Introducing our new U.S. Co-ops logo

Earlier this month, we announced that NCBA CLUSA is renaming to U.S. Co-ops and shared what members and partners can expect during this transition. This week, we're excited to give you a first look at another part of that transition: our new U.S. Co-ops logo.

As NCBA CLUSA becomes U.S. Co-ops, our new logo reflects both the enduring strength of the cooperative movement and its continued evolution.

"Like the new name itself, our new logo is designed to make our identity and purpose easier to understand while carrying forward the history and values that have shaped our association," President and CEO Doug O'Brien said.

A new logo rooted in cooperative history

At the center of the new mark is a refreshed interpretation of the classic Twin Pines, an iconic symbol of cooperation that has been part of our association's visual identity since 1922. The new mark honors that legacy while a cleaner, more modern treatment introduces a sense of movement and growth.

The Twin Pines meet within a continuous two-color circle, creating a sense of connection and shared purpose. Paired with a bold new U.S. Co-ops wordmark and the descriptor, "Association of U.S. Cooperatives," the logo is designed to feel both familiar and forward-looking.

The new logo intentionally maintains continuity with NCBA CLUSA's existing look and feel. While our name is changing, our mission to develop, advance and protect cooperative enterprise remains the same, as does our commitment to our members and the broader cooperative community.

Our new name and logo are focused changes that will make the association easier to recognize, understand and engage with-particularly as we work to introduce new audiences to the cooperative business model.

What happens next

Beginning later this month, you'll start seeing the U.S. Co-ops name and logo across our website, email communications, social media and other platforms. During the transition, you may continue to encounter the NCBA CLUSA name and logo as we update materials and systems.

You may also receive emails from two domains: ncba.coop and our new domain, us.coop. For example, both [email protected] and [email protected] are legitimate email addresses from our team.

Add our new domain, us.coop, to your safe senders list

We look forward to advancing 110 years of cooperative leadership as U.S. Co-ops. With a clearer name and refreshed visual identity, we are now equipped to carry that legacy forward-and help more people understand why cooperatives matter.

Welcome to U.S. Co-ops.