The revival of THAT Co-op logo…


As someone with family ties to the original co-operative movement, the Rochdale Equitable Pioneers Society, I have mixed feelings about the resuscitation of The Co-op’s ‘clover leaf’ logo…

There’s no way I would have resurrected that dinosaur’” – that’s me as the MD of a design studio that designs for supermarkets talking.

I would have brought that baby right back outta retirement” – that’s the ex-graphic designer in me who used to design logos.

And as someone whose Gran used to tell me about my Co-op heritage in the Rochdale Co-op as a kid, I’m reminded of her, and emotional.

As always, there will be some naysayers. Cue comments like, “All that money just for bringing back a logo?” Meanwhile, I can almost hear the tittering of typographers bitching about the typeface, ‘Univers’, on Twitter.

But do you know what? The new blue is brilliant – a huge improvement on that old insipid blue that was reminiscent of Gran’s 70s cookbooks; grey, dirty and dull. Or is it just my new retina screen that makes it look better?

I don’t usually subscribe to the mantra that, ‘Everything old is good, (like Gran), everything new is shit’, as I believe in progress. But actually, on this occasion, it’s probably true.

I’m not a romanticist for the past, but given the recent turbulent history of The Co-op, and the blunders that lost it a lot of money, then frankly, give me the past anytime.

I also like that the logo fits neatly onto the corner of an apron pocket, or a Co-op lorry for that matter…

Sean Perkins, partner at North, the design studio that worked with The Co-op on bringing back the logo was quoted in The Creative Review as saying, “It’s a symbol and a wordmark and that’s impossible to beat for a graphic designer. It’s never dated.” As a rusty graphic designer, I fully get that. But giving the impression that it’s OK for the relaunch of a company’s identity to be based on the whim of a graphic designer might be a bad move.

The only burning question I have is, if the designers simply jumped into an old box file at Co-op head office, pulled out an old bromide and re-presented it to the client saying, “OK, so you need to go back to your past… we have a great idea. Ta-da!”, did they get a discount? Gran could have done that.

Share Insight

  • Euan Sey, Founder and Commercial Director, Curry Leaf Cafe

    “They’re an easy bunch to work with, have a great knowledge of the sector and give 110%.”

  • Ruth Timmins-Williams, Brand Experience Manager, Tesco

    “Working with Sherlock is always a pleasure, the ideas keep coming and the energy remains unphased...”

  • Dan Dixon, Sales Director, Exhibitions, William Reed Business Media

    “They were flexible, great to work with, and the result more than met our expectations.”

  • Nick Cooper, Founding Director of Crunchy Critters

    “The team’s extensive knowledge of the food & drink sector really shone through and they went above and beyond...”

  • Sam Hepworth, Head of Communications and Digital Media, Whizz-Kidz

    “Sherlock rose to the challenge and provided us with several initial concepts that were all so impressive that we struggled settling on just one.”

Subscribe today to receive our newsletter