Convenience retailer the Co-operative has brought back its historic ‘clover leaf’ logo as part of an identity revamp and new membership structure.
The return of the logo, which was first used in the 1960s, is designed to highlight the company’s heritage, Co-op said.
It comes following the retailer’s AGM in Manchester last weekend, where the group set out its five-year plan that includes: 50 per cent of sales coming from Co-op members (currently 25 per cent in in Co-op Food); a commitment to Fairtrade by extending sourcing commitments; and a greater focus on digital opportunities across the group.
Thousands of Co-op employees are also taking part in a ‘Back to being Co-op’ programme, with community events in every postcode aimed at reconnecting staff and shoppers with the Co-op’s history and benefits of membership.
The Co-op's chief executive for retail, Steve Murrells, said: “Members, customers, colleagues and communities already call us the ‘Co-op’, and so it makes sense that we do too. Going back to being ‘Co-op’ reflects our decision that membership, the very thing that makes us truly distinctive, must be at the heart of all we say and do.
'We've chosen this look because it links to a time when people really understood how they could be co-owners of their Co-op, and how a strong Co-op could help to create strong communities.”
The group, which includes Co-op Food and Funeralcare, also plans to bring back shares of profits to members, known as the ‘Divi’.
Chief executive Richard Pennycook said: “Big business is often accused of taking money out of communities – we are putting it back in as we champion a better way of doing business for our members and their communities.
“Our intention is to return to paying a dividend again, but we also want to make the rewards for members who trade with the Co-op more meaningful and community focused. We’re already seeing good momentum across our businesses and this will drive further growth, which our members and their communities will benefit from. It clearly demonstrates the Co-op difference being delivered every day.”
Allan Leighton, Co-op chair, said the company is “on the verge of creating a new Co-op economy”. “Our brand identity, whether seen on a Fairtrade bottle of wine, on a funeral home fascia or on our insurance website, will signify a better way of doing business,” he said.
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