A new brand identity for the co-operative movement will be unveiled in 2005 in a bid to give societies a more coherent and consistent public face.
A Co-operative Group spokesman said the brand panel established after the Co-operative Commission report in 2001 was looking at “all elements that make up a brand”.
These included store fascias,
formats and marketing activities and did “not simply involve revamping the logo”.
While individual societies had invested heavily in developing their own retail formats, he added, “every business has to keep reinvesting”. The brand panel, which comprises chief executives of all the major societies, was set up after the Commission identified a lack of coherence in the way the movement marketed itself and a “bewildering” array of fascias and brand identities that confused the public.