7-Eleven is one of the world's largest multinational convenience store chain groups. Its predecessor was Tote’m stores, which sold ice products, milk and eggs in , Texas, , in 1927.
With the development of time, the scale of convenience stores has grown rapidly, so they feel that they will extend their business hours from 7 a.m. to 11 p.m. from 1946. To reflect this change, the name "Tote'm stores" has also been changed to "7-Eleven". To date, 7-Eleven has 670,000 stores worldwide and has been released in 17 countries and regions around the world.
In early April, Los Angeles-based design company Deutsch LA and graphic artist, designer Adhemas Batista showed a case of rebranding the brand image of the 7-Eleven store on the famous design community Behance.
, but the Intelligence Agency found that the case was already used by 7-Eleven as early as 2019. However, for so long, no one has noticed the details of 7-Eleven fine-tuning LOGO. What are the specific visual upgrades of
? Adhemas Batista said that the updated visual image is more conducive to the application of digital space. At the same time, it adopts a new brand font and strengthens the importance of the iconic red, orange and green three-color stripes of 7-Eleven. The biggest change in the new LOGO should be to release the numbers "7" and "Eleven" interspersed with each other from the white inverted trapezoidal background, remove the back, reduce visual noise, and allow users to focus on the information itself better.
New and old upgrade changes
In addition, the orange horizontal bar at the top of the number "7" will align with the red on the right at a main level, and the arc spaces between the two are parallel to each other. The bottom red color block at
separated by "Eleven" has changed from a slightly tilted state to a standard rectangular block.
and the "Eleven" font in the middle is also optimized, such as adjusting the stroke outline and widening the spacing of the characters.
Overlay comparison of old and new LOGOs (black stroke outline is the new version of LOGO)
Overall, the optimized new LOGO is more standardized and more suitable for a variety of digital spaces.
new color palette
new version identification manual
icon design
font
Now, colored stripes will become one of the most important recognition elements besides LOGO, and the design company has customized a series of stripe patterns with different directions and interlaced.
These patterns can be widely used in 7-Eleven packaging, posters, social media, and digital advertising. Adds more fashion to 7-Eleven's visual system while maintaining relevance to its culture.
Stripe extension pattern
Stripe extension pattern
After talking about 7-Eleven's new logo, I believe everyone also wants to see the evolution of this company's logo. Then we will continue to pull back to 1946, after the convenience store was renamed 7-Eleven.
The main purpose of choosing the name "7-Eleven" is to emphasize that its business hours are from 7 am to 11 pm. At that time, the logo was already a big red number 7 and the green capital "ELEVEN", but the green background that sets the font is with four-leaf clover, because four-leaf clover symbolizes good luck and wealth. However, after less than a year of use, this four-leaf clover version was replaced by a green circular background, and the white inverted trapezoid appeared in the logo for the first time.
1969, 7-Eleven changed the last letter n of "ELEVEn" in the LOGO to lowercase, and added orange to the top horizontal line of the number 7. Although there were many updates later, the basic style did not change much.
As for 7-Eleven colored stripes, they have been gradually strengthened in recent years.For example, not long ago, Sweden 7-ELEVEN launched a limited edition 100% pure cotton pajamas in order to promote the 24-hour all-weather breakfast service. This pajamas are made of the 7-11 signature red, orange and green as striped colors, and was jokingly called "color prison uniforms" by netizens.
Some pictures in this article are sourced: www.behance.net/gallery/116903781/7-Eleven-Rebrand
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