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Co-op Launches New Brand Identity Emphasizing Member Ownership

Co-op, the UK’s first consumer cooperative established in 1844, has unveiled a refreshed brand identity designed by the London-based studio SomeOne to emphasize its member-owned structure. Central to the new branding is a reimagined logo featuring distinctive shapes called ‘Membershapes,’ representing each member’s individual ownership within the cooperative. Alongside the updated logo, a bespoke typeface, Co-op Headline, was created to reflect the curvature of the new logo, aiming for a bold and authentic communication style. The overhaul responds to a survey revealing that over 50% of consumers were unclear about what it means to be a cooperative. The new identity aims to unify Co-op’s various services under a cohesive brand while reinforcing its commitment to community values. Co-op aspires to grow its membership from five million to eight million by 2030.

A rebranding effort that highlights core values and addresses consumer misconceptions can strengthen a company’s identity and foster a deeper connection with its audience, especially in member-driven organizations like cooperatives.

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