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Portraying a clean and consistent identity is important in any business. Cooperatives are growing larger, the customer base is changing and businesses are becoming more diverse. As a result, communicating a constant brand image becomes an even greater necessity. Your key stakeholders: employees, board of directors, customers, suppliers and the community need to know about their local cooperative and what it represents. Outstanding opportunities to portray your image exist on you signage, rolling stock and equipment.
Are you in a merger or acquisition situation where you are re-identifying assets?
Are you developing a new image or updating an old one?
Tips to develop a new logo:
- Image: Make sure your mission/vision and communications plan support your image.
- Colors: Too many colors can make your logo look busy. Use fewer colors for lower reproduction costs.
- Shape: Simple shapes reproduce better and are more readily recognized.
- Application: Consider that your identity will appear on trucks, signs, equipment, uniforms, statements, business cards, forms and promotional items.
Protect your image. Establish a one, two and four color version (if applicable). Set clear rules about how it appears on white, black and colored backgrounds. Your logo is your customers' first impression of your business. Guard its integrity by putting one person in charge of approving logo usage.
Questions on these recommendations and contact information for approved identification vendors should be emailed to teresa.deering@chsinc.com
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