7-Eleven Logo

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7-Eleven Logo
7-Eleven is a famous international chain of supermarkets, which was established in 1927 under the name Tote’m stores. Today the company owns almost 70 thousand convenience stores in 17 countries across the globe. All stores are open 24 hours and offer a wide range of drinks and prepared foods.

Meaning and history

7-Eleven Logo history


The company, known as Tote’m stores until 1946, using a large wooden Totem as its symbol. It was replacing the first letter “T” of the wordmark and was instantly recognizable across the country.
The “7-11” name appeared when the store chain decided to expand its working hours and placed it on the banners, to let customers know that now they are open from 7 am to 11 pm. The name stuck and stayed with the company even when they started working 24/7, which happened only in 1963.

1946 — 1969

The first logo after the name change was designed in 1946 and was composed of a white trapezoid with its narrow side down. The geometric figure was placed on a green circle and had a bold red “7” with “Eleven” in capitals placed diagonally over the digit.
The logo was bright memorable and dynamic, reflecting the growing and successful company. It stayed with the chain for more than 20 years and became a basis for all the next versions of the visual identity.
7-Eleven Emblem

1969 — 1978

The logo was redesigned in 1969. The trapezoid gained sleeker rounded angles and the color palette switched — the digit was now executed in red and orange with the vertical bar slightly arched. As for the inscription, it was now located horizontally and executed in green.
Another element was changed — the last letter of the nameplate, “N”, was now written in the lowercase. According to the legend, the wife of the company’s said the logotype looked harsh when it was in all-caps, so she proposed to replace one letter for a friendlier image.

1978 — 1986

The new shape and brighter color came to the 7-Eleven visual identity in 1978. The background is now not circular but rectangular and the trapezoid is lover up from the center so that the horizontal bar of “7” comes out the upper side of the frame.
As for the color palette, it still consisted of green, white, red and orange, but green gained a lighter and juicier shade, which made the whole logo brighter and more playful.

1986 — Today

7-Eleven Logo
The current version of the logo was designed in 1986 and is a mix of all previous versions. The logo from today is composed of a dark green rectangle with a white trapezoid in the middle. There is a bold “7” in red and orange and a green “Eleven” wordmark placed over it horizontally.
The current logo looks professional and modern. It is instantly recognizable across the globe and evokes a sense of reliability, success, and passion.

Font

The iconic wordmark, composed of the capital letter with “N” in the lowercase, is executed in a bold sans-serif typeface, which is very close to Filmotype Manchester font with its thick straight lines, evoking seriousness and stability.
The inscription looks strong and elegant at the same time, due to the simplicity of its shapes, while the lowercase letter, in the end, adds uniqueness and shows the playful and creative character of the company.
Logo 7-Eleven

Review

The iconic chain of convenience stores is known mostly for its selection of beverages, such as Slurpee (which is a flavored and colored ice drink) and Big Gulp (big portions of soda water).
Besides famous drinks, the chain sells all the necessary items which can be found in any convenience store, along with a 7-eleven branded product line. There is also a wide selection of ready to eat foods, such as salads and sandwiches, fruit plates and pizza slices. The company is constantly developing and adding new products to its assortment.
In 2016 the chain started opening organic stores, which became instantly popular. Today there are more than 500 points with natural products under the brand name. Being owned by the Japanese group, 7-eleven has its stores in Asia and Northern Europe.
Besides foods and related items for sale, convenience stores offer lottery tickets and tobacco, pre-paid phone cards and self-serve ATMs, where you can load money to your e-wallet account or pay bills.