Visual Identity Standards PDF v.3 - 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.
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