The Co-operative brand

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The Co-operative brand
The Co-Operative clover leaf logo.svg
Co-op Shoreditch Store.jpg
Branding of a Co-op Food shop.
Product typeRetail branding
Owner The Co-operative Group
Introduced1968, refreshed periodically.
Markets United Kingdom
Website https://www.co-operative.coop/

The Co-operative, also known as Co-op, is a brand used by a variety of co-operatives based in the United Kingdom. It is not a single business, but a number of different consumers' co-operatives spanning various sectors.

Contents

The Co-operative Group is the largest consumer co-operative in the UK and the biggest user of the Co-operative brand in its 4,500 trading outlets. Many independent retail societies in the UK trade as "Co-op" and others, such as the Central England Co-operative, use the pre-2016 incarnation of the Co-op brand. Most co-operative societies have businesses in many different areas; however, the largest areas of the businesses are in food shops, particularly convenience shops, thus the largest and most visible use of the branding is as Co-op Food. [1]

The Co-operative brand as it is widely used today came about as a result of the Co-operative Commission's report into the British co-operative movement which recommended that all UK consumers' co-operative societies switch to a universal recognisable co-operative brand. This single brand would be in contrast to the previous array of brands which had existed up to this point including the '1992 cloverleaf', the 'Co-op Welcome' and 'Co-op Late Shop' brands which was understood by the commission to be holding back the public's perception of the co-op sector's modernising approach. Not all of the UK's consumers' co-operative adopted the resultant 2008 and 2016 versions of The Co-operative brand with the Lincolnshire Co-operative and Scotmid being notable examples.

At The Co-operative Group's 2016 AGM, it was announced that the Group would go back to a revitalised version of the 1968 Co-op 'cloverleaf' design, utilising a uniform blue through all business areas.

History

Original cloverleaf brand

The Co-operative brand

Following the success of the Rochdale Pioneers, co-operative shops were established across the UK and took customers away from private traders who responded by making it difficult for co-operatives to source quality goods to sell to their members. The solution was for co-operative retailers to come together in 1863 and form the Co-operative Wholesale Society (CWS) (now the Co-operative Group) responsible for sourcing and producing goods for sale in its members' shops, and for unified marketing and branding for the societies. The CWS carried out this role for members for nearly 100 years, and in 1968 launched "Operation Facelift", which resulted in the first national Co-op logo. [2]

1993 refreshed cloverleaf brand

The Co-operative brand

The movement's cloverleaf logo created the impression that it was a single organisation rather than independent organisations sharing common principles. The brand was strengthened by the creation of the Co-operative Retail Trading Group (CRTG) in 1993, providing Co-op branded products and other food supplies to its members: by 2002, the CRTG provided 100% of food supplies sold by UK consumer co-operatives. Over time, the brand became tarnished by inconsistent customer delivery and image perceptions of the cloverleaf logo were irreparably damaged. Market research carried out in the early 2000s showed a consistent decline in consumer ratings. [3]

2005-2007 "The Co-operative" re-brand

The Co-operative Movement called on then Prime Minister, Tony Blair, to establish a Co-operative Commission to consider ways to ensure the survival of the co-operative business model into the 21st century. The commission, chaired by John Monks, published its conclusions in January 2001 making recommendations regarding branding. Most important were that a panel representing all sections of the movement should be established to monitor and maintain the positive image of the brand, and that it should consider the "cloverleaf" logo's future.

The Co-operative brand

The Co-operative Group's designers and marketers collaborated with Harry Pearce and John McConnell of the designers' co-operative Pentagram, to develop a new identity to represent "The Co-operative". The selected artwork was based on a sans serif bold lower case (Neue Helvetica) logotype for the wording, with different colours representing different businesses. It won a silver award from the Design Business Association. The brand was trialled between 2005 and 2007, at several outlets of the Co-operative Group, Scotmid, United Co-operatives and Midcounties Co-operative. A 2007 pilot programme of 115 shops saw sales rise by 15%, beating the 4.6% increase at shops using the 1993 cloverleaf. The brand was introduced to food packaging in 2007, and officially launched in 2008. It was used in national advertising and a national programme of shop refits. [4]

2016 cloverleaf redesign

The Co-operative brand

In 2016 the Co-op group reintroduced an updated version of the 1968 logo, phasing out the co-operative logo throughout all their fully owned business, in favour of the cloverleaf. This transition included refreshing all Co-op branded products within vast areas of the group including Food, Funeralcare and Insurance. The roll-out of the refreshed design was announced at the group's 2016 AGM. This coincided with the re-launch of Co-op membership, with a new deal that allows members to receive 5% off their spending on co-op products and services to spend within the business, with 1% of member spending being given to chosen local charities. [5]

Uses of The Co-operative brand

Example of the 'Co-op Welcome' branding from Stansted Mountfitchet. Co-op shop - geograph.org.uk - 593466.jpg
Example of the 'Co-op Welcome' branding from Stansted Mountfitchet.
Example of the 'Co-operative' branding from Holcombe, Greater Manchester. New Co-op Holcombe Brook - geograph.org.uk - 497229.jpg
Example of the 'Co-operative' branding from Holcombe, Greater Manchester.
Example of the 'Late Shop' branding on the Co-op shop in Whitnash. Co-op Store at Warwickgates - geograph.org.uk - 1098934.jpg
Example of the 'Late Shop' branding on the Co-op shop in Whitnash.
BrandUserComment
The Co-operative Academies Trust Academy Trust Academy Trust operating eight schools in the north of England.
The Co-operative Bank The Co-operative Bank Retail banking and commercial banking is now owned by private investors, not The Co-operative Group
The Co-operative Childcare The Midcounties Co-operative Day child care provision.
The Co-operative Credit Union The Co-operative Credit Union Savings accounts and credit for employees and members of UK co-operative businesses.
The Co-operative Electrical The Co-operative Group;
Other retail co-operatives
Online-only electrical retailer of Group, and used by other cooperatives as brand of in-shop electrical departments.
The Co-operative Estates The Co-operative GroupReal estate division.
The Co-operative Food Majority of Retail co-operatives Convenience shops and supermarkets.
The Co-operative Flexible BenefitsThe Midcounties Co-operative Employee benefits.
The Co-operative FloristRetail co-operatives Florist.
The Co-operative Funeralcare Retail co-operatives Funeral director.
The Co-operative HealthcareThe Midcounties Co-operative Pharmacies.
The Co-operative Independent Living The Southern Co-operative Mobility Aids, Daily Living Aids.
The Co-operative Insurance The Co-operative Group Home insurance, Vehicle insurance, Pet insurance.
The Co-operative Legal Services The Co-operative Group Family law; will and testament creation and storage.
The Co-operative Party The Co-operative PartyUK political party representing the interests of the cooperative movement, linked to the Labour Party since 1927.
The Co-operative Travel Retail co-operatives including Central England Co-operative and Midcounties Co-operative Travel agent and travel insurance.

After the Co-operative Group's 2016 decision to re-adopt the cloverleaf logo, the Midcounties Co-operative took the decision to switch from the Co-operative Brand to the 'coop' Global Cooperative Marque of the International Co-operative Alliance - both in its ventures such as The Phone Co-op and The Co-operative Energy, and in new store openings such as those in Chipping Norton, Bourton-on-the-Water and Bletchingdon.

The Co-operative Membership

Membership is crucial to co-operatives and more than 8 million people are members of co-operatives in the UK which use 'The Co-operative Brand'. Members of co-operatives get to be democratically involved in the running of the society, often with votes on key business decisions and for the election of board members. It is also common for members to be provided with a share of the society's annual profits which is proportional to the amount of money that an individual has spent with the society over the year. This share of the profit is commonly referred to as co-op's dividend. The size of the dividend varies depending on the financial performance of the group.

Membership of the majority of consumers' co-operatives in the UK was brought under one identity in 2008 as a part of the launch of 'The Co-operative Brand' however each individual co-operative retains its own individual membership scheme. Members of these societies are given a card which all look very similar but which will list the specific co-op which the individual is a member of on the front. As a part of their membership schemes, many of the larger co-operatives which have adopted 'The Co-operative Brand' will allow members of other co-operatives to earn a share of their profits in a reciprocal agreement. This is particularly the case with those co-ops which have interests in supermarkets, whereas other users of the co-op brand, such as The Phone Co-op operate entirely independent membership schemes.

Because it facilitates democratic engagement with the co-operative and is also a profit sharing mechanism, The Co-operative Membership scheme differs from loyalty cards which many other businesses offer.

Related Research Articles

<span class="mw-page-title-main">The Co-operative Group</span> British group of retail businesses

The Co-operative Group Limited, trading as Co-op and formerly known as the Co-operative Wholesale Society, is a British consumer co-operative with a group of retail businesses, including grocery retail and wholesale, legal services, funerals and insurance, and social enterprise.

<span class="mw-page-title-main">The Phone Co-op</span> UK based co-operative telecoms supplier

The Phone Co-op was an independent consumer co-operative in the United Kingdom. It provided landline, mobile telephone and Internet services, including web hosting and broadband. In April 2018, the Phone Co-op board agreed for its operations to be transferred to the Midcounties Co-operative, with the Phone Co-op legal entity ceasing to exist. The brand continued to be operated until 1 June 2018, when it was rebranded to Your Co-op following the completion of the transfer.

<span class="mw-page-title-main">Co-operative Retail Services</span> Former consumer co-operative in the UK

Co-operative Retail Services was the second-largest consumer co-operative society in the United Kingdom. In 2000, it was dissolved by its members, merging with the larger Co-operative Wholesale Society, to form the Co-operative Group (CWS) Ltd.

The United Kingdom is home to a widespread and diverse co-operative movement, with over 7,000 registered co-operatives owned by 17 million individual members and which contribute £34bn a year to the British economy. Modern co-operation started with the Rochdale Pioneers' shop in the northern English town of Rochdale in 1844, though the history of co-operation in Britain can be traced back to before 1800. The British co-operative movement is most commonly associated with The Co-operative brand which has been adopted by several large consumers' co-operative societies; however, there are many thousands of registered co-operative businesses operating in the UK. Alongside these consumers' co-operatives, there exist many prominent agricultural co-operatives (621), co-operative housing providers (619), health and social care cooperatives (111), cooperative schools (834), retail co-operatives, co-operatively run community energy projects, football supporters' trusts, credit unions, and worker-owned businesses.

<span class="mw-page-title-main">Consumers' co-operative</span> Autonomous association owned and managed democratically by its clients

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<span class="mw-page-title-main">Midcounties Co-operative</span> British consumer co-operative

The Midcounties Co-operative Limited, trading as Your Co-op, is a consumer co-operative in the United Kingdom with over 700,000 members. Registered in England under the Co-operative and Community Benefit Societies Act 2014, it is a member of Co-operatives UK and Federal Retail Trading Services.

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<span class="mw-page-title-main">Penrith Co-operative Society</span> Former retail co-operative in the UK

The Penrith Co-operative Society Limited, known locally as Penrith Co-op, was a small regional consumer co-operative in the United Kingdom. The society was formed in 1890 and at the time of its merger with Scotmid it operated one department store with supermarket attached and eight small supermarkets or convenience stores in Cumbria and County Durham.

<span class="mw-page-title-main">Clydebank Co-operative Society</span> Retail co-operative in Clydebank, Scotland

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<span class="mw-page-title-main">Musselburgh and Fisherrow Co-operative Society</span>

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Federal Retail and Trading Services (FRTS) is the central buying group for co-operative retail societies in the United Kingdom. It came into its current structure in 2015, though its predecessor was established in 1993, and it supplies almost all food bought for sale by the over 4,000 co-operative foodstores in the UK. The buying group is owned and controlled by each of its member societies but is managed by The Co-operative Group on their behalf. It operates by pooling the collective £8.5bn buying power for 18 co-operative societies in the UK, allowing them to negotiate better prices from suppliers, so as to compete effectively with other UK supermarket chains.

<span class="mw-page-title-main">Lothian, Borders & Angus Co-operative Society</span>

Lothian, Borders & Angus Co-operative Society Limited , founded in 1839 in the Scottish Borders, was the oldest independent consumer co-operative in Scotland until it merged with The Co-operative Group in December 2008. It operated over 50 food stores in the south and east, as well as some other retail businesses, and funeral services. At the time of the merger, Lothian Co-op was owned by 65,000 consumer members on a one member one vote basis.

<span class="mw-page-title-main">Co-op Food</span> British brand of consumer co-operative supermarkets

Co-op Food is a brand used for the food retail business of The Co-operative Group in the United Kingdom.

Anglia Regional Co-operative Society Limited was the fifth largest consumer co-operative in the United Kingdom. It was formed by the merger of the Greater Peterborough Regional and Anglia co-operative societies in 1987. The Society had over 80 stores, principally trading in East Anglia. Head office was located at Westgate House, Peterborough until 2011.

The Moulton Co-operative Society Limited, or simply Moulton Co-op, was a small regional consumer co-operative in the United Kingdom. The society was formed in 1861 and operated a single supermarket in Moulton, Northamptonshire. In January 2009, members voted overwhelmingly to transfer arrangements to Midlands Co-operative Society, which took effect on 8 February 2009.

<span class="mw-page-title-main">The Co-operative Travel</span> British travel agency brand

The Co-operative Travel is a travel agency brand used by some independent retail co-operatives in the United Kingdom, such as Midcounties Co-operative, through their access to The Co-operative brand. Between 2011 and 2016 the brand was also used by TCCT Retail Limited, a travel agency run as a joint venture between the Thomas Cook Group, The Co-operative Group and Central England Co-operative.

<span class="mw-page-title-main">Channel Islands Co-operative Society</span>

The Channel Islands' Co-operative Society is a long-established consumer co-operative with stores in the Channel Islands. Its head office is located in Saint Helier in Jersey.

Co-op Energy is a membership-owned British energy supply company based in Warwick that began trading in 2010. It sells renewable electricity and gas to its ethically concerned member owner/customers and is an established large operator, an alternative to the Big Six energy suppliers. Constituting half or more of the Your Co-op Utilities division of its parent society Midcounties Co-operative, Co-op Energy is the only co-operative supplier in the British market, meaning supplied customers can voluntarily acquire an ownership share and thereby receive rights to influence the governance of the business, stand for election and have a say in formulating the products it offers.

Central England Co-operative, trading as Central Co-op, is a regional consumer co-operative in the United Kingdom, based in Lichfield and which trades from over 400 sites across the English Midlands and East Anglia. The business is owned and democratically controlled by its members who can stand for election to the board and who also share in the society's profits. A proportion of the profits of the business are also invested in local community groups through its community dividend grants programme and its more than 60 member classes.

References

  1. The Co-operative Group, Welcome to the corporate section of our website , retrieved 19 November 2007
  2. Lincolnshire Co-operative LTD - 1864, archived from the original on 18 July 2011, retrieved 18 June 2008
  3. CRTG website, 2007, retrieved 19 November 2007
  4. New at Pentagram: Harry Pearce to Judge Prison Art, Pentagram (design studio), 2 August 2007, retrieved 21 May 2008, Pearce, who has also been ... working on a new brand identity for The Co-operative Group
  5. "Co-op hopes to leave the past behind with revival of its classic 60s look". The Guardian. Retrieved 25 August 2016.