Tuesday, April 26, 2011

New logo: O Boticário

O Boticário is a Brazilian chain of cosmetics stores. It claims to have over 3,000 stores in Brazil, and a few more in several countries around the world.  The name roughly means "the pharmacist". It was founded in 1977, and on March 23 it presented a new visual identity to celebrate its 34th anniversary. It was created by FutureBrand in São Paolo.

The new logo uses a fresh typeface and the B is turned into a calligraphic monogram with swirling lines, intended to convey "femininity and beauty" with "floral elegance". Several color combinations are available. The B monogram can be dislodged from the rest of the type and be used separately or in different lock-ups.

O Boticário also launches a new tagline; A vida é bonita. Mas pode ser linda, which means something like "Life is good, but it can be beautiful". The roll-out of the new mark is gradual, the press release says an ad campaign was launched on March 27, and that the first products with the new logo would appear on April 11.

Previous logo.

The previous logo was introduced in 2007. It was designed by Oz Design. The logo used before that was a green rectangle with the name written in a common serif font.

Logo used before 2007.

Three color combinations presented for the new logo:

A screen-grab for O Boticário's website:

o Boticário press release (archive)
Grupo Boticário news article (archive)
Youtube video from FutureBrand
EmbalagemMarcaMundo do marketing

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