Co-op considers look and feel amid reform plans

The Co-operative Group says it will review its branding and creative direction amid proposals for a radical reform of the company.


Former City Minister Lord Myners this week publishes a report on the Co-operative Group, which proposes bringing in a smaller board and focusing on being profitable.

Lord Myners also refers to the group’s current board as ‘manifestly dysfunctional’ and says more marketing expertise is needed among the leadership team.

His proposals are set to be voted on at the Co-op’s annual general meeting on 17 May.

A spokeswoman for the Co-op says that any new strategic direction may affect the group’s creative direction.

She says, ‘We will be launching our new purpose and strategy… which looks to start the journey on rebuilding and reviving  The Co-operative Group.

‘Against this backdrop we will be considering ways in which the new strategic direction of the business will be reflected across the organisation.’

The spokeswoman adds, ‘We currently work with a number of agencies across the Co-operative Group, with whom we regularly review our creative direction.’

The Co-op’s current identity was created by John McConnell in 2006. McConnell also acted as design advisor to the company until 2008.

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  • Kelly Vallance November 30, -0001 at 12:00 am

    Good — they need it.

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