In early April, 7-Eleven rebranded in the US region. Los Angeles graphic artist and designer Adhemas Batista has "fine-tuned" its logo as a whole.
On the right side is the new logo
In this regard, Adhemas Batista, who is good at using lines, said that the creative inspiration comes from the history of 7-Eleven.
946, after extending the business hours from 7 a.m. to 11 p.m., the convenience store name was changed to 7-Eleven, and the logo also used the eye-catching number 7 and capital-case Eleven for the first time. As for why the background uses four-leaf clover, it is probably because of the pure expectation of a prosperous business. But soon, the four-leaf clover was replaced and became the "shortest-lived" background pattern. But the green theme remains. The tradition of
has been preserved until last year.
, and careful friends can find that since 1969, the n of Eleven in the logo has been in lowercase and has not changed.
Why is this? According to several statements in the market:
One: numerals are not allowed to be registered as trademarks in the US Trademark Law, and modifications have been made to evade them.
Secondly, the convenience store’s business hours are from 7 am to 11 pm, and the lowercase n is to remind customers that eleven means 7 pm at night.
Third, convenience stores are mostly located at street corners, and the lowercase n is more like a street corner.
Fourth, the wife of the company president believes that if the logo is all capitalized, it is a bit dazzling, so it is recommended to use lowercase n, which will be more "elegant".
last one, it is somewhat superstitious. Because the last stroke of capital N will disperse the money, while lowercase n is more "smooth", and like a magnet, it will attract money and luck. The real reason for
is unknown, but lowercase n has always been retained in the design of the logo.
The most significant feature of this logo is that 7 and Eleven are presented in relatively independent forms, highlighting key information to the greatest extent. A simpler and digital style also helps the logo to be used in more environments. After all, 7-Eleven is no longer a convenience store nature, but its new brand image focuses more on its considerations from the perspectives of strategy, competitive research, categories and consumers.
At the same time, the brand has also updated the font and enhanced the visual experience of the iconic three-color stripes.
font
new color palette
new version identification manual
icon design
In addition to logo, the design company has also customized a series of three-color iconic stripe patterns for 7-Eleven, which are used for product packaging, poster design, social media, digital advertising, etc.
But as for why you need to adjust it, it is still for the in-depth development of the brand in the US market - how to keep more efficient American consumers in their convenience stores. After all, in the United States, 7-Eleven does not have the same reputation as in Japan. According to the latest data, the US market will open about 4,000 more 7-Eleven stores in the future. It is necessary for brands to gradually adapt and change consumers' habits.
Netizens have different opinions on this:
Some netizens think it is too American and even has the shadow of Burger King;
Other netizens think it is more retro than modern;
More direct netizens said that it is good-looking, but it has no soul of the brand;
However, for most people, it is true feedback that cannot see changes.
Burger King logo
Of course, this is not the first time 7-Eleven has reshapedged the brand. In 2010, they invited the Japanese advertising and design industry figures Kos Sato and 7-Eleven in Japan to reshape more than 1,700 product packaging, which has caused quite a lot of discussion.
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