Page 1

Boots Brand Book

Jake Schultz

The Brand Standards for Boots Pharmacy

Created, Designed, and Prepared by Jake Schultz

Contents Heritage


The New Boots


Boots Color & Typography




Employee Wearables


Campus Signage


Vans & Storefront


Print Advertisement


Digital Advertisement


Website & Mobile App


Final Thoughts


Heritage | 3

4 | Heritage

Boots is the UK’s leading pharmacy, health, and beauty retailer. Our heritage of trusted health care services through community pharmacy care and pharmaceutical wholesaling dates back more than 160 years. Our purpose is to help people across the world lead happier and healthier lives.

Heritage | 5

The current logotype has not changed much in the 160 year span Boots has been in business. When the logotype was designed in 1883, it was modeled after the vernacular style and was quite effective in relaying a handmade and trustworthy quality while today the message has been slightly diluted.

6 | Heritage

The current brand is still trusted by many, but the much needed connotation of high quality care and progressive thinking, while being affordable, is lacking.

Heritage | 7

8 | The New Boots

The New Boots

The New Boots | 9

Today, Boots is an icon. This needs to be reflected in a single, memorable, and iconic mark. A symbol for care from our heart, to yours.

10 | The New Boots

The New Boots | 11

As well as a new logo, a new logotype has been created to accompany it as needed. It is an adaptation of Filson Soft, altered in the uniformity of the stroke weight, the symmetry of the “o” letter forms, and the shape of the “t” and “s”.

12 | The New Boots

Filson Soft Regular (unmodified)

Boots Boots Logotype

The New Boots | 13

When dealing with a lot of body copy or other brands, our new mark and logotype need space to breathe. This formula must be implemented so that no other elements interfere with the signature or mark unless the mark is being used as a large-scale visual element where the Boots name can be seen clearly, in appropriate vicinity. The size of the logo at 50% scale, rotated 45 degrees should be the relative amount of space surrounding the logo or signature.

14 | The New Boots

The New Boots | 15

Here are examples of acceptable color variations for the signature for all digital and print media, including black and white. The logo and logotype can be reversed out to white when necessary. The mark and the horizontal signature use these color variations as well.

Enhanced Red Signature

16 | The New Boots

Flat Red Signature

Flat Black Signature

The New Boots | 17


18 | The New Boots

The mark can be rotated 45° to reveal a heart as a secondary element which can be used in advertising and internal applications. The heart should not serve as the Boots logo, and cannot be implemented when referencing Boots by other companies without using the proper logo signature.

The heart can only be used alone when Boots is using it as a visual element or stationery items such as folders, or the back of a letterhead, when the brand has already been made clear. The heart is a symbol for our community and the truly heartfelt care we provide.

The New Boots | 19

Examples of unacceptable usage of our logo:

20 | The New Boots

The New Boots | 21

Boots Color & Typography

22 | Boots Color & Typography

Boots Color & Typography | 23

Boots Red is the most prominent of the three selected brand colors, being used in all branding, where white is used 90% and Boots Blue is used 20% of the time. All three are important: Boots Red brings a new excitement to the brand, with the warmth of community and love in mind. White keeps everything looking clean and open. Boots Blue brings elegance to the brand and is an effective complement when white is not optimal to use.

24 | Boots Color & Typography

An example is the body text of this book, which is set to the Boots Blue, to not be as harsh as black but more readable in small formats than Boots Red.


Pantone Red 032 C

RGB: 245 | 51 | 63 CMYK: 0 | 93 | 76 | 0 HEX: f5333f


Pantone 539 C

RGB: 0 | 38 | 58 CMYK: 98 | 76 | 51 | 57 HEX: 00263a


RGB: 225 | 225 | 225 CMYK: 0 | 0 | 0 | 0 HEX: ffffff

Boots Color & Typography | 25

The selected fonts are imperative to the tone of Boots. They keep our new identity friendly, fun, modern, and professional. The two typefaces combined are very inviting, and the different weights of Avenir combined with Omnes give a lot of variation and excitement, without becoming too overbearing.

26 | Boots Color & Typography

Avenir Medium


abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){}:; Avenir Heavy


abcdefghijklmnopqrstuv wxyz 1234567890!@#$%^&*(){ }:; Omnes Regular


abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ){}::

Omnes Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ){}:

Boots Color & Typography | 27

Avenir Light ABCDEFGHIJKLMNOPQRSTUV WX Y Z abcdefghijklmnopqrstuv wxyz 1234567890!@#$%^&*( ){}:;

Avenir Light Oblique


abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){}:;

Avenir Book ABCDEFGHIJKLMNOPQRSTUV WX Y Z abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ){ }::

Avenir Book Oblique


abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){ }: Avenir Roman ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz

28 | Boots Color & Typography


Avenir Oblique


abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){}:;

Avenir Medium Oblique


abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){}:;

Avenir Heavy Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){ }:: Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){}: Avenir Black Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(){}:

Boots Color & Typography | 29

happy hearts, healthy lives

30 | Boots Color & Typography



CTA’s are what call the viewer to make an action, Omnes Italic is used for the company tag line. such as buy a product or visit the website. These In other “catch-phrases” or titles a combination of Avenir and Omnes, (see page 97 for applications) elements are important, and should be treated as such. They should never be too small, and should or one single typeface can be used. always be easily visible on advertisements when Omnes Italic is used in advertising and everything they are being implemented. is usually placed over a full bleed image, unless CTA’s can be either Avenir or Omnes Italic based there are special circumstances. on the rest of the type treatments being used. If the headline is being used alone, it should be The CTA should be white, unless there are special Boots Red, or white placed over Boots Red/Blue. circumstances, such as the website/app where If the text is in combination with the mark or the the background is not a full bleed image. It is heart, it should be white so it does not compete then the text should be Boots Red or Boots Blue with these elements. If the background is white, based on the balance of color. use Boots Blue so the text is readable.

Boots Color & Typography | 31

SUB HEADINGS Subheads can be either Avenir or Omnes, depending on the tone of the context. On web, the subheads are usually a heavier weight of Avenir, or Omnes Italic. Colors can vary based on the circumstances as long as they are Boots colors.

32 | Boots Color & Typography

Here are some examples of subheadings on the app. To see more web design, see pages 90-103.

Boots Color & Typography | 33

LONG PAR AGR APHS Body text should always be white or Boots Blue, based on the circumstances. The font used should be Avenir or Omnes Regular, based on the feeling of the message being conveyed. Avenir is friendly and professional where Omnes is more personable and fun. C AP TIONS & QUOTES Captions can be either Avenir or Omnes. They are usually title case, but if it is a caption title or a very short caption it can be all uppercase, or a combination of Avenir Black and a lighter weight of either Avenir or Omnes (see pages 46, 48, 67, 70 or 94 for applications). Quotes can be two ways: Avenir with Omnes Italic for the source of the quote, or either Omnes Regular/Italic with Avenir for the source. Colors can vary as long as they are Boots colors. TR ACKING & LEADING There should be breathing room for all text. There should never be any overlapping letters, ascenders, or descenders.

34 | Boots Color & Typography


“To be the first choice for pharmacy, health and beauty—caring for people, customers and communities everywhere for more than 160 years.”

“The future belongs to the discontented.” Robert Woodruff

Boots Color & Typography | 35

36 | Boots Color & Typography

Boots Color & Typography | 37


38 | Stationery

Stationery | 39

The business cards feature a circular picture of the Boots employee, their name in Omnes Italic (Boots Red) and their information in Avenir Book (Boots Blue).

40 | Stationery

The heart is shown alone on the front, because it is a symbol for opening our heart to others. This fits the brand standards because Boots information as well as the Boots logo can be seen clearly on the back.

2 inches

Jake Schultz Resident Pharmacist 0345 070 8090

3.5 inches

Stationery | 41

42 | Stationery

There are three color variations for the front of the business cards: Boots Red on Boots Blue, white on Boots Red, and Boots Red on white.

Stationery | 43

Our letterhead is set on standard A4 paper. The type can be either Omnes Regular or one of the lighter weights of Avenir, based on the context, set in Boots Blue. The recipient and the sender should be in Boots Red to optimize readability. The back of the letterhead features a pop of unexpected color, the Boots Blue, with the heart in the center to communicate how much our customers mean to us!

44 | Stationery

Stationery | 45

Shipping Labels for Packages

4 inches

6.5 inches

46 | Stationery

Larger shipments need appropriate labeling. These labels must be displayed in an area on the box that is easily seen. They also must be easy to read, and have a welcoming and friendly tone.

Stationery | 47

2.5� x 1� Mailing Labels

DL Size Envelopes

4.33 inches

8.66 inches 48 | Stationery

Stationery | 49

Employee Wearables

50 | Employee Wearables

Employee Wearables | 51

52 | Employee Wearables

All Boots employees will receive polos for the workplace and scannable lanyard ID cards. Pharmacists will get a lab coat with the logo on the chest, similar to the other wearables employees are given.

Employee Wearables | 53

Packagers and delivery drivers have the option to wear t-shirts due to the various environments they work in.

54 | Employee Wearables

Employee Wearables | 55

Campus Signage

56 | Campus Signage

Campus Signage | 57

The tone of Boots is inviting and professional. The corporate campus must convey this to the employees and visitors through use of color and space to create the right environment. Corporate signage for parking and office way finding would be appropriately placed throughout the campus. To the right is an example of one of the parking way finding signs.

58 | Campus Signage



Campus Signage | 59

60 | Campus Signage

Semi-private and private offices get name plates styled similarly to the elevator Directory. These would be placed on the side of the door to make designated offices easy to find for employees and visitors.

3 inches

5 inches Campus Signage | 61

Window decals help to bring excitement and energy into the workplace, as well as create a fun meeting place for business partners, or presentations. The appropriate way finding would be used when necessary.

5 inches

7 inches

62 | Campus Signage

Campus Signage | 63

Vans & Storefront

64 | Vans & Storefront

Boots Delivery Van

Vans & Storefront | 65

Boots Delivery and Cargo Vans should be white, with the Boots Red decals. The tag line “happy hearts, healthy lives� is on the back doors of the vans, in Boots Blue. Delivery and Cargo vans are very similar, the main difference is the Boots Cargo Vans are longer as they have more to transport.

66 | Vans & Storefront

Vans & Storefront | 67

Boots Cargo Van

68 | Vans & Storefront

Vans & Storefront | 69

The storefront must incorporate the brand colors in a major way. There must not be any intervening elements that compete with the color scheme or signage. Proper storefront signage should be implemented. There must be a sign that displays the logo signature above the entrance. Additional signage is optional, but must meet brand standards on color and spacing.

70 | Vans & Storefront

Vans & Storefront | 71

When there is space, a large 3D element such as this backlit sign is preferred but not necessary. As you can see, the rest of the storefront follows brand standards.

72 | Vans & Storefront

Vans & Storefront | 73

Print Advertisement

74 | Print Advertisement

Print Advertisement | 75

The print ads are where the heart comes into play as a major element. Usually placed over a full bleed image, the heart wraps around the focal point of the image, showing how we are involved in our customers lives and genuinely care for the well-being of others. All of the typography follows the brand standards, laid out in the section on color and typography for Boots. Throughout the next few pages, you will see more examples of print advertisements. There are special circumstances on small spaces such as double-decker bus advertisements.

76 | Print Advertisement

Print Advertisement | 77

78 | Print Advertisement

Print Advertisement | 79

80 | Print Advertisement

Print Advertisement | 81

Digital Advertisement

82 | Digital Advertisement

Digital Advertisement | 83

320 px

50 px

90 px

729 px

84 | Digital Advertisement

Digital advertisements come in various sizes, but a few are shown to give examples to how they should be handled. Because of size restrictions, some ads must have a white background with Boots Blue text, and the logo as a larger visual element, so everything is readable.

Digital Advertisement | 85

However, when there is space for imagery, such as Instagram posts, they are preferred. They convey a much warmer message and emotionally connect with our audience.

86 | Digital Advertisement

Digital Advertisement | 87

Website & Mobile App

88 | Website & Mobile App

Website & Mobile App | 89

The homepage needed to be upgraded so it didn’t seem Boots was immediately pushing products onto the user. We are here to be a part of our customers lives, not just sell them things. The new homepage makes an emotional connection with the user, and entices them to use Boots for their lifestyle and pharmacy needs, now and in the future as their first choice.

90 | Website & Mobile App

Website & Mobile App | 91

Continuous scrolling homepage, with generous open space and dynamic movement.

92 | Website & Mobile App

Website & Mobile App | 93

The Care Package app, powered by Boots, is a completely personalized experience for our customers. Your private account can only be accessed by your fingerprint, face-scan, or passcode which can be managed in the settings of the app. Care Package logs data based on your shopping habits and selects weekly offers and deals just for you!

94 | Website & Mobile App

Website & Mobile App | 95

96 | Website & Mobile App

Website & Mobile App | 97

An easy-to-use interface creates a simple shopping experience for users, allowing them to get what they need in just a few taps whether it’s a popular product at Boots, or private prescriptions. Everything can be managed in your profile tab, where you can view your settings, your Boots Rewards, your payment and shipping information, and your cart!

98 | Website & Mobile App

Website & Mobile App | 99

Everything you order is available for pick-up or delivery and the transactions can easily be made with either Boots Rewards Points or money from the bank account you connect to the app. Care Package keeps everything you need in the same place so purchasing and receiving items you need becomes less of a chore, and gets you back to doing the things you love.

100 | Website & Mobile App

Website & Mobile App | 101

Final Thoughts

102 | Final Thoughts

104 | Final Thoughts

Boots has always been dedicated to the well being of our customers and we pride ourselves in being the very best option for what they need, as a trustworthy partner in their everyday life. With this rebrand, we have the visual presence to accurately represent how invested we are in creating an overall better experience for the Boots family. “Caring for our communities, our customers, patients, and colleagues is, quite simply, at the heart of who we are and what we do—making a sustainable difference every day.”

Final Thoughts | 105

106 | Final Thoughts

Final Thoughts | 107

Boots Brand Book

Jake Schultz

Boots Brand Book