A Thoughtful Revival of Harvard COOP Identity
I endorse this sensitive rebrand, rooted in archival research and community stewardship. YummyColours refines a historic wordmark, expands a practical color system, modernizes typography for clarity. The result balances legacy and utility, making the COOP feel familiar and contemporary.
Environmental treatments, signage, and member artifacts show the system at work in real spaces. Photography centers lived experience, moving the identity away from staged retail photography. The EDIT collaboration framework opens programming possibilities, and preserves the COOP’s cooperative spirit. This project is a masterclass in honoring history while equipping a brand for modern use. Design leadership balanced refinement with legibility, producing a wordmark that reads well at scale. It feels like a memory updated, not replaced, and ready to evolve.
As a curator of brand stories, I value projects that restore community relevance and functional clarity. YummyColours’ approach models research driven design, pragmatic system thinking, and thoughtful craft. If you care about legible heritage, practical systems, and civic minded retail, this case study rewards close reading. Read the process, see the applications, and consider how archives can inform future facing identities. This essay is essential for designers and leaders.
Source: abduzeedo.com
