7-Eleven, the largest convenience store chain in the world with more than 50,900 stores in sixteen countries, introduced a new look in the US. The new store was designed by Ohio-based WD Partners.
The new logo features the “7” of the old 7-Eleven logo paired with a lowercase “eleven” in white, on a black background for store fronts, and on a bright green background on brand identities.
According to WD Partners, the refreshed look aims to “reposition and rejuvenate” the stores to “better capture the millennial and female demographics” and better align them with the ever-evolving customer base.
Devoid of its well-known green and red stripes, the stores have been given white tiles, green furniture, and stations labeled in orange Serif Black Plain font.
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