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

More documents

Recommendations

Info

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
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 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: PMS Warm Gray 6c PMS Cool Gray 7c P
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
Page 93 and 94: This is wrong: This is right: Bee i
Page 95 and 96: Masterbrand is expressed not only b
Page 97 and 98: 1 Logotype 2 Logotype and strapline
Page 99 and 100: 4 Sign-off for animated application
Page 101 and 102: 6 6 Good For Everyone Productions:
Page 103 and 104: Membership Membership is a very imp
Page 105 and 106:
2 Membership 105
Page 107 and 108:
4 Communication examples of imagery
Page 109 and 110:
4 Communication examples membership
Page 111 and 112:
In the following pages you’ll see
Page 113 and 114:
Fully detailed in-depth guidelines
Page 115 and 116:
Business examples Fully detailed in
Page 117 and 118:
Fully detailed in-depth guidelines
Page 119 and 120:
The stationery designs enable indiv
Page 121 and 122:
2 The Southern Co-operative 1st Flo
Page 123 and 124:
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
show all

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

Create successful ePaper yourself

Delete template?

Save as template?