In succession to the development of the new retail formula for Kruidvat, SVT Branding & Design group developed a new logo and house style for Kruidvat. The current Kruidvat logo was designed in 1975 and has since then only been subjected to minor changes. This logo is no longer in line with the look and feel of the new retail formula and is not flexibly applicable for branding purposes on shop exterior, interior and product packaging. Because of this, AS Watson and SVT Branding & Design Group started a trajectory together with the purpose of designing the new logo. The project started with a kick-off session in which logo design trends were discussed, an analysis was made of the current use of the logo by Kruidvat and an inventory was made of the competition field. Also, we dug deeper into the brand values and identity, because the logo must be a perfect representation thereof. Exercises were done in relation to tone and style of the communication and logo and typography choices for the logo that was to be designed. As a result of this kick-off session, demands and wishes were determined to which the design had to comply. The logo should be contemporary and differentiating, but should not break with the heritage of Kruidvat and should thus still be recognized as Kruidvat. Also, values that are important to Kruidvat such as discount and profit must be represented in the new logo. Because of this, the color red was chosen to remain in the shield. Also, there was the wish to be able to apply the logo more easily to different formats. The brandmark supports this desire. The logo has an extra, compact variant and the can be used both in positive and dia-positive way. The formulated program of demands and wishes served as the basis for the development of scenario directions for the new logo and house style. The unanimously chosen scenario was then developed into a sketch design and finally into a final design. In this trajectory, the logo was also translated to diverse applications, such as the shop exterior and interior, personnel clothing, plastic bags and a truck. On the 26th of May, 2009, the new logo was launched with the reopening of the Kruidvat retail stores in Bilthoven and Antwerp. Further implementation of the new logo will take place soon.