Thank Heaven For 7-ELEVEn

This weeks learning activity had me re-appreciate that somebody realized that someone, some day might need to buy milk on a Sunday at 03am. And then we have it, 50 years later. 7-ELEVEn’s all over the world, offering pizza slices or toothbrushes at any given time of the day.

Below are the tasks we were given, followed by my answers and some pictures of the practical work.









  1. Look at the following 7-eleven logos and consider their shape, form and simplicity of design. The way they communicate and are recognizable.
  2. Identify. In your own words explain what you consider 7-Eleven’s individual Gestalt principle to be. Describe the logo and put it into its own category.
  3. Pick any 3 gestalt principles and recreate 3 versions of the 7-Eleven logo according to your chosen principle. Be creative and innovative with how you do it. Sketch, plan, do it by hand before digitally creating your favourite in a vector format.

In 1945 the formerly known Tote’m convenience store changed its name to 7-Eleven to reflect the stores new extended hours ( 7am-11pm) 7 days a week. Both of the logo variations above communicate this message clearly. It is clear that the emphasis of with brand is built on the promise of being available for costumers during those hours, which again reflects very clearly in their logos.

The colors used are recognizable and eye catching. Red in the logo, being a warm primary color that can represent passion, happiness, enthusiasm and energy. Balanced by a a smaller part in the number 7 which is orange, as not to give the red an overwhelming effect. Then the usage of green, for the font and the part around 7, a secondary color which can communicate wealth, stability and renewal.

The alternate horizontal logo with font is straight forward, easily red. And the one to the left almost has a resemblance to a bullseye, which then catches the eye and also gives it depth.

I believe the designer has used multiple principles when creating this logo, but in my opinion the clearest ones are Closure and Figure/ground for the one to the left and Continuity for the horizontal logo. Closure, because of the arrangements of individual elements that makes us look for a single recognizable pattern, 7. Figure/Ground because we are determining  what is content and what is background it this logo. Then, continuity in the logo to the right where the wordmark is placed as easily read as possible next to the symbol 7. Making the symbol red and orange is a smart way to get our attention, so that even though ELEVEn is spelled in big letters that should take the attention away from 7, it doesn’t because of the color use.

And then it’s the never ending conspiracy theories about the anomaly with the n not being a capital letter like the rest. Was that because the chairmans wife liked it that way, or was it a spiritual advisor that suggested the change as it would bring more luck to the stores in Asia because of the n resembling a closed door, which would keep the money iand also make it more Feng Shui-ish. No idea, but I didn’t actually realize this before I found the old picture to put as my header and noticed the difference in logos.

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