Alliance Boots unveils identity for merged company

LONDON - Alliance Boots, the company formed out of the merger between Boots and rival pharmacy chain Alliance UniChem, has unveiled a corporate identity to back the completion of the £7bn deal.

As part of the merger, the Alliance UniChem brand has disappeared and the Boots brand is being extended into new markets, operating in more than 15 countries, to become the largest retail pharmacy chain in Europe.

Created by design firm Creative Leap, the Alliance Boots logo will feature on the international health and beauty group's website, stationery and headquarters. It has not yet been decided whether the new image it will be rolled out to the high street.

The logo draws on the visual identities of Alliance UniChem and Boots to create a distinctive brand marque for the new group.

According to Creative Leap, the suggestion of movement in the logo reflects the forward looking and dynamic nature of the organisation, while the oval, implying the globe, highlights the international nature of the group's business.

The familiar shape of the Boots' blue oval is outlined by two crescents, which provide a link to the sweeping tails of the Alliance UniChem style. The blue and green colours reflect the colours of both brands.

Yves Romestan, director of corporate communications at Alliance Boots, said: "Creative Leap's work on the Alliance Boots corporate identity not only embodies the identities of Alliance UniChem and Boots, but also captured the spirit of our forward-thinking group.

"It visually brings together two strong brands in a way that acknowledges the strength and heritage of each and also gives the brand a strong and confident voice for the future."

David Gray, director of Creative Leap, said: "The marque has been designed to create real impact and effectiveness and to support the group successfully as it evolves to become the number one name in healthcare and beauty."

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