There is a 7-Eleven® store at approximately every 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 reinforce the importance of the unique 3 colored stripes.
Taking visual cues from the 7-Eleven history and recognizing the importance of the equity the logo carries, we added a modern twist to enable 7-Eleven’s to continue it’s cultural relevance.
On the website, Roboto is used as secondary typeface for smaller text.