The Co-Operative Rebrand

Branding should be clear, appropriate and timeless according to Vingelli. This is because a company’s logo should represent how they operate and the message they want to portray to there customers. However a company’s brand identity may need to change depending on the market and how the company progresses in the future potentially causing the need for a change in branding in order to make it appropriate for the market. 

This can be seen in the case of the Co- Operative who have rebranded after believing their identity had become too corporate and confused as their old logo didn't fully represent how the brand operates or the message they want too portray of a company focus on the people and community who support them. Consequently The Co-Op has returned to their original four leaf clover inspired logo from the 1960s in order to create a more welcoming and vibrant identity which is aided by the use of brighter colours within there promotional material. This allows the brand to look back to its past and what made the Co-op successful but also look forward as the new logo has a modern look to attract younger generations due to the vibrant colours used and the simplistic nature of the logo itself.