tive deCa
ra 2020 d

ParticiPation
e

Co-op
e

1

SuStainability

identity Capital

LegaL framework

Cape Town, South Afri...
2

The global Co-operative Marque
A guide for users

Version 1.0  November 2013
3
4

Securing your co-operative identity using:
•	 The global Co-operative Marque – a visual identifier
for co-operative ent...
5

The Marque

•	 A simple and original design with distinctive personality
•	 The linked ’O’s symbolise working together
...
6

Why ‘coop’?
•	 ‘Coop’ is who we are
•	 ‘Coop’ expresses our purpose
•	 ‘Coop’ belongs to us, and nobody else
7

Marque with slogan

Les coopératives,
des entreprises pour
un monde meilleur

Las empresas cooperativas
ayudan a constr...
8

The Marque in black – and seven colours
9

Key messages: the Marque with alternative slogans
Environmental concern
financial sustainability
social purpose

Servin...
10

Exclusion zone
As with the Marque used on its own, make
sure that text or other graphical elements on
a page don’t enc...
11

4.1  Creating your own messages
In addition to the messages available
to download, you can write your own
message, and...
12

Incorrect applications of the Marque
Here are some basic things to avoid:

Do not use the Marque to create a repeat
pa...
13

Applications
The Marque and slogan may
be used in any communication
context, including:
l	Packaging
l	

Promotional me...
14
Websites
15
16
17
18
19

7.0  Download assets
The button below will give you access to a web page containing all the files you need to
use the ...
20
21
tive deCa
ra 2020 d

ParticiPation
e

Co-op
e

22

SuStainability

identity Capital

LegaL framework

Cape Town, South Afr...
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Siôn Whellens: Securing your co-operative identity using the new global Co-operative Marque and .coop

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Siôn Whellens, Client Services Director, Calverts, at the International Co-operative Alliance Global Conference in Cape Town, November 2013.

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Siôn Whellens: Securing your co-operative identity using the new global Co-operative Marque and .coop

  1. 1. tive deCa ra 2020 d ParticiPation e Co-op e 1 SuStainability identity Capital LegaL framework Cape Town, South AfricA 1 November – 5 November 2013 Securing your co-operative identity using the new global Co-operative Marque and .coop Siôn Whellens, Calverts
  2. 2. 2 The global Co-operative Marque A guide for users Version 1.0  November 2013
  3. 3. 3
  4. 4. 4 Securing your co-operative identity using: • The global Co-operative Marque – a visual identifier for co-operative enterprises everywhere • .coop – the top level, global domain name for co-operative enterprises everywhere
  5. 5. 5 The Marque • A simple and original design with distinctive personality • The linked ’O’s symbolise working together • Strong symmetry and reflected shapes
  6. 6. 6 Why ‘coop’? • ‘Coop’ is who we are • ‘Coop’ expresses our purpose • ‘Coop’ belongs to us, and nobody else
  7. 7. 7 Marque with slogan Les coopératives, des entreprises pour un monde meilleur Las empresas cooperativas ayudan a construer un mondo major
  8. 8. 8 The Marque in black – and seven colours
  9. 9. 9 Key messages: the Marque with alternative slogans Environmental concern financial sustainability social purpose Serving the needs of people everywhere Co-operatives working together under a shared identity A growing and sustainable model of enterprise People-centred businesses driving social innovation putting people first A proven self-help model for good times and bad People together are stronger
  10. 10. 10 Exclusion zone As with the Marque used on its own, make sure that text or other graphical elements on a page don’t encroach on, or crowd out, the Marque and slogan. The marked space ‘x’, equal to half the height of the ‘c’ in ‘coop’, is the minimum space to allow all round. x x Minimum reproduction size Adhere to the minimum size to ensure legibility. This is 12mm from the beginning of the ‘c’ to the end of the ‘p’ in ‘coop’ White/reversed In some circumstances, when the Marque with slogan need to be placed on a coloured background – for instance, on merchandise, coloured packaging or a page of solid colour in a document – they may be reversed in white. people together are stronger 12mm coop_white_master_slogan
  11. 11. 11 4.1  Creating your own messages In addition to the messages available to download, you can write your own message, and combine it with the Marque. Vector graphic eps files are available to download for this purpose. To customise these, you will need to use a professional design application such as Adobe illustrator. If you create your own message, you must: l Use the approved typeface for your slogan – Arial bold l Your slogan should read over one, two or three lines coop_blk_custom_3line Your message here coop_blk_custom_2line Your message here With a three line slogan the minimum size for the Marque is 25mm – this is to ensure legibility of the slogan Your message here Your Your message here message Your message With a two line slogan the minimum size for the Marque here is 20mm – this is to ensure legibility of the slogan Your message here Your message here Your message here Your message here 20mm 25mm here Your message here Your message here coop_blk_custom_1line Your message here Your message here Your message here working together 12mm Mini Marque – 1 line slogan With a one line slogan the minimum size for the Marque is 12mm – this is to ensure legibility of the slogan
  12. 12. 12 Incorrect applications of the Marque Here are some basic things to avoid: Do not use the Marque to create a repeat pattern Do not crop it, or use it as a background image or ‘watermark’ Do not stretch or distort it in any way Do not use it at an angle, or on a slant Never put the Marque into a box. It is better to use a ‘white reversed’ option, if you cannot avoid a coloured background
  13. 13. 13 Applications The Marque and slogan may be used in any communication context, including: l Packaging l Promotional merchandise l Printed communications l Marketing materials l Website l Email signature l Stationery l Display materials (eg exhibitions, in store) l Vehicle livery l Screen presentations l Film and video titles Marketing materials We recommend that you position the Marque and slogan alongside any other identity, certification, quality or accreditation marks that you already use – for instance, Fair Trade mark, Forest Stewardship Council mark, ISO mark. Packaging Company stationery
  14. 14. 14 Websites
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19 7.0  Download assets The button below will give you access to a web page containing all the files you need to use the Co-operative Marque. The files are available in different formats for different applications, including .eps (scalable vector files) for professional design applications and also for creating custom versions of the Marque with your own message. The files are collated in folders, so that you can find the file you need as quickly as possible. For security, the page is protected by an access key. To access the files, please use the access key ‘BetterWorld’ (case sensitive). Download the Co-operative Marque now If you have any questions about how to use and apply the Marque in practice, or you are not sure that you are eligible to use it, please contact: Nicola Huckerby Director of Co-operative Identity International Co-operative Alliance global@identity.coop
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  22. 22. tive deCa ra 2020 d ParticiPation e Co-op e 22 SuStainability identity Capital LegaL framework Cape Town, South AfricA 1 November – 5 November 2013 Thank you! Siôn Whellens, Calverts

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