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

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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
Page 1 and 2: good for everyone. Delivering our V
Page 3 and 4: 04 The Co-operative visual identity
Page 5 and 6: The Co-operative visual identity Th
Page 7 and 8: The logotype There are no physical
Page 9 and 10: Consistent quality A co-operative b
Page 11 and 12: Open Decent Ambitious Co-operative
Page 13 and 14: The Co-operative visual identity Ou
Page 15 and 16: The Co-operative is ‘changing bus
Page 17: The Co-operative visual identity Ev
Page 21 and 22: If space restrictions cause a probl
Page 23 and 24: Two-line version and business colou
Page 25 and 26: However wide the selection for colo
Page 27 and 28: A and B A, B and C ‘good for ever
Page 29 and 30: The Co-operative logotype 29
Page 31 and 32: The Co-operative logotype 31
Page 33 and 34: If you’re printing an item in jus
Page 35 and 36: B: Any size above 25mm. The minimum
Page 37 and 38: Appropriate use of the logotype and
Page 39 and 40: Please do not do this to our logoty
Page 41 and 42: 1 Example 2 Example proudly support
Page 43 and 44: 4 Example ASSIFIED STYLE 1 - 1 BRAN
Page 45 and 46: How our name and our logotype work
Page 47 and 48: deal: 1 2 Price Co-operative Strawb
Page 49 and 50: Over the following pages you will s
Page 51 and 52: Travel Childcare Cruises Funeralcar
Page 53 and 54: PMS Warm Gray 6c PMS Cool Gray 7c P
Page 55 and 56: The consistent use of type and layo
Page 57 and 58: Helvetica Neue 87 Heavy Condensed H
Page 59 and 60: offers the widest range of holidays
Page 61 and 62: sabon Bold sabon Bold italic The Co
Page 63 and 64: internal communication magazine exa
Page 65 and 66: Colour and contrast: 1 As a general
Page 67 and 68: using layout 67
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. We are the first retailer in the
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2 3 using layout 71
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using layout 73
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v 2 /3 v example C: Projecting sign
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Using imagery The subject matter of
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Honest Using imagery 79
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Cropping and perspective Cropping a
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Business specific illustration When
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Hostile to oppressive regimes Over
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Using imagery 87
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Communicating the brand We create a
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This is wrong: Communicating the br
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This is wrong: This is right: Bee i
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Masterbrand is expressed not only b
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1 Logotype 2 Logotype and strapline
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4 Sign-off for animated application
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6 6 Good For Everyone Productions:
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Membership Membership is a very imp
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2 Membership 105
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4 Communication examples of imagery
Page 109 and 110:
4 Communication examples membership
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In the following pages you’ll see
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Fully detailed in-depth guidelines
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Business examples Fully detailed in
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Fully detailed in-depth guidelines
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The stationery designs enable indiv
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2 The Southern Co-operative 1st Flo
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2 Part of The Co-operative Group 1s
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Society accreditations The design a
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Example C Society accreditation in
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Society accreditations 129
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logotype The Co-operative logotype
Page 133 and 134:
Contact 133
Page 135 and 136:
Notes 135
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Visual Identity Standards PDF v.3 - The Co-operative

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