Vitamin V

Founded in 1977 in New York City, The Vitamin Shoppe has grown to be one of the largest purveyors of nutritional supplements in North America with over 500 stores and 20,000 unique SKUs. According to their website, The Vitamin Shoppe is the "first and only choice of people seeking to fulfill their health and wellness needs." Before and after: The Vitamin Shoppe storefront. Ye olde Vitamin Shoppe logo featured a gilded holding shape and several other heritage cues such as the old-timey spelling for ‘shoppe’ and the prominent established by date. The new logo, while keeping the blue and gold color palette and somewhat cumbersome name, is revitalized by an iconic V symbol and a modern, rational type system. The new conversational logo text works well on one line, two lin