Country Base: USA
Industry/Sector/Keywords: Healthcare, Pharmaceuticals, Wellness, Retail Stores
Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting

CVS Caremark announced in March 2014 that it would become the first pharmacy to take cigarettes out of stores. The company has 7,700 retail pharmacies, more than 900 walk-in medical clinics, 65 million pharmacy benefit manager plan members, and expanding specialty pharmacy services.

The company underscored this public statement by reintroducing itself as CVS Health, uniting the company’s four service brands—CVS/pharmacy, CVS/specialty, CVS/minute clinic and CVS/caremark—for the first time.


We developed the identity and brand story that would become foundational to how CVS Health distinguishes its role in shaping the future of health care for people, businesses and communities.

Bold, sophisticated and universal, the iconic CVS Health Heart is directly inspired by the organization’s purpose, and understood across ages, geographies and experiences. Its core geometry was created using teardrop shapes that were prevalent in the existing design system.

We designed the CVS Health Heart to be a flexible graphic element, even acting as a pointer or bracket to emphasize important information. We also developed a new color palette that was appropriate for and representative of various health and life stages and business situations. In addition, we created a library of icons to help simplify complex or abstract ideas.


By serving as the cornerstone of a powerful story that comes to life millions of times a day across the country, the CVS Health Heart stands as a bold new symbol for the changing face of healthcare.


Client: CVS Health –

Brand Strategists/Designers: Siegel+Gale –