Visual Identity Standards Booklet PDF - The Co-operative

It’s easy to see why we needed
to pull together.
6 Why we needed a new look
5
With over 6,000 UK outlets we were certainly one of the
biggest in volume, but in brand awareness fairly invisible.
Because each business looked so disparate the collective
Co-operative brand and what it stands for wasn’t
understood by customers. So we were in effect diluting
The Co-operative offer: our brand proposition.
In 2004 we had 13 million customers trading with our
combined businesses, yet only 10% used more than one
of them. And only 1% of customers had traded with three
or more businesses.
Most organisations of our
size have one clear, cohesive
brand image. They’re easily
recognised on the high street.
We did not have a single
image, we had several, which
meant that our organisation
was simply not recognised
for what we actually are:
a group of businesses
meeting a broad range of
customer needs.
Strengthening customer recognition of our businesses and
their understanding could only be good for everyone.
But the problem went deeper than cross-selling our range
of services. We weren’t seen as a unified organisation,
so we were losing out on a key advantage: the fact that
our businesses are one family.
Without one consistently clear, single voice, that message
is overlooked. And that message is