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As part of a major overhaul, the Co-op has gone retro with its logo and taken it back to a design similar to one that was originally used in 1968. After testing times in recent years, all arms of Co-op will be rebranded to create a better sense of community, coinciding with plans to reinstate its members’ dividends by 2018 and give back to members and other good causes. So why does reverting the logo back to an old design work so well?
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