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Pague Menos is a prominent Brazilian pharmacy chain, officially known as Farmácias Pague Menos S.A.. The company was founded in 1981 by Francisco Deusmar de Queirós in Fortaleza, Ceará. Over the decades, Pague Menos has become one of Brazil's largest and most recognized pharmaceutical retail brands, with a strong presence across all states in the country. Known for democratizing access to medicines, the brand promotes affordable healthcare and accessibility.
Pague Menos has been a pioneer in its sector, becoming the first pharmacy network in Brazil to operate in all 26 states and the Federal District. The brand has consistently focused on customer service, affordable pricing, and expanding healthcare solutions, including in-store clinics known as Clinic Farma.
The Pague Menos logo has undergone several refinements over the years, with the most recent version emphasizing modernity, cleanliness, and approachability. Earlier versions of the logo included more traditional elements and fonts, while the current identity embraces minimalism and contemporary design trends to better reflect its digital transformation and modern pharmacy services.
The Pague Menos logo combines a wordmark with a symbolic icon. It uses a modern, sans-serif typeface for the words "Pague Menos", which reinforces clarity, trust, and professionalism. The icon on the left is a simplified white medical cross within a rounded red square, symbolizing health, care, and emergency medical services.
The cross is a universal symbol of healthcare and aligns with the pharmaceutical industry’s global identity. The smooth, rounded corners of both the symbol and font suggest friendliness and accessibility—two key brand values of Pague Menos.
The logo primarily uses red and blue:
Red: Often associated with urgency, care, and vitality. It draws attention and conveys energy and compassion—an ideal choice for a healthcare brand.
Blue: Represents trust, reliability, and professionalism. It's a widely used color in healthcare branding, reflecting safety and stability.
This color combination provides a strong visual contrast while also instilling a sense of balance between care (red) and trust (blue).
The custom sans-serif typeface used in "Pague Menos" is geometric and slightly rounded. This choice promotes readability and evokes a contemporary, clean feel. The balanced spacing and bold weight contribute to strong brand visibility both online and offline.
The logo is a successful representation of the brand's mission to make healthcare more accessible and affordable. Its minimalistic, easily recognizable form is effective across a variety of digital and physical mediums—from app icons to storefront signage. The consistency of the color scheme and symbol strengthens Pague Menos’ position in the minds of consumers.
The Pague Menos logo is available for free download in vector and high-resolution formats including SVG, PDF, AI, and transparent PNG from logowik.com, making it convenient for designers and marketers to use in branding materials.
