English: An early variant of the CVS logo as seen on the signs of its earliest stores from about 1964-1970. From examples online there appears to be no standard at that time, even the name was sometimes depicted as "Consumer Value Stores" or "Consumer Value Store", the latter being unofficial. Commonalities between the different varieties include, a red shield of varying proportions, with the letters C-V-S shown in a diagonal slope from top-left to lower-right. The name "Consumer Value Stores" was typically arranged in a similar manner to that shown here, either below or to the right of the logo, in a very plain sans. No standards appear to have existed for the shield lettering, the initials were usually wide serifs, but sometimes rectilinear geometric sans type was used. The shade of red was taken from a color photograph of a storefront from that time.