Back to the COOP: A Historic Identity Reworked by YummyColours

The Harvard Cooperative Society steps back into focus with a refreshed identity by YummyColours, repositioning “The COOP” as more than a campus shop. Founded in 1882, the organization holds real sentimental value for generations of members. This update sharpens that legacy, shifting the focus away from transactions and back toward what matters: community, membership and shared experience.

The agency approached the project by digging into the archives, refining the original wordmark instead of replacing it. The familiar overlapping “O” forms remain central, tightened in proportion and clarity, then extended into a flexible system. A broader color palette and confident typography allow the identity to move easily across signage, merchandise, digital platforms and physical spaces, while keeping a strong, recognizable core.

Across applications, the system feels grounded and purposeful. Large-scale graphics, restrained layouts and consistent use of type reinforce that idea, framing the COOP as an active hub again, designed for interaction, exchange and everyday campus life.

You can discover more branding and identity work from YummyColours on their website.

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