It’s been a busy time the last couple of weeks preparing the brief for the ICA to select an agency to create a new visual image for the global co-operative brand. The world has changed enormously since the rainbow flag became the co-operative emblem in 1921. The seven colours of the rainbow were introduced on the flag to represent the power of light, enlightenment and progress. The first co-op rainbow flag was completed in 1924 and was adopted as an official symbol of the international co-operative movement in 1925.
In 2001, the ICA’s official flag was changed from a rainbow flag to a rainbow logo flag on a white field, to “clearly promote and strengthen the co-operative image, but still use the rainbow image”. This flag is a symbol of hope and peace. The seven colours from flags around the world fly in harmony.
With the launch of a co-operative decade at the last General Assembly in Manchester, now is the right time to revisit our identity to ensure it is contemporary and business-like so that there can be no question that we mean serious business.