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

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24 The Co-operative logotype 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). The Co-operative logotype 25
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 and 18: The Co-operative visual identity Ev
Page 19 and 20: This is called the Masterbrand logo
Page 21 and 22: If space restrictions cause a probl
Page 23: Two-line version and business colou
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
Page 69 and 70: . We are the first retailer in the
Page 71 and 72: 2 3 using layout 71
Page 73 and 74: 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
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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
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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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