Global convenience store chain strips down its logo and store design for a "cleaner" look.

Dublin, Ohio-based WD Partners were recently tasked with updating the logo and store design of the globally-recognized convenience store chain, 7-Eleven. The redesigns aim to capture the attention of female and millennial demographics, as well as simplify many aspects of the brand’s image.

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 for other forms of brand communication. The stores have also been stripped of the well-known green and red stripes, opting for plain white tiles, green furniture, and stations labeled with a simple Serif font.

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