After NCBA Clusa announced its relaunch as U.S. Co-ops, the sector apex has released a first look at its new logo.
“Our new logo reflects both the enduring strength of the co-operative movement and its continued evolution,” said president and CEO Doug O’Brien.
“Like the new name itself, our new logo is designed to make our identity and purpose easier to understand while carrying forward the history and values that have shaped our association.
The logo features a refreshed interpretation of the classic Twin Pines, an iconic symbol of co-operation that has been part of our the apex’s visual identity since 1922.
“The new mark honors that legacy while a cleaner, more modern treatment introduces a sense of movement and growth,” said U.S. Coops.
In the logo, the Twin Pines meet within a continuous two-colour circle, creating a sense of connection and shared purpose. Paired with a bold new U.S. Coops wordmark and the descriptor, “Association of U.S. Cooperatives,” the logo is designed to feel both familiar and forward-looking.
The Twin Pines symbol was introduced in 1922 by NCBA Clusa president James Warbasse in monthly publication Cooperation, after efforts to find a symbol for the movement generated a longlist of more than 100 proposals.
“The hardy pine symbolises the enduring quality of co-operation,” he wrote. “More than one pine is used to represent the mutual co-operation necessary.”
The new logo intentionally maintains continuity with NCBA Clusa’s existing look and feel, the apex adds.
“While our name is changing, our mission to develop, advance and protect co-operative enterprise remains the same, as does our commitment to our members and the broader co-operative community.
“Our new name and logo are focused changes that will make the association easier to recognise, understand and engage with – particularly as we work to introduce new audiences to the co-operative business model.”
The new name and logo will begin rolling out this month across the organisation’s website, email communications, social media and other platforms. During the transition, the old branding and logo may still appear.
Members may also receive emails from two domains: ncba.coop and the new domain, us.coop
“We look forward to advancing 110 years of co-operative leadership as U.S. Co-ops,” the apex adds. “With a clearer name and refreshed visual identity, we are now equipped to carry that legacy forward—and help more people understand why co-operatives matter.”
