7-Eleven

Brand Identity Design_2020

There is a 7-Eleven store within approximately 10 miles of all Americans, it's a brand that is part of their everyday lives. At Deutsch Los Angeles, we revised the visual identity for the overarching brand, taking into consideration important findings from the strategy, the research over the competition, the category, and consumer inputs.

The updated design brings a slight revision to the logo for digital spaces, a new primary font, and reinforces the importance of the unique, three colored stripes. Taking visual cues from 7-Eleven's history and recognizing the importance of the equity the logo carries, we added a modern twist to enable 7-Eleven to continue its cultural relevance.