7-ELEVEN, referred to as 7-11, is a convenience store chain founded in Dallas, Texas, USA. It is one of the largest supermarket chains in the world. In 1946, the convenience store extended its business hours from 7 a.m. to 11 p.m., hence the name "7-ELEVEN."

Logo Overview:

The current logo was designed in 1986 and has not been changed in more than ten years. The 1986 version of the logo combines the design of the previous version of the logo, retaining its elements while making major adjustments to the visual balance. Based on the principles of human vision and the Gestalt system, designer WillPatterson adjusted the string "ELEVEN" so that the original uppercase last letter N became a lowercase n, because the lowercase n occupies less visual space than the uppercase N. It looks more substantial, and there is a gap on the right side of the 7 due to the curved strokes. The upper curve of the lowercase letter n can fill this gap visually. The inverted trapezoid in the background resembles a shield, which not only increases the balance of the entire logo, but also increases consumers’ sense of security.

Logo color:

In terms of color, red, green and orange are combined. Green looks natural and peaceful, and is associated with health. Red and orange are used as bright colors in the front to strengthen the brand impression and attract consumers. The three colors of red, green and orange also remind people of fruits, vegetables, agricultural products and a wide range of products, which is in line with the image characteristics of a convenience store.

The official trademark of 7-11 is "7-ELEVEn", in which except the n at the end is lowercase, the rest of the English is in uppercase; the reason for this design is that in Chinese areas (especially Taiwan) ) is said to be due to Feng Shui factors (the last stroke of the capital N is outward, which means that money will be dispersed, while the ending of the lowercase n is inward, which means that it will attract money in), but the official statement is that this design is in It existed during the Southern Company period, and the original designer only created this trademark because of aesthetic issues. However, the inference drawn from an interview on the Japanese TV entertainment program "King of Miscellaneous Studies" on February 4, 2009 was that "maybe it was Trademark law does not allow general nouns (here, numerals) to be registered as trademarks." Many folk sayings are: the lowercase n is to remind customers that eleven is night time.

From thinking about customers to standing in the customer's position, when switching to "standing in the customer's position", the main axis of thinking about the problem finally falls on the customer's position.

The retail industry has two origins, one is the customer and the other is the product. For retailers, if they can grasp the supply chain with their left hand and customer relationships with their right hand, a good product can stimulate customer reputation and turn everyone into a traffic portal, which can produce a C2 effect.

In the field of food delivery, we must also grasp these two starting points, the customer on the left and the product on the right. Think about the problem from the perspective of the customer, instead of blindly using price reduction promotions, large discounts, and free gifts. Wait for this deformed way to please customers. As a product provider, we must provide the value that the product should have, and at the same time, we must think about whether this is what users need?