Coop Danmark brand guidelines
Coop Danmark's Frontify brand portal provides comprehensive identity guidance across its retail chains, house brands, typography, and photography usage rules.
Freedam's take — I spent time exploring Coop Danmark's online brand guide, and what immediately catches my attention is the sheer breadth of sub-brands it manages. The color section alone spans chains like SuperBrugsen, Kvickly, 365 discount, and Irma, alongside private labels like Änglamark, Cottonfield, and Friends. I appreciate how practical the photography documentation is, clearly stating that image rights expire five years after capture and outlining strict restrictions against storefront and outdoor usage. It feels like an honest, working handbook designed to keep complex retail operations aligned.
Details
- Type
- Guidelines
- Access
- Public
- Source
- brand.coop.dk
- Industry
- Retail, Food & drink
- Capabilities
- Guidelines
- Tags
- multibrand, brand architecture, photography, color system, typography
- Added
- Last checked
What I noticed
- The portal uses Frontify as its underlying software platform.123456
- The color guidelines include dedicated palettes for specific retail chains and product series including SuperBrugsen, Kvickly, Irma, Änglamark, Friends, and Mustang.789101112131415
- Image guidelines explicitly state that Coop Danmark's rights expire five years from the photo capture date and restrict photos from outdoor or storefront use.1617
Numbers refer to the screenshots above.
What I could not see
- Could not access asset download links or test search functionality as they were not captured in the evidence.
- Could not inspect template files referenced in navigation headings.
Ideas to borrow
Reviewed on 18 September 2026. Request a correction · I built this
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