Unique fonts
There will be circumstances when the primary or secondary fonts are unsuitable – for example, on campaign, seasonal or themed promotions. In this situation, a unique font can be used for headlines for the duration of the campaign only. Unique fonts will be provided by the Brand Team, as a set of creative guidelines for a specific event with a start and end date. Prices and product descriptions must remain
in Helvetica Neue.
The examples below show the benefits of using unique fonts that are more suitable to the specific theme.
Correct usage
Downloads
Introduction
The logos
- Our logos
- Superdrug master logo
- Superdrug stacked logo
- Superdrug star device
- Superdrug ‘take another look’ logo
- Superdrug.com
Tone of voice
Colours
- Colour application
- Examples of primary and secondary combinations
- Primary brand colours
- Secondary colours
Typography
Promotional and Pricing messages
- 1/2 Price
- Free
- Multiple products and fixed prices
- Pricing and product description toolkit
- Save
- Value
Icons and roundels
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
