Guideline

DISGN341 COMMUNICATION SYSTEMS DSIGN FALL 2023

Version: January 2024

7-ELEVEN BRAND GUIDELINES

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CONTENT

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7-11 品牌手册 7-11 Branding Guidelines

目录 / Cotents

我们的故事 OUR SOTORY

视觉识别 VISUAL IDENTITY

排版使用 USE OF TYPOGRAPHY

周边产品 SWAG + MERCH

1. 营销策略 / Marketing Strategy

1. 徽标概念 / Logo Concept

1. 英文主字体 /

1. 名片 /Business Card

2. 我们的使命 / Our Mission

2. 符号 /Icon/symbol

Main Typeface in Western

2. 鸭舌帽 /Cap

3. 品牌个性 / Our Brand Personality

3. 文字标记 / Wordmark

2. 中文主字体 /

3. 连衣帽 /Shirt

4. 水平徽标 / Logo Horizontal Lock-up

Main Typeface in Chinese Hanzi

4. 马克杯 / Mug

5. 竖直徽标 / Logo Vertical Lock-up

3. 替换通用字体 /

5. 行李箱 /Trunk

6. 反转徽标 / Reversed Logo

Substitute Generic Typeface

6. 纸杯 /Paper Cup

7. 反转文字标记 / Reversed Word Mark

4. 替换通用汉字体 /

7. 手提包 /Tote Bag

8. 反转符号 / Reversed Symbol

Substitute Generic Hanzi

8. 宣传海报 /Promotional Poster

9. Instagram 头像 / Instagram Avatar 10. Facebook 头像 / Facebook Avatar 11. 微信头像 / WeChat Avatar 12. APP 图标 / APP Icon 13. 浏览器图标 / Favicon 14. 品牌标语 / Tagline Lock-up 15. 其他徽标 / Other Tagline Lock-up 16. 日文徽标 / Japan Tagline Lock-up

色彩使用 USE OF COLOR 1. 颜色模式 /RGB 2. 颜色模式 /CMKY 3. 颜色板 /COLOR PALETTE

17. 品牌吉祥物 / Brand Mascot

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our story

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7-11 品牌手册 7-11 Branding Guidelines

·1927

我们的故事 / Our Story

世界上第一家店 / World’s First C-Store 在得克萨斯州达拉斯一家冰屋的码头上，世界上第一 家便利店诞生了。

·1970

超越得克萨斯州 / Beyond Texas 一站式购物场所提供消费者所需的一切，包括汽油。 佛罗里达州、马里兰州、弗吉尼亚州和宾夕法尼亚州 开设了新店。

·1990

通宵营业 / All Night Long 奥斯汀一所大学附近的 7-11 便利店通宵营业，以容纳 学生。全天候的想法很受欢迎，很快就会在其他地方 流行起来。

·2000

A 7-Eleven location near a university in Austin stays open all night to accommodate students. The 24/7 idea is a hit and soon catches on in other locations.

·1965

饮料革命 / The Drink Revolution 首先推出 Slurpee® 饮料和世界上第一款现成的咖啡。 It starts with the launch of the Slurpee® drink and the world’s first coffee to go.

变得健康 /Getting Healthy 7-Eleven 开始每天运送新鲜食品，以满足注重健康的 消费者的需求。 7-Eleven starts shipping fresh food products daily to meet the needs of health-conscious consumers.

The one-stop shopping locations offer everything consumers need, including gas. New stores open in Florida, Maryland, Virginia, and Pennsylvania.

·1963

7-Eleven 率先推出自助式天然气和第一个自助式苏打 水喷泉。美国人还被介绍到 Big Gulp® 喷泉饮料。 7-Eleven leads the way, offering self-serve gas and the first self-serve soda fountain. Americans are also introduced to the Big Gulp® fountain drink.

From the dock of an icehouse in Dallas, Texas, the world’s first convenience store is born.

·1950

自助模式 / The Self-Service Movement

新传统 / New 7-Eleven Day Traditions 7-Eleven 在 2002 年 75 岁生日时开始了一项新的传 统，并一直延续到今天——为每个人免费提供生日思 乐冰饮料！ 7-Eleven starts a new tradition on its 75th birthday in 2002 that continues to this day – FREE birthday Slurpee drinks for everyone!

·2010

数字化转型 / Digital Transformation 7-Eleven 推出了自己的应用程序，其购物解决方案只 需轻轻一点——比如支付、赚取奖励、获得免费物品、 参加比赛和玩酷炫的 AR 游戏。 7-Eleven introduces its own app, with shopping solutions that are only a tap away – like paying, earning rewards, getting free stuff, entering contests, and playing cool AR games.

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市场营销 / Marketing Strategy

不断壮大的品牌家族 / A Growing Family of Brands 作为世界上第一家便利店，我们的首要任务始终是为客户提供最方便的体验，以始终如一地满足他们的需求。 7-Eleven 的目标是成为消费者的一站式商店——人们可以随时依靠这个地方来提供他们想要的东西，何时、 何地以及如何提供。 As the world’s first convenience store, our top priority has always been to give customers the most convenient experience possible to consistently meet their needs. 7-Eleven aims to be a one-stop shop for consumers – a place people can always rely on to deliver what they want, when, where, and how they want it.

消费激励 / Loyalty 7Rewards® 于 2015 年推出，是 7-Eleven 同类最佳忠诚度计划，客户每消费一美元即 可获得奖励。7Rewards 会员可以访问 7-11 应用程序中的一系列功能，包括移动结账、7-11 钱包、Fuel Loyalty 和 7NOW。

配送服务 / Delivery 通过 7NOW® 和第三方配送提供商，我们提供一流的食品、便利和杂货配送服务。通过 7NOW 配送服务可在 美国和加拿大各地提供，在约 30 分钟或更短时间内全天候配送 3000 多种产品，包括杂货、非处方药、家居用品、 一系列食品和饮料，包括披萨和思乐冰饮料、啤酒和葡萄酒等。7NOW 快递业务在 2021 年翻了一番，并继续增长。 Through 7NOW® and third-party delivery providers, we offer best-in-class delivery of food, convenience, and grocery items. Delivery via 7NOW is available throughout the U.S. and Canada, providing 24/7 delivery in about 30 minutes or less of over 3,000 products, including groceries, over-the-counter medicines, household goods, a range of food and beverage options including pizza and Slurpee drinks, beer and wine, and more. The 7NOW delivery business doubled in 2021 and continues to grow.

Speedy Rewards® 于 2004 年推出，允许 Speedway 客户在购买商品和燃油时获得积分。 积分可以使用 Speedy Rewards 移动应用程序兑换成零食、饮料或更多。 Launched in 2015, 7Rewards® is the 7-Eleven best-in-class loyalty program where customers are rewarded for every dollar spent. 7Rewards members have access to a suite of features within the 7‑Eleven app, including Mobile Checkout, 7‑Eleven Wallet, Fuel Loyalty, and 7NOW. Speedy Rewards®, launched in 2004, allows Speedway customers to earn points on both merchandise and fuel purchases. Points can be redeemed for snacks, drinks, or more using the Speedy Rewards mobile app.of food and beverage options including pizza and Slurpee drinks, beer and wine, and more. The 7NOW delivery business doubled in 2021 and continues to grow.

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7-11 品牌手册 7-11 Branding Guidelines

市场营销 / Marketing Strategy

燃料供应 / Fleet

运输 / Trans@ct

自 1928 年以来，燃料一直是 7-11 便利产品的一部分，目前在美国 8000 个地点都有售。7-11 机队™通用卡允许司机和 / 或车队在 7-11 的 7-11、Speedway®、Stripes® 和 APlus® 加油网络中，包括我们与埃克森美孚、Sunoco、Valero 等其他美国主要燃料品牌合作 的地点，每加仑汽油最多可节省 7 美分，柴油最多可节省 10 美分。

这个 trans@ctby 7-Eleven® 预付万事达卡 ® 为持卡人提供了传统银行业务的替代方案，使他们能够更快地获 得政府福利或工资支票等直接存款付款。注册和激活后，所有资金加载到 trans@ctFDIC 为 7-11 个卡账户提供 保险。客户可以购买 trans@ct 在参与的 7-11® 商店使用 7-11 卡或在线申请。

Fuel has been part of the 7‑Eleven® convenience offering since 1928, and is now available at 8,000 locations across the U.S. The 7‑Eleven Fleet ™ Universal card allows drivers and/or driving fleets to save up to 7¢ per gallon on gasoline and up to 10¢ per gallon on diesel across 7‑Eleven’s fueling network of 7‑Eleven, Speedway®, Stripes®, and APlus® stores — including locations where we collaborate with other major U.S. fuel brands such as ExxonMobil, Sunoco, Valero, and more.

The Trans@ct by 7‑Eleven® Prepaid Mastercard® offers cardholders an alternative to traditional banking so they can receive direct deposit payments such as government benefits or paychecks sooner. After registration and activation, all funds loaded onto Trans@ct by 7‑Eleven card accounts are FDIC-insured.

Customers can purchase a Trans@ct by 7‑Eleven card at participating 7‑Eleven® stores or apply online.

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7-11 品牌手册 7-11 Branding Guidelines

我们的使命 / Our Mission

我们的使命是什么？ What is our mission?

我们的答案 /Our Answer “我们通过提供快速、个性化的 便利，让客户的一天变得更加精彩——无论何时何地， 以及他们想要的方式。” "We make our customers' day a little more awesome by delivering fast, personalized convenience — when, where, and how they want it."

顾客至上 /Consumer First 一个强大的全球品牌。一个不断发展的行业。以及为扩张而建立的商业模式。当您加盟 7-11 时，您将成为一个强大网络的一部分，在这个网络中，您的成功是第一位的。 A strong global brand. A growing industry. And a business model built for expansion.

When you franchise with 7‑Eleven, you become part of a powerful network where your success comes first.

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品牌个性 / Brand Personality

我们的个性是什么？ What is our personality?

我们的答案 /Our Answer “无论何时何地，我们都努力成为方便客户的首选。为了做到这一点，我们通过提供快速、 个性化的便利——无论何时、何地以及以何种方式——让客户的一天变得更加精彩。” "We strive to be the first choice for convenience for our customers – anytime, anywhere. To do that, we make our customers‘ day a little more awesome by delivering fast, personalized convenience – when, where, and how they want it."

品牌趋势 /Brand Trends 便利行业每年的收入为 6500 亿美元，而且这个数字只会越来越大。无论你是在大城市还是 小镇，几乎每个人都需要软饮料和零食。此外，近 88% 的美国家庭都有车，这就要求每周 去附近的加油站。这就是为什么便利店是保持收入全天候流动的明智方式。 The convenience industry takes in $650 billion a year – and that number is only getting bigger. Whether you’re in a big city or small town, just about everyone needs soft drinks and snacks. Plus, nearly 88% of all U.S. households have a car, which makes a weekly trip to the neighborhood gas station a requirement. That’s why convenience stores are a smart way to keep revenue flowing 24/7, 365.

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visual identity

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7-11 品牌手册 7-11 Branding Guidelines

视觉识别 / Visual Identity

标志 /Logo

标志概念 /Logo Concept The 7-11 has been using the classic brand logo of the old model for a long time, and this time we will change the traditional impression of the public on the 7-11. The 7-11 logo will be oriented towards the trend of technological trends to adapt to the current new era background. The reserved part of this logo is the traditional red, green, and orange color scheme, and the graphic part has been replaced with a regular parallelogram.

符号 /Icon/symbol

文字标记 / Wordmark

水平徽标 / Logo Horizontal Lock-up

反转徽标 / Reversed Logo

反转文字标记 / Reversed Word Mark

反转符号 / Reversed Symbol

竖直徽标 / Logo Vertical Lock-up

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7-11 品牌手册 7-11 Branding Guidelines

视觉识别 / Visual Identity

Instagram 头像 / Instagram Avatar

Facebook 头像 / Facebook Avatar

微信头像 / WeChat Avatar

APP 图标 / APP Icon

浏览器图标 / Favicon

品牌标语 / Tagline Horizontal lockup

其他徽标 / Other Tagline Lock-up

日文徽标 / Japan Tagline Lock-up

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7-11 品牌手册 7-11 Branding Guidelines

视觉识别 / Visual Identity

品牌吉祥物 / Brand Mascot On the 7-11 convenience store food sales chart, grilled sausages have always been our best-selling product, so it will become our new brand mascot for 7-11. Provide customers with ample energy during their lunch break.

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USE OF TYPOGRAPHY

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7-11 品牌手册 7-11 Branding Guidelines

排版使用 / Use of Typography

英文主字体 /Main Typeface in Western

Calibri

ABCDEFGHIJKLMNOPQRSTUVWXYZ 中文主字体 /Main Typeface in Chinese Hanzi

微软正黑体 中国汉字标准 替换通用字体 /Substitute Generic Typeface

Microsoft JhengHei ABCDEFGHIJKLMNOPQRSTUVWXYZ 替换通用汉字体 /Substitute Generic Hanzi

黑体 中国汉字标准 10

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USE OF COLOR

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7-11 品牌手册 7-11 Branding Guidelines

色彩使用 Use of Color

颜色模式 /RGB & CMYK

颜色板 /COLOR PALETTE

R: 56 G: 112 B: 88

R: 190 G: 60 B: 64

R: 216 G: 121 B: 44

C: 80 M: 47 Y: 72 K: 6

C: 27 M: 89 Y: 72 K: 0

C: 14 M: 62 Y: 87 K: 0

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SWAG + MERCH

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7-11 品牌手册 7-11 Branding Guidelines

周边产品 Swag+Merch

名片 /Business Card

鸭舌帽 /Cap

连衣帽 /Shirt

马克杯 / Mug

行李箱 /Trunk

纸杯 /Paper Cup

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手提包 /Tote Bag

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7-11 品牌手册 7-11 Branding Guidelines

宣传海报 /Promotional Poster

更多海报 /More Poster

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