Flexible, adaptable and warm
Raymond Loewy's 1966 logo for Co-op France
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In 1966 Co-op France celebrated its centenary. It had closely followed in the footsteps of the cooperative movement that begin in 1883 with the co-operative consumer societies of Great Britain. Just like the initiatives of other European countries such as Italy and Germany, Co-op France had expanded and diversified its activities post-war. This was further catalysed during the 1950s and 1960s economic and industrial boom. As Co-op France grew it sought to maintain its core purpose of ‘protecting consumer life’ whilst introducing new activities that included manufacturing own-brand goods, expanding into logistics and vocational training, as well as operating leisure facilities.
The introduction of a new design policy intended to clearly align all these diversified activities, continue to develop trust in Co-op across new areas and products, and develop a visual tool to attract new customers. The responsibility for developing this new design policy was c.e.i, the design studio of renowned designer Raymond Loewy.
The diversification of the Co-op created a complex tapestry of new products and services, and by extension, the use-cases and surfaces the logo and visual identity would need to operate within. With this in mind, the logo was required to have a flexible and systematic composition made from simple elements. Further, the design should increase the visibility and legibility of the brand on the street, across own-brand ranges, and throughout its publishing activities which included Consumer News, Coop Product Test Reports and Overseas Coop News. Finally, the new logo and visual identity should be adaptable, flexible and easy-to-use, standardising the process and lowering the cost of designing new packaging and print communications.
In answer to the brief, Loewy developed a simple visual language of co-operation through a flexible system of circles. Alongside co-operation, these circles, which adapted to various contexts, also symbolised the ‘dynamic and wide-ranging activities of the cooperative’ as it continued its expansion and diversification. The system of circles was derived from the the letterforms of the Co-op name, which were also drawn as rationalised geometric forms. The use of a bright orange added a warmth and, alongside the pattern and proportional size of simple geometric forms, delivered visual impact across items such shopping bags and signage.
The basic version of the logo had a double row of two circles to the left of the letters, and six circles to the right. The logotype ‘CO-OP’ could be used on its own in black, or alongside outlined circles. However, the full effect came with the orange circles used as a ‘long belt’ across packaging and signage, or at large scale across print advertising, making it difficult to ignore.
Although the Co-op’s of the world are unaffiliated, the common purpose and business model, naming and diversification programmes of the mid-60s generated similar briefs but quite different results. Albe Steiner in 1963 for Co-op Italy, Raymond Loewy for Co-op France in 1966 and Lippincott & Margulies for the Co-op Great Britain in 1967, each offered their own take. However, it would only be Co-op in Great Britain, after the reintroduction of the logo in 2016, that is still in use today.
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