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 weeks ago
In case you missed it, our latest blog looks at authenticity, genuinity, principality and sincerity — the four pill… https://t.co/AvxiDkB0Qc
Why sustainability should be at the heart 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....
You can't polish a turd
It’s all very well getting to the ‘essence’ of your business and incorporating your ‘core values’ into your creative brief for your brand design, but beware the difference between make-believe and reality. Make sure you have done your research and not just assumed this is what’s going on....
A bold new look for Wiggin LLP
We’re delighted to announce that we have been selected to work with Wiggin LLP helping them develop their brand and online presence. We’ll be collaborating with London agency MSL and we’re very much looking forward to working with them and sharing ideas. Wiggin are a top 100 law firm specialising in media, tech and IP working with some of the top organisations in their space....