or the standard 

black, version of the logotype should be used 

as a matter of priority. There is also a reversed out 

(white) version available whenever there is 

the requirement. 

Always take the time to consider, and ensure, 

maximum legibility and note that no other colours 

are allowed. 

When the logotype is in black 

place it on a background 

colour that is tonally different 

enough to allow good legibility. 

This is the logotype reversed 

(white) out of a photograph 

allowing for good legibility. 

This is the logotype in black 

placed on a photograph 

allowing for good legibility. 


37


logotype. 

never attempt to set the logotype 

in any typeface. Always use the 

original provided by Co-operative 

Brands Ltd.

Please do not do this 

to our logotype 

It is absolutely vital to the integrity of 

The Co-operative brand identity that it is not 

compromised, in any way, by unprofessional 

or inappropriate handling. It only takes 

a little time and a good eye to get it right. 

1 Do not attempt to set our logotype in any 

typeface, not even our corporate typefaces. 

Only use the master logotype available from 


2 Always ensure high contrast when positioning 

our logotype on a photographic or coloured 

background. not like this. 

3 never use the logotype in any other colour other 

than those agreed in this book. The only exception 

to this is food packaging. 

4 never attempt to modify, alter or redraw 

the logotype. 

The co-operative 


39


1 

In association with 

2 

proudly associates 

3 

proudly 

sponsor the Pride of Britain 

Awards 2008. 

Endorsements 

When The Co-operative logotype is used 

as an endorsement, it implies involvement and 

participation. Whether it’s an event, a brand, 

a product or an idea, the logotype needs to retain 

it’s prominence and voice this collaboration. 

There are three major tiers that signify the level 

of collaboration from The Co-operative: 

1 Signed-off 

This is where the participation is at a minimum 

and the logotype is the prominent element with an 

endorsement message ‘attached’. 

2 Stated 

The ‘collaborative element’ and the logotype 

have a more balanced relationship. The 

endorsement message runs under the logotype 

to create a statement. 

Supported by 

proud supporters 

proudly 

support Oxfam’s Bring Bring 

your mobile phone scheme. 


proudly supporting 

proud to be associated 

with StreetGames. 

3 Personal 

Running the endorsement after the logotype 

to create a more personal statement about 

the endorsement whilst supporting the brand.

1 Example 

2 Example 

proudly supporting 

3 Example 

proudly 

sponsor the Pride of Britain 

Awards 2008. 



41


4 

5 

4 Third-party use 

There will be times when the logotype will 

be required to appear in a line-up alongside 

other logotypes. When this is the instance, 

we apply an exclusion zone around the logotype 

to protect it. 

We have kept the exclusion zone around our 

logotype very simple. The zone should always be 

the same width as the total depth of the logotype. 

So, if you’re using the logotype and its total depth 

(from the top of the capital ‘T’ to the bottom of the 

lower case ‘p’) is 10mm, then the exclusion zone 

is 10mm either side, above and below. 

5 Black and white endorsement 

When our logotype appears in a black and white 

publication, as an endorsement, you are to use 

the Masterbrand logotype and strapline. This is 

to increase the visual prominence of our logotype 

when seen alongside other logotypes. The same 

exclusion zones apply as number 4, third-party 

use. The use of black as a business colour is also 

permitted on black and white communications, 

such as press-ads (see Funeralcare ad, example B).

4 Example 

ASSIFIED STYLE 1 - 1 BRANCH 

Our caring staff are here to listen and 

advise you, 24 hours a day, 7 days a week. 

5 Example A 

St. Leonards-on-Sea 

233 London Road 

01424 444325 



St. Leonards-on-Sea CLASSIFIED STYLE 1 - 1 BRANCH 


01424 444325 

5 Example B 





01424 444325 






01424 444325 




43

44 

logotype must always be 

positioned and applied in accordance with 

the rules within this book. Also, for consistent 

representation of The Co-operative brand 

identity within written communications, please 

see the following body text guidelines.

How our name and our logotype work within text: 

general rules. 

The Co-operative logotype should not be used within body text. However, 

the logotype can be positioned to start a headline or at the beginning of the 

first line of a paragraph. 

The body text form uses an upper case ‘T’ and an upper case ‘C’ 

(The Co-operative). 

The text form must always be presented in the same style and colour as the 

text it is written in. 

Every effort should be made to use the body text form at the beginning 

of a sentence. 

For example: 

The Co-operative has almost 3,000 food stores, with the primary aim 

of meeting the shopping needs of the community. 

Body text form with business descriptor. 

When the text form is followed by a business descriptor, the first letter of the 

business descriptor is always written in upper case. The business descriptor 

should not appear in its brand colour. Instead, it should appear in the same 

style and colour as the text it is written into. 

For example: 

The Co-operative Travel stands out in the marketplace as a consumer champion. 

Body text form with location descriptor. 

When the text form is followed by a location descriptor (eg: Laurencekirk), 

the first letter(s) of the location descriptor are always written in upper case. 

The location descriptor should not appear in its brand colour. Instead, it should 

appear in the same style and colour as the text it is written into. 

For example: 

The Co-operative Laurencekirk brings a new level of convenience shopping. 

The Co-operative north Ferriby serves its local community. 


Society names. 

When referring to co-operative in a society’s name the word ‘Co-operative’ 

should feature an upper case ‘C’. 

For example: 

The Midcounties Co-operative Society 

The Co-operative Movement. 

When referring to the Co-operative Movement only use an upper case ‘T’ at the 

beginning of a sentence. Throughout body copy use a lower case ‘t’. 

For example: 

The Co-operative Movement piloted a new brand identity in 2005. 

During 2005 the Co-operative Movement piloted a new brand identity. 

45


In our colour palette there is 

a special red (PMS © 485c). 

Red is urgent, it demands 

attention and is the colour we 

use for all promotional activity. 

Here are some examples 

of the promotional language 

we use.

deal: 

1 2 Price 


Strawberries 

Class 1 

400g 

Equivalent to 50p per 100g 

Subject to availability 

Offer ends 21st june 2005 

deal:1/3 Off 


Seedless Grapes 

Class 1 

400g 

Equivalent to 50p per 100g 

Subject to availability 

Offer ends 21st June 2005 


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48 

colour palette is a 

key tool in our brand. Colours represent 

our individual businesses, highlighting key 

perceptions and emotions associated 

with the businesses.

Over the following pages you will see the 

colour palette, which encompasses: 

• the master logotype 

• brand communications 

• Membership 

• the individual businesses 

• promotions. 

Colour specifications must be adhered to as 

they will reinforce perceptions, amongst our 

customers, that The Co-operative is one brand 

behaving consistently – irrespective of society 

or business. 

The Co-operative colours 

Each of The Co-operative businesses has 

one identifying colour which you’ll see over 

the page. 

These colours differentiate the businesses and 

should be used as the primary colour on all 

physical manifestations of that business. That 

includes store and branch fascias and all forms 

of brand communication such as literature and 

online formats. 

Promotional communications may use PMS © 

485c or an alternative colour that isn’t a 

business primary colour. 

We must be vigilant in maintaining the integrity 

of these colours, ensuring that the exact colour 

is not used by another business in its individual 

brand communications. Please note that the 

CMYK colour breakdowns are based on the 

Pantone Matching System © (PMS © ). 

These colours are explicitly for the use of The 

Co-operative branded outlets. Colours must 

not be used by other businesses or brands (for 

example, The Co-operative lilac cannot be 

used on societies’ private named outlets). 

49


Core colour palette 

Logo white-out 

Tints 

60% 

30% 

The Co-operative 

logotype can also 

be used white-out 

of the brand colours. 

PMS 2757c PMS 1235c PMS 375c PMS 2925c 

PMS 7472c 

Logotype 

All communications 

When creating a Masterbrand communication 

for The Co-operative it should be driven by the 

Masterbrand blue. It is also suitable to use the 

Business / Activity colour palette as a secondary 

application. This palette should only be used on 

Membership Food 

Bank 

Farms 

Insurance 

Investments 

Financial Services 

Asset Management 

Masterbrand applications and not for Business / 

Activity specific communications. 

Masterbrand can use tints of these colours as part 

of communications. They should not be used on 

covers or as a leading graphic. 

Pharmacy 

Nursing Homes 

Optical

Travel 

Childcare 

Cruises 

Funeralcare 

Masonry 

Legal Services 

Clothing 

Foundation 

Loan Fund 

Estates 

Distributions / Logistics 

Energy Services 

Media 

Pensions 

Property 

Recycling Centre 


PMS 1495c PMS 2715c PMS 201c PMS Warm Gray 6c PMS Cool Gray 7c PMS Metallic 8381c 

Motors 

51


Colour palette 

breakdowns 

Please note that these 

colour breakdowns are 

based on the Pantone 

Matching System © 

(PMS © ). However, 

in some cases the 

four colour and RGB 

breakdowns have been 

altered to maximise 

print and screen 

based reproduction. 

PMS 2757c PMS 1235c PMS 375c 

CMYK 

C100 M80 Y10 K30 

RAL 

5022 270 20 29 

RGB 

R0 G38 B99 

Hexadecimal code 

#002663 

PMS 7472c 

CMYK 

C54 M0 Y25 K0 

RAL 

180 70 30 

RGB 

R91 G187 B183 


#5BBBB7 

CMYK 

C0 M25 Y100 K0 

RAL 

080 80 80 

RGB 

R255 G182 B18 


#FFB612 

PMS 1495c 

CMYK 

C0 M60 Y100 K0 

RAL 

060 70 70 

RGB 

R255 G145 B51 


#FF9133 

CMYK 

C40 M0 Y80 K0 

RAL 

120 70 70 

RGB 

R180 G201 B95 


#64C95F 

PMS 2715c 

CMYK 

C50 M40 Y0 K0 

RAL 

290 60 35 

RGB 

R128 G136 B188 


#8089BC 

PMS 2925c 

CMYK 

C80 M22 Y0 K0 

RAL 

240 60 40 

RGB 

R61 G145 B204 


#3D91CC 

PMS 201c 

CMYK 

C0 M100 Y63 K29 

RAL 

020 30 48 

RGB 

R178 G8 B56 


#990033

PMS Warm Gray 6c PMS Cool Gray 7c PMS 485c 

CMYK 

C14 M19 Y21 K38 

RAL 

040 60 05 

RGB 

R165 G157 B149 


#A59D95 

CMYK 

C0 M10 Y10 K40 

RAL 

040 70 05 

RGB 

R61 G145 B204 


#3D91CC 

CMYK 

C0 M0 Y0 K50 

RAL 

000 60 00 

RGB 

R154 G155 B156 


#9A9B9C 

PMS 8040c PMS Silver 877c 

CMYK 

C0 M0 Y0 K50 

RAL 

000 60 00 

RGB 

R154 G155 B156 


#9A9B9C 

CMYK 

C0 M95 Y100 K0 

RAL 

030 50 60 

RGB 

R213 G43 B30 


#D52B1E 

CMYK 

C0 M0 Y0 K40 

RAL 

000 75 00 

RGB 

R188 G189 B188 


#BCBDBC 

Black c 

CMYK 

C0 M0 Y0 K100 

RAL 

000 15 00 

RGB 

R30 G30 B30 


#1E1E1E 

PMS Cool Gray 4c PMS Metallic 8381c 

CMYK 

C0 M0 Y25 K40 

RAL 

095 70 20 

RGB 

R150 G143 B118 


53

typefaces support our brand. 

There are two families of type we can use, but 

of those two Helvetica Neue Light Condensed is 

our primary brand font. This font is true to our 

personality, it’s honest and straightforward. Used 

across all businesses, customers will recognise 

individual messages – in all media, as being the 

collective voice of The Co-operative.

The consistent use of type and layout gives 

The Co-operative a cohesive look that 

works across all the businesses. These elements 

provide visual ‘glue’, and colour is used for 

differentiation. Using Helvetica Neue Light 

Condensed, ranged left, all in the same size and 

positioned top left on a layout is the key to our 

look. Type shouldn’t be justified, centred or 

ranged right. Wherever possible we should try 

to lead in with The Co-operative. 

Primary font 

Our primary font is Helvetica Neue Light 

Condensed. We use the typeface in four 

different weights. This is a very modern 

and highly legible family which suits our 

straightforward and honest communication 

messages. 

The two chosen weights, each with an italic, 

are shown overleaf: Light, Light Oblique, Heavy 

and Heavy Oblique. 

Helvetica Neue Light Condensed is the primary 

typeface for setting text. It employs tighter 

letter spacing and leading than is standard for 

the typeface. This is to ensure that a visually 

neat, tight and considered piece of text is created. 

The Co-operative typeface 

Helvetica Neue Heavy Condensed should be 

used sparingly. It is good for smaller captions 

and highlighting words within text. Mixed with 

the Light Condensed this typeface is ideal for 

charts, diagrams and editorial sub heads. This 

font also employs tighter letter spacing and 

leading in order to match the Light font. The 

Co-operative logotype shouldn’t be immediately 

followed by highlighted words set in Helvetica 

Neue Heavy Condensed. The only exception to 

this rule is food packaging. 

Both of the Oblique fonts are best kept to minimal 

use: emphasising words, or for publication 

titles, reports and second languages when they 

appear within longer text passages. 

The two Oblique fonts are never used as a 

display font. 

55


Helvetica Neue 47 Light 

Condensed 

Helvetica Neue 47 Light 

Oblique Condensed 

ABCDEFGhIjKLMnoPqRStUVWxYz 


01234567890!@£$%&*(-=+.,:;) 

this is our typeface. It’s clean, honest 

and straightforward and gives all our 

communications a distinct look and feel. 

It’s also what you should use for body text on the 

majority of communications. And can also be 

used for captions. 

abcdefghijkLmnOpqrstuvwxyz 


01234567890!@£$%&*(-=+.,:;) 

The Oblique typefaces should only be used in body 

text to highlight or emphasise words.

Helvetica Neue 87 Heavy 

Condensed 

Helvetica Neue 87 Heavy 

Oblique Condensed 


ABCdefGHijKLMNOPqRsTuvwxYz 


01234567890!@£$%&*(-=+.,:;) 

Helvetica Neue Heavy Condensed 

should be used sparingly. 

It is good for highlighting words within the main 

body text. And is the preferred choice for small 

captions. 

abcdefgHijklmnOpqrstuvwxyz 


01234567890!@£$%&*(-=+.,:;) 

The Oblique typefaces should only be used in body 

text to highlight or emphasise words. 

57


structure and layout 

The look created for our brand is 

simple but also quite flexible. But in 

order for the brand to maintain it’s 

strength a few simple rules apply. 

Type always begins top left, preferably 

leading in with The Co-operative logo. 

Carefully chosen photography or flat 

colour gives a clean, uncluttered look. 

offers the widest range 

of holidays on the high street. So whatever your 

budget you can look forward to a great holiday. 

summer sun

offers 

the widest range of holidays on 

the high street. So whatever your 

budget you can look forward to a 

great holiday. 

summer sun 

offers the widest range 

of holidays on the high 

street. So whatever your 

budget you can look 

forward to a great holiday. 

summer sun 


59


sabon Roman 

sabon Roman italic 



01234567890!@£$%&*(-=+.,:;) 

this roman weight is perfect for editorial 

design and text-heavy documents or 

reports. it should predominantly be used 

for body copy text but, where exceptions 

occur, it may be used in larger text. and 

can also be used for captions. 



01234567890!@£$%&*(-=+.,:;) 

the roman italic typeface should only be 

used in body text to highlight or emphasise 

words or for summarising text. 

•It can also be used as bullet point sentences. 

secondary font 

Sabon is our secondary typeface. there are 

four different weights. Although a classic oldstyle 

font it actually complements the clean look of 

Helvetica Neue Condensed, but has been chosen 

for a particular reason. 

Serif typefaces are easier to read if you’re setting 

large amounts of text. The Roman weight is perfect 

for editorial design and text-heavy documents 

or reports. 

Across the page you’ll see that Bold and Bold Italic 

have also been included. However we discourage 

using these for large amounts of copy. 

Their use is suitable mostly for captions and 

highlighting words within text. 

the Roman Italic can be used for summarising text 

and as bullet point sentences.

sabon Bold 

sabon Bold italic 




01234567890!@£$%&*(-=+.,:;) 

please could you use only to highlight key 

words within the body text. and can also 

be used for captions. 



01234567890!@£$%&*(-=+.,:;) 

please could you use only to highlight key 

words within the body text. 

Alternative typefaces and fonts for use in 

exceptional circumstances 

There may be circumstances where it may not be 

suitable to use either the primary or secondary 

fonts. These are deemed exceptional circumstances 

as we see the use of other fonts and typefaces as a 

last resort for communicating your message. 

The use of alternative fonts must have full approval 

by Co-operative Brands Ltd. 

61


Membership magazine funeralcare POs 

Re:action 

The Fairtrade difference 

Five years and still guilt-free 

the co-operative was 

the first supermarket to 

stock fairtrade products 

in 1992 and we have 

been at the front of the 

fairtrade movement ever 

since. 

members in southampton 

recently had a unique 

opportunity to hear about 

the impact fairtrade has 

had on the lives of those 

involved, when two cocoa 

producers from ghana 

visited during fairtrade 

fortnight. 

comfort kumeah and 

christina ohene agyare 

are both from the kupa 

kokoo co-operative, 

which produces the 

cocoa for co-operative 

fairtrade chocolate. they 

were visiting the uk on 

an exclusive co-operative 

tour, to celebrate the first 

five year of our entire 

own-brand chocolate bar 

becoming fairtrade. 

all fairtrade producers 

are paid a social premium 

and this money is the 

used for the benefit of the 

community. the farmers’ 

trust decides how this 

money is best spent. 

comfort who was 

recently elected the 

national secretary for 

the farmers union and 

the chair of the farmers 

trust said, ‘before 

fairtrade, growers 

were cheated. people 

adjusted the scales. we 

got little money from the 

purchasing clerks and no 

bonuses. 

the growers’ welfare 

was neglected. i joined 

kuapa kokoo because 

i saw it was 

the only co-operative 

which could solve some 

of our problems-they 

trade without cheating, 

with the welfare of the 

growers at heart. there 

are many problems with 

poverty. during the lean 

season there is no money. 

now there is a credit 

union, we can borrow 

to keep our farms. the 

annual general meeting 

is also very good. 

growers can now make 

their own decisions. 

members were able to 

hear first hand about 

the difference fairtrade 

has made to the lives 

of the people in ghana 

and have their questions 

answered, whilst sampling 

the delicious fairtrade 

chocolate of course! 

fairtrade is not just for 

fairtrade fortnight -we’ll 

be sponsoring events 

throughout the year. tick 

the box on the ‘want to 

know more?’ slip to be 

kept informed of events 

in your area. 

Look out for the following products coming into stores during 2008: 

coconuts, fruit smoothies, fruit lollies and cotton wool. 

The half year at 

a glance 

Page 2 

Colin House 

looks back 

Page 2 

Time flies 

Page 3 

News in brief 

Page 3 

Getting 

involved 

Page 4 

snapshots 

footie Goes 

fairtrade 

lord mayor of exeter, 

cllr hazel slack, 

presented players at 

exeter city fc with 

fairtrade footballs and 

t-shirts. photo: keith 

stone photography. 

Toes tapping 

in Truro 

co-operative 

members joined in 

the fun to promote 

fairtrade at christian 

aid’s annual charity 

barn dance. 

Cheers for 

fairtrade 

wareham town 

mayor cllr sue elms 

tasting wines with 

co-operative food 

store manager, mark 

theis at the store’s 

fairtrade wine tasting. 

fanfare for 

fairtrade 

400 schoolchildren 

from all over bristol, 

bath and keynsham 

sang for justice at 

the bristol fairtrade 

network concert in 

the colston hall. 

photo by nick spollin 

Options for making a funeral 

more personal. 

• Favourite poem or a favourite 

piece of music 

• Particular flowers or 

a themed coffin 

• A special route for the 

funeral procession 

• Saying a few words at the 

funeral; our eulogy guide 

can help you with this.

internal communication magazine 

examples of the use of sabon 

Sabon is visually less dominant than 

Helvetica Neue Condensed. For 

this reason it is advised not to use 

Sabon for headings, especially 

when leading in with the logotype. 

0800 072 7 072 

Call. Anytime. Whatever 

the reason. 


63


Legibility and accessibility 

In keeping with our brand components 

and our obligations under Part III of the 

Disability Discrimination Act, please be 

mindful of legibility and accessibility 

in all of our printed communications. 

You must ensure that reasonable steps have 

been taken to enable full and fair access 

to your services and products by anyone with 

a disability. 

Full guidelines on legibility and accessibility 

are available from Co-operative Brands Ltd. 

In the meantime please follow these 

general rules. 

Typography and font size: 

1 Printed publications, unaffected by legislation, 

must use ten point (10pt) as the minimum 

font size for main body text and, where suitable 

and practicable, should utilise larger font 

sizes as a rule. 

2 Only use the stipulated fonts Helvetica Neue 

Light Condensed and the secondary Sabon, 

they have been specially chosen to be legible 

typefaces for headlines and body text. 

3 Plain and regular font styles should be used 

for main body text and bold text used only to 

emphasise a point or in headlines. 

4 Ranged left text is our house style and provides 

the optimum reading format. 

5 Typographical manipulation, character kerning 

and condensing should be limited and should 

be used only to enhance the design and must 

not affect legibility.

Colour and contrast: 

1 As a general rule use dark coloured text against 

light background colours or light coloured text 

reversed out of solid dark coloured backgrounds. 

2 Attention must be paid to the size and boldness 

of text when reversing light coloured text from 

dark backgrounds. 

3 Black on pale yellow reduces glare, which can 

be helpful to some readers. 

4 Avoid red and green combinations commonly 

associated with colour blindness. 

5 Text should preferably sit on flat background 

colours or areas of maximum contrast and 

minimum interference. 


6 Background images should be avoided behind 

body text. 

7 Highly reflective surfaces and finishes should 

be avoided or limited to areas containing no 

text or important information. 

8 High gloss papers should be avoided and 

also the application of high gloss varnishes 

over text. 

65

and likes to lead with our 

logotype. In this section you’ll see some good 

examples of what we mean by that. Putting clean 

and concise messages, written in an honest 

and informative manner, right at the beginning 

of every communication. These layouts have 

become integrated into our Visual Identity. 

The three Core Elements working hard to support 

each other.

using layout 

67

68 using layout 

using our logotype as a statement 

In promotional material we like to keep words simple 

and to the point. Factual statements work best, 

and they work even better when a headline starts 

with our logotype. 

When you give readers information in this clear 

manner they are instantly informed. Over time 

they build up a wider picture of who we are and what 

all the businesses stand for, and our logotype 

acts as an endorsement.

. We are the 

first retailer in the UK to power all our stores 

using renewable green energy, which is helping 

to improve the environment and minimise 

the impact of climate change. wind power. 

has the best 

breaks for you this summer, from 

as little as £99 per person. 

summer sun 

Free childrens 

places 

using layout 

69


flexibility with typographic layout 

The examples shown here all display the 

same message, but in different manners. 

From core brand execution (1) to more 

flexible approaches (2, 3), they all retain 

The Co-operative’s essence. Although 

there’s a specific and distinctive visual, 

the brand identity is flexible and is not 

straight-jacketed. 

1

2 3 

using layout 

71


As a rule The Co-operative 

logotype always appears 

in the top-left on all forms 

of communication. 

To complement this in layout 

it is useful to place imagery 

at the opposite corner, 

bottom-right, to create a 

diagonal balance. 

Key 

This is a positional guide for 

appropriate positioning.

using layout 

73


2 /3 v 

Positioning on signage 

The logotype moves from a 

standard top left position to 

a bottom position. This is so 

that the brand is more visible 

to the customer. This is the 

only occurrence where the 

logotype moves away from a 

top left position. 

When the logotype is used within signage, for 

instance fascias (see Example A and B), projecting 

signs (Example C) and car park signage (Example 

D), the positional guide changes. This is indicated 

by yellow diagonal stripes. 

For more specific guidance on signage please refer 

to the Fascia Signage Guidelines. 

Key 

V 

example A: fascias 

Left alignment 

The logotype is positioned twothirds 

the height of V from 

the left, and the height of V up 

from the base. 

v 

example B: fascias 

Centred 

The logotype is positioned 

centrally so that equal space 

is to the left and right, and the 

height of V up from the base. 

v 

This is the positional guide. 

V is defined by the height of the 

‘v’ within the logotype.

v 

2 /3 v 

example C: Projecting 

signage 





2 /3 v 

Goods in 

example d: Car park 

signage 





v 

v 

using layout 

75

does not use imagery that is 

contrived or misleading. The Co-operative likes to 

keep imagery simple – which can still mean striking, 

relevant to the audience, and well cropped.

Using imagery 

The subject matter of imagery will naturally change 

from one business to another. Some of the 

businesses will have specific guidelines on 

imagery, those will need to be referred to prior 

to sourcing or commissioning any imagery. 

However here are four points to think about 

before using any images, and some good 

examples over the page. 

Is it an honest and uncluttered portrayal 

of the subject? 

Is it relevant to our customers? 

Will people find it involving and engaging? 

Is it graphic in its simplicity? 

77


Graphic Honest

Honest 

Using imagery 

79


Funeralcare imagery Relevant 

Involving and Engaging 

Image guidance for specific business areas 

Each business has more specific reference to the 

type of imagery most suited to their activity.

Cropping and perspective 

Cropping and perspective 

Careful cropping and positioning can add visual 

interest to your chosen image. Shooting an everyday 

scene or object from a different perspective can also 

be more visually engaging. 

Using imagery 

81


Illustration, when used correctly, 

can become an effective tool 

for communication. Not as literal 

as photography, it can talk to 

customers on a different level. 

is helping 

to lower CO 2 emissions and 

greenhouse gases. 

Use of illustration 

When photography is unsuitable or inappropriate 

there is a style of illustration that can be used 

to replace this. But how do you justify not using 

a photograph? Either where a photograph is 

inappropriate if the communication is more 

conceptual (i.e. representing the movement or an 

idea), or it can be used to illustrate diagrams and 

charts in a more creative manner. The four rules, 

however, still apply to illustration. 

When an illustration is to be employed it must 

be honest, relevant, involving and/or 

engaging to its audience and simple. 

Particular attention must be paid when using 

illustration for Funeralcare. For further advice and 

guidance contact Co-operative Brands Ltd. 

This treatment involves the overlaying of an image(s) 

and uses the core colour palette of the businesses 

(see colours section). The illustration is a simple, 

honest cut-out of the subject, or idea, being portrayed.

Business specific illustration 

When using illustration for one certain business 

only that particular business area’s colour palette 

(see colours section) may be used. For more 

details contact Co-operative Brands Ltd. 

pharmacist can 

help with your hayfever. 

Using imagery 

www.co-operative.coop 

83


Human rights. Corporate 

responsibility. Animal welfare. 

Genetic modification. Fair trade. 

Social enterprise. Global trade. 

Biodiversity. Harmful chemicals. 

The trade of arms to oppressive 

regimes. Responsible 

shareholding. Climate change has 

massive implications for us all, 

but there’s an entire spectrum of 

ethical issues out there that deserve 

our continued support. 

The beauty of our ethical positioning is that it is genuinely customer-led. So it will continue to 

reflect the views and concerns of our customers. And as they’ve shown in the past, they are 

an enlightened bunch, in many cases pre-empting major social changes and driving the 

debate so that others can get involved. 

To turn the cliché on its head, 

one word can sometimes be 

more powerful than a thousand 

images. But one statement 

alone can still be effective, when 

treated correctly. 

GREEN 

ISN’T 

THE ONLY 

ISSUE 

Who 11 

Use of type as image 

Using type in a more illustrative way can add impact. 

However some simple guidelines apply. Wherever 

possible, use our Helvetica Neue as the base type. 

While you can use scale and colour to add impact, 

it is preferable to keep additional graphic elements 

to a minimum.

Hostile 

to oppressive regimes 

Over the past 15 years we’ve declined £125 

million worth of lending to oppressive regimes 

and the companies that trade arms with them. 

co-operativebank.co.uk/ethics 

Using imagery 

85


Value, fairness and social 

responsibility lie at the 

heart of our business. 

I t ’ s b e e n o u r w 18 a y 6 7 s . i n c e 

Security for your money, 

rooted in our principles. 

F r o m b a n k i n g t o i n s u r a n c e t o i n v e s t m e n t s , w e t a k e 

a responsible approach to our customers’ money. 

I t ’ s b e e n o u r w 18 a y 6 7 s . 

i n c e 

When photography is unsuitable 

or inappropriate there is a 

library of symbols available for 

limited use. 

Use of illustration and other graphical elements 

and symbols 

When photography is unsuitable or inappropriate for example, 

if a theme would be difficult to show photographically, there 

is a library of symbols available for limited use. It may be an 

instance where practicality dictates, such as a metal plaque, 

or in editorial use, such as icons. These symbols are available 

from Co-operative Brands Ltd.

Using imagery 

87

88 

believes strongly in the power 

of words. Choosing the right ones, displaying 

them in the correct style, is vital to communicating 

our Brand Essence: changing business for good. 

In any media that is central to everything we write. 

The Co-operative is different, we are unique and 

proud enough to look and sound individual.

Communicating the brand 

We create a clear, identifying style of our own 

by specifying typography that is consistent. 

Extensive use of Helvetica Neue Light 

Condensed gives an honest and straightforward 

look. We reflect that look in the manner that 

we talk. Our tone of voice should be real, 

powerful and inspiring, reassuring and 

supportive. Our business is about being clear 

and accessible, therefore we present clean and 

legible messages. 

What The Co-operative is not about are gimmicks, 

tricks or deception. We never use jargon. The 

tone of our messages changes across each 

of the businesses, individual voices to match 

different products and services. But every 

message is laid out in one consistent style, 

recognisably our own and wherever possible 

leading with our logotype. 

89


Communicating the brand through brand statements 

This is wrong: 

At its head office The Co-operative collects all its 

own waste paper and takes the waste away. Then, 

the paper is recycled and turned into own-brand 

toilet rolls. The toilet rolls are sold in our shops. 

This is right: 

recycles waste paper from our 

head office into own-brand toilet rolls, which are 

sold in our shops.

This is wrong: 


Out of principle The Co-operative would never test 

its own-brand Health and Beauty products to the 

detriment of animal welfare. 

This is right: 

does not test its own Health and 

Beauty products on animals. 

91


This is wrong: This is right: 

good with money 

The créme 

de la créme! 

Voted No.1 on the high street 

for customer satisfaction 

by BBC Watchdog 1 , The Times 2 , Which? Money 3 

See why - open a new Current Account Plus 

with linked savings 

Current Account Plus 

Call in today 

co-operativebank.co.uk 

voted number one on the 

high street for customer satisfaction 

by BBC Watchdog 1 , The Times 2 , Which? Money 3 

Pick of the bunch 

See why – open a new Current Account Plus 

with linked savings. Call in today or visit 

co-operativebank.co.uk 

Part of The co-operative financial services

This is wrong: This is right: 

Bee in your 

bonnet? 

If there’s something you think we should be doing 

better, please tell us. How our customers feel about 

what we do and how we do it is very important to us. 

So don’t keep it to yourself – good or bad, we’d like 

to hear from you. 

co-operative.coop/feedback 

Getting the message right 

Being certain of what it is you would like to say is 

a vital part of communicating. This applies when 

talking about our brands. 

Tell us what 

you think 

co-operative.coop/feedback 


likes to know what its customers 

feel about the things it does and how it does them. 

It’s very important to us. 

93

Masterbrand is the core visual 

language used, when referring to our individual 

businesses as a collective. The Masterbrand allows 

us to talk about the whole of The Co-operative, 

including our individual businesses, in a singular 

tone of voice.

Masterbrand is expressed not only by 

The Co-operative logo but also by the 

components below. 

Masterbrand 

Masterbrand components 

and examples. 

* Mandatory element 

1 

2 

1 Logotype* 

2 Strapline 

3 Sign-off (Print) 

4 Sign-off (Motion graphics) 

5 Communication examples 

6 Good For Everyone Productions 

Masterbrand 

95


3 

The family of businesses print sign-off 

This sign-off has been designed as a simple visual 

reminder to customers of the range of our 

Co-operative businesses. 

The preferred versions of the sign-off are 

Masterbrand Blue on white, or white reversed out 

of Masterbrand Blue. 

Although versions are shown here using the business 

colours, these should be used carefully to avoid visual 

clutter. Further guidance on variations of the business 

listings can be obtained from the Co-operative Brand Ltd.

1 Logotype 

2 Logotype and strapline 

3 Sign off 

Masterbrand components and family of businesses sign-off 

Our communications generally lead in with our logotype (1) with the 

copy running on. You can then choose to incorporate the logotype 

with the strapline (2) (as example 3B overleaf), in which case ‘good for 

everyone’ does not have to be repeated in the sign-off panel (3). 

Alternatively the logotype and strapline can be incorporated into the 

sign-off panel (as 3A overleaf). 

Masterbrand 

97


3 A 

3 B 

family fun day 

Saturday 12th May, 

Park Lane, Newton 

family fun day 

Saturday 12th May, 

Park Lane, Newton 

A and B Sign-off for print applications 



Examples showing alternative family of 

businesses sign-off. (3A) incorporating 

the logotype and strapline into the 

sign-off panel. An alternative sign-off 

(3B) featuring the logotype and strap 

line in the bottom right hand corner.

4 Sign-off for animated applications i.e. online. 

4 

Masterbrand 

99

100 

5 

Masterbrand 

wind farm in Cambridgeshire 

(on our own farmland) generates enough power 

for 9,000 homes. 

proudly sponsors 

the National League. 



www.co-operative.coop

6 

6 Good For Everyone Productions: an animated sequence used for accreditations. 

Masterbrand 

101

is not about making 

big profits for shareholders, but creating 

value for our members. So it’s fitting that 

Membership is part of our visual identity.

Membership 

Membership is a very important and valuable 

part of The Co-operative. 

Membership led communications are very easily 

identifiable – the warm yellow gives clear 

standout in busy environments. Their look and 

feel is very clean and to the point about the 

benefits membership brings. 

103

104 

1 

Membership 

Membership 

Membership components 

and examples 

* Mandatory element 

° Mandatory element when points 

can be awarded. 

4 colour version logotype & bee 1 line 

1 Logotype* 

2 Window vinyls (brand messages)° 

3 Membership Manifesto imagery 

4 Communication examples

2 

Membership 

105

106 Membership 

3 Membership Manifesto imagery

4 Communication examples of imagery 

Owned by our members - About us 

2.2. Being a member 

Our members are the sort of people who like to 

know that their hard-earned cash is being used 

honestly and that a percentage of it goes back 

into our communities. They tell us what is 

important to them, and then we listen and act 

on it. That’s how we provide customers with what 

they really want from our businesses and help 

local communities to help themselves. 

Anyone can become a member as long as they 

believe in what we stand for and shop with at 

least one of our businesses. All you have to do 

is invest £1, which we’ll collect from your first 

share of the profits (as a member we will send 

you a share of the profits twice a year dependent 

on how much you have spent with our 

family of businesses). 

You can save money with many of our special 

offers and have access to the members’ website, 

where there are plenty of ways to get involved, 

from helping your community to helping to 

change the world. 

Take our ‘Are you 

Co-operative?’ test at 

www.co-operative.co.uk 

/test to see if you’re 

a potential member. 

Traditionally, member meetings have been 

limited by where they take place. Fortunately, 

the internet has made it easier for you to 

share your concerns and opinions with other 

members from all over the UK. Our members’ 

website has a number of features to help you 

share your views and concerns. You can: 

• post comments and opinions 

throughout the site 

• suggest and take part in online 

discussions 

• rate our products 

• vote in our opinion polls 

Log onto www.co-operative.co.uk to take part. 

Membership 

Owned by our members - About us 

107

108 

Membership 

Membership communications 

showcasing the specific branding. 


We’ve paid out £38m 

to our members. 

Did you cash in? 

Join us at www.co-operative.coop


membership is organising a free one day 

interactive workshop focusing on citizenship issues for 

4 colour version logotype & bee 1 line 

children and young people. 

Sustainability, anti-bullying, 

financial literacy. Let’s tackle 

it together. 

Join us for a free one day conference 

focusing on citizenship issues. 

Interactive workshops will explore the themes 

of sustainability, anti-bullying strategies and 

financial literacy. 

All workshops are suitable for anyone working 

with children or young people. 

22 November 

Renaissance Hotel 

Derby/Nottingham, 

Carter Lane East, 

South Normanton, 

Derbyshire. 

For further details please contact the membership team on: 

Call 01908 361500 Email membership.central&eastern@co-op.co.uk Web www.co-operative.co.uk/membership 

Membership 

109

. By carefully 

working with our visual identity, and following 

the rules in this book it should be rewarding for 

everyone. There is enough flexibility built into 

our brand to let each business express its own 

personality, whilst also being part of a family, who 

share the same goals and aspirations.

In the following pages you’ll see some examples 

of good brand communications. They illustrate 

how the visual identity works across five of the 

businesses, placing the look in-store across 

a wide range of applications. 

These examples show how distinctive our brand 

appears when managed properly. They are 

also here to instil the scope that is available, 

to encourage creativity within the guidelines. 

Fully detailed in-depth guidelines for each of 

the businesses are available from Co-operative 

Brands Ltd. brand@co-operative.coop 

Business examples 

logotype 

The Co-operative logotype must not be altered 

in any way or used in any application contrary 

to the visual identity guidelines. 

Businesses must ensure that: 

1 The appropriate business fascia and projecting 

signage is installed according to the 

specifications provided by Co-operative 

Brands Ltd. 

2 The exterior of all businesses must actively 

demonstrate the brand components through 

the use of brand messages, based on the 

recommendations in the visual identity guidelines. 

3 Society identification is provided in an appropriate 

style based on the recommendations in the 

visual identity guidelines. 

4 Any internal or external use of The Co-operative 

logotype must be based on the recommendations 

in the visual identity guidelines, or following 

agreement with Co-operative Brands Ltd. 

111


Fully detailed in-depth guidelines for each of the businesses are 

available from Co-operative Brands Ltd. brand@co-operative.coop


available from Co-operative Brands Ltd. brand@co-operative.coop 


113







115







117

and has to be consistently 

applied to everything we produce and stationery 

is no different, there is a format that works across 

all businesses.

The stationery designs enable individual 

businesses and societies to communicate in a 

consistent manner. They are based on a visual 

architecture that gives due prominence to the 

various components on every stationery item. 

Templates are available from Co-operative 

Brands Ltd. brand@co-operative.coop 

Stationery 

119

120 Stationery 

1 

The Co-operative Group 

1st Floor 

234 Defacto House 

Est Lefto 

Sapien Aliquent 

XX1 2YY 

Telephone: Telephone:01234 01234 567 890 

Facsimile: Facsimile:01234 01234 567 890 

www.loremipsum.co.uk 

1 General layout 

Society name/trading name/ 

independent body is set 

in 14pt Helvetica Neue Light 

Condensed on a 15pt linefeed. 

Ranged left 25mm from the 

edge of the letterhead. On an x 

height of 7.5mm. Prints 100% 

black. Department/region is set 




edge of the letterhead. On an 

x height of 7.5mm. Prints 40% 

black. Address details are set 




edge of the letterhead, on a cap 

height of 14.5mm. 

2 Independent body/ 

trading name is set in 14pt 

Helvetica Neue Light 



edge of the letterhead. 

On an x height of 7.5mm. 

Prints 40% black. 

3 Department/region 

is set in 14pt Helvetica Neue 

Light Condensed on a 15pt 

linefeed. Prints 40% black. 

4 Subsidiary 

Society accreditation is set 





height of 7.5mm or a cap height 

of 13mm if appearing beneath 

a name. Prints 100% black.

2 

The Southern Co-operative 

1st Floor 


Est Lefto 


XX1 2YY 

Co-operatives UK 

1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


The Southern Co-operative Marketing 

1st Floor 


Est Lefto 


XX1 2YY 

The Scottish Co-operative 

Part of The Co-operative Group 

1st Floor 


Est Lefto 


XX1 2YY 

Telephone:01234 567 890 

Facsimile:01234 567 890 


Telephone:01234 567 890 

Facsimile:01234 567 890 


Telephone: 01234 567 890 

Facsimile:01234 567 890 


Registered Office:Any Name Ltd, Any Street,Any Town, XX1 2YY Reg No.12345 Registered in Any Country. 

Printed on 100% recycled paper from post consumer waste using a totally chlorine-free process 1st Floor 


Est Lefto 


XX1 2YY 

3 

2 The Co-operative Group Human Resources 3 

1st Floor 


Est Lefto 


XX1 2YY 


1st Floor 


Est Lefto 


XX1 2YY 

Telephone:01234 567 890 

Facsimile: 01234 567 890 


4 Sunwin Services Group 

Part of the Co-operative Group 

1st Floor 


Est Lefto 


XX1 2YY 

Telephone:01234 567 890 

Facsimile:01234 567 890 



Telephone:01234 567 890 

Facsimile:01234 567 890 


Telephone: 01234 567 890 

Facsimile:01234 567 890 


The Co-operative Group Human Resources 

1st Floor 


Est Lefto 


XX1 2YY 


1st Floor 


Est Lefto 


XX1 2YY 

Telephone:01234 567 890 

Facsimile: 01234 567 890 



1st Floor 


Est Lefto 


XX1 2YY 



1st Floor 


Est Lefto 


XX1 2YY 

Telephone:01234 567 890 

Facsimile:01234 567 890 


Telephone:01234 567 890 

Facsimile:01234 567 890 


Telephone: 01234 567 890 

Facsimile:01234 567 890 


Stationery 

121

122 Stationery 

1 


1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


1 General Layout 

The Business Descriptor 

logotype measures 57mm 

in length and is positioned 

145.5mm from the edge of 

the letterhead. On an x height 

of 7.5mm. The Co-operative 

Group Endorsement is set 


Condensed. Ranged left 25mm 

from the edge of the letterhead. 

On an x height of 7.5mm 

or a cap height of 13mm if 

appearing beneath a name. 


2 Independent body/ 

trading name is set in 14pt 

Helvetica Neue Light 



edge of the letterhead. 

On an x height of 7.5mm. 


3 Department/region 

is set in 14pt Helvetica Neue 

Light Condensed on a 15pt 

linefeed. Prints 40% black. 

4 Society accreditation 

Society accreditation is set 





height of 7.5mm or a cap height 

of 13mm if appearing beneath 

a name. Prints 100% black.

2 


1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


The Co-operative Retail Trading Group 

1st Floor 


Est Lefto 


XX1 2YY 

The Co-operative Retail Trading Group Northern Region 

1st Floor 


Est Lefto 


XX1 2YY 



1st Floor 


Est Lefto 


XX1 2YY 

3 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


Range Development 


1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


Telephone: 01234 567 890 

Facsimile: 01234 567 890 


Telephone: 01234 567 890 

Facsimile: 01234 567 890 



1st Floor 


Est Lefto 


XX1 2YY 


1st Floor 


Est Lefto 


XX1 2YY 



1st Floor 


Range Development 


1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


Telephone: 01234 567 890 

Facsimile: 01234 567 890 


Telephone: 01234 567 890 

Facsimile: 01234 567 890 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 



1st Floor 


Est Lefto 


XX1 2YY 


1st Floor 


Est Lefto 


XX1 2YY 



1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


Telephone: 01234 567 890 

Facsimile: 01234 567 890 


4 The Range Southern Development Co-operative 


1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


3 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 



1st Floor 


Est Lefto 


XX1 2YY 

Telephone: 01234 567 890 

Facsimile: 01234 567 890 


Stationery 

123

Where it is important to identify a Co-operative 

society we have a series of society accreditation 

solutions to help.

Society accreditations 

The design adopted for retail fascias (example A overleaf), 

irrespective of business, features just three elements: the 

Masterbrand, the business descriptor and the business colour. 

No other elements are allowed to appear within the fascias 

without the approval of Co-operative Brands Ltd. 

It is recognised that society accreditation is important. Therefore, 

to enable individual societies to identify their ownership 

of a business, there are solutions to society accreditation in place. 

For more information please contact Co-operative Brands Ltd. 

125

126 Society accreditations 

Example A 

Society accreditation above the door 

Example B 

Society accreditation inside the door

Example C 

Society accreditation in a glass panel 

Example D 

Society accreditation on the building 


127

128 Society accreditations 

The Midcounties Co-operative 

provides all of your five a day foods. 

Window vinyls 

As an alternative to the door menu, or in addition 

to, societies can delegate one of their window 

vinyls to a society-specific message featuring their 

name. This could also be done on exterior 

display panels. For more information contact 

Co-operative Brands Ltd.


129

130 


What do we ask of a Society? 

Use this guide as a blueprint. It’s here to help implement our 

brand, consistently, across your business. 

Being accurate in the detailing is essential. Practical advice 

is readily available from Co-operative Brands Ltd. If you are using 

the Core Elements regularly, check that this guide has not been 

updated by Co-operative Brands Ltd. 

Remember the licence agreement. It says that the Core Elements 

must be implemented as published. 

Here are some points that describe the mandatory content within 

the licence agreement.

logotype 

The Co-operative logotype must not be altered in any way or 

used in any application contrary to the visual identity guidelines. 

Societies must ensure that: 

1 The appropriate business fascia and projecting signage 

is installed according to the specifications provided by 


2 The exterior of all businesses must actively demonstrate the 

brand components through the use of brand messages, 

based on the recommendations in the visual identity guidelines. 

3 Society identification is provided in an appropriate style based 

on the recommendations in the visual identity guidelines. 

4 Any internal or external use of The Co-operative logotype must 

be based on the recommendations in the visual identity 

guidelines, or following agreement with Co-operative Brands Ltd. 


131

. 

Thank you for taking time to understand our Visual 

Identity Standards. We hope you now have the 

brand knowledge you need, but there is always help 

if you’re unsure from Co-operative Brands Ltd. 


Contact 133

134 Notes

Notes 

135

This brochure is printed on Revive 100, which is produced from 100% recovered fibre. 

The paper is produced at a mill that has been awarded the ISOI400I certificate for environmental management. 

This brochure is 100% recyclable and biodegradable. Printed by an FSC certified printer using vegetable based inks.

Visual Identity Standards PDF v.3 - The Co-operative

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