CVS pharmacy

Exterior Branding: Store Experience
Large Format Design + Installation

Creative Management; Agency, Creative Direction,
Art Direction, Design

Creative Program Management; Brand Guidelines,
Rollout, Vendor Management

CVS Pharmacy retail brand elements are derived from the core CVS Health enterprise master brand elements. They have been adapted so they can be emphasized in different ways to meet the needs of the exterior environment.

• The CVS Pharmacy and MinuteClinic logos now include the CVS Health Heart in their logo lockups bringing the retail brand expression more in line with the enterprise CVS Health logo.

• The CVS Pharmacy y más and Longs Drugs logos are also unique. These represent cultural demographic market localization in specific markets. CVS Pharmacy y más logo celebrates core Spanish speaking customers and the Longs Drugs logo is a beloved extension of the brand rich in culture in all Hawaii locations.

• Color philosophy for retail introduced a more minimal palette. By reducing the amount of color seen on the exterior of the store, a clearer, more organized navigational experience for customers was achieved. Red, the signature color, is used as a beacon to highlight focal elements and make our health service offerings more significant.

For permanent signage elements, the core brand palette was elevated to build equity in the brand and signified a change in vision and purpose to retail customers.