The desire for a common global identity was demonstrated by co-operators' ready adoption of the United Nations 2012 International Year of Co-operatives logo and tagline. In response, the International Co-operative Alliance carried out wide-ranging research and member engagement to support the design of a new symbol for our global movement, capable of local and crossborder use by co-operatives everywhere. It is also a key output of the Alliance's work around one of the five themes from the 'Blueprint for a Co-operative Decade' - our co-operative identity.
The outcome of the project was the 'coop' Marque, along with key messages and a set of signature images. Together, these make up a visual toolkit. Its purpose is to help co-operatives identify themselves as part of a global co-operative movement, and to gain recognition for their own co-operative difference.
The Alliance has also demonstrated its commitment to the Marque by making it the central element of its own logo.
Terminology and core elements
'Visual identity' is the term we use to describe the elements covered in this guide - the Marque, colour palette, font, signature images. Co-operative Marque (or 'coop') is how we refer to the central designed element of the global co-operative identity. 'Slogan' is the term we use for 'Co-operative enterprises build a better world'. The core elements of the global co-operative identity are: