Featured cases

2006

It's another Euro-merger, to gain critical mass and cost synergies; it combines the uniquely named Boots, the U.K.'s leading pharmacy chain (1,500 retail outlets in the U.K. and Ireland, and a huge Boots-branded product line) with Alliance UniChem's 1,250 pharmacies across Europe and UniChem's 5,700-unit distribution customers.  CEO Richard Baker calls it "Europe's foremost international pharmacy-led health and beauty group."

Baker's advisors chose Creative Leap,  a London firm who had previously worked both for Alliance UniChem and for Boots, to design the new institution's logo. The designers used elements from both brands, redrawing Alliance's letterforms for the "Alliance Boots" wordmark, and containing it in a Boots-like oval whose swooshes, in Alliance colors but with "contemporary" gradations added, evoke the Alliance "four arrows" mark.

Existing retail brandmarks (like the Boots oval) are to stay as they are. Tony Spaeth

Creative Leap (UK)

Submitted by: Tony Spaeth, 14/11/2006
Status: Estimated by Tony Spaeth
Category: Food & Drug Retailers
Country (HQ): United Kingdom