When CVS Caremark decided to remove tobacco from its stores, it was already the largest pharmacy health services provider in the U.S. However, many people still saw CVS mainly as a convenience store. To better showcase its role as a pharmacy innovation company, CVS aimed to unify its pharmacy services, walk-in clinics, and benefits management under one clear, purpose-driven brand as CVS Health.

Building on CVS Health’s mission to help people improve their health, we designed the CVS Health Heart logo—a bold, universal symbol that embodies integrity, care, collaboration, innovation, and accountability. We introduced a fresh color palette, playful icons, and a confident yet caring tone to bring the new brand personality, “Leading with heart,” to life across all communications. As CVS Health’s agency partner, we actively support its growth through initiatives like the Target pharmacy acquisition and Aetna integration, continually refining the brand to express CVS Health’s purpose in an evolving healthcare landscape.