Trusted care with aloha
Be Hawaiʻi's most trusted community shop, where people can find health, wellness, value, and aloha spirit in one familiar place.
Longs Drugs Brand Guidelines
Digital brand playbook
A practical guide to the Longs Drugs digital brand: the promise, voice, logo, color, typography, and layout principles that help every page feel familiar, caring, and rooted in Hawaiʻi.
Brand foundation
Hawaiʻi's neighborhood drugstore
Longs Drugs is a trusted community shop for locals and visitors alike. The digital brand should balance tradition with a refreshed, colorful island feel so longtime customers and younger audiences both recognize Longs as part of everyday life in Hawaiʻi.
Serve with warmth
Connect with the community through helpful service, expert health advice, and a friendly digital experience that echoes the spirit of care and hospitality.
There for our ʻOhana
Carry the same commitment customers remember from their parents and grandparents while making everyday health, savings, and essentials easier to access.
Reasons to believe
Local legacy, modern convenience
The brand works when it feels both established and useful. Longs has decades of trust in Hawaiʻi, a local community focus, and CVS Health support behind pharmacy, HealthHUB, prescriptions, wellness content, and digital tools.
Every page should make that relationship easy to understand: Longs is not just a store. It is a familiar partner for healthier, more comfortable everyday living.
Local legacy
Show the history and reliability customers already associate with Longs Drugs.
Community focus
Keep local needs, events, and island context visible in content and design.
Digital convenience
Make shopping, prescriptions, wellness resources, and deals easy to find.
Cultural connection
Reflect Hawaiʻi with respect, plain language, and warmth that feels natural.
Copy guidance
Write like a helpful neighbor
The Longs voice is personal and familiar. It should never feel corporate, robotic, overly clever, or dismissive. Use clear words, concise sentences, and culturally respectful language.
Do
- Use friendly, welcoming language.
- Make next steps and benefits easy to scan.
- Use simple, well-understood ʻŌlelo Hawaiʻi phrases when they fit.
- Use correct ʻokina and kahakō in Hawaiian names, places, and words.
Don't
- Use jargon, abstract slang, or overly formal language.
- Overuse humor or make the tone feel too casual.
- Use complex ʻŌlelo Hawaiʻi that may not be broadly understood.
- Make unsupported health, savings, or service claims.
X
X
X
X
Clear spaceKeep other elements outside the X area.
ContrastUse calm backgrounds with strong readability.
Small useSwitch to small-use artwork when needed.
Logo system
Keep the red script clear and prominent
The primary Longs Drugs logo is the red horizontal mark. Use it prominently, preserve clear space, and place it on simple backgrounds with enough contrast to keep the mark instantly recognizable.
Use black or white logo alternatives only when red cannot be used or when the red mark would distract from the message. Use stacked versions when the layout cannot maintain the clarity of the horizontal logo.
Placement
Put the logo where it can be easily seen, especially in headers, first-view experiences, and brand-led assets.
Clear space
Keep the area around the mark free of type, graphics, and competing elements. Use the height of the script L as the spacing guide.
Small use
Use the small-use logo when the regular mark would fall below minimum readable size.
Contrast
Avoid busy or visually distracting backgrounds. Simplicity protects recognition.
Color palette
Tradition, trust, and island color
Longs Red is the primary brand color. Yellow and Navy bring tradition and trust. Supporting colors draw from the natural palette of Hawaiʻi so digital experiences can feel lively without becoming one-note.
Hawaiʻi gradient
The signature gradient pairs greenery and sunshine, working with darker cool colors as well as warmer accent colors.
Light Red
Dark Red
Light Navy
Dark Navy
Light Yellow
Golden Rod
Hibiscus
Dragonfruit
Deep Sky
Dark Aqua
Spring
Forest
Use the full palette intentionally
Use red for brand recognition, navy for grounding, yellow for emphasis, and supporting colors to add local warmth. Always check text and interface color combinations for ADA contrast.
Design system
Make digital pages clear, warm, and easy to use
The design system should help people move quickly through content while still feeling distinctly Longs: clean structure, expressive island color, friendly typography, and visual elements that support the story.
Typography
Use clear, humanist sans-serif typography that keeps Hawaiʻi language easy to read and type. Prioritize legibility over decorative styling.
Grid
Use structured digital layouts. CVS digital properties rely on a 12-column grid so content can scale cleanly across screen sizes.
Graphic elements
Use illustration, pictograms, and iconography to aid storytelling, navigation, charts, and infographics without cluttering the message.
Graphic toolkit
Illustration, icons, and pictograms
Use simple visual shorthand to support navigation, health information, promotions, and storytelling.
Quick checks
Before a Longs page goes live
Use these checks when creating or reviewing a page, campaign, or digital asset for Longs Drugs.
Does it feel like Longs?
Use the red script mark, Longs Red, navy grounding, warm supporting colors, and content that speaks to Hawaiʻi with respect and clarity.
Is the message easy to understand?
Write in plain language. Avoid jargon, abstract slang, and overly complex local references. Make the customer benefit clear in the first scan.
Are logo and color choices accessible?
Keep the logo clear of clutter, choose high-contrast backgrounds, and validate text/background combinations against ADA contrast needs.
Does the page work on mobile first?
Keep navigation obvious, content scannable, buttons easy to tap, and layouts flexible enough to avoid horizontal scrolling.
Full reference
Download the complete brand files
This page covers the working guidance most visitors need. Use the full playbook when you need detailed logo treatments, the complete color table, ADA table, enterprise framework, or brand contacts. Download the logo package when you need the source logo files for production.
Source: Longs Drugs Digital Brand Playbook, Version 02, June 2024. Follow CVS Health Enterprise Brand Guidelines for topics not covered in the Longs playbook.
