I believe that friends who have been to Guangdong will definitely remind everyone of the scene of blooming everywhere and continuous passenger flow!
Many people think 7-Eleven is a Japanese company, but in fact, it was a complete American descent in the early days, and it was only acquired by Japanese companies.
There is a magical story behind this convenience store. Do you know?
Brand Story
927, the world's first convenience store was born in Dallas, Texas, USA. It was founded by the Southern Continental Icemaking Company. At that time, there were not many varieties, mainly selling ice cubes, milk, eggs, etc.
Initially this store was called the "totem shop", and the totem pole placed next to the store became the symbol of the convenience store. Since the store's business hours start from 7 a.m. to 11 p.m., in 1946, the South Mainland Ice Manufacturing Company officially renamed the store to 7-Eleven, thus truly opening the prelude to the convenience store era. Behind
, it was introduced to Japan by Japanese retail operator Yokado Ito in 1974 and has been changed to 24 hours a day since 1975. It has gradually developed into a globally-wide convenience store representative. There is even a saying to describe the status of 7-Eleven: "There are only two brands in the convenience store industry, 7-Eleven and others."
I wonder if you have noticed that "7-ELEVEn" has capital letters in front of it, and only the last "n" is lowercase.
would be fine if I didn’t say it, but is it awkward to say it?
There are different versions of this lowercase n circulating among the people.
The first statement comes from Wikipedia in Japan. It is said that when registering, numerals are not allowed to be registered as trademarks in the United States. So in order to avoid the regulations, the modification was made.
The second statement is that 7-11 means 7:00 a.m. to 11:00 p.m., and the lowercase "n" is to remind customers that eleven is at night.
The third statement is more interesting. Because the boss Thompson's wife thinks that the logo is all capitalized and is not as good as the lowercase of the last "n", making the entire trademark look more elegant. Hahaha, the boss’s wife has spoken, the designer must change it! !
The last statement is a bit outrageous! The reason for this design is that in Chinese areas (especially Taiwan), the folk saying is because of Feng Shui factors. The last mark of capital N is outward, which means that the money will be dispersed, while the lowercase n is inward, like a magnet, which means that it will attract money. Hahaha, this is a daily life of superstition!
In addition, 7-ELEVEN's logo design has another small idea, that is, the text is not completely centered and aligned, in fact, this is to obtain visual balance.
Cold knowledge popularization has been completed, and we will enter today's topic!
Brand Reshaping
Recently, designer and artist Adhemas Batista released a new 7-Eleven VI system on Behance!
The designer has taken into account the brand positioning, competitive research, and analysis of consumer groups of 7-Eleven, thus reshaping the visual image of the overall brand of 7-Eleven.
new logo and space have been simply fine-tuned, adopting a new font design, retaining the original three-color striped brand NDN, and enhancing visual memory.
The designer drew visual clues from the history of 7-Eleven, and readjusted the proportion and visual center of gravity to make the logo look more balanced. The performance of the auxiliary graphics adds a modern feel, allowing 7-11 to continue to maintain its cultural relevance.
VI design
