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

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

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The global Co-operative Marque
A guide for users
Version 1.0 November 2013

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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

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The Marque
• A simple and original design with distinctive personality
• The linked ’O’s symbolise working together
• Strong symmetry and reflected shapes

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

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Marque with slogan
Les coopératives,
des entreprises pour
un monde meilleur
Las empresas cooperativas
ayudan a construer
un mondo major

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The Marque in black – and seven colours

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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

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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

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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

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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

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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

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Websites

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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. 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