Legacoop
Plural future
Legacoop, founded in 1886, is the national association that represents, supports and safeguards the Italian cooperative movement across all productive sectors. It promotes cooperation as an economic and social model based on solidarity, participation and democracy, supporting enterprises that combine competitiveness with responsibility. With more than 10,000 affiliated cooperatives, Legacoop values work, inclusion and innovation, positioning itself as a point of reference for sustainable and shared development.
Brand Identity and brand design Same as plural future
Legacoop’s visual identity was created from the desire to make tangible the values that have inspired cooperative action for almost 140 years: openness, equality and solidity. The new brand translates these principles into a contemporary and coherent visual language, capable of bringing together memory and vision. A distinctive element of the logo is the equal sign, embedded in the letter “L” and transformed into an original monogram that represents dialogue between people and communities. The equal sign, simple and universal, becomes the visual synthesis of the cooperative spirit and of the concept of a plural future, at the heart of Legacoop’s philosophy: a future that values differences, embraces everyone’s aspirations and promotes truly inclusive progress. The colour palette, graphic contrasts and modularity of forms give life to a solid, dynamic and recognisable visual system, telling the story of cooperation as a vital and collective energy.
Communication design Cooperation as an open system
The communication languages interpret Legacoop’s identity through a form that prioritises clarity, order and accessibility. The applications — from digital to physical materials — express coherence by translating the concept of cooperation into an open graphic system, where each element engages in harmonious and participatory dialogue with the others.
Video & motion design. the movement of the equal sign
The institutional video translates Legacoop’s vision into a dynamic form: the equal sign becomes a moving element that multiplies, connects and generates new shapes, evoking the network of people and ideas that make up the cooperative world. The flow of signs represents collective growth and the shared energy of a plural future, where each individual contribution is transformed into common strength. Visual and sound rhythm support a message of unity, openness and inclusive progress, turning the graphic symbol into a living and participatory narrative.