The International Co-operative Alliance has developed a global co-operative identity that ALL co-operatives can align with and which differentiates us from other types of busines. The Co-operative Marque and .coop are the symbols of the global co-op 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.
The Blueprint for a Co-operative Decade argues that greater visibility for the co-operative model will lead to more awareness by consumers of the benefits of choosing co-op products and services over their alternatives. The global Co-operative Marque, with its associated slogan, colour palette, messages, signature images and brand language was launched at the Alliance’s Global Conference and General Assembly in Cape Town in November 2013. Adopters of the global Co-operative Identity are encouraged to place the new Marque on their website homepage, email signatures, advertising and promotions, products and packaging, in order to help make people more aware of their options when faced with the choice between a co-operative or an investor or privately-owned business. Our aim is for the Co-operative Identity to become one of the best known ethical marques in the world by 2020 with users in 100 countries. By the end of June 2014, over 620 applications to use the Marque had been granted in 68 countries, 357 of which already had a .coop domain. During this period a third of applicants for the Marque requested a .coop domain name – many of whom took advantage of the First Year Free offer.