YummyColours redesigned the ‘Harvard COOP’ brand
Returning the cooperative to its community roots using a refined and long-lasting visual system.
Founded in 1882, the Harvard Cooperative Society was originally a place where Harvard students could buy firewood, books, and everyday necessities at affordable prices. Over time, it became a hub of shared memory – alumni still memorized their membership numbers. But by the late 20th century, the institution had shifted to selling souvenirs, losing the communal warmth that once defined it. The new brand identity marks a conscious return to its founding purpose.
New York-based creative studio YummyColours led the creative and strategic work. Their task was not only to update the logo, but also to redesign the entire design system – one that could be applied across COOP’s retail spaces, digital platforms, signage, events, and a new collaboration system called EDIT.
When YummyColours began working with the Harvard Cooperative Society, the goal was to bring COOP back to its roots as a community-based organization. That meant reclaiming the idea of membership, mutual benefit, and belonging. Instead of thinking of COOP as just a retail space, they reimagined it as an open and dynamic hub for students, faculty, alumni, and neighbors – a place for exchange, curiosity, and connection.
Everything was streamlined across all channels into a clear, cohesive system that felt intentional, welcoming, and built for the future.
They carefully studied the visual identity system and historical material, then carefully refined the wordmark to preserve its authority while making it clearer and more universal for today. The typography was modernized, the color palette expanded, and a flexible design system was created for everything from signage to social media. The result looks timeless, honoring COOP’s heritage and giving it the dynamism and appeal needed to serve a new generation of members.
YummyColours analyzed the COOP logo, taking time to reflect on the ancient symbols that generations of members remember so fondly. They refined the typeface and proportions of the iconic lettering so that it still looks clear and confident today, but remains memorable for its character.
Creative direction came from Connie Lui and Diego Marini of YummyColours, alongside Adrian Gill, Chief Marketing and Brand Officer at the COOP. The team also included designer Lalit Sitta, project manager Denize Maaløe, and motion designer Antoine Mauron.
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