I so often look to the past for inspiration designing for the future. The recent Co-op rebrand is a perfect example of this – to the extreme – recreating a modernised version of the 1968 Cloverleaf logo, which has been designed as a visual reminder of the company’s roots.
I think it works on many levels. It’s iconic, distinct, clean and modern giving a fresh and simple feel to reflect the Co-op today and its range of services and products. The brand is impactful and consistent across all media: food packaging, bags, brochures and livery. With a fresh new colour palette and fonts.
One thing I always hark on about when I’m taking to clients about rebranding is brand personality. Often this hasn’t even been thought about or it just gets lost in the detail of the dry facts of ‘what we do and how we do it’. It really is so important though, so customers have an emotional attachment to the brand as well as a rational one. It’s often how we make a final decision deciding between two similar products or services from different companies.
By looking to the past the Co-op has successfully achieved this. For the older generation it evokes nostalgia but also a company that is happy to move with the times. For the younger generation it suggests a modern brand of the future, ready to live and breathe in the retail and digital world.
Thumbs up Co-op and North – nice job!
TWEET OR TWO
To ensure you stay in the loop and receive our news, updates and general musings hot off the press, follow us on Twitter now. We promise not to bombard you!
Tweet: 3 months ago
Great to see these elderly care home residents being challenged to get creative, great to keep the brain working. B… https://t.co/akj7GKxOZw
5 things to consider as part of your brand strategy
Without a clear brand strategy you will work harder for less impact, less consistency and less value. Once it is in place, however, your content will efficiently and consistently deliver on your goals and your channel activity, including social media, will all but take care of itself....
Defining your personal brand
There is a reason companies spend a fortune on establishing, maintaining and protecting their brands. A good brand guides an organisation in what it does and how it does it. Customers’ perception of that brand determines how successful the business is. In fact a brand is often the magic ingredient...
A refreshed brand and brand new web site for Pitmans Law
We've worked for many years in the legal sector and the new Pitmans Law web site has been a privilege to work on. It's a big site, but with the project team at Pitmans being so well organised, we hit every deadline in the process, without compromise...