Alvaro d’ApollonioBrand design / Creative direction
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Gillespie Pharmacy

Client
Gillespie Pharmacy
Year
2017
Role
Brand designer
Scope
Brand identity
Gillespie Pharmacy identity over a portrait of a pharmacist speaking with a customer.

A pharmacy identity that makes professional care feel close, clear, and human.

A more human visual identity for a pharmacy rooted in care.

Gillespie is a new high-street pharmacy designed to stand out on the high street while building strong links with local NHS GP facilities. It combines standard pharmacy services with health and beauty products, aiming to make the experience more enjoyable and relaxed.

Care without distance

The brief held two needs together: the authority expected from healthcare and the warmth that makes people comfortable asking for help. The identity needed to make that relationship visible before a customer reached the counter.

Gillespie Pharmacy opportunity statement describing a new high-street pharmacy, local community expansion, and an enjoyable service.
The opportunity was to make professional knowledge feel present, local, and approachable.

Health plus wellbeing

The starting concept joins two familiar signals: a heart for care and a pharmacy cross for professional support. Together they create a mark that can hold the service’s clinical and human sides without overcomplicating either.

Gillespie Pharmacy starting concept combining a heart and pharmacy cross to represent health and wellbeing.
Health and wellbeing become the two simple ideas behind the identity.
Gillespie Pharmacy symbol construction showing geometric guides, angles, and circular details.
Construction gives the caring gesture a precise, repeatable form.
Gillespie Pharmacy logo design showing the heart-and-cross mark and wordmark on a turquoise field.
The final mark keeps the signal direct: a recognisable care symbol with a professional name.

A calm visual language

Turquoise carries the identity’s sense of clarity and freshness; pale yellow introduces warmth without becoming decorative. The rounded display language and simple geometric accents keep the system open across information, signage, and health and beauty applications.

Gillespie Pharmacy type and colour system using turquoise, pale yellow, and a rounded display style.
Colour and typography keep the pharmacy confident without making it feel institutional.
Gillespie Pharmacy identity applications showing the visual system across branded materials.

A service people can enter

The identity was designed to support the moments around the prescription itself: finding the pharmacy, understanding what it offers, asking for advice, and leaving with confidence. The system stays legible when it moves from a formal brand statement into everyday service communication.

Gillespie Pharmacy service application showing the identity used to communicate care and support.
The identity makes room for service language, not only recognition.
Gillespie Pharmacy identity applied to branded pharmacy communication.

From identity to environment

The final applications extend the mark into the places where trust becomes physical: the pharmacy, its surfaces, its materials, and the visual cues that help a customer understand where to go and what to expect.

Gillespie Pharmacy environment showing the identity applied in a pharmacy setting.
The identity becomes part of the environment rather than a logo added afterwards.
Gillespie Pharmacy environmental application showing the turquoise and pale-yellow identity in context.
Gillespie Pharmacy closing application showing the identity across a customer-facing touchpoint.
A consistent visual language helps the service feel familiar wherever it is encountered.

The result is an identity that does not ask a pharmacy to choose between expertise and warmth. It gives both qualities a clear, everyday form.