Logo History
CVS Health Logo
When CVS was founded in 1963 as Consumer Value Stores, its identity was closely tied to its retail roots. Over time, as the company evolved into a healthcare leader, its logo followed suit, moving from traditional retail symbolism to a modern, universal mark of care.
The current logo is simple and very recognisable. It pairs the familiar CVS wordmark with the word “Health” in a refined serif typeface, anchored by a distinctive red heart.
The heart has become one of the most iconic symbols in American healthcare with its geometric and modern look. It’s modern and universally understood as a sign of compassion and integrity.
The logo hasn’t always looked this way, and earlier versions of the logo reflected the company’s different stages of growth, gradually refining its style while staying true to the red palette that has been part of the brand’s DNA for a long time.
Through each redesign, the CVS Health logo has communicated strength, trust, and a people-centred mission.
Let’s take a look at how it got there:
Logo 1960s
One of the earliest logos for the company, when it was still called Consumer Value Stores, featured a shield emblem with “CVS” in a serif typeface.
Alongside the shield sat the full name in a sans-serif font, all uppercase. The red-and-white palette was striking, and the shield shape projected strength and protection, a fitting image for a brand rooted in healthcare and wellness.
Logo 1970s
In the 1970s, CVS simplified its look. The shield was dropped in favour of a straightforward “CVS” wordmark in bold, blocky sans-serif letters.
This cleaner design reflected the growing confidence of the company and helped cement CVS as a recognisable retail presence. Variations appeared in both red and white across signage and packaging.
Logo 2007
Following the merger with Caremark Rx, the company became known as CVS Caremark Corporation.
The logo combined the familiar CVS letters with the name “Caremark” in a red serif typeface.
A distinctive detail was the elongated leg of the “R,” shaped to form a subtle cross, a nod to healthcare and pharmacy services. This corporate identity signalled CVS’s evolution beyond retail into broader healthcare management.
Logo 2014 – Present
In 2014, CVS rebranded as CVS Health and introduced the logo that’s still in use today, created with Siegel+Gale.
The wordmark features “CVS” in bold red sans-serif letters and “Health” in black serif type, with a geometric red heart icon placed beside it.
The heart was chosen as a universal symbol of compassion and integrity, with its squared-off edges giving it a modern, purposeful character.
This redesign marked CVS’s transformation into a healthcare leader, with the heart quickly becoming the brand’s most recognisable asset.
Usage Guidelines
The CVS Health logo is a central part of the company’s brand identity.
It represents compassion, trust, and reliability, and must always appear clear, consistent, and undistorted to maintain recognition and credibility.
Preferred Versions
The primary logo features the bold “CVS Health” wordmark paired with the iconic red heart symbol. This version should be used in most applications.
Alternative versions may include:
- Single-colour red or white variations for print or limited-colour applications.
- Simplified or favicon versions for small digital formats, ensuring the heart remains distinguishable.
Clear Space & Sizing
A minimum clear space should always be maintained around the logo to protect its visibility. While exact internal specifications are not publicly published, a good rule is to leave space equivalent to the height of the “C” in “CVS” on all sides.
Minimum size should make sure the logo remains legible across print and digital platforms.
Digital & Motion Use
For digital platforms, including websites and apps, the logo must remain clear and recognisable.
When used in motion graphics, the heart symbol can be emphasised as a design element, but the logo should never be compromised by cluttered backgrounds or small sizing.
