Founded in England in 1844, and now commonly known as the Co-op, the group has brought back its “clover leaf” logo, originally designed in 1968.
The change can be seen in a number of Co-op’s food stores from today, but the company rightly chose to make many of the updates through their usual business refits and maintenance programme, so it’ll be a few years before all of the 3,500 outlets show the updated identity.
London-based North initially investigated creating a completely new identity, but following extensive research into the Co-op’s history they decided to propose a move back to the past.
The logo was redrawn from archive material and given an updated colour scheme to modernise the 1968 palette. It’ll be seen on signage, packaging, uniforms, vehicles, literature, and digital content.
“Returning to the familiar can be a radical act, but it is the timeless quality of this iconic logo that makes such a move possible — it is distinct, recognisable, approachable, and dynamic, giving us the opportunity to signal a shift back to the ideas that made the Co-op special for its customers.”
— Sean Perkins, North