A little under a year ago I was asked to draft the brief to develop a new visual identity for the global co-operative movement. Built on the back of the highly successful logo and tagline for the International Year of Co-operatives the new identity would be used in an integrated communications campaign, providing a ‘promotional umbrella’ and ‘unity of purpose’ for the global co-operative movement. This voluntary emblem of affiliation should be capable of almost unlimited application – contemporary and business-like and capable of cross-border use.
I am so proud of the outcomes of that brief. The global launch in Cape Town was a mammoth team effort involving lead designers and co-operative brand gurus Calverts, a UK worker co-op, researchers in the form of Guerrini Design Island from Buenos Aires and photographers BrandOutLoud from The Hague, supported by the talented Communications Committee of the International Co-operative Alliance chaired by Ed Mayo, Secretary General of Co-operatives UK.
The joint on-line marketing campaign encouraging applicants for the new Marque to consider a .coop domain was well thought through, since the Alliance had acquired the primary .coop domain name registrar in a step to solidify its digital strategy and to reach the next generation of co-operative members.
Since the launch we’ve issued the guidelines to around 70 direct and indirect members of the Alliance in all regions and across many sectors. We have also agreed applications for media and education use as we seek to position the co-operative form of enterprise in the minds of politicians, governments, influencers and the general public throughout the co-operative decade.
You can apply to use the new global Co-operative Marque at www.identity.coop.
Making our mark on the world
The third Chapter of the Blueprint for a Co-operative Decade states that in order to deliver the 2020 vision we need to “build the co-operative message and secure the co-operative identity, to secure moral economic authority and ‘better business’ status for co-operatives” and that “co-operatives need a more sharply articulated message (or brand) so that people are more aware of what they are choosing when faced with the option between a co-operative or an investor or privately-owned business”.
Over the last eight months I’ve had the pleasure of working on the development of a new visual identity for the global co-operative movement. The culmination of all that work will be launched in Cape Town this Saturday evening. The global Co-operative Marque will be be available for all co-operators to use, following an on-line application process.
The Co-operative Marque and .coop are the symbols of the global co-operative movement and of our collective identity; together they demonstrate our unity of purpose. Use the Marque and your .coop domain and join thousands of similar organisations around the world giving greater visibility to your co-operative and strengthening our distinct model of enterprise.
I hope to see you in Cape Town, and to invite you to make “your mark on our World”. Look out for the photos on the Alliance Facebook page!
The Alliance welcomes its latest member
Coop Global Sourcing Limited (CGS) joins the International Co-operative Alliance as an Associate Member.
CGS is a joint sourcing company for European co-operatives that is based in China, Vietnam and Bangladesh. They serve consumer co-operatives in Europe by sourcing products from South-East Asia. Their owners, Eroski and Coop Italy, are indirect members of the ICA and CCW.
For more information: www.coopgs.com
There are now 270 member organisations comprising 232 Members and 38 Associate Members from 94 countries.
As co-operators we know that co-operatives build a better world, but now you have an incredible incentive to share this good news with your colleagues, friends and family.
The International Co-operative Alliance’s official book ‘Building a Better World: 100 stories of co-operation’, in commemoration of the United Nations International Year of Co-operatives, is now available for the low price of GBP 10 when you order ten or more copies plus P & P. (If ordering up to ten copies, we have the special price of GBP 15 per book plus P & P).
I’m sure you’ll agree this is an excellent offer for a book that is filled with 100 co-operative stories, which resonate well beyond the year and into the Co-operative Decade.
Buy now before we sell our final copies!
Pictured: International Co-operative Alliance Director-General Charles Gould presents a copy of the commemorative book to José Graziano da Silva, Director-General of the Food and Agriculture Organisation at Co-operatives United, the global culmination event for the UN International Year of Co-operatives in Manchester, November 2012.
During our week in Cape Town, one of the highlights was to meet with representatives of the South African Government. The DTI are our partners for the forthcoming conference and we had the opportunity to speak with a delegation from SANACO the South African National Apex Co-operative and Alliance members.
We are really keen to to ensure that the benefits of bringing our global conference to Cape Town are felt by the co-operators located in South Africa.
Pictured - Lawrence Bale - President of SANACO; Dominique Vincent - Co-operatives Advisory Council, Communications & Research, South African, DTI; Nicola Huckerby - Director of Communications, International Co-operative Alliance; Elizabeth Moleko - Deputy Director: Co-operatives, South African DTI.
I’m looking forward to meeting everyone again in Cape Town 1 - 5 November.
A week in Cape Town
Antonina Guarrella (ICA Project and Event Administrator) and I will be travelling to Cape Town today to visit the venue for our Global Conference and General Assembly at the Cape Town International Convention Centre which takes place from 1 - 5 November. We’ll also be meeting with officials from the South African Government who are funding partners for the event and linking up with Dr Chiyoge Sifa, ICA Africa Regional Director.
This is an exciting prospect - not only because this will be the first General Assembly to be held in Africa in our 118 year history, but also because we will be launching the new global visual identity for the co-operative brand. This is a great honour!
Over the next few days I’ll keep you posted on our talks.
Have YOUR say in Cape Town
Last month we celebrated our 118th birthday and in just over 60 days we’ll embark on our first ever global conference and General Assembly to be held in Africa.
The ongoing decade is the one in which long-lasting solutions have to be urgently found to globally shared problems. Co-operatives have a major responsibility in this respect: their proven resilience, democratic governance, capital accumulation and local development practices provide strong inspirational elements for the solutions that will have to be found.
There’s still time to book your place. Our group bookings discount is going particularly well where delegates can receive one free place for every ten full fee paying places booked. We also have special rates available for those under the age of 30 - this really is a great opportunity for young people to play an active part in the Blueprint for a Co-operative Decade. We have arranged a special networking event on 2nd November to make sure the voice of our youth is heard.
The theme of the Global Conference and General Assembly is “A co-operative decade in action” and it will analyse some of the main challenges we have to meet during this Decade: how to ensure food security, provide access to community services, deliver credit while ensuring savings and fight against indebtedness, provide an opportunity to the youth, women and all human groups facing inequality, and how to build knowledge. The conference will attempt to show how the co-operative movement is contributing, and how it could contribute even better, to solving these problems in an entrepreneurial and democratic manner, and to ensure a more sustainable and better balanced future globally.
Book your place on-line or off-line by fax - click here
For all enquiries contact our dedicated conference team firstname.lastname@example.org
We look forward to seeing you in Cape Town.
ICA Board search for a Youth representative
Are you a member of the International Co-operative Alliance? Do you know someone under the age of 30 who could really make a difference to the international co-operative movement? Why not nominate them for the ICA Board? Nominations close on 4 September - so don’t delay, nominate today!
A united movement behind a united global visual identity
The Board of the International Co-operative Alliance unanimously approved the global co-operative marque at their last meeting in Seoul at the end of June. They also decided that the ICA’s regional offices and sectoral organisations should become sub-brands of the new identity along with the International Co-operative Alliance. There’s lots to be done in preparing the family of logos!
The creative/design process over the last few months has really taken off as we work towards the launch in Cape Town in November. There is much still to do and we’ve been working with the team at Calverts on developing the font, colour pallet and instant brand language which will form key elements of the brand guidelines.
We’re really excited about the launch and so looking forward to sharing the brand and encouraging adoption!