BVD

Assignment
Graphic identity as well as applications e.g. façade signs, bags, navigation systems, images, campaign communication, website design, printed material for customer loyalty club, information brochures, profile programme for office printed matter, participation at development of new shop concept. Sweden, 2009-

Challenge
The Swedish pharmacy market was privatised in November 2009. In February 2010 Apotek Hjärtat opened, as the largest independent player on the deregulated pharmacy market with 207 pharmacies. Apotek Hjärtat wanted their new graphic identity to communicate credibility, knowledge and health in a modern and inspiring manner as well as signifying
a pharmacy in a clear but subtle way. The logotype should be able to be applied to many different types
of media profiles.

Solution
Our aim was to create a logo that could win the hearts of the Swedish people. The greatest challenge was to find a balance between knowledge and credibility on
one hand, and cordiality and service on the other. The traffic-light green colour is an obvious signal that is easy to see and identify. The iconic heart symbol is unique because of its opening in the centre, which creates a feeling of openness and welcome.

Result
In April an independent consumer test was conducted by the magazine Market: “Apotek Hjärtat is the player that comes top of the list when it comes to knowledge and in second place (after Apoteket) when it comes to how well the clients recognise the logo.”

“We have succeeded with a graphic identity that is clear, particularly in the shop environment,” says Apotek Hjärtat’s vice president and marketing manager Bodil Eriksson to Market.