Logos are in the eye of the beholder

WHAT IT MEANS AND WHY IT'S IMPORTANT — Another story this week is a reminder of how important even the most subtle finesses of a corporate logo can be in the minds of the consumer.

(THE NEWS: Wegmans leaves 'circle W' to Walgreens. For the full story, click here)

The creator of the CVS/pharmacy logo died earlier this week. The story was a reminder of how powerful three letters and a 'forward-slash' can be. The now iconic logo was instrumental in the rebranding of the original Consumer Value Store as CVS, and what that meant in terms of the shift from a value-driven health and beauty aids/general merchandise store to a pharmacy. Today those three letters have become somewhat synonymous with the word "pharmacy" in the minds of consumers.

It also reminds DSN of another entertaining story about how the former super-regional chain known as Longs (now part of CVS) came to drop the apostrophe in its name: the signs were $50 cheaper without the punctuation mark, a savings founders Thomas and Joseph Long couldn't pass up.