It's a good idea, not nostalgia.

Can we stop referring to the Co-op “re-brand” as nostalgic please?

It’s a shallow response to a well considered solution. If we hadn’t seen that mark before, would we think it retro? Just look at it! I would suggest that if we hadn’t seen it before we’d think it a bold, maybe even ground breaking design for a business built on strong ethics.

OK, perhaps nostalgia comes as a bi-product but it clearly wasn’t the intention of the designers. It’s actually a great example of really smart, grown up graphic design; recognising that the solution was already there and there are better things to spend the client’s money on. In that respect, it’s a beautifully appropriate and ethical solution. It reminds me of this.

Let’s talk about that instead.