Masterbrand
Our Logo
Our logo is a clear and proud symbol of our brand. With a new found sense of freedom, it is more confident and visible than ever before.
This is my body copy!
How to use our logo
We have one logo, used with various lock-ups based on the type of message you’re trying to communicate.
Since 1849 lock-up
Our heritage is reinforced in our core logo – featuring Since 1849.
Where to use
Use the Since 1849 logo on touchpoints that are more permanent and less transient.
Clear space
For both logos allow 25% of the height of ‘Boots’.
Colour
The Boots blue version of each logo should be used wherever possible.
However, for dark backgrounds or imagery, there is a white option available.
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Let's feel good lock-up
The ‘Let’s feel good’ lock-up is the current outward facing expression of our purpose. It comes from communications, and acts as an inspiration and active statement from the brand
Where to use
Use the ‘Let’s feel good’ lock-up on touchpoints that are less permanent and more transient. For example: social media, campaigns, advertising
Primary
This is the version to be used on most formats.
Extreme
The extreme version is to be used where there are space restrictions.
Clear space
For both lock-ups allow 25% of the height of ‘Boots’.
Colour
The Boots Blue version of each lock-up should be used wherever possible. However, for dark backgrounds or imagery, there is a white option available.
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Standalone Logo
Where to use
Where clarity is key, for example at a small scale, the standalone logo may be used. For example: eStore, Boots App, social recogniser button
Logo crops
We have created a logo crop, ‘Bo’, as a fixed crop from the standalone logo.
Where to use
Use the ‘Bo’ crop selectively on touchpoints where brand recognition is obvious or implicit. For example: bags, environment
Colour
Boots Blue/accent blue are the preference, however for dark backgrounds or imagery, white can be used
The energy of colour
Our masterbrand colours are key signifiers for the brand.
Masterbrand
The core masterbrand Boots blue and white are our brand identifying colours and are the foundations for Boots brand visual identity.
Zone Colours
In addition to masterbrand colours, each zone has its own colour palette. Some are shared with other zones for synergy across the brand, and some are unique to add differentiated accents of colour.
Get Well
Live Well
Live Great
Trend colours
Boots Opticians and Hearingcare logos (placeholder)
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Pharmacy Cross (placeholder)
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Fonts Overview
Boots Sharp
The Boots Sharp font is unique to Boots and is the lead typeface for the brand.
Boots Sharp is available in three weights for flexibility. Sentence case should
be used in all instances with the exception of uppercase for headlines and titles.
Primary typeface
Secondary typeface
Holiday
‘Boots Holiday’ should be used selectively (one or two words) as an accent or conversational typeface, in sentence case only.
Guidance
Photography
Feel good imagery
Whether searching for a stock library image or commissioning a lifestyle image, there are some creative direction fundamentals that should always be taken into account.
Product photography
