Give the costumers what they want, when and where they want it.
Joe C. Thompson Jr. (7-eleven Founder)
7 eleven is the worlds first convenience store. You can find it all around the world. They brand identity is making life easier to customers on the go. Let’s look at their logos:
In my opinion, the creators of the 7-eleven’s logo used a mix of the Continuity and pragnanz Gestalt principles.A good example of the continuity principle would be the eleven name in the middle of the seven(the seven continues behind the “eleven”). In addition to that,the seven is composed by simple elements that “continue”behind others to form the “7”shape, and this can be seen as the pragnanz law of simplicity.
The logo is a mix of a wordmark and a symbol. It has simple colors that stand out and match each other. The shape inside the square creates a sense of deepness and of a three-dimensional logo. They use a number as a symbol and a another number as a wordmark, you can also find rhyme in the logo so it gets stuck in your head.
For the second part of the assignment I had to choose three Gestalt principles and make at least three sketches of the 7-eleven logo for each principle. I chose the following principles because it seemed interesting to work with these on the 7-eleven logo:
I started out researching how other companies used the principles continuity and proximity in their logos, and of course did a little research on the 7-eleven logo aswell. Here is a moodboard of my inspirations.
Then I started sketching logos for each of the gestalt principles, you can see my process bellow:
I chose to continue with these two sketches because I could not decide between the two:
I drew both on Illustrator and tried different color solutions, here are som versions of the continuity inspired logo:
I tried the original colors of the 7-eleven logo but decided to experiment with other playful colors the logo could have had, and of course I also made a black and white version.
After making the first logo I was still wondering how the other one would have turned out, because I wasn’t so satisfied with the first one, so I started working on the other one.
I really liked this second logo, but I could not seem to get the seven right, so I changed it again:
I was starting to get satisfied with this last one, but it still was a little bit messy, and after watching the video on tips and tricks on logos, I decided to make it more simple, and separate the logo from the letters. So I created this last one!
I used the gestalt principle figure/ground, included both numbers and the original 7-eleven name, and made a logo that would be categorized as a mix of a wordmark and a symbol,where both can be used separately .
This assignment was really challenging and taught me a lot of things, like the importance of patience, of taking breaks and asking for others opinions. Taking breaks is specially important when working on a logo because when you have worked with it for so long, you start to get used to it and then it is difficult to look at it from another perspective. I also learned that people perceive things differently and that sometimes it is best to follow my intuition. I regret not having made more sketches, and come up with more ideas before starting, so I’ll remember that for my next project.
who would have thought simplicity was so hard to achieve…