A little under a year ago I was asked to draft the brief to develop a new visual identity for the global co-operative movement. Built on the back of the highly successful logo and tagline for the International Year of Co-operatives the new identity would be used in an integrated communications campaign, providing a ‘promotional umbrella’ and ‘unity of purpose’ for the global co-operative movement. This voluntary emblem of affiliation should be capable of almost unlimited application – contemporary and business-like and capable of cross-border use.
I am so proud of the outcomes of that brief. The global launch in Cape Town was a mammoth team effort involving lead designers and co-operative brand gurus Calverts, a UK worker co-op, researchers in the form of Guerrini Design Island from Buenos Aires and photographers BrandOutLoud from The Hague, supported by the talented Communications Committee of the International Co-operative Alliance chaired by Ed Mayo, Secretary General of Co-operatives UK.
The joint on-line marketing campaign encouraging applicants for the new Marque to consider a .coop domain was well thought through, since the Alliance had acquired the primary .coop domain name registrar in a step to solidify its digital strategy and to reach the next generation of co-operative members.
Since the launch we’ve issued the guidelines to around 70 direct and indirect members of the Alliance in all regions and across many sectors. We have also agreed applications for media and education use as we seek to position the co-operative form of enterprise in the minds of politicians, governments, influencers and the general public throughout the co-operative decade.
You can apply to use the new global Co-operative Marque at www.identity.coop.