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

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.
The Co-operative logotype
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.
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