The King Street
Pharmacy brand.
Everything that makes King Street look, sound, and feel like King Street: the logo and how to use it, our colours and type, how we speak, and every file you need. Keep it close; use it often.
A pharmacy that knows your name.
King Street Pharmacy isn't the biggest pharmacy in Fredericton, and it doesn't want to be. It's the one where the pharmacist remembers you, the community work happens quietly, and everyone who walks in gets the same dignity. This brand exists to make that visible from across the street.
Warm, familiar care. A pharmacy that knows your name.
Four ideas sit under every decision, from the sign on the building to the voice on the phone.
Known by name
We remember faces, histories, and sometimes the dog's name too. Relationships over transactions, every visit.
Care without conditions
Everyone who walks through the door gets the same dignity, whatever brought them here. That includes our clinic, and it always will.
Rooted on King Street
A downtown Fredericton pharmacy that shows up for its neighbours, from the counter to our long-standing work with 12 Neighbours.
Easy, every time
A human answers the phone. Transfers take minutes. Parking is free. Small things that make care feel effortless.
Three parts, one idea: the profession, held with warmth.
The wordmark
Bold, rounded, and friendly. King Street comes first because the name has earned it; the soft terminals keep it approachable at every size.
The open heart
Drawn as one open stroke, never a stamped solid shape. It reads like a gesture made by a person, which is exactly what care is here.
The teal cross
The universal sign of a pharmacy, set in our own teal and cradled by the heart. Teal by design: the red cross emblem is protected by law, and teal is ours.
Our most valuable asset. Handle with care.
The logo is artwork, never typed. Always use the supplied files, choose the version that suits the background, and give it room. Try the backgrounds below to see which version belongs where.
One logo, a few outfits. The horizontal lockup is the default; reach for the others only when the space or background calls for it.
Primary · horizontal
The default for nearly everything: signage, web, print, documents.
Reversed
Navy backgrounds and dark photography. Brightened tints keep the heart and cross legible.
Stacked
Square and tall spaces: bags, window decals, posters, social headers.
One colour · navy
Single-colour print: labels, receipts, stamps, forms, embroidery.
One colour · white
Over photography or brand colour fields, vinyl and etched glass.
The icon
Avatars, favicons, app icons, small spaces, and our signature graphic at large scale.
Give the logo room to breathe. Nothing else (text, edges, other logos) enters the dashed zone.
Every one of these has happened to a good logo somewhere. Not ours.
Stretch or squash itScale proportionally, always.
Rotate or tilt itThe logo sits level, every time.
Make the cross redThe red cross emblem is protected under the Geneva Conventions and Canadian law. Ours is teal.
Recolour itUse only the approved versions above.
Add effectsNo shadows, glows, outlines, or gradients.
Use low-contrast backgroundsOn teal or red, use the one-colour white logo.
Rearrange the partsThe heart always follows the name.
Retype the wordmarkIt's custom lettering. Use the files.
Navy for trust. Red for heart. Teal for care.
A small palette, used with discipline, is what makes a brand recognisable from across the street. Tap any swatch to copy its HEX code.
- HEX
- #012E55
- RGB
- 1 46 85
- CMYK
- C99 M46 Y0 K67
- HEX
- #D61729
- RGB
- 214 23 41
- CMYK
- C0 M89 Y81 K16
- HEX
- #017C9D
- RGB
- 1 124 157
- CMYK
- C99 M21 Y0 K38
The quiet colours that do most of the work and let the primaries shine.
- HEX
- #FDF6E9
- RGB
- 253 246 233
- CMYK
- C0 M3 Y8 K1
- HEX
- #FFFFFF
- RGB
- 255 255 255
- CMYK
- C0 M0 Y0 K0
- HEX
- #E9E1D3
- RGB
- 233 225 211
- CMYK
- C0 M3 Y9 K9
- HEX
- #4A5C70
- RGB
- 74 92 112
- CMYK
- C34 M18 Y0 K56
Heart Red and Care Teal lose contrast on navy, so on dark backgrounds they step up to these brighter partners. Never use them on light backgrounds.
- HEX
- #EF4652
- RGB
- 239 70 82
- CMYK
- C0 M71 Y66 K6
- HEX
- #5FC3DC
- RGB
- 95 195 220
- CMYK
- C57 M11 Y0 K14
Roughly how much of each colour a typical layout uses. Cream and navy carry the brand; red is a heartbeat, not a wallpaper.
A pharmacy brand should be readable by everyone, including people with low vision. These are the measured WCAG contrast ratios for our common pairings.
| Pairing | Ratio | Verdict | Notes |
|---|---|---|---|
| Navy on Cream | 12.82 : 1 | AA · all text | Our default text pairing. |
| White on Navy | 13.79 : 1 | AA · all text | Reversed sections and buttons. |
| Slate on Cream | 6.39 : 1 | AA · all text | Captions and secondary text. |
| Teal on White | 4.80 : 1 | AA · all text | Links and small teal text on white. |
| White on Teal | 4.80 : 1 | AA · all text | Buttons and teal panels. |
| Red on Cream | 4.87 : 1 | AA · all text | Emphasis, sparingly. |
| Teal on Cream | 4.47 : 1 | Large text & graphics only | A hair under AA: headings and large text only on cream. |
| Sky Teal on Navy | 6.78 : 1 | AA · all text | Accents and text on navy. |
| Bright Heart on Navy | 3.72 : 1 | Large text & graphics only | The heart and large accents on navy. |
| Red on Navy | 2.64 : 1 | Avoid | Why the partner tints exist. |
Two typefaces. Friendly and clear.
Both are free Google Fonts, so there are no licences to buy and they work everywhere: the website, documents, signage, and social. Nunito echoes the soft terminals of our wordmark; Rethink Sans keeps everything easy to read.
Rounded, warm, confident. A close sibling to the wordmark, never a replacement for it.
Clean and contemporary, comfortable from a prescription label to a full web page.
Sizes for the web; print scales proportionally. Headlines in sentence case, body copy left-aligned, never smaller than 16px on screen or 9pt in print.
Labels borrow the wide tracking of PHARMACY in the logo. If the brand fonts aren't available (some email clients, older software), fall back to Arial or Helvetica.
The heart and cross, at scale.
Lifted from the logo, the heart and its cross become our signature graphic: oversized and cropped off the top or bottom edge of bags, posters, social posts, and web pages. Always together, because the heart was drawn to hold the cross. Keep the cross fully in frame, use one per layout, and never tile it into wallpaper.
Same faces. Every visit.
A little more care.
Everyone is welcome here.
Real people, real counter, real Fredericton. Our photos should feel like walking in the door.
Yes, please
- Our actual team, at our actual counter
- Natural, warm light; candid over posed
- Downtown Fredericton: King Street, the elms, the river
- Hands, conversation, eye contact
- Community stories shared with consent and dignity
No, thank you
- Stock models in spotless lab coats
- Cold, blue-white clinical lighting
- Pills spilling across tables
- Anyone shown in distress, ever, especially in clinic stories
- Heavy filters or trendy colour grading
We sound like the pharmacist who knows you.
Our voice is a person, not a department. Plain words, warm intent, and the confidence of someone who's been doing this well for a long time.
Warm
We care, and it shows in what we do, not in exclamation marks.
Plain-spoken
Short sentences. Everyday words. Medical terms only when they help.
Confident
We know our craft. No jargon, no fine-print energy.
Local
Proudly downtown Fredericton, without the gingham.
The same message, two ways. Left is us.
We say
"Your refill is ready, Margaret. See you soon."
"Switching pharmacies takes about two minutes. We'll handle the rest."
"Everyone is welcome here. No judgment, ever."
"Free parking, right out front."
We don't say
"Prescription order #48213 is available for pickup."
"Complete the transfer authorization form to initiate service."
"Services are available to eligible clients."
"Complimentary customer parking is provided."
A little more care.
Use it to sign off campaigns, bags, and social. Never lock it into the logo.The brand, out in the world.
How everything above comes together on the things customers hold in their hands. These are direction mockups; final production files are built to each supplier's specs.
A little
more care.
Downtown Fredericton, NB
Every file you need.
SVG files are vector: crisp at any size, best for printers, sign makers, and the website. PNG files have transparent backgrounds, best for Word, PowerPoint, Canva, and email.
The complete kit
Every logo version, icon, avatar, app icon, and favicon, in SVG and PNG. One click.
Need something that isn't here, like a sign maker's EPS or a specific size? Ask Brand Butter at matt@brandbutter.ca.