Our purpose
is to be the best in everyday, accessible beauty.

Downloads

• Downloads

Introduction

• Our purpose
• Superdrug customers
• Who are Superdrug

The logos

• Our logos
• Superdrug master logo
• Superdrug stacked logo
• Superdrug star device
• Superdrug ‘take another look’ logo
• Superdrug.com

Tone of voice

• Example uses of language and tone of voice
• What we say and how we say it
• Who we are

Colours

• Colour application
• Examples of primary and secondary combinations
• Primary brand colours
• Secondary colours

Typography

• Primary font: Helvetica Neue
• Secondary fonts: Cocon, Hand of Sean and Arial
• Unique fonts

Promotional and Pricing messages

• 1/2 Price
• Free
• Multiple products and fixed prices
• Pricing and product description toolkit
• Save
• Value

Icons and roundels

• Icons
• Icons: ‘new’
• Roundels

Photography

• Model photography
• Pharmacy and Health photography
• Product photography
• Recruitment photography

Message hierarchy and layout

• Communication messages
• Basic toolkit
• Selling communications: application examples
• Layout: best practice
• Personality
• Layout: what not to do
• Supporting message toolkit
• Selling communications: wire frames
• Campaign
• Brand communications: application examples
• What do you want to communicate?

Property

• Fascias
• Fixturisation
• Statutory and Operational messaging
• Uniform, unused units and business cards
• White walls, glass and windows

Pharmacy and Health

• Operational templates, campaigns and communications
• Photography
• Toolkit and logos
• Website application

HR

• Informative and inspirational communications
• Photography and application
• Toolkit

TV end frames

• Superdrug-owned
• Third party
• Toolkit and wire frame application

Sponsorship and concessions

• Applications
• Logos

Charity and third party

• Communicating Superdrug with a charity
• Third party applications

Web

• Campaign and Blog examples
• Homepage examples
• Pharmacy and HR examples