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Co-op brings back the clover leaf

May 23, 2016


The Co-operative Group (founded in England in 1844 and commonly known as the Co-op) has brought back its old “clover leaf” logo, originally designed in 1968. The Co-op’s group design director Ben Terrett said the previous branding had become confused and too corporate.

Co-op logo

“We thought, let’s not invent something new when there’s a perfectly good logo here. This logo is simple and memorable, there’s nothing fancy about it. It’s practical and it will tie everything together, as well as working brilliantly across digital, which we’re developing.”

Co-op logo evolution

Co-op logo

Co-op logo

Co-op logo

Co-op logo

Co-op logo

Co-op logo

The Co-op worked with North who redrew the logo and developed it across uniforms, packaging, vehicles, and building fascias. The new look will be rolled out across the company’s 3,500 outlets over the next few years.

More info on Creative Review and the Co-op website.

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