New branding for several Co-op stores is being unveiled this week as the first stage in a re-branding exercise across the entire movement. More than 40 outlets from five different societies are involved in the pilot, which will see a common logo introduced for food, travel, pharmacy, banking and funeral businesses, with each type of outlet differentiated by colour and a one-word descriptor below the main logo.

The new logo will help to give a common theme to each type of business within the co-operative movement, regardless of trading area. The Co-operative Group, United Co-op, West Midlands Co-op, Scottish Midlands Co-op and Oxford, Swindon & Gloucester Co-op are all involved in the rebranding project. A £500,000 marketing campaign emphasising the Co-op movement’s ethical stance on fair trade and the environment will start next month, concentrated in four areas where there is a critical mass on new-look outlets - Hull, Northampton, Kidderminster in Worcestershire and Thame, Oxfordshire.

All 40 stores will begin trading under their new fascias on Monday, September 12, with the first outlets unveiled at Thame this week.