Take part in research to help shape a new brand for co-operatives

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Co-operatives around the world are being invited to take part in a research project to help influence the design of a global identity for the co-operative movement.

London-based worker co-operative Calverts has been appointed by the International Co-operative Alliance to design a visual identity for the worldwide co-operative brand. The print and design co-opertive has launched a research study, inviting participation from around the world.

Building on the wide adoption of the International Year of Co-operatives logo, the new brand will include the IYC strapline ‘Co-operative Enterprises Build a Better World’, which the ICA Board has agreed to use.

The logo will be something that can be adopted by all co-ops, whether they wish to adopt it as a sub-brand or add it to promotional materials. At its Moscow board meeting at the end of March, the ICA agreed to become a sub-brand and change the identity of the organisation.

Sion Whellens, project director at Calverts, said: “For Calverts, this is a great honour, a great challenge and a great opportunity. The brief places the development of a new global identity marque and key message — ‘Co-operative Enterprises Build a Better World’ — at the top of the brand message tree.

“And a new identity for the ICA and its subsidiary brands will flow from it and will also allow other co-operatives to use the brand. This presents special challenges, but we believe this is the appropriate architecture for a diverse social and business movement and its international apex body.”

Charles Gould, Director-General of the ICA, said the organisation wants to work with co-operatives around the world to build a new identity. He commented: “The emblem will be used to provide a ‘unity of purpose’ for the global co-operative movement and will be capable of almost unlimited application – contemporary and business-like and fit for cross-border use.”

The ICA will formally launch the identity at its General Assembly in Cape Town in November. Prior to that, Calverts has launched a research project to allow co-operatives to give their views on co-op identity.

• To take part in the research, before 9 May, visit: http://s.coop/1kbke

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About Anthony Murray

Executive Editor of Co-operative News