Rebranding or retro branding

There has been a great amount of coverage recently for the re-branding of the Co-op. Literally re-branding, in bringing back it’s iconic 1968 logo design. The project was undertaken by the design agency North who felt that there was inherent trust embodied in the classic logo. The decision reflects the Group’s strategy to return to it’s roots following a period of financial difficulties.

In some ways a brave decision to take (and to pitch), but one that seems to work well, and has been widely praised within the design industry.