What’s Old Is New Again – The Co-op

The original 1960’s reference logo

British retailer the Co-op unveiled a new identity that reunites the company with its classic logotype of the 1960s. The organization is returning to its clover-leaf design which first appeared in stores in the late 1960s.

Coop_Logo-CRsiteThe new identity will impact some 600 private brand products. Over 2,000 Co-op stores are expected to have adopted the identity by 2018, with the new design in use across the group by May 2019.Co-op-juice

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.