»  Phillip Atchison

 
Joseph Selame, who created a wide array of familiar logos and brand identities for dozens Fla. He was 86.

Mr. Selame founded Selame Design in 1960 with his wife, Elinor, and in 1995 the firm was renamed BrandEquity to signal its broader reach in the branding field.

Mr. Selame not only created graphic designs, he also oversaw what is known as total brand integration, from naming companies to maintaining their visual character. For example, he helped rename the second-largest pharmacy chain in America, transforming Consumer Value Stores into CVS Pharmacy. The logo (the letters CVS and the word pharmacy separated by a slash mark) is so simple as to be nondescript, but has become one of the most recognized retail brands in the nation.