The Co-op has reverted to its old logo from the 1960s as part of a wider rebranding exercise.
The organisation is adopting the iconic blue clover-leaf logo to help draw a line under recent bad publicity.
It will be rolled out gradually across the entire business over the next two years.
The move coincides with the launch of the company’s “Back to Being Co-op” programme, which aims to educate staff about its heritage and the advantages of the cooperative working model.
Up to 5,000 events are to be held across the country to ensure colleagues understand the benefits of membership.
For example, members are to receive a 5% reward for any purchases of Co-op own brand products and services that they make.
A further 1% will go towards local causes. Estimates from the organisation suggest this could lead to more than £100 million a year going to members and their communities by 2018.
Richard Pennycook, Chief Executive of the Co-op, said: “This is what the Co-op is all about. Big business is often accused of taking money out of communities – we are putting it back in as we champion a better way of doing business for our members and their communities.”
Mr Pennycook stated that the group is already seeing good momentum across its various businesses, which he believes will drive further growth that both its members and their communities can benefit from.
“It clearly demonstrates the Co-op difference being delivered every day,” he commented.
Allan Leighton, Chair of the Co-op, added that “a new Co-op economy” is on the verge of being created.
This, he said, means everyone from its members, their communities and its thousands of suppliers will benefit from trading.
Mr Leighton stated that the company’s new brand identity will be seen on everything from its insurance website and a funeral home fascia to a Fairtrade bottle of wine.
He said this will “signify a better way of doing business.”