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

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26 The Co-operative logotype 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). The Co-operative logotype 27
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 and 24: Two-line version and business colou
Page 25: However wide the selection for colo
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
Page 75 and 76: v 2 /3 v example C: Projecting sign
Page 77 and 78:
Using imagery The subject matter of
Page 79 and 80:
Honest Using imagery 79
Page 81 and 82:
Cropping and perspective Cropping a
Page 83 and 84:
Business specific illustration When
Page 85 and 86:
Hostile to oppressive regimes Over
Page 87 and 88:
Using imagery 87
Page 89 and 90:
Communicating the brand We create a
Page 91 and 92:
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
Page 101 and 102:
6 6 Good For Everyone Productions:
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Membership Membership is a very imp
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2 Membership 105
Page 107 and 108:
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
Page 115 and 116:
Business examples Fully detailed in
Page 117 and 118:
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
Page 125 and 126:
Society accreditations The design a
Page 127 and 128:
Example C Society accreditation in
Page 129 and 130:
Society accreditations 129
Page 131 and 132:
logotype The Co-operative logotype
Page 133 and 134:
Contact 133
Page 135 and 136:
Notes 135
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