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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<strong>Co</strong>mmunicating the brand<br />
We create a clear, identifying style of our own<br />
by specifying typography that is consistent.<br />
Extensive use of Helvetica Neue Light<br />
<strong>Co</strong>ndensed gives an honest and straightforward<br />
look. We reflect that look in the manner that<br />
we talk. Our tone of voice should be real,<br />
powerful and inspiring, reassuring and<br />
supportive. Our business is about being clear<br />
and accessible, therefore we present clean and<br />
legible messages.<br />
What <strong>The</strong> <strong>Co</strong>-<strong>operative</strong> is not about are gimmicks,<br />
tricks or deception. We never use jargon. <strong>The</strong><br />
tone of our messages changes across each<br />
of the businesses, individual voices to match<br />
different products and services. But every<br />
message is laid out in one consistent style,<br />
recognisably our own and wherever possible<br />
leading with our logotype.<br />
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