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

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88 believes strongly in the power of words. Choosing the right ones, displaying them in the correct style, is vital to communicating our Brand Essence: changing business for good. In any media that is central to everything we write. The Co-operative is different, we are unique and proud enough to look and sound individual.
Communicating the brand We create a clear, identifying style of our own by specifying typography that is consistent. Extensive use of Helvetica Neue Light Condensed gives an honest and straightforward look. We reflect that look in the manner that we talk. Our tone of voice should be real, powerful and inspiring, reassuring and supportive. Our business is about being clear and accessible, therefore we present clean and legible messages. What The Co-operative is not about are gimmicks, tricks or deception. We never use jargon. The tone of our messages changes across each of the businesses, individual voices to match different products and services. But every message is laid out in one consistent style, recognisably our own and wherever possible leading with our logotype. 89
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good for everyone. Delivering our V
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04 The Co-operative visual identity
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The Co-operative visual identity Th
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The logotype There are no physical
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Consistent quality A co-operative b
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Open Decent Ambitious Co-operative
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The Co-operative visual identity Ou
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The Co-operative is ‘changing bus
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The Co-operative visual identity Ev
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This is called the Masterbrand logo
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If space restrictions cause a probl
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Two-line version and business colou
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However wide the selection for colo
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A and B A, B and C ‘good for ever
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The Co-operative logotype 29
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The Co-operative logotype 31
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If you’re printing an item in jus
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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: Using imagery 87
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
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Visual Identity Standards PDF v.3 - The Co-operative

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