Visual Identity Standards PDF v.3 - The Co-operative
Visual Identity Standards PDF v.3 - The Co-operative
Visual Identity Standards PDF v.3 - The Co-operative
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84 Using imagery<br />
Human rights. <strong>Co</strong>rporate<br />
responsibility. Animal welfare.<br />
Genetic modification. Fair trade.<br />
Social enterprise. Global trade.<br />
Biodiversity. Harmful chemicals.<br />
<strong>The</strong> trade of arms to oppressive<br />
regimes. Responsible<br />
shareholding. Climate change has<br />
massive implications for us all,<br />
but there’s an entire spectrum of<br />
ethical issues out there that deserve<br />
our continued support.<br />
<strong>The</strong> beauty of our ethical positioning is that it is genuinely customer-led. So it will continue to<br />
reflect the views and concerns of our customers. And as they’ve shown in the past, they are<br />
an enlightened bunch, in many cases pre-empting major social changes and driving the<br />
debate so that others can get involved.<br />
To turn the cliché on its head,<br />
one word can sometimes be<br />
more powerful than a thousand<br />
images. But one statement<br />
alone can still be effective, when<br />
treated correctly.<br />
GREEN<br />
ISN’T<br />
THE ONLY<br />
ISSUE<br />
Who 11<br />
Use of type as image<br />
Using type in a more illustrative way can add impact.<br />
However some simple guidelines apply. Wherever<br />
possible, use our Helvetica Neue as the base type.<br />
While you can use scale and colour to add impact,<br />
it is preferable to keep additional graphic elements<br />
to a minimum.
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