Visual Identity Standards Booklet PDF - The Co-operative

The power of
The power of The
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Our logotype is not a regular typeface. True, it originated
as a commercial typeface, but the letters in the logotype
cannot be matched without being specially drawn. It must
be treated with care and respect.
Central to every successful
brand identity there are
visual devices, unique
communication tools chosen
with care: the logotype,
colours, a typographic style
and depending on an identity’s
size, there’s usually more.
Used as directed, these devices
can all help to define what a
brand looks like throughout all
its various applications. Used
creatively, they can unify a
brand and become a part of the
consumers’ subconscious mind.
These devices are called the
Core Elements of which, for us,
the most important is our
logotype. It is typographically
honest, clean, straightforward
and it’s unique. Our logotype
shows integrity, a value that
represents the authority of
our brand.
Everyone has an important responsibility to protect our
visual identity. What we do with our brand, including what
we let others do with it, will reflect on everyone involved.
Throughout each of the businesses, wherever our logotype
is applied, from the smallest item of food packaging
to 96-sheet posters, there are two things that will remain
constant: the clarity and integrity of our logotype.
By employing the prefix ‘The’, our logotype makes its own
boundaries clear: it’s specific and emphatic.
Our simple Core Elements will help us create uncomplicated
messages to members and customers. Communicating
numerous, and occasionally disparate, messages through
the broad range of our businesses.
If used alongside the guidelines they address the business
nature of ownership, through colour and the correct tone
of voice. Our identity has the architecture to deal with
diverse business requirements and customer propositions.